Twitter's New Creator & Creative Studio for Brands

Twitter is leaning into the "let's do it ourselves" trend of taking the creative, strategy, and talent all in-house to work directly (and more effectively) with brand partners. Twitter announced its new brand studio, ArtHouse, will be dedicated to creating and optimizing "Twitter-first content" featuring popular creators. The push behind something like ArtHouse? The platform shared that users spend about 24% more time with ads that come from creators than they do with posts from brands and that optimized Twitter videos achieve 19% more unaided recall. Consider this an open casting call from brands for creators to star in ads across Instagram, Facebook and now, Twitter.