UPDATED: Twitter ArtHouse Opens Its Doors to Brands, But Entry Isn’t Cheap

The social network created a single destination for creator management, video editing, live broadcasting

Stacy Minero is the global head of Twitter ArtHouse Twitter
Headshot of David Cohen

Creator management, video editing and live broadcasting for brands on Twitter can now be handled in one place: Twitter ArtHouse.

Global head of Twitter ArtHouse Stacy Minero, formerly head of content creation, introduced the new initiative in a blog post, writing, “Twitter ArtHouse connects brands with the creative capital and talent of Influencers, artists and editors who can add a new dimension of relevance to their content. The global team brings together content strategists, digital producers and influencer marketing specialists to help brands launch new products and connect to what’s happening in culture. Our mission is simple: to help brands design Twitter first content that moves people.”

UPDATED: However, the price of admission to Twitter ArtHouse is steep. Social media consultant Matt Navarra shared a price list for its services in a tweet (embedded below).

Minero cited a Twitter-sponsored study by Magna and IPG Media Lab, which found that people on the social network spend 24% more time with ads that come from creators, compared with those posted directly by brands, and that recall of branded creator posts boosts purchase intent by 41%.

She added that Twitter ArtHouse “looks at creators through two lenses: influencers with broader reach and artists with creative craft,” and Twitter doubled its efforts with artistic creators over the past six months, leading to a tripling of visual campaigns in partnership with brands.

Minero also shared examples of each: On the influencer side, Wendy’s partnered with comedy creator Demetrius Harmon on the debut of its S’Awesome menu items, and on the artistic side, Google Brazil invited five artists to illustrate LGBTQ milestones in the fight for equality.

A GroupM study commissioned by Twitter found that videos optimized for the social network achieved 19% more unaided recall and 6% better message association than television commercials, and they drove a 33% increase in emotional engagement.

Minero said Twitter ArtHouse can help brands with their video-editing efforts in “just a few days,” and she shared as examples Stitch Fix optimizing existing assets for its Personal Styling campaign to run as short-form video, as well as helping to create “feed-stopping assets” for Dunkin’s debut of its Power Breakfast sandwich and Dunkin’ Bowl.

As for live video, Minero said Twitter Live Brand Studio enables brands to “go live and maximize their own events” to drive conversation on the social network, and she added that Twitter streamed more than 100 brand-led events since 2018 for brands including AT&T, Samsung and Bud Light.

She wrote, “Brands are continually looking for smarter ways to develop feed-first content that brings something unique to the Twitter platform. When content connects with Twitter’s influential, receptive audience, it can make a product launch land, and even become a part of the cultural zeitgeist.”

UPDATED: According to the price sheet shared by Navarra, the minimum investment for a brand to collaborate with an influencer via the program is $100,000 for content and $25,000 for media, with a five-week lead time.

Working with an artist requires a lead time of two to three weeks and a minimum investment of $150,000.

Live broadcasting an event brought the steepest costs: $50,000 on media and an event page, with a $500,000 price tag on media investment and event page approval and a four-week lead time.

And tapping editors to help optimize existing assets and maximize their effectiveness requires a minimum investment of $150,000 for non-restricted verticals and $250,000 for restricted verticals, with a lead time of one to two weeks.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.