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Twitter unveils #Fuel with hopes of sparking brand partnerships

Tim Maytom

Twitter has announced a small in-house shop designed to help brands create quick content tailored to its platform. The unit, called #Fuel, is part of Twitter's attempts to make its service more attractive to marketers, with a particular focus on native video.

According to Stacy Minero, Twitter's head of content planning, #Fuel is "an agile, rapid-response hub that reponds quickly to creative briefs" and the team will help brands develop content strategy, build creative ideas and edit video content to suit Twitter's user base.

The unit has had a stealth launch over the past few months, and has already worked on over 100 campaigns with early brand partners include Macy's and Nike's Converse range, partnering with celebrities including Miley Cyrus and Maisie Williams to deliver original video content.

According to research from IPG, video ads in a curated social feed like Twitter are perceived to be more relevant and less intrusive than similar skippable ads on other platforms, and twice as memorable, a fact that Twitter is hoping to leverage into increased advertiser investment in its platform.

While video ads are reportedly Twitter's top-selling format, #Fuel's services are also available for in-stream video ads, promoted video and ads that run in live-streaming, as well as products like conversational video, chatbots and auto-response campaigns.

With Google and Facebook expected to take more than 60 per cent of digital ad spending in the US this year between them, Twitter is having to work hard to make itself more appealing to marketers. Whether #Fuel will have the desired impact will remain to be seen.

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