Earlier this year during Digital NewFronts event, Twitter revealed that it was partnering with a few heavy hitters within the industry some of whom included NBA, MLB, BuzzFeed, among many others. This was all on a bid for the social media platform to reintroduce itself as a leader in the video marketing industry. As part of Twitter’s initiative to boost its video advertising clientele, the platform has been for the past year working with a team to help woo advertisers to their company. The team that has been branded Fuel, consists of a group of strategists who work with agencies and brands consulting them and helping them to create engaging and effective campaigns. Fuel aims at helping brands react fast if in need of a campaign and create one that complements Twitter tailored content.
“We launched Fuel this year to basically be an agile hub for responses to briefs for video editing,” says Stacy Minero, Twitter’s director of brand strategy, who leads the team. She says it’s “designed to be more responsive and agile.”
Aside from video editing for large campaigns, Fuel also offers strategic consulting for individual video ads. So far the team, has helped create over one hundred campaigns. Fuel is divided into three parts: content strategy, creative idea development, and video editing. The three parts work on those specific parts of a client’s project, but video is one of Fuel’s biggest emphases. “Video is our strongest performing format,” says Minero.
In a nutshell, if a brand was to run a campaign ASAP, they consult Fuel which helps them strategize on the best way forward. The team will help them edit and format the ad and have it ready within a few days. Video ads can take on different formats including pre-roll and in-stream feeds, as well as live streams too along with any other ad unit Twitter offers. Minero says Fuel usually turns around a project between 24 and 48 hours.