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Twitter’s in-house shop #Fuel will help brands create quick, platform-specific ads


By Minda Smiley, Reporter

October 19, 2017 | 3 min read

Twitter has unveiled a small in-house shop called #Fuel that will help brands create punchy, quick content for the platform.


The new service comes as Twitter continues to face stagnant user growth and tries to compete with the Facebook-Google duopoly, which is expected to gobble up more than 60% of digital ad spend in the US this year, according to eMarketer. Twitter is hoping offerings like #Fuel will make the social platform more attractive to marketers, particularly since it will focus on helping brands create video content.

In a blog post, Twitter’s head of content planning Stacy Minero said that #Fuel is an “agile, rapid-response hub that responds quickly to creative briefs.” As part of Twitter’s larger brand strategy team, #Fuel staffers will focus on developing content strategies for brands, coming up with creative ideas and editing video to ensure it’s optimized for Twitter.

According to Twitter, #Fuel has already worked on 100 campaigns over the past few months with early brand partners, some of which include Converse and Macy’s. For example, Twitter helped Converse create its Public Access video series starring Game of Thrones actress Maisie Williams and Miley Cyrus, which launched exclusively on the platform last month.

It also recently helped Macy’s repurpose the retailer’s fall fashion campaign by editing it to create short-form content customized for Twitter.

“Video ads are Twitter’s top-selling format, but not every advertiser has the time, resources, or insights to create Twitter-specific ads,” said Minero in the blog post. “In response, we rolled out #Fuel’s editing services to optimize creative without losing impact for Twitter In-Stream Video Ads, Promoted Video, and ads that run in live-streaming.”

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