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How exactly are you sending messages to IoT Hub? Are collecting data from sensors and sending to IoT Hub? Are you using message routing? Please provide more details to help you better.
Device twins are JSON documents that store device state information including metadata, configurations, and conditions. AFAIK you cannot change the format. Please see Understand and use device twins in IoT Hub
IoT Hub supports writing data to Azure Storage in the Apache Avro format as well as in JSON format. The default is AVRO. When using JSON encoding, you must set the contentType to application/json and contentEncoding to UTF-8 in the message system properties. Both of these values are case-insensitive. If the content encoding is not set, then IoT Hub will write the messages in base 64 encoded format.
For more details , please see Use IoT Hub message routing to send device-to-cloud messages to different endpoints
Please let us know if that answers or need further help.