MARKETING
What is Twitter Spaces? [+Why Marketers Should Care]
![What is Twitter Spaces? [+Why Marketers Should Care] What is Twitter Spaces? [+Why Marketers Should Care]](https://articles.entireweb.com/wp-content/uploads/2022/11/What-is-Twitter-Spaces-Why-Marketers-Should-Care.jpgkeepProtocol.jpeg)
Following months of beta testing, Twitter made its new audio feature, Twitter Spaces, permanent.
Today, the highly-discussed feature is finally available to all users.
Spaces, which allows Twitter users to listen to and participate in public audio conversations, entered its beta test shortly after the launch and $100-million valuation of the app Clubhouse – which similarly offers an audio chat room experience.
Now that it’s here to stay, many brands with solid Twitter followings are also beginning to pay more attention to the marketing opportunities of Spaces.
What is Twitter Spaces?
Twitter Spaces is a feature within the Twitter app that allows users with more than 600 followers to launch, host, and participate in audio chat rooms, similarly to rooms hosted on the social media platform Clubhouse.
Why Marketers Are Watching Twitter Spaces
Looking for a way to determine whether Twitter Spaces or Clubhouse is a better fit for your business? Check out our video guide comparing the pros and cons of the two social audio spaces below.
1. Twitter has major audience reach.
Twitter has well over 200 million daily active users. That user base includes audiences that fit into many different demographics all over the world. Because of this, brands can reach target audiences from all sorts of industries and backgrounds.
While Clubhouse’s user base quickly grew, it doesn’t offer comparable reach to Twitter due to its somewhat exclusive nature.
The audio social app was initially designed to be invite-only and started with a small user list of “elite” industry thought leaders, celebrities, and influencers. Only recently did every-day users start to get invited and expand its app to Android users.
2. Twitter Spaces could provide a shorter learning curve.
Learning how to use and experiment with a completely new social media app – like Clubhouse – can be time-consuming. Not only do you need to learn how to navigate it, but you also have to study its top users, brands, and trends to learn how to reach audiences there.
With learning curves in mind, marketers who are experienced Twitter users might turn to Spaces over Clubhouse simply because they already have a following on Twitter and only need to learn how to use one additional feature, rather than an entirely new platform.
3. Twitter Spaces could be more inviting to brands.
While Clubhouse’s live audio platform has pulled in users looking for authentic interpersonal conversation rather than brand information, Twitter’s audience is accustomed to seeing content from brands, such as ads, marketing videos, and promotional Fleets.
Because brand promotion feels more natural and common to Twitter users, these audiences might be more likely to accept or engage with brand-owned Space.
4. Twitter Spaces is visually interactive.
Twitter offers a number of features to make Spaces more visually appealing.
For example, Spaces listeners can use emojis to react to speaker comments. They can also share the Space while it’s live or recorded version to their newsfeed – allowing others to keep up with them.
“[The reaction feature]’s great because I see it as the perfect balance of being accessible for introverts and extroverts. If you’re not comfortable speaking, use an emoji,” said Krystal Wu, former HubSpot social media community manager, and Spaces beta tester.
5. Spaces provides a more casual environment than other streaming platforms.
Because of Spaces’ casual nature, marketers and audiences might not have to feel as intimidated when speaking in or launching Spaces, which could lead to engaging conversations between brands and their followers.
“The pressure is off when joining a Space. In all the discussions I’ve been part of, people are much more laid back no matter how casual or important the topic is that’s being discussed,” Wu explained. “I enjoy this because it removes the feeling of being ‘on,’ like most of us have been on Zoom during this pandemic.”
To learn how to use this feature and others within Spaces, keep reading for a quick how-to guide.
How to Use Twitter Spaces
How to Make a Space on Twitter
1. Start from the homepage or the Spaces tab.
There are two ways to start a Space:
- From the homepage – Click on the + icon to start a post then tap the purple Spaces icon.
- From the Spaces tab – Click on the purple Spaces icon on the bottom right of this tab to start a space.
From there, you’ll have to:
- Give your event a title, ideally related to the topic you’ll be discussing.
- Add up to 3 related topics to help relevant users find your event.
- Decide if you’ll record the Space.
- Start it immediately or schedule a date and time up to 30 days out.
Then, you can share your event with others in your feed to invite them to join.
2. Start your Space event.
As a host, you’ll be tasked with a few things:
- Designating speakers and/or moderators
- Accepting participation requests
- Sharing relevant Tweets during the conversation.
Read more about Twitter Spaces etiquette here.
3. Look for speaker requests.
When you first start a Space, the default setting will be to limit speakers to the ones you designate. However, you can change it to people you follow or anyone who joins.
Note that you can only designate up to 10 speakers at a time and have one co-host.
When someone requests to speak, you’ll get a notification and can choose to give them speaking privileges or ignore the request. If you unmute the listener, be sure to introduce them to the audience.
4. Remove or change speakers.
If you have more than 10 guests that would like to speak, you can tap one of your current speakers to remove their privileges.
This will allow you to minimize the potential speakers or add more speakers. This can be especially helpful if you’re holding a longer chat and want multiple listeners to contribute to the discussion.
Additionally, if the conversation goes awry or someone says something unexpected, Twitter allows Space creators to report or block speakers if they say or do something inappropriate.
This can help moderators create a safe and respectful environment for all listeners and participants.
5. End the Space.
A Twitter Space can only be ended by the person who launched it. To end a Space you created, all you have to do is tap the End icon.
6, Download your Space’s data.
According to Twitter, the social media platform retains data about the Space including recordings and transcriptions for up to 30 days after the event for review in case of policy violations.
Space creators can only access and download that data within 30 days of hosting, while speakers can download audio transcriptions. Spaces are ephemeral to non-speakers and conversations will disappear from the app as soon as they end.
How to Join Spaces on Twitter
7. Attend a Space.
When someone you follow is in a Space, you’ll see a purple circle around their profile picture on your timeline. A Twitter Space can also appear as a banner on the top of your feed.
When you tap on it, you’ll be given more details about who is in the Space and see a “Start listening” button. If the Space creator allows anyone who joins to speak, you’ll be asked if you want to enter the Space.
8. Attempt to speak.
Every Space you join is different. Some will allow any user to speak while others require attendees to request the ability to speak in the Space.
You’ll know by looking at your microphone icon. It’ll either say “Request” or “Speak.”
Once you’ve submitted your request, the host will be notified and will either approve or deny it. Once it’s your turn to speak, you’ll be notified.
9. Share the Space.
From the bottom navigation of each Space, you can tap the icon showing two people to invite specific followers to join, or the share button to Tweet a link to the Space you’re in.
10. React to the conversation.
If you want to respond to something a speaker says in a Space, but don’t want to speak, you can tap the heart-shaped icon in the Space’s lower navigation to see a list of emojis that you can tap to show a visual reaction.
11. Share Tweet-based conversation starters.
Wu says one of her favorite things about Spaces is that attendees can share public tweets directly in a Space.
“Any [speaker] in the Space can share a tweet, which will appear at the top of the Space,” Wu explains. “We can use it as reference points while chatting so that people can be more interactive in the discussions.”
Below is a look at Twitter’s own “Space’s” space. During the chat, which enables Twitter users to give feedback on the Space feature, a speaker shared a tweet from someone about how Spaces prioritizes attendees in its visual format.
To share tweets in a space, Wu says you just need to minimize the space you’re in, find a public tweet, tap the Share button, and tap the Spaces option. From there, the tweet will appear at the top of your space until the space host removes it or another tweet is shared.
12. Leave or minimize a Space.
Not interested in a discussion you’re listening to? All you need to do to exit is tap the “Leave” button in the upper-right corner of the screen.
If you’d like to go back to your Twitter feed, but want to keep listening to the Space conversation, you can tap the down arrow in the upper-left corner to shrink it into a small player that allows you to see tweets without leaving the Space.
Navigating Audio Social Media
If you’re a community-centric marketer, Twitter Spaces or Clubhouse could be worth experimenting and a great way to reach your audience on a more conversational level.
While you’ll certainly want to consider testing out Twitter Spaces, you should also continue to
Ultimately, if you decide audio social media is right for your brand, you’ll want to look at each platform’s pros, cons, and audience to determine which fits your target best.
To learn more about Clubhouse, which started the audio social media phenomenon, check out this post on the app’s growth. You can also check out this detailed how-to guide to see how Clubhouse’s features compare to Twitter Spaces.
More interested in growing your overall Twitter following and strategy? Click below to download a helpful free resource.
Editor’s Note: This post was originally published in May 2021 and has been updated for comprehensiveness.
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
MARKETING
How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Key takeaway
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
MARKETING
OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.
No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.
But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?
Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?
Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:
For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.
We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.
Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.
Let’s have Robert explain.
The right structure and governance matters
OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.
That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?
That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.
First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.
Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use.
Big platforms do not become antifragile just because they’re big
Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.
It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.
In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.
With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)
They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.
The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?
Why you should care
With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.
They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)
They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.
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