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Twitter Acquires Podcast Listening App Breaker to Expand its Audio Focus



Will audio-based social become a bigger element of digital engagement in 2021?

Twitter’s certainly putting its faith into audio connection. After launching the first wave of testing for its new, Clubhouse-style audio ‘Spaces’ feature last month, the company has today announced that it’s acquired podcast listening app Breaker, which it will use to build out Spaces and enhance the experience.


Which makes a lot of sense – aside from being a podcast listening app, Breaker also provides social features like comments, likes on episodes, as well as a feed of updates on podcast engagement among your connections.

That could make it a great fit for Spaces. Part of the problem with Twitter’s content is that it’s not always readily dicoverable – there could be a range of great live-streams happening on Twitter at any given time, for example, but there’s no central listing which highlights where you can find them. You’re either following the right profiles or you miss out, and same goes for Fleets, Twitter chats, interviews, etc. You still get some notifications via updates on tweets that your connections have liked, but if Twitter could build out a better system to highlight Spaces specifically, based on the other Spaces your connections have engaged with, that could go a long way to improving discovery.

It’s not entirely clear how Twitter will integrate Breaker at this stage, but Breaker co-founder Leah Culver has noted that the Breaker team will now begin work on Twitter Spaces. The Breaker app itself will shut down on Friday, January 15th.

It seems like a good fit. Whether or not you believe that audio rooms are going to become a key trend is another question, but if Twitter can make Spaces work, and facilitate the growth of great podcasting and audio talent, it could become an important growth and engagement opportunity within the main app.



WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats



WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:


Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.

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