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Twitter Adds Spaces Access via the Web as it Continues to Develop its Audio Social Platform

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Twitter has taken another steady leap forward in the evolving audio social sphere by adding Spaces access via the web, meaning that you can now tune into Twitter Spaces from your desktop PC.

Twitter Spaces on web

It’s not perfect as yet. I tried to tune into a couple of Spaces and got as far as this screen, which remained stagnant for as long as I waited.

Twitter Spaces on web

But early teething problems aside, the ability to access Spaces on the web is a significant advance, as it not only opens up the option to even more users, but it also enables hosts and speakers to use their PC microphones and audio set-ups, which will lend itself to more professional sounding, higher quality Spaces streams.

As you can see in the image above, when you go to join a Space on your PC, you’ll first get a preview of the Space, similar to the mobile set-up, which shows you a selection of the people both speaking and in attendance. If you choose to join, the Space window will then reduce into the right-hand side of the Twitter presentation screen, which will enable you to keep scrolling through your timeline as you listen in.

Twitter Spaces on web

As you can see here, captions, if you have them turned on, will also appear below the Spaces window, so you can follow along with the text as well, while there’ll also be a speaker panel below the main screen to highlight who’s voice you’re hearing.

It’s a good, valuable addition, which will further enhance Twitter’s audio option, while it will also add even more pressure to Clubhouse, which has only just finished its Android app roll out to all regions.

And Clubhouse is still working on an invite-only basis to better manage system load, while Twitter Spaces is now available to everyone with over 600 followers in the app, across mobile and web. That expanded access is now a big lure for anyone considering their audio social options, and while Clubhouse still has a level of exclusivity, and cool factor among early adopters, history would suggest that, eventually, the platform with the biggest reach will likely win out, in a competitive sense.

That doesn’t mean that Clubhouse can’t co-exist with Spaces, and Facebook’s upcoming audio social tools (among others), but it may need to re-focus onto a specific usage niche, in order to avoid comparison, and competition, with larger platforms that it simply has no chance matching up against.

For Twitter, though, it should be thanking Clubhouse for introducing the audio social trend, which it’s now reaping the benefits of through increased platform usage and engagement. It’ll be interesting to see what impact that has on Twitter usage overall in its upcoming Q2 report, while Twitter now also needs to turn its attention to Spaces discovery, in order to maximize usage and interest.  

Spaces for desktop is being rolled out from today in all regions.

Socialmediatoday.com

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with the Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download here, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

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Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report here.

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