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Twitter is Testing New Vocal Effects Options for Spaces, Which Could Help to Reduce Speaker Anxiety



If you’re like everyone, you don’t particularly enjoy hearing your own voice in recordings and playback.

You always sound more nasal, higher-pitched – the voice you hear inside your head, which resonates around your bones and muscles, will always sound different to the one that you project. You just don’t know about it till you hear it played back, and that, for many, can be jarring, and can even make some hesitant to take part in interviews, or in more recent times, audio chats.

Which is where this might come in handy – Twitter is currently experimenting with a new set of voice-changing options for Twitter Spaces, which would enable you to filter your voice through a range of effects.

Twitter audio changer

As you can see in this option, posted by reverse engineering expert Jane Manchun Wong, the new ‘Voice Transformer’ tool would provide a range of different vocal effect filters for you to change how you sound in the app.

Twitter’s Danny Singh later confirmed the test, and posted this example of the effects in action.

Some people won’t see any need for these tools, of course, but others may like having the ability to change how they sound, for various reasons, while it could also be handy for audio plays and dramatic readings, with the capacity for a single person to perform multiple characters, or to invite other readers into roles through the use of a specific filter.

That could open up new engagement options in Spaces, which is gaining traction among Twitter users, and is set to become a bigger focus for the app, with a dedicated tab on the way, and higher priority for Spaces via the top of timeline display.

Last week, Twitter announced that it would be retiring its Stories-like Fleets option next month, but the top of feed bubbles will remain, and will revert to highlighting Spaces exclusively. That, along with the tab, underlines the potential that Twitter sees in audio tools, and functional additions like this could help to expand inclusivity and boost user interest in the option.

It could also be used to disguise people in rooms, which may have unintended impacts, and it could additionally be used in a negative, bullying way. But it’s an interesting experiment, with significant potential value, and Twitter will likely launch a live test to get a measure on user response in the near future.


Audio tools are having something of a renaissance, with the rise of Clubhouse sparking a new wave of audio options in all the major apps, and TikTok making music and sound a key focus, shifting away from the traditional ‘audio off’ approach for most social apps. Facebook has also launched Soundmojis for Messenger, and is working on a new Soundbites option for sharing audio clips. 

Given this, Twitter’s sound filters also align with that shift, and again, it could be a hugely valuable option that helps more users feel comfortable joining Spaces chats.

So, soon you won’t have to worry about sounding flat in Spaces – you can just add a megaphone voice filter and become Oz behind your own curtain. Or a bee. Or whatever you may choose. 

It seems like an interesting addition – we’ll keep you updated on any progress.



YouTube Announces New Targeting Options for CTV Campaigns, Improved CTV Buying Tools



YouTube TV Reaches 5 Million Subscribers

Connected TV has become a key video consumption trend, with YouTube reporting that CTV viewing – i.e. people watching YouTube content on their home TV sets – is now its fastest-growing content surface.

And with that comes new opportunity for advertisers, with the capacity to run TV-like ad campaigns for much lower cost, and with much more specific targeting, which could be hugely effective in building brand awareness and recognition.

And now, YouTube’s looking to provide more options on this front, with the addition of specific audience ‘guarantees’ for video campaigns, as well as improved processes for buying CTV inventory.

First off, on audience guarantees. Using Nielsen Digital Ad Ratings (DAR) YouTube will now give advertisers the opportunity to maximize audience reach among specific target markets, based on vetted audience reach insights, in order to maximize your messaging.  

As explained by Google:

When setting up your guaranteed deal, you can now choose a specific age and gender demographic, like adults ages 18 to 49, and pay only for the ad impressions that reach your target audience as measured by Nielsen DAR. This feature works for all types of video campaigns – including for connected TV ads – and comes at no additional cost for advertisers.

The option essentially provides more control for your campaigns, in terms of exact audience reach. Nielsen’s DAR insights incorporate census-based data, advanced machine learning methodologies, and third-party datasets, to facilitate deduplicated insights to specific consumer segments, helping to ensure that you’re reaching exactly the right people with your ads.


That could be a big help, especially for brands that are looking to measure the resonance of their campaigns with specific audience subsets.

YouTube’s also looking to simplify CTV media buying, by providing more ways to purchase CTV inventory.

“To help CTV buyers deliver more coordinated ad campaigns, YouTube ads can now be purchased within Display & Video 360’s insertion order dedicated to connected TV ad buying. This simplified workflow features parameters designed specifically for CTV campaigns to help minimize technical blockers that typically limit reach on CTV devices. Because it puts YouTube side-by-side with other top CTV inventory, it also makes it easier to optimize for common goals or control ad frequency across your entire CTV media mix.

That could make it easier to incorporate YouTube CTV inventory into your broader media mix, which is more aimed at larger-scale advertisers, but could also provide optimization opportunities for smaller brands too.

And again, with CTV viewing on the rise, it’s worth exploring your opportunities in this respect, and considering how TV-aligned messaging could help to improve your reach and resonance.

Indeed, according to eMarketer, CTV consumption is projected to steadily increase over the coming years.

Traditional TV is losing its appeal, as consumers get more accustomed to watching whatever they want, when they want it, while the shift to short-form video has also exacerbated the trend towards more compact video content, even on your home TV set.

And as younger generations get more accustomed to these new consumption trends, you can expect this to become a more embedded activity, which is why CTV trends should definitely be on your radar for media placement.


Audience guarantees are now available for Programmatic Guaranteed ads running with publishers on Google Ad Manager in the US, with more regions coming soon.

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