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Twitter Launches Initial Rollout of New Spaces Tab in the Lower Function Bar

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Twitter has announced the next stage of testing for its new dedicated Spaces tab in the app, with a small test pool of around 500 users on iOS set to see the new Spaces button appear in their app from today.

Twitter Spaces tab

As you can see here, the Spaces tab will take up prime position in the middle of the lower function bar, putting increased focus on Spaces discovery. Which, as we noted recently, is a key challenge for the app, because while anyone with over 600 followers can now create their own audio Space, and broadcast their thoughts around the world, in real-time, the true measure of success here will be how relevant these rooms are to each user, and the value they can add to the Twitter experience.

Which is what the Spaces tab is designed to facilitate – though at launch, as reported by TechCrunch, it won’t aim to highlight Spaces from outside of your network.

“Twitter says the tab will showcase the Spaces being hosted by people you follow, but these won’t appear like they do on the Fleet line today at the top of the Timeline. Instead, the discovery tab will present Spaces in a more visual format, similar to the promotion cards that appear when you tweet about upcoming Spaces.”

Which is interesting, because definitely, in early testing, the focus has been maximizing discovery beyond your connections in the app.

Twitter Spaces tab tests

As you can see in the example on the right, which was posted by Twitter CFO Ned Segal mid last month, there’s a clear ‘Outside your network’ headline, which seemed to be what the tab was designed for.

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Maybe, then, Twitter is just starting off small, to see how people use it, and showcasing Spaces from the people you’re already following is the best way to kick start that engagement and discovery behavior, before expanding it out to broader highlights.

Twitter also likely needs to work out its algorithm matching to ensure that the most relevant Spaces are highlighted here – because if it doesn’t rope you in, by highlighting Spaces of relevance, it could quickly become an entirely useless addition very quick. And Twitter won’t want to take that risk, particularly when adding a new tab to the app, which is a big step for the app.

The last time Twitter added an extra function tab was for Moments back in 2015, and it made a massive deal, at the time, about adding the extra button.

Twitter Moments

Much was made, when Moments launched, about this being a fundamental change in approach for the app, which had long been hesitant to implement any major functional additions, with the Moments button being a key part of that push. And then, when Moments failed, Twitter reverted back to the simple, four tab approach, with many in the company looking to simplify the app as much as possible in order to make it easier for new users to understand.

Which is why adding new tabs remains a point of contention, and why the addition of a dedicated Spaces tab underlines the potential that Twitter sees in its audio meeting tools. 

Which could end up being a significant complement to the tweet process – but then again, maybe it was just a fad, maybe people don’t really care about digital conference calls with strangers, and will move on from them as COVID restrictions ease.

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The key, again, likely lies in just how relevant its Spaces recommendations can be, and how valuable users find the new tab. If there’s a heap of good, personally engaging stuff in there, where people can easily tune in, it could be a great accompaniment, and a handy reference point when you want to listen to a live chat. But if it’s just randos chatting about unrelated topics…

In addition to the new tab test, Twitter is also expanding its roll out of its purple rings around user profile pictures in timelines when they’re engaged in a Spaces session.

That could help to further boost Spaces exposure, while also making it a more valuable engagement consideration for brands and marketers, by highlighting connection opportunities in the app.

Socialmediatoday.com

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5 Trends that will Dominate Influencer Marketing in 2022 [Infographic]

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5 Trends that will Dominate Influencer Marketing in 2022 [Infographic]


Is influencer marketing part of your digital marketing strategy for 2022?

With the rise of more creative, more native-aligned platforms and spaces, brands are increasingly relying on influencers to connect with new audiences, while the growing use of AR and other new technologies also necessitates a familiarity with platforms that takes time and knowledge to maximize.

Influencers can be a great avenue in streamlining such process, but you have to know your audience, and what kinds of influencers they’re tuning into, in order to get the most out of your influencer marketing efforts.

To provide some more context on this, the team from SocialPubli has put together this overview of five key influencer marketing trends of note for 2022. And while these notes won’t address all of the info you need, they could help you formulate a better outreach strategy, based on the latest trends and shifts within the creator space.

Check out the full infographic listing below.



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Twitter Publishes New Industry Trend Reports Based on Rising Areas of Tweet Engagement

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Twitter Publishes New Industry Trend Reports Based on Rising Areas of Tweet Engagement


Twitter has published a new range of industry reports, based on rising trends, in order to provide more context as to the key elements of focus among its userbase in each sector.

The new trend reports, which Twitter’s collectively calling its ‘Birdseye Report’, were compiled by Twitter data partners, including Hootsuite, Meltwater, Sprinklr and more. Each partner took on a specific element of expanded Twitter conversation, giving each discussion and industry dedicated focus, providing in-depth insight into the latest key shifts in the app.

You can download all the Birdseye Reports here, but in this post, we’ll look at some of the key highlights.

First off, the reports are based on a range of key tweet trends over the past year.

Those trends include:

  • Digital First – Digital Ethics, Cyber Individuality and Metaverse dominated the technology conversation on Twitter
  • The Crypto Craze – “Crypto” mentions on Twitter increased 549% in 2021
  • Future of Sports – Tweets around the metaverse + sports rose 6,024%
  • Bring the Sweets Back – Conversations around nostalgia for sweets, chocolate and candy grew 55% between January and October 2021
  • Mental Health Matters – Monthly “mental health” mentions from 2019 to 2021 on Twitter grew 44.7%

As you can see here, you can select the specific sector report you want to read, all of which are available via email sign-up – though you can select not to have Twitter or the providing company contact you as a result of your interest.

Each report covers the top trends in each sector, based on tweet discussion, which points to rising areas of opportunity and focus for your tweet marketing.

Twitter Birdseye Report

As you can see here, the reports include both broad trend results, like these, highlighting bigger shifts in each sector, as well as more specific tweet engagement shifts, relative to key focus elements.

Twitter Birdseye Report

Those insights could help to shape your marketing approach, while each report also includes a range of more in-depth pointers and data points to help guide your understanding of what the Twitter audiences is most interested in. 

Twitter Birdseye Report

There are also demographic insights: 

Twitter Birdseye Report

As well as summary points for each, helping to ensure marketers can make the most of each report:

Twitter Birdseye Report

There’s a heap of great insight here, and if you’re working in any of the highlighted sectors, and are looking to improve your Twitter approach, it’s definitely worth downloading the data and checking out the findings.

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Even if you’re not looking to improve your Twitter strategy, it’s likely worth getting access to the insights and seeing what people are most interested in for each segment.

You can download all the Twitter Birdseye reports here.





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92-year-old Malawian music legend finds fame on TikTok

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92-year-old Malawian music legend finds fame on TikTok


Fame at 92: Malawian music legend Giddes Chalamanda has notched up millions of views on TikTok – Copyright AFP Bertha WANG

Jack McBrams

At 92, Giddes Chalamanda has no idea what TikTok is. He doesn’t even own a smartphone.

And yet the Malawian music legend has become a social media star, with his song “Linny Hoo” garnering over 80 million views on the video-sharing platform and spawning mashups and remixes from South Africa to the Philippines.

“They come and show me the videos on their phones, but I have no idea how it works,” Chalamanda told AFP at his home on the edge of a macadamia plantation, about 20 kilometres (12 miles) from Malawi’s main city Blantyre.

“But I love the fact that people are enjoying themselves and that my talent is getting the right attention,” he said, speaking in Chewa.

Despite his grey hair and slight stoop, the nonagenarian singer and guitarist, who has been a constant presence on the Malawian music scene for seven decades, displays a youthful exuberance as he sits chatting with a group of young fans.

He first recorded “Linny”, an ode to one of his daughters, in 2000.

But global acclaim only came two decades later when Patience Namadingo, a young gospel artist, teamed up with Chalamanda to record a reggae remix of “Linny” titled “Linny Hoo”.

The black-and-white video of the recording shows a smiling, gap-toothed Chalamanda, nattily dressed in a white shirt and V-neck sweater, jamming with Namadingo under a tree outside his home, with a group of neighbours looking on.

The video went viral after it was posted on YouTube, where it racked up more than 6.9 million views. Then late last year, it landed on TikTok and toured the globe.

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Chalamanda only learned of the song’s sensational social media popularity from his children and their friends.

Since then he and Namadingo have recorded remixes of several others of his best-known tracks.

His daughter Linny’s 16-year-old son Stepson Austin told AFP that he was proud of his grandfather’s longevity.

“It is good that he has lived long enough to see this day,” said the youngster, who himself aspires to become a hip-hop artist.

Born in Chiradzulu, a small town in southern Malawi, Chalamanda won fame in his homeland with lilting songs such as “Buffalo Soldier” in which he dreams of visiting America and “Napolo”.

Over the past decade, he has collaborated with several younger musicians and still performs across the country.

– ‘Dance around the world’ –

On TikTok, DJs and ordinary fans have created their own remixes as part of a #LinnyHooChallenge.

“When his music starts playing in a club or at a festival, everyone gets the urge to dance. That is how appealing it is,” musician and long-time collaborator Davis Njobvu told AFP.

“The fact that he has been there long enough to work with the young ones is special.”

South Africa-based music producer Joe Machingura attributed the global appeal of a song recorded in Chewa, one of Malawi’s most widely-spoken languages, to the sentiments underlying it.

“The old man sang with so much passion, it connects with whoever listens to it,” he said, adding: “It speaks to your soul.”

Chalamanda, a twice-married father of 14 children, only seven of whom, including Linny, are still alive, said he has no idea how to secure royalties for the TikTok plays.

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Chalamanda and his wife hope to benefit financially from his new-found stardom.

“I am just surprised that despite the popularity of the song, there is nothing for me,” he said. “While I am excited that I have made people dance all around the world, there should be some gain for me. I need the money.”

His manager Pemphero Mphande told AFP that he was looking into the issue and the Copyright Society of Malawi said it was ready to assist.

Arts curator Tammy Mbendera of the Festival Institute in Malawi credited platforms like TikTok with creating new opportunities for African talent.

“With songs from our past especially, they were written with such profoundness that they still can resonate today,” she said.

“All one has to do really, is get the chance to experience it, to acknowledge its significance. I think that’s what happened here.”



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