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Twitter Launches New Promotional Campaign for Spaces and Live Audio Chats

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While the audio social hype cycle has died down significantly, Twitter is determined to continue pushing Spaces as a key connection tool, in an effort to make it a bigger part of the Twitter experience.

The latest on this front is a new ad campaign for Spaces – which I’m not sure really sells the option as it would hope.

As you can see, Twitter’s trying to showcase the value of Spaces and audio discussion in the app. And certainly, the Spaces topics that it highlights here are fairly dominant – tap over to the Spaces tab right now and you’ll find any number of Spaces on NFTs, ‘shower thoughts’ and the like.

The problem is, that’s also part of the reason why Spaces isn’t catching on, because most of these discussions are fairly niche, and Twitter’s algorithm is still not great at highlighting the most valuable and interesting discussions to each individual user.

Which, of course, is hard to do. With the discussions happening live, they essentially can’t be moderated and categorized ahead of time – though Twitter has added topic tags to help in this respect.

But a bigger challenge could be that Twitter doesn’t want to recommend Spaces that could be problematic. If you were to go to the Spaces tab and find a top Space that Twitter had highlighted, and that Spaced ended up being, say, a disguised chat about QAnon, the backlash could be significant.

This is just one of the many challenges of live-stream content, which was once again underlined earlier this week when a Twitch user streamed himself on a shooting spree in Buffalo.

Facebook found the same with its live map feature, which it eventually shut down – when you’re promoting live-stream content, you’re also running the risk that you’ll be promoting harmful material as well, which, again, is an unavoidable element of the live experience.

Though in Twitter’s case, I suspect its algorithms are just not great at showing you the most relevant stuff, at any given time.

Despite its broad social graph, and insights into user interests, Twitter’s never been great at personalization, something that TikTok has got down to a tee, with its ever-evolving ‘For You’ algorithm that sucks you into a vortex of topical, relevant content, faster than you even realize. Hours fly by as you flick through TikTok clips, and that compulsive viewing experience is why it’s become so popular, and is now leading the next wave of social connection, with all other apps playing catch-up.

Twitter, again, has never been great at this. It was never able to integrate top Vine clips into Twitter, for example, while its focus on live-streaming, via Periscope, eventually faded because it couldn’t boost engagement.

Spaces, unfortunately, seems to suffer from the same affliction, and unless Twitter can make that Spaces tab more compelling, by highlighting the best, most personally relevant, most valuable in-progress streams at any given time, I don’t see it becoming a key companion piece for the common Twitter experience.

Still, as a reader recently pointed out to me, many users are seeing benefit from Spaces, and there is indeed value in the option. But unless it sees wider adoption, I don’t see how Twitter itself will glean significantly value from supporting live audio into the future.

Maybe another one for Elon to sort out when he takes the reigns of the app.

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

It seems like Elon Musk’s chaotic management approach at Twitter is having some broader impacts, with more companies reportedly considering lay-offs in the wake of Musk culling 70% of Twitter staff (and keeping the app running), and Meta now apparently also considering charging for blue checkmarks in its apps.

Yes, the Twitter Blue approach to making people pay for verification, which hasn’t proven overly popular on Twitter itself, is now also seemingly in consideration at Meta as well.

According to a new finding by reverse engineering pro Alessandro Paluzzi, there’s a new mention in the codebase of both Facebook and Instagram of a ‘paid blue badge’.

Paluzzi also shared a screenshot of the code with TechCrunch:

That does appear to refer to a subscription service for both apps, which could well give you a blue verification badge as a result.

Mets has neither confirmed nor denied the project, but it does seem, at least on the surface, that it’s considering offering checkmarks as another paid option – which still seems strange, considering the original purpose of verification, which is to signify noteworthy people or profiles in the app.

If people can just buy that, then it’s no longer of any value, right?

Evidently, that’s not the case, and with Twitter already bringing in around $7 million per quarter from Twitter Blue subscriptions, maybe Meta’s looking for a means to supplement its own intake, and make up for lost ad dollars and/or rising costs of its metaverse development.

It seems counter-intuitive, but I guess, if people will pay, and the platforms aren’t concerned about there being confusion as to what the blue ticks actually mean.

I guess, more money is good?

Meta has, in the past, said that it won’t charge a subscription fee to access its apps. But this, of course, would be supplemental – users wouldn’t have to pay, but they could buy a blue checkmark if they wanted, and use the implied value of recognition for their own purposes.

Which seems wrong, but tough times, higher costs – maybe every app needs to start digging deeper.

Meta hasn’t provided any info or confirmation at this stage, but we’ll keep you updated on any progress.



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YouTube Shorts Exceed 50B Daily Views, Meta’s Reels Doubles Plays 02/03/2023

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YouTube Shorts Exceed 50B Daily Views, Meta's Reels Doubles Plays 02/03/2023

YouTube Shorts and Meta’s Reels are both making
headway in the intensely competitive video shorts sector.  

During Alphabet’s Q4 earnings call on Thursday, CEO Sundar Pichai reported that YouTube Shorts has surpassed 50 billion
daily views. That’s up from the 30 billion reported in Q1 2022.

However, it still …



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Podcast Marketing Statistics for Businesses [Infographic]

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Podcast Marketing Statistics for Businesses [Infographic]

Podcasts have become an increasingly popular content format, providing on-demand, topical material covering virtually any subject that you can think of.

Indeed, according to estimates, over 130 million people will listen to podcasts monthly in the US this year, which could also provide significant opportunities for marketers to tap into this captive audience, and reach them with relevant ads and offers.

If you’re considering getting into podcasting or podcast advertising, this will help. The team from Spiralytics have put together a collection of podcast consumption stats and notes, which could help guide your thinking around the format.

Check out the full infographic below.

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