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Twitter Tests New Topic Tags to Spaces to Improve Discovery



With Twitter looking to put more emphasis on its audio Spaces, with the addition of a dedicated tab and new highlight tools, the platform is also focused on improving Spaces discovery, and ensuring that each user is alerted to the most relevant, in-progress audio chats, aligned with their specific interests.

In line with this, Twitter’s currently testing a new option that would enable Spaces hosts to add topic tags to their Space, helping to maximize reach.

As you can see in this early example, when creating a Space, hosts will soon be able to add up to three topics related to the discussion, which will then highlight that Space to users interested in those subjects.

Here’s a look at a more advanced version of the topic selection process:

Twitter Spaces topic tags

That could prove to be a key step – because as people found with live-streaming, while giving everyone the capacity to broadcast at any time can have major connection and engagement benefits, once everyone can stream, the overall quality gets diluted very fast, and it can be hard for people to sift through the flood of broadcasts in order to find anything of relevance within the experience.

This is one of the key criticisms that’s been leveled at Clubhouse of late, that the gradual expansion of app access has lead to an influx of Rooms, which has made it almost impossible to find relevant, quality broadcasts within the app.

Twitter’s Spaces are at risk of the same, and while it will also need to rely on algorithms to highlight the most relevant Spaces to each user, adding topics could be another way to filter the stream, and sift out the best live discussions to tune into at any given time.

This is actually where Facebook, and Reddit, could end up winning out with their live audio tools. Facebook has made groups its focus for audio discussions, which means that they’re confined to discussion areas that each user has already expressed an interest in, while Reddit is doing the same, with audio rooms attached to specific subreddit communities. 


That could help to keep their audio recommendations on topic, and of relevance to each individual user, while Twitter and Clubhouse have gone the more general route, boosting discovery potential for each chat, but also, leading to more issues with oversupply, an increasing the need for effective sorting.

Can they do it? Can each app build a relevance model for audio broadcasts that will maximize engagement by alerting interested users to Spaces and rooms of interest?

Based on history, this will not be a simple task, and if Twitter’s current topic recommendation algorithms are anything to go by, I wouldn’t be expecting a lot.

But maybe, by providing manual topic selection in Spaces, that could help it narrow down the listings, and highlight more relevant discussions to each user, which would also help it better populate its coming Spaces tab, which should be launched shortly in the 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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