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What is Twitter Spaces? [+Why Marketers Should Care]

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What is Twitter Spaces? [+Why Marketers Should Care]

Following months of beta testing, Twitter made its new audio feature, Twitter Spaces, permanent.

Today, the highly-discussed feature is finally available to all users.

Spaces, which allows Twitter users to listen to and participate in public audio conversations, entered its beta test shortly after the launch and $100-million valuation of the app Clubhouse – which similarly offers an audio chat room experience.

Download Now: Social Media Trends in 2022 [Free Report]

Now that it’s here to stay, many brands with solid Twitter followings are also beginning to pay more attention to the marketing opportunities of Spaces.

Why Marketers Are Watching Twitter Spaces

Looking for a way to determine whether Twitter Spaces or Clubhouse is a better fit for your business? Check out our video guide comparing the pros and cons of the two social audio spaces below.

1. Twitter has major audience reach.

Twitter has well over 200 million daily active users. That user base includes audiences that fit into many different demographics all over the world. Because of this, brands can reach target audiences from all sorts of industries and backgrounds.

While Clubhouse’s user base quickly grew, it doesn’t offer comparable reach to Twitter due to its somewhat exclusive nature.

The audio social app was initially designed to be invite-only and started with a small user list of “elite” industry thought leaders, celebrities, and influencers. Only recently did every-day users start to get invited and expand its app to Android users.

2. Twitter Spaces could provide a shorter learning curve.

Learning how to use and experiment with a completely new social media app – like Clubhouse – can be time-consuming. Not only do you need to learn how to navigate it, but you also have to study its top users, brands, and trends to learn how to reach audiences there.

With learning curves in mind, marketers who are experienced Twitter users might turn to Spaces over Clubhouse simply because they already have a following on Twitter and only need to learn how to use one additional feature, rather than an entirely new platform.

3. Twitter Spaces could be more inviting to brands.

While Clubhouse’s live audio platform has pulled in users looking for authentic interpersonal conversation rather than brand information, Twitter’s audience is accustomed to seeing content from brands, such as ads, marketing videos, and promotional Fleets.

Because brand promotion feels more natural and common to Twitter users, these audiences might be more likely to accept or engage with brand-owned Space.

4. Twitter Spaces is visually interactive.

Twitter spaces emojis

Twitter offers a number of features to make Spaces more visually appealing.

For example, Spaces listeners can use emojis to react to speaker comments. They can also share the Space while it’s live or recorded version to their newsfeed – allowing others to keep up with them.

“[The reaction feature]’s great because I see it as the perfect balance of being accessible for introverts and extroverts. If you’re not comfortable speaking, use an emoji,” said Krystal Wu, former HubSpot social media community manager, and Spaces beta tester.

5. Spaces provides a more casual environment than other streaming platforms.

Because of Spaces’ casual nature, marketers and audiences might not have to feel as intimidated when speaking in or launching Spaces, which could lead to engaging conversations between brands and their followers.

“The pressure is off when joining a Space. In all the discussions I’ve been part of, people are much more laid back no matter how casual or important the topic is that’s being discussed,” Wu explained. “I enjoy this because it removes the feeling of being ‘on,’ like most of us have been on Zoom during this pandemic.”

To learn how to use this feature and others within Spaces, keep reading for a quick how-to guide.

How to Use Twitter Spaces

How to Make a Space on Twitter

1. Start from the homepage or the Spaces tab.

There are two ways to start a Space:

  • From the homepage – Click on the + icon to start a post then tap the purple Spaces icon.
  • From the Spaces tab – Click on the purple Spaces icon on the bottom right of this tab to start a space.

how to make a space on twitter

From there, you’ll have to:

  • Give your event a title, ideally related to the topic you’ll be discussing.
  • Add up to 3 related topics to help relevant users find your event.
  • Decide if you’ll record the Space.
  • Start it immediately or schedule a date and time up to 30 days out.

Then, you can share your event with others in your feed to invite them to join.

2. Start your Space event.

As a host, you’ll be tasked with a few things:

  • Designating speakers and/or moderators
  • Accepting participation requests
  • Sharing relevant Tweets during the conversation.

Read more about Twitter Spaces etiquette here.

3. Look for speaker requests.

When you first start a Space, the default setting will be to limit speakers to the ones you designate. However, you can change it to people you follow or anyone who joins.

Note that you can only designate up to 10 speakers at a time and have one co-host.

When someone requests to speak, you’ll get a notification and can choose to give them speaking privileges or ignore the request. If you unmute the listener, be sure to introduce them to the audience.

4. Remove or change speakers.

If you have more than 10 guests that would like to speak, you can tap one of your current speakers to remove their privileges.

This will allow you to minimize the potential speakers or add more speakers. This can be especially helpful if you’re holding a longer chat and want multiple listeners to contribute to the discussion.

inviting someone to speak on Twitter spaces

Image Source

Additionally, if the conversation goes awry or someone says something unexpected, Twitter allows Space creators to report or block speakers if they say or do something inappropriate.

This can help moderators create a safe and respectful environment for all listeners and participants.

5. End the Space.

A Twitter Space can only be ended by the person who launched it. To end a Space you created, all you have to do is tap the End icon.

Your Twitter Space description box explaining the goal of your audio room

Image Source

6, Download your Space’s data.

According to Twitter, the social media platform retains data about the Space including recordings and transcriptions for up to 30 days after the event for review in case of policy violations.

twitter spaces

Image Source

Space creators can only access and download that data within 30 days of hosting, while speakers can download audio transcriptions. Spaces are ephemeral to non-speakers and conversations will disappear from the app as soon as they end.

How to Join Spaces on Twitter

7. Attend a Space.

When someone you follow is in a Space, you’ll see a purple circle around their profile picture on your timeline. A Twitter Space can also appear as a banner on the top of your feed.

When you tap on it, you’ll be given more details about who is in the Space and see a “Start listening” button. If the Space creator allows anyone who joins to speak, you’ll be asked if you want to enter the Space.

8. Attempt to speak.

Every Space you join is different. Some will allow any user to speak while others require attendees to request the ability to speak in the Space.

Lower navigation buttons of the twitter space

You’ll know by looking at your microphone icon. It’ll either say “Request” or “Speak.”

Once you’ve submitted your request, the host will be notified and will either approve or deny it. Once it’s your turn to speak, you’ll be notified.

9. Share the Space.

From the bottom navigation of each Space, you can tap the icon showing two people to invite specific followers to join, or the share button to Tweet a link to the Space you’re in.

Share and invite friend icons of the Twitter space

10. React to the conversation.

If you want to respond to something a speaker says in a Space, but don’t want to speak, you can tap the heart-shaped icon in the Space’s lower navigation to see a list of emojis that you can tap to show a visual reaction.

Reaction emojis that appear on Twitter spaces when you want to react to something and tap an emoji icon.

Image Source

11. Share Tweet-based conversation starters.

Wu says one of her favorite things about Spaces is that attendees can share public tweets directly in a Space.

“Any [speaker] in the Space can share a tweet, which will appear at the top of the Space,” Wu explains. “We can use it as reference points while chatting so that people can be more interactive in the discussions.”

Below is a look at Twitter’s own “Space’s” space. During the chat, which enables Twitter users to give feedback on the Space feature, a speaker shared a tweet from someone about how Spaces prioritizes attendees in its visual format.

A twitter space where a tweet is shared and discussed

To share tweets in a space, Wu says you just need to minimize the space you’re in, find a public tweet, tap the Share button, and tap the Spaces option. From there, the tweet will appear at the top of your space until the space host removes it or another tweet is shared.

12. Leave or minimize a Space.

Not interested in a discussion you’re listening to? All you need to do to exit is tap the “Leave” button in the upper-right corner of the screen.

If you’d like to go back to your Twitter feed, but want to keep listening to the Space conversation, you can tap the down arrow in the upper-left corner to shrink it into a small player that allows you to see tweets without leaving the Space.

Navigating Audio Social Media

If you’re a community-centric marketer, Twitter Spaces or Clubhouse could be worth experimenting and a great way to reach your audience on a more conversational level.

While you’ll certainly want to consider testing out Twitter Spaces, you should also continue to

Ultimately, if you decide audio social media is right for your brand, you’ll want to look at each platform’s pros, cons, and audience to determine which fits your target best.

To learn more about Clubhouse, which started the audio social media phenomenon, check out this post on the app’s growth. You can also check out this detailed how-to guide to see how Clubhouse’s features compare to Twitter Spaces.

More interested in growing your overall Twitter following and strategy? Click below to download a helpful free resource.

Editor’s Note: This post was originally published in May 2021 and has been updated for comprehensiveness.

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The Ultimate Guide to Product Marketing in 2023

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The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.

(mer …)

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3 email marketing shifts to make in 2023

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3 email marketing shifts to make in 2023

Whew! We made it to 2023! As we closed in on the end of the year in December, the finish line seemed awfully far away. Many marketers told me they were busier than ever. 

I myself was fielding calls for strategy help, working on business deals and managing the chaos all the way to the eve of Christmas Eve, something that rarely happens in my 20-plus-year career. 

Look back and celebrate, then move on

The first business for 2023 will be to step back, clear your head and take stock of all the great things you accomplished in 2022 despite the odds (i.e., coming out of COVID, going into a rebound and COVID round 2, moving into supply-chain shortages and other hiccups, facing down a potential recession) and how they affected the work you did to succeed.

And now it’s 2023. I hope you got your budget request approved and you’re ready to move ahead with a clean slate and new KPIs to hit. You’re probably wondering, “What can I do now to grow my program?

3 directional changes to grow your email program

Naturally, every marketer’s goals will be unique. We have different audiences, challenges, resources and goals. But I’m focusing on three major directional changes with my clients this year. Which of these could help you succeed this year?

1. Stop sending so many emails

Yeah, I know. That sounds strange coming from somebody who believes wholeheartedly in email and its power to build your business. But even I have my limits!

Email during this last holiday shopping season was insane. In my 20+ years in the email industry, I cannot remember a time, even during the lockdown days of COVID-19, when my inbox was so full. 

I’m not the only one who noticed. Your customers also perceived that their inboxes were getting blasted to the North Pole. And they complained about it, as the Washington Post reported (“Retailers fire off more emails than ever trying to get you to shop“).

I didn’t run any numbers to measure volume, isolate cadences or track frequency curves. But every time I turned around, I saw emails pouring into my inbox. 

My advice for everyone on frequency: If you throttled up during the holiday, now it’s time to throttle back.

This should be a regularly scheduled move. But it’s important to make sure your executives understand that higher email frequency, volume and cadence aren’t the new email norm. 

If you commit to this heavier schedule, you’ll drive yourself crazy and push your audience away, to other brands or social media.

If you did increase cadence, what did it do for you? You might have hit your numbers, but consider the long-term costs: 

  • More unsubscribes.
  • More spam complaints.
  • Deliverability problems.
  • Lower revenue per email. 

Take what you learned from your holiday cadence as an opportunity to discover whether it’s a workable strategy or only as a “break glass in case of emergency” move.

My advice? Slow down. Return to your regular volume, frequency and cadence. Think of your customers and their reactions to being inundated with emails over 60 days.

2. Stop spamming

In that Washington Post article I mentioned earlier, I was encouraged that it cited one of my email gripes — visiting websites and then getting emails without granting permission first. 

I could have given the Post a salty quote about my experiences with SafeOpt and predatory email experiences (“Business stress is no excuse to spam“) for visitors to its clients’ websites. 

Successful email marketers believe in the sanctity of permission. That permission-based practice is what you want to be involved in. Buying a list means you don’t hire a company to sell you one, whether it’s a data broker or a tech provider like SafeOpt. 

Spamming people doesn’t work in the long term. Sure, I’ve heard stories from people who say they use purchased lists or companies like SafeOpt and it makes them money. But that’s a singular view of the impact. 

Email is the only marketing channel where you can do it wrong but still make money. But does that make it right? 

The problem with the “it made us money” argument is that there’s nowhere to go after that. Are you measuring how many customers you lost because you spammed them or the hits your sender reputation took? 

You might hit a short-term goal but lose the long-term battle. When you become known as an unreliable sender, you risk losing access to your customers’ inboxes.

Aside from the permission violation, emailing visitors after they leave your site is a wasted effort for three reasons:

  • A visit is not the same as intent. You don’t know why they landed on your site. Maybe they typed your URL as a mistake or discovered immediately that your brand wasn’t what they wanted. Chasing them with emails won’t bring them back.
  • You aren’t measuring interest. Did they visit multiple pages or check out your “About” or FAQ pages? As with intent, just landing on a page doesn’t signal interest.
  • They didn’t give you their email address. If they had interest or intent, they would want to connect with your brand. No email address, no permission.

Good email practice holds that email performs best when it’s permission-based. Most ESPs and ISPs operate on that principle, as do many email laws and regulations.

But even in the U.S., where opt-out email is still legal, that doesn’t mean you should send an email without permission just because somebody landed on your website.

3. Do one new thing

Many email marketers will start the year with a list of 15 things they want to do over the next two months. I try to temper those exuberant visions by focusing on achievable goals with this question: 

“What one thing could you do this year that could make a great difference in your email program’s success?”

When I started a job as head of strategy for Acxiom, I wanted to come up with a long list of goals to impress my new boss. I showed it to my mentor, the great David Baker and he said, “Can you guarantee that you can do all of these things and not just do them but hit them out of the park?”

Hmmmm…

“That’s why you don’t put down that many goals,” he said. “Go in with just one. When that one is done, come up with the next one. Then do another. If you propose five projects, your boss will assume you will do five projects. If you don’t, it just means you didn’t get it done.”

That was some of the best advice I’ve ever received and I pass it on to you. 

Come up with one goal, project or change that will drive your program forward. Take it to your boss and say, “Here’s what I’m going to do this year.”

To find that one project, look at your martech and then review MarTech’s six most popular articles from 2022 for expert advice.

You’ll find plenty of ideas and tips to help you nail down your one big idea to drive growth and bring success. But be realistic. You don’t know what events could affect your operations. 

Drive your email program forward in 2023

The new year has barely begun, but I had a little trouble getting motivated to take on what’s shaping up to be a beast of a year. You, too?

I enjoyed my time off over the holidays. Got in some golf with my dad and his buddies, ate great food and took time to step back and appreciate the phenomenal people I work with and our amazing industry. 

What gets me going at last? Reaching out to my team, friends and you. Much of my motivation comes from fellow marketers — what you need, what you worry about and what I can do to help you succeed. 

If you’re on the struggle bus with me, borrow some motivation from your coworkers and teammates, so we can gather together 12 months from now and toast each other for making it through another year. 

It’s time to strap on your marketer helmet and hit the starter. Here’s to another great year together. Let’s get the job done!


Get MarTech! Daily. Free. In your inbox.



Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


Om författaren

Ryan Phelan

As the co-founder of RPEOrigin.com, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

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Promote | DigitalMarketer

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Promote | DigitalMarketer

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

One thing worth mentioning before we dive in; Happy customers don’t promote, SUCCESSFUL customers do. 

Our biggest question in the Promote stage is: How are you going to turn your BEST customers into your marketing partners? 

If you don’t have a referral program, an affiliate program, or a valued reseller program … who is willing to drive your message to the organization you need to build out these programs? This is word of mouth marketing, and it is very important so start thinking about how you want to build this. 

Look to your most successful customers, they’re going to be the people who actively promote for you. But then, let’s think about our customers who already have our prospects but are offering a different product or service. 

At DigitalMarketer we are a training and certification company, we are not a services based company. What that means is we don’t compete with agencies or consultants. This also means that there is an opportunity for us to work with agencies and consultants. 

When we realized this we decided to launch our Certified Partner Program, which you can learn more about at DigitalMarketer.Com/Partner. This program lets us work with the largest segments of our customer base, who have customers that we want but they’re providing a solution that we’re not providing. 

When we train our customers, they are able to use our company frameworks to work with their clients. If their clients want to learn to do their marketing themselves? We’re the first education company they see.

So who is that for you? Remember, it’s not the happy clients that refer, it’s the successful clients. If you want to create more promoters, make sure that you’re doing everything that you can as a marketer to ensure that you’re marketing great products so you can see great results. 

How can our example companies accomplish this?

For Hazel & Hems, they can add an ambassador program to grow their instagram following and increase credibility with viral posts. 

Ambassadors can earn affiliate commissions, additional boutique reward points, and get the chance to build a greater following by leveraging the Hazel & Hems brand.

For Cyrus & Clark, they can offer discounted rates to their existing clients if those clients are willing to refer them to their strategic partners. 

For construction companies, this could be a home builder recommending Cyrus & Clark services to the landscapers, real estate developers, and interior designers that they work with to serve their customers.



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