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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.

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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.

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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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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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