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Twitter Will Soon Incorporate Podcast Access into its Audio Tab

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Twitter Will Soon Incorporate Podcast Access into its Audio Tab

While the audio social trend has died down, Twitter remains confident that there’s a future in its audio options, as it continues to develop Spaces and its dedicated audio tab, even if the listener numbers don’t seem to reflect any major user interest.

Twitter’s next big push on this front looks to be coming soon, with its new ‘Stations’ approach, incorporating popular podcasts alongside Spaces, both live and recorded, now close to a launch, according to the latest findings in the back-end code of the app.

As you can see in this screenshot, shared by app researcher Alessandro Paluzzi, there’s now an introductory screen for the option in the app, which notes that the audio tab will soon include both podcasts and Spaces, providing more options for listeners, either live or when they can tune in.

Which is important, because thus far, audio discovery hasn’t been entirely great on Twitter. Giving all users the capacity to stream in real-time can be a valuable addition, but as more people broadcast, that, inevitably, means that more junk will also clutter the feed, and algorithmic sorting in this respect can be difficult, because you’re trying to highlight the best discussions in real-time, and it’s virtually impossible to measure the quality of each broadcast as it’s happening.

Which is why it’s easier to showcase top shows and highlights from known creators, alongside a more curated collection of top Spaces, post-broadcast, which Twitter will be hoping will improve Spaces discovery, and provide another means for creators to showcase their work and build any audience in the app.

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Twitter Spaces channels

If creators, big and small, find more value airing their content on Twitter, alongside the added benefit of real-time tweet discussion, that could, theoretically, be a valuable tweet addition. But it is theoretical, and it may not play out that way in reality.

But the concept makes sense. For years, Twitter has been trying to figure out a way to merge real-time media discussion with its own, in-stream content – because Twitter, in its own words, is ‘the home of breaking news and updates.

“Fans love to see when their favorite podcasts are launching a new season, going on tour, or endorsing a fellow podcast for their next listen. Up-and-coming and established podcasters alike are using Twitter to help expand and inform their audience.”

Indeed, Twitter has established itself as the leader in real-time engagement around major media events – but capitalizing on such has proven challenging for the app.

For years, Twitter tried to merge TV broadcasts and tweet engagement into a single stream, in order to make its platform a more central medium for such discussion, with mixed results.

Twitter Apple TV integration

It’s now taking a similar approach with audio – but whether people actually want to tune in and engage with such within Twitter remains to be seen  

In theory, though, it should work. Merging video and tweets never came together because Twitter’s seen as a secondary channel, and merging the two was too much, especially for not users. But audio is a background element – you can listen to audio and check out the related tweets in real-time, which should work to help prop up tweet engagement, creator options, podcast promotion, etc.

Though again, ‘should’ is the key term here.

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The question is, are people really interested in tuning into audio on Twitter – and is social audio really a sustainable element, or was it actually just a short-term, pandemic-induced fad, that people have now lost interest in, for the most part.

Definitely, Clubhouse is struggling to maintain momentum, while  Meta has all but abandoned its audio social initiatives. LinkedIn is still working on its variation on the same – but in general, the trendline is not great for social audio, which doesn’t paint the most optimistic picture for Spaces, even with this coming expansion.

Clubhouse on Google Trends

Really, it’s increasingly looking like a niche interest area, which is of huge value for those that are into the option (yes, I realize you all also exist), but not a major point of note for the vast majority, which makes it seem like a bit of a dead-end, in terms of development.

But Twitter has the data, and again, there does seem to be potential in combining the actual media being discussed with tweet engagement.

Maybe, this will give Twitter another tool to add into its evolving creator options, providing more capacity for publishers to put more focus on 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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