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Twitter Acquires Chat App Sphere to Boost its Communities Push

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twitter acquires chat app sphere to boost its communities push

Twitter’s new Communities offering doesn’t appear to have caught on in a major way yet, but it continues to revise the format and add more options which could, eventually, make Twitter groups a thing, and build another surface for more topic-focused engagement in the app.

And this could help – today, Twitter has announced that it’s acquired chat app Sphere to help expand its Communities project.

Sphere

As you can see in these screens, Sphere is built around community chats, and optimizing relevant engagement within each group to help build bonds, and maximize engagement.

Its key features on this front are its ‘Zen Flow’ system, which works to highlight the most relevant group chat elements for each member, and ‘Appreciations’, community stickers and tools that enable people to recognize top contributors.

Sphere stickers

As explained by Sphere:

Our feed automatically clears out old or irrelevant chats to prevent groups from feeling chaotic. Our chats call out essential messages (like polls, events, and announcements) and make it more likely for people to respond. Our custom appreciations encourage people to express genuine gratitude.

Which doesn’t sound a lot different to other groups offerings, but where Twitter could glean particular value is in its discussion-highlighting algorithms, which work to showcase the most relevant elements to each user, while its incentive tools may also help to improve Twitter’s Communities offering, and make it a more compelling space.

Though it’s got a task ahead of it. While the idea of Twitter communities makes sense, in providing a way to engage around specific topics in the app, as opposed to broadcasting your every tweet, its practical value is limited, given that most users have already curated their own tweet communities via who they follow in the app. In addition to this, the prospect of actually reducing your tweet reach and engagement by posting exclusively to a Community likely doesn’t hold a lot of appeal to users.

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Looking through various tweet communities thus far, this is a common issue – tweets within communities, which are not viewable by all of your followers, only members of that group, see far less engagement in general, and the subsequent conversation is not exactly flowing in each.

That’s anecdotal, of course, and Twitter would have the real insight into what’s happening in its communities overall. But it does seem like Communities somewhat goes against the ‘public square’ nature of the platform, and may be an awkward fit.

But maybe, Sphere’s more advanced algorithms and tools can fix this, and maybe, if Twitter introduces some of Sphere’s engagement prompts and recognitions, that could help to make Twitter Communities more vibrant and active, and that could provide the push that it needs to become a more significant option.

It’s the latest in Twitter’s broader effort to expand its offerings, and become a more comprehensive connection tool, in various ways, as it looks to boost usage, and maximize its business potential. Twitter has also acquired newsletter platform Revue back in January and web reader platform Scroll in May, both of which are now been rolled into new on-platform offerings, largely aligned to its paid subscription tools.

Sphere seems less likely to become a paid tool, but again, as Twitter looks to broaden its focus on topic-based engagement, and building communities in the app, it could provide some key engagement tools that could differentiate its groups offering, and make it a more compelling in-app experience.

We’ll keep you updated on any progress.

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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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