Twitter continues to develop its audio ‘Spaces’ offering, which is honestly a good thing since it has been pointed out before that Spaces just might be Twitter’s next biggest key element. With this recent update, Twitter is adding a new way to expand your Spaces audience, opening it up to even those who don’t have Twitter accounts.
This could be a significant turning point in Twitter’s goal-hunting as it would essentially introduce Twitter, with the specific focus of introducing more people to its Spaces element, to a much wider audience base. Think of it this way; keeping engagement as a critical factor in-mind, opening up Twitter Spaces to non-Twitter users is like enabling Tweets to be sent from SMS. While the exclusivity-factor would dip, the corresponding engagement potential is huge.
As explained by Twitter (Roughly translated):
“…when you share a link to a Spaces broadcast, non-Twitter users will also be able to tune in, which will give you more ways to showcase your audio broadcasts to a wider audience, both inside and outside the app.”
Now, to clarify and possible misconceptions, non-Twitter users will not be able to directly and actively participate in the Spaces chat. They also cannot be invited as guests, nor can they react to discussions. While it doesn’t really leave much room for interaction, the option does provide added utility in certain areas. For one, shared Spaces links will now have value outside of the app, meaning that you can now share the links with your extended contacts and invite them to listen to your Spaces chats.
It’s the latest addition to Twitter’s Spaces discovery experience, which is the core aspect that Twitter’s looking to further develop to make its Spaces an even more essential part of the app. On top of gradually rolling out its dedicated Spaces tab to more users, Twitter has also added Spaces topic tags to give users better alert prompts about discussions closer to their interests. More recently, it has also begun highlighting trending Spaces chats in the explorer tab, showcasing popular sessions to broader audiences.
One similar update, at least in essence, was Twitter’s roll out of Spaces Recordings, which basically gave users the ability to tune in to past broadcasts, either re-listening to them or repurposing older broadcasts as future promotional material. Regardless, it expanded both the value and visibility of Spaces chats.
The Wrap
While it’s still too early to determine whether or not Spaces will become (and stay) as a key element of Twitter, what’s clear is that it needs additional discovery elements like these in order to really maximize the exposure and engagement offered by its rather new-age audio social element.
Taking from Clubhouse’s case, especially when it comes to introducing totally new elements, constant discovery is key. While coming across ‘cool’ audio is not as exciting as coming across ‘cool’ video, it’s a whole different story on the topic of discovering relevancy. Though no platform has quite gotten the audio social element right just yet, it’s clear at least that Twitter has been exerting the commensurate effort to build up its Spaces. If it keeps going the direction it’s currently going in now, then Spaces might yet find its place as a key engagement element, not just on Twitter, but with respect to the entire online space.
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