Twitter adds another option to further boost the utility of Spaces. Now, some Spaces hosts have access to full Spaces analytics, including the number of people that tuned in, total speakers in the session, replays, length (duration), and more. From what we’ve heard so far, it seems Twitter’s expansion of Spaces analytics will cover almost all important elements required to fully maximize growth on this specific front.
Twitter Up!
Based on available examples, when hosts tap on the graph icon, which may or may not be available since this is only open to select creators, they’ll be able to access the new Spaces performance stats, providing them with a range of performance insights to help them track and gauge their audio social performance.
This could be another way to make Spaces a more significant element in your broader Tweet strategy. In a lot of ways, it does seem like the sheen has left the audio social scene, that maybe it’s not as engaging an option as some would’ve thought it to be. We can’t blame them though – at some point, it was the same trend that would eventually lead the whole Clubhouse hype to peak. Even so, much like live-streaming before it, even if audio social has not yet become a major element, it still holds a certain level of value. If you manage to find them, there are various ways in which you can use Spaces to further connect with your audience and build a community.
Performance data further backs this up. Twitter’s also adding replay stats for recorded Spaces, along with monetization tracking for Ticketed Spaces, providing you with a range of options to help you manage and grow your Spaces. Adding to this growing list, Twitter’s also sliding in Spaces clips as another way to improve the discoverability of your audio broadcasts. In combination, Twitter is gradually filling out its Spaces offer with an extensive range of versatile growth and management tools, potentially making it a valuable content pathway. Depending on the composition of your specific audience, results can vary from ‘measly improvement’ to ‘game changer’, so experimenting might be worth it.
With this, the bigger question is whether or not Twitter will continue to emphasize Spaces – will it keep pushing to make Spaces a bigger element or eventually scale it back just as it did with Twitter Live? Right now, that seems to be largely dependent on whether or not user interest in the option grows.
The Wrap
It’s impossible to say for sure, at least at this stage, especially now that Twitter is still developing its dedicated Spaces tab. Twitter itself continues to seek new ways in which it can better highlight content and relevant topics, which includes Spaces promotion. Despite signs that suggest otherwise, we believe that it’s safe to at least give Spaces a chance; either way, Twitter is doing rather well on audio social over Clubhouse right now. If it can consistently maintain that lead and gradually improve on its offer, then there’s still a chance for audio social to be the next big connective channel.
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