What is Twitter Spaces? [+Why Marketers Should Care]

In the past few months, Twitter has been experimenting with a new feature called Twitter Spaces.

And now the much discussed function is finally available to all account holders with more than 600 followers.

Spaces, which allows Twitter users to listen to and participate in public audio conversations, was beta tested shortly after the launch and evaluation of the $ 100 million app Clubhouse – which also offers an audio chat room experience.

Now that Clubhouse’s user base continues to grow and marketers there begin to experiment, many brands with solid Twitter followers are also starting to pay more attention to the branding opportunities of Spaces.

What is Twitter Spaces?

Twitter Spaces is a feature in the Twitter app that allows users with more than 600 followers to start, host, and participate in audio chat rooms, similar to the Clubhouse social media platform.

Why Marketers Watch Twitter Rooms

When marketers get access to Twitter Spaces, we learn that it may offer branding opportunities that Clubhouse has not yet activated. While both platforms are still evolving and you should keep both of them on your radar as they change and improve, here are just a few strengths Twitter Spaces already has over its competition:

1. Twitter has a wide reach for the audience.

Twitter has well over 330 million monthly active users. This user base includes audiences that fit into many different demographics around the world. For this reason, brands can reach target groups from all industries and with different backgrounds.

While Clubhouse’s user base is growing rapidly, due to its rather exclusive nature it doesn’t offer a reach comparable to that of Twitter. The audio social app was originally designed for invitation only and started with a small user list of thought leaders, celebrities and influencers from the “elite” industry. It was only recently that everyday users were invited.

In addition to Clubhouse’s exclusive exclusivity, the app is only available on iOS devices, while Twitter has just announced that Spaces will soon be available to Android-based beta testers.

2. Twitter Spaces could offer a shorter learning curve.

Learning to use and experiment with a completely new social media app – like Clubhouse – can be time consuming. In addition to learning how to navigate it, you need to study its top users, brands, and trends to learn how to reach the audience there.

Given the learning curves, marketers who are seasoned Twitter users may turn to Spaces over Clubhouse simply because they already have a following on Twitter and just need to learn how to use an extra feature instead of an entirely new platform.

3. Twitter Spaces could be more inviting for brands.

While Clubhouse’s live audio platform has attracted users looking for authentic human conversations rather than branding information, Twitter audiences are used to seeing content from brands like ads, marketing videos, and commercials. Because branding feels more natural and common to Twitter users, it may be more likely that those audiences will accept or engage with branded space.

4. Twitter Spaces is visually interactive.

While Clubhouse and other audio apps only show listeners a list of listeners, Twitter has added features to make Spaces more visually appealing.

For example, Spaces listeners can use emojis to respond to comments from speakers.

“”[The reaction feature]It’s great because I see the perfect balance of being approachable to introverts and extroverts. If you don’t like talking, use an emoji, “says Krystal Wu, HubSpot’s social media community manager and Spaces beta tester.

5. Spaces offers a more informal environment than other streaming platforms.

“There’s less pressure when I join a space. In all of the discussions I’ve been in, people are much more relaxed, no matter how casual or important the topic being discussed,” explains Wu. “I’m enjoying this because it removes the feeling of being on like most of us were on zoom during this pandemic.”

Because of the casualness of Spaces, marketers and audiences may not need to feel so intimidated when they speak or start it in Spaces, which can lead to conversations between brands and their followers.

Read on to learn how to use these and other features in Spaces.

How to use Twitter Spaces

Start a room

1. Go to your Twitter app and press and hold the “Post” button.

In your iOS or Android app, tap and hold the Post button to view the posting options. If there are spaces available, an icon will appear for them. Alternatively, you can also access Spaces by tapping the Add icon with your profile picture in the top fleet bar of your feed and tapping “Start Space”.

If you don’t see any space buttons or icons in this process, you probably don’t have access to the feature yet and may have to wait to create your first space. However, users who cannot create Spaces can still set them if they see any.

2. Start your space.

When you tap the Rooms button from Fleets or your Post Settings, you will be prompted to write a description for your room. You can also invite up to 10 speakers at this time. You can also choose to allow anyone to speak or ask for speaking requests to followers or handpicked Twitter users.

At this point, Twitter notes that all spaces are public. This is important when planning your room and enabling language rights.

3. Look for speaker requests.

When someone asks to speak, you will receive a notification and can choose whether to speak or to ignore the request. When you unmute the handset, introduce them to the audience.

4. Remove or change the speakers.

If you have more than 10 guests wanting to speak, you can tap any of your current speakers to remove their permissions. This way you can minimize the potential speakers or add more speakers. This can be especially useful if you have a lengthy chat and want multiple listeners to contribute to the discussion.

invite someone to speak on Twitter

Image source

Additionally, if the conversation goes wrong or someone says something unexpected, space creators on Twitter can also report or block speakers when they say or do something inappropriate. This can help moderators create a safe and respectful environment for all listeners and participants.

5. End the space.

In contrast to Clubhouse, a Twitter Space can only be closed by the person who started it. To end any area you have created, all you have to do is tap the End icon.

Your Twitter Space description box, which explains the destination of your audio room

Image source

6, Download the data of your space.

According to Twitter, the social media platform will store data about the Space, including recordings and transcriptions, for up to 30 days after the Space, in the event of reports from speakers who do not comply with Twitter’s terms.

Because Twitter keeps Space records, space creators can download data that Twitter has within 30 days of hosting, while speakers can download transcriptions to keep a record of what they said. At this point, Twitter doesn’t explain in detail how to do this. More information can be found here.

Aside from Twitter’s records, Spaces are short-lived for non-speakers and conversations disappear from the app as soon as they end.

Join a room

7. Participate in a space.

When someone you follow starts a space, it will appear in the Fleets section of your Twitter feed. Instead of a small circle with the profile picture, you will see an oval shape that contains the profile picture of a space creator, the number of attendees and the name of the creator underneath.

A Twitter area is displayed in the Twitter fleet navigation of the Twitter app

Tapping on it gives you more information about who is in the space and a “Connect Space” button. If the space creator allows anyone who signs in to speak, you will be asked if you want to enter the space with the microphone on or off, as shown in the image below.

When you enter a Twitter area, you can turn your microphone on or off as if you were a speaker.

Image source

To the listeners, a room looks a bit like a clubhouse room, with the names and photos of the speakers at the top and the audience at the bottom. If the audience is too big, you’ll see the number of additional members, not everyone in the chat.

A general overview of the appearance of a Twitter Space with the participant icons, the name of the space and the space options

8. Try to speak.

In some rooms, anyone can speak if fewer than 10 people are unmuted. In the meantime, others are more private and must be requested from you. You can tell the difference between the two by looking at the microphone icon in the lower left corner of a space. This icon allows you to either request to speak or to instantly turn on your microphone when you tap on it.

Lower the Twitter area navigation buttons

When you see the word Request under the microphone, you can tap the icon to ask to speak. The host of the Space will be notified that you want to speak and can either accept or ignore the request.

9. Divide the room.

In the bottom navigation of each space, you can tap the icon that shows two people to invite specific followers to join, or the “Share” button to tweet a link to the space you are in.

Share and invite friend icons from the Twitter area

10. Respond to the conversation.

If you want to respond to something a speaker in a Space says but don’t want to speak, you can tap the heart-shaped icon in the bottom navigation of the Space to see a list of emojis that you can tap for a visual Display response.

Reaction emojis that appear in Twitter sections when you want to respond to something and tap an emoji icon.

Image source

11. Share tweet-based conversation starters.

Wu says one of her favorite things about Spaces is allowing attendees to share public tweets right in a Space.

“Any [speaker] a tweet can be shared in the room, which will be displayed at the top of the room, “explains Wu.” We can use it as reference points when chatting so people can be more interactive in the discussions. “

Below is a look at Twitter’s own “Space’s” Space. During the chat, which allows Twitter users to provide feedback on the Space feature, a speaker shared a tweet from someone about how Spaces is prioritizing participants in its visual format.

A Twitter area where a tweet is shared and discussed

To share tweets in a space, Wu says all you have to do is minimize the space you’re in, find a public tweet, tap the Share button, then tap the Areas option. From there, the tweet will appear at the top of your space until the space host removes it or another tweet is approved.

12. Leave a space or minimize it.

Not interested in a discussion you’re hearing? To exit, all you have to do is tap the “Exit” button in the top right corner of the screen.

If you want to go back to your Twitter feed but want to keep keeping track of the Space conversation, you can tap the down arrow in the top left corner to shrink it into a small player that lets you watch Tweets without watching them leave the room.

Navigate audio social media

If you’re a community-focused marketer, Twitter Spaces or Clubhouse might be worth a try and a great way to reach your audience on a more talkative level.

While you should certainly consider checking out Twitter Spaces, you should keep following Clubhouse as well. While Twitter may now have a competitive advantage, Clubhouse continues to evolve, its audience is growing rapidly, and could continue to innovate in the audio-social space.

When deciding that audio social media is right for your brand, it’s time to look at the pros, cons, and audience of each platform to determine which will best fit your goals.

In this post, learn more about the growth of the app to learn more about clubhouse that started the audio social media media phenomenon. In this detailed guide you will also learn how the functions of Clubhouse compare to Twitter Spaces.

More interested in improving your Twitter fan base and strategy? Click below to download a helpful free resource!

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