In 2020, Twitter started offering live audio conversations and defended its product launch by explaining how some things are simply lost in text.

“The human voice can bring a layer of connectivity to Twitter through emotion, nuance and empathy often lost in text,” the Spaces team said in a 2020 tweet.  “We see this with voice tweets and voice DMs. Sometimes 280 isn’t enough, and voice gives people another way to join the conversation.”

Since then, they’ve been building and testing with a limited group to enhance Spaces, adding features like refined reporting, blocking capabilities, better accessibility, scheduling, and ticket options where hosts can profit from certain chats. In a May 2021 blog post, Twitter explained that these options are currently only available to those accounts with 600 or more followers on Twitter, but they are hoping to expand these options to all users soon.

Twitter has been cautious about its product options in the past. We recently discussed their Shopping module and how they have been slowly building it based on customer feedback. Now that they are bringing out another iteration of Spaces, they are hoping for similar positive results.

Will these new options help Spaces grow and provide similar experiences that other audio apps, like Clubhouse and Discord, provide? This remains to be seen, but Twitter has been very open with their growth and customer demands and typically has open tweet forums of users who ask pointed questions and offer plenty of suggestions.  


The Importance Of Co-Hosting

Since its first launching, Twitter Spaces has expanded to web browsers and both iOS and Android apps. This expansion creates the ability for more participants and a lot more audience management. As Twitter continues trying to grab as much of the social audio market as possible, despite some already successful competition, they are trying to find better ways for hosts to manage their accounts in real-time. 

Brands will now be able to add a maximum of two co-hosts to each Space, which will give them the capacity to invite speakers, manage requests within the Space, pin Tweets, monitor discussions, fend off spammers, and keep things civil in the chat. Larger brands will find this especially beneficial if they have a large number of attendees.

Of course, Twitter is not the only app providing co-hosting features. Clubhouse also provides the feature and is considered Twitter’s most direct rival for audio streaming. As Twitter tries to put Spaces as a key feature, they look to pull users from their competition.  


More Refined For Metrics

On August 18, Twitter announced that they are also rolling out changes to its newly rebuilt API to allow third-party developers to build tools and other solutions specifically for Spaces. They recently introduced new endpoints so developers can build tools, apps, and services to “help people get more out of Spaces and shape the future of audio conversations.”

As part of their API launch, Twitter explained that all developers using the new Twitter API v2 would be able to look up live or scheduled Spaces using criteria like Spaces ID, user ID, or keyword. 

“With the Spaces lookup and Spaces search endpoints, we hope to enable developers to build tools and solutions that help people on (and off) Twitter find interesting and relevant Spaces more easily,” Twitter said.

Even more, they are making certain metrics fields available via the API, which enables developers to build analytics dashboards and other performance measurement tools for Spaces Hosts. This is a game-changer for many brands and influencers because Twitter is making Spaces more measurable – and brands want to know their KPIs are being met. 


In Closing

Twitter’s continuous growth has a lot to do with its cautious approach to new products. There may be a fine line between “wait and watch” and “late to the party,” but Twitter seems to be walking that tightrope with precision. With Spaces, the company has found a way to stay competitive without being reckless in its product development process. The ones who benefit the most are brands that take advantage of the new features and development tools they provide.

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