While the audio social trend has faded, Twitter remains convinced that there is a future in its audio options as it continues to develop Spaces and its dedicated audio tab, even if the number of listeners does not seem to reflect a major user interest.
Twitter’s next big push on that front appears to be coming soon, with its new “Stations” approach, incorporating popular podcasts alongside Spaces, both live and recorded, now close to launch, according to the latest finds in the application’s back-end code.
As you can see in this screenshot, shared by app finder Alessandro Paluzzithere’s now an intro screen for the option in the app, which notes that the audio tab will soon include podcasts and spaces, giving listeners more options, live or when they can tune in .
Which is important, because so far audio discovery hasn’t been all that great on Twitter. Giving all users the ability to stream in real time can be a great addition, but as more people stream it inevitably means more spam will also clutter the stream, and algorithmic sorting in that regard can be tricky because you’re trying to highlight the best discussions in real time, and it’s nearly impossible to gauge the quality of each broadcast as it happens.
That’s why it’s easier to showcase the best shows and highlights from well-known creators, alongside a more curated collection of the best, post-broadcast spaces that Twitter hopes will improve space discovery and provide creators another way to showcase their work and build any audience in the app.
If creators big and small find more value in delivering their content to Twitter, alongside the added benefit of real-time chat over tweets, this could, in theory, be a valuable addition to tweets. But that’s theoretical, and it may not play out that way in reality.
But the concept makes sense. For years, Twitter has tried to find a way to merge real-time media discussion with its own streaming content – because Twitter, in its own wordsis not itit houses the latest news and updates.
“Fans love to see when their favorite podcasts kick off a new season, go on tour, or approve another podcast for their next listen. Emerging and established podcasters use Twitter to help grow and inform their audience.
Indeed, Twitter has established itself as the leader in real-time engagement around major media events – but leveraging it has proven difficult for the app.
For years, Twitter has tried to merge TV shows and tweet engagement into a single stream, to make its platform a more central medium for such discussion, with mixed results.
It’s now taking a similar approach with audio – but whether people actually want to connect and engage with Twitter remains to be seen.
In theory, however, it should work. Merging video and tweets never came together because Twitter is considered a secondary channel, and merging the two was too much, especially for non-users. But audio is a background element – you can listen to audio and view related tweets in real time, which should work to help support tweet engagement, creator options, promotion podcasts, etc.
Again, “should” is the key term here.
The question is whether people are really interested in connecting to audio on Twitter – and is social audio really a lasting thing, or was it actually an induced short-term fad? by a pandemic, which people have now lost interest, mostly gone.
Absolutely, The clubhouse is struggling to maintain momentum, while Meta a almost abandoned its audio social initiatives. LinkedIn is still working on its variation on the same topic – but in general the trendline isn’t great for social audio, which doesn’t paint the most optimistic picture for Spaces, even with this upcoming expansion.
Really, it’s looking more and more like a niche area of interest, which is of enormous value to those in the option (yes, I realize you all exist too), but not a major point to note for the vast majority, which feels like a bit of a dead end, in terms of development.
But Twitter has the data, and again there seems to be potential in combining actual media being discussed with tweet engagement.
Maybe this will give Twitter another tool to add to its scalable creative optionsallowing publishers to focus more on the application.