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

Are you looking for new ways to engage your audience on social media? Twitter Spaces could be the answer. Launched in 2020, Spaces is Twitter‘s live audio chat feature that allows users to host and participate in real-time conversations.

But what exactly is Twitter Spaces and why should it be on every marketer‘s radar? In this comprehensive guide, we‘ll cover everything brands need to know about this emerging social audio platform.

What is Twitter Spaces?

Twitter Spaces is a feature within the Twitter app that enables users to have live audio conversations, similar to the Clubhouse app. Available on iOS and Android devices, Spaces allows you to host or join audio chat rooms with up to 13 people speaking and an unlimited number of listeners.

Here‘s a quick rundown of how it works:

• Any Twitter user with over 600 followers can start a Space
• Up to 13 speakers can have audio conversations, while an unlimited number of users can listen in
• Listeners can be invited to join via a link shared in a tweet or DM
• Participants can react to the discussion in real-time using emojis
• Speakers appear at the top of the screen in a colorful display while listeners appear below
• Conversations are live and ephemeral, though hosts can choose to record them for replay for up to 30 days

Spaces has some unique features that set it apart from other social audio apps. For example, speakers can share and discuss tweets directly within a Space to add context or spark conversations. The format is also more casual and collaborative compared to more formal audio content like podcasts or webinars.

How Twitter Spaces Fits Into Twitter‘s Strategy

Spaces is a key part of Twitter‘s efforts to drive more real-time engagement and interaction on the platform. Over the past few years, Twitter has released several features designed to foster more live, in-the-moment conversations, such as:

• Fleets: Full-screen vertical format tweets that disappear after 24 hours, similar to Instagram Stories
• Voice Tweets: Audio clips up to 140 seconds that can be shared in tweets
• Topics: Subject-based timelines that allow users to follow and discuss their interests

Along with these features, Spaces represents Twitter‘s push to become a destination for live content and community rather than just a feed of short text updates. As Twitter CPO Kayvon Beykpour said:

"The reason we‘re so excited about Spaces is because the format unlocks a new mode of conversation that hasn‘t really existed before. We think it will allow people to connect more intimately and have more empathetic conversations."

Why Marketers Should Pay Attention to Twitter Spaces

So why should brands care about Twitter Spaces? Here are some of the top reasons marketers are tuning in:

1. Reach an Engaged Twitter Audience

Twitter has an audience of over 200 million monetizable daily active users worldwide. What‘s more, these users are highly engaged and receptive to discovering new content. According to Twitter:

• 79% of Twitter users are open to brand interactions
• 53% are likely to be the first to buy new products
• Ad engagements are up 35% year over year

For marketers, this presents a prime opportunity to reach a large, engaged audience that is open to connecting with brands. Rather than starting from scratch building a following on a new app, you can tap into your existing Twitter audience and their networks.

2. Humanize Your Brand

Audio content provides an intimate way to connect with your audience compared to text or visuals alone. Hearing someone‘s voice helps establish trust, credibility and relatability.

The informal, off-the-cuff nature of Spaces encourages authentic conversations between brands and customers. It‘s a chance to show the human side of your brand, discuss topics your audience cares about, and build more personal relationships.

For example, beauty brand Glossier recently hosted a Space with their editorial director and a dermatologist to answer skincare questions. By providing access to experts and fostering an open dialogue, they created a memorable experience for fans.

3. Stand Out with an Emerging Channel

Although social audio has exploded in popularity, it‘s still a relatively untapped medium for brands compared to established channels like Facebook or Instagram. In fact, only 4% of businesses are using Clubhouse for marketing according to a survey by Agorapulse.

Getting in early on Twitter Spaces allows you to stand out from competitors and reach audiences in a new way. You can experiment with different content formats and stake your claim as a leader in the social audio space.

4. Tap into HIGH Purchase Intent

Social audio attracts users that are highly leaned-in and engaged with the content. People are actively choosing to tune in and participate in the conversation, which signals high interest and intent.

This creates an opportunity for marketers to build relationships with potential customers that are far down the funnel. You can nurture these relationships by providing valuable information, answering questions, and offering exclusive experiences.

What‘s more, social audio can directly drive purchases. According to a Twitter survey, 41% of users say they‘ve made a purchase from a brand after hearing about the product on social audio.

5. Repurpose Audio Content

Creating content for social audio takes time and resources. Luckily, Spaces content can be repurposed to maximize your efforts.

Since Spaces can be recorded, you‘re left with a wealth of audio footage after every conversation. Here are some ways you can repackage and extend the life of your Spaces:

• Share clips and soundbites on other social media channels
• Transcribe the conversation and turn it into a blog post or article
• Use quotes and insights to create social graphics
• String together highlights into a podcast episode
• Create video recaps with behind-the-scenes footage

By getting more mileage out of your Spaces content, you can expand your reach and impact.

How Brands Can Make the Most of Twitter Spaces

Now that you know the benefits of Twitter Spaces for brands, let‘s dive into some tips for making your Spaces a success.

1. Set Clear Goals

Before starting a Space, define what you aim to achieve. Do you want to educate customers, collect feedback, generate leads, or entertain your audience? Your goals will dictate your topic, format, promotion strategy and success metrics.

Some common goals for brand-hosted Spaces include:

• Increase brand awareness and reach
• Drive traffic to your website or landing page
• Generate leads and email sign-ups
• Gather customer insights and feedback
• Promote a new product launch
• Establish thought leadership and credibility
• Nurture relationships with customers and fans

2. Choose a Compelling Topic

Your Space topic should align with your goals and target audience‘s interests. Consider what unique value or perspective you can bring to the table.

Some winning topic ideas:

• Host an AMA (Ask Me Anything) with your founder or an expert
• Offer a behind-the-scenes look at your company or creative process
• Discuss a trending topic or news story related to your industry
• Provide tips, tricks and advice your audience will find valuable
• Run a live Q&A to get feedback on your products or services
• Interview leaders and influencers your audience will recognize

To gauge interest and gather input, you can poll your audience on potential topics in advance. Twitter‘s built-in poll feature is perfect for this.

3. Promote Your Space in Advance

To maximize attendance, build buzz around your Space ahead of time. Start promoting at least a few days in advance across channels.

Here are some ways to get the word out:

• Create eye-catching graphics to share on Twitter, Instagram and Facebook
• Write a blog post announcing the Space and explaining why people should tune in
• Send an email to your subscriber list with the event details and registration link
• Run Twitter Ads targeting relevant keywords and followers of industry influencers
• Partner with other brands and speakers to cross-promote to your combined audiences
• Add the Space link to your Twitter bio and pin a tweet with the details

Don‘t forget to emphasize the value people will get from attending, such as exclusive content, access to experts, or the chance to have their questions answered.

4. Prepare Talking Points and Questions

While you want to leave room for spontaneous discussion, it helps to have a rough agenda to keep the conversation on track. Outline your key talking points, asides, and segues in advance.

It‘s also a good idea to prepare thought-provoking questions to fuel the discussion and involve the audience, such as:

• What‘s your experience with [topic]?
• What‘s the biggest challenge you face when it comes to [topic]?
• What‘s one thing you wish more people knew about [topic]?
• Do you agree or disagree with [statement]? Why?
• What‘s your top tip or lesson learned about [topic]?

Aim to strike a balance between structure and spontaneity to keep the Space productive, engaging and energized.

5. Master the Mechanics and Etiquette

Before going live, familiarize yourself with the technical setup and moderation controls. Do a practice run with a co-worker or friend to test your equipment and work out any kinks.

It‘s also important to establish ground rules and etiquette for your Space. As the host, your job is to facilitate a productive, respectful discussion.

Some moderation best practices:

• Remind people to mute themselves when not speaking to cut down on background noise
• Lay down expectations around language and conduct (i.e. no hate speech, harassment, self-promotion)
• Give regular shout-outs to listeners and commenters by name to make them feel included
• Periodically ask for the audience‘s thoughts and reactions
• Have a co-host on standby to help manage raised hands, comments and muting
• Quickly block anyone who violates your rules or derails the conversation

The more comfortable you are with the controls, the smoother your Space will run.

Real-World Examples of Brands Succeeding with Twitter Spaces

Need some inspiration on how to use Twitter Spaces? Here‘s how leading brands are tapping into the platform:

• Salesforce ran a series called #ReimagineWork featuring conversations with leaders about the future of work. Episodes covered topics like prioritizing mental health and supporting working parents.
• Netflix hosted a Space with the cast and creators of their original series The Chair to give fans an inside look at the show‘s production and themes. Over 13,000 people tuned in.
• Wendy‘s brought their cheeky Twitter persona to Spaces, bantering with fans while promoting their new breakfast menu. True to form, they didn‘t miss a chance to roast competitors like McDonald‘s.
• Vogue hosted several Spaces around the Met Gala, fashion‘s biggest night. Editors discussed red carpet looks and memorable moments with special guests like designer Christopher John Rogers.
• NASA brought astronomers and scientists together to discuss new images from the James Webb Space Telescope and answer audience questions about the discoveries.

The Future of Social Audio and Spaces

Clearly Twitter is bullish on social audio and Spaces. The company has rolled out a slew of new Spaces features over the past year, from the ability to record and charge for Spaces to a Spaces tab in the app for easy discovery.

So where is the social audio trend headed? Here are my predictions:

More niche and private audio communities will emerge.

Right now most Spaces are public free-for-alls. We‘ll see more brands and creators hosting niche Spaces for specific audiences like customers, fan clubs, or paying subscribers.

Twitter has already laid the groundwork for this with Ticketed Spaces.

All social networks and content apps will integrate live audio.

Much like Stories, audio rooms will become a standard feature across social and content apps. We‘re already seeing this with Instagram, Facebook, Spotify, Reddit, Discord and LinkedIn all launching their own Spaces clones.

Brands will need to develop an all-encompassing audio strategy.

Social audio will converge with social commerce.

Shoppable Spaces are on the horizon. Twitter, Facebook and Instagram are all testing in-app shopping features that would allow users to discover and purchase products mentioned in streams.

Audio will become a powerful driver of social commerce.

Short-form audio clips will gain steam.

Expect to see more snackable audio content optimized for social media feeds and short attention spans. Think TikTok or Instagram Reels, but for audio.

Twitter is ahead of the curve here with audio clips in tweets.

Social audio analytics and advertising will mature.

As Spaces and social audio matures, robust analytics will be critical for measuring performance and optimizing content. Platforms will offer more granular data on audience demographics, engagement and conversions.

Additionally, audio-based advertising will take off as brands look to reach audiences in an immersive yet non-intrusive way.

Getting Started with Twitter Spaces

The social audio realm is still in its infancy, which means there‘s a huge opportunity for forward-thinking brands to gain a competitive advantage. However, diving into a new content format can be daunting.

Here‘s my advice for getting started with Twitter Spaces:

1. Listen and learn. Attend several Spaces to get a feel for how the platform works, what content resonates, and how hosts engage the audience. Take notes on what you like and what you‘d do differently.
2. Start small. For your first Space, aim for a 30-minute chat with a clear purpose. Don‘t attempt an all-day summit right out of the gate.
3. Leverage partners. Invite guests that have existing clout and followings to boost your credibility and reach. Look for partners with shared values and audiences.
4. Embrace experimentation. The beauty of social audio is its authenticity and spontaneity. Don‘t be afraid to test different topics, formats and tactics to see what works. Analyze the data and iterate as you go.
5. Focus on value. At the end of the day, your Spaces need to deliver tangible value to your audience, whether that‘s education, entertainment, access or community. Prioritize quality over quantity.

The brands that succeed with Twitter Spaces will be those that commit to the medium, stay agile, and keep their audience at the center.

The Bottom Line

Twitter Spaces presents an exciting new frontier for brands to connect with customers, build community, and drive business value. By understanding the unique benefits and best practices of social audio, you can develop a Spaces strategy that sets you apart from the competition.

The key is to approach Spaces with clear goals, a spirit of experimentation, and a focus on delivering value to your audience. With the right strategy, Spaces can be a powerful tool for building brand affinity, deepening customer relationships and achieving your marketing objectives.

As the social audio landscape evolves, one thing is clear: Twitter Spaces is just the beginning. Brands that embrace audio and crack the code on creating compelling content will have a significant advantage in the years to come. Will yours be one of them?