Twitter Updates End Card Info for Completed Spaces, Providing Additional Context on the Discussion
Twitter continues to refine its audio Spaces presentation, this time through the addition of a new Spaces end card on desktop, which will provide more information about the Space upon completion of the live broadcast.
Up till now, completed Spaces have provided no specific info, other than the title and host, in-stream.
But now, when you tap on the ‘Space Ended’ button (on web), you’ll be taken through shown a new detail card, which lists when the Space ended, who hosted the event (along with their profile image), and a list of speakers that took part.
Only speakers are included in the final card, not listeners, which may open the door to a whole new set of worries about personal data collection. For the most part, in this context, the list of speakers is all that most people will actually care about, which may also serve as a pointer to additional profiles to check out that are connected to the subject of interest.
It’s a useful improvement, since it adds more context to the Spaces display, which should assist to enhance discovery and engagement with subsequent conversations based on the same data (e.g. by following other speakers to tune in to future events).
While there are many Spaces broadcasts taking place all of the time, you will not be aware of them unless you are following the appropriate individuals. This is a difficult aspect to master for Spaces. Therefore, the reach of Spaces content and the consequent interaction with the audio broadcasting feature are substantially reduced as a result of this.
A dedicated Spaces page, which would offer fast connections to ongoing audio conversations while also promoting relevant Spaces based on your particular interests, seemed to be the solution that Twitter was seeking to implement to solve this issue.
But with the launch of Communities this week, it appears that Twitter’s changed tack on this, with the Communities button now taking the place of where the Spaces tab would have gone in the updated format.
Which probably makes more sense. If Twitter can get more people signing on to follow topics that they’re interested in, it’ll then be able to highlight relevant Spaces on those subjects within that tab anyway, with Twitter also adding Topic Tags for Spaces last month to align with this process.
Similarly, Facebook and Reddit are attempting to promote their audio rooms offerings by embedding them inside the groups and subreddits that users are already visiting, rather than hosting them as a distinct part on their own websites or apps.
The most significant benefit, in this regard, is probably that Facebook is able to promote appropriate audio rooms inside groups that are currently being utilized by 1.8 billion people each month. The social network may use this information to determine which audio rooms to display to people who are already strongly engaged with each subject, while Clubhouse and Twitter are still trying to filter through the numerous conversations already in place and emphasize the most relevant ones for each user.
It is true that many Clubhouse users have reported that it has become much more difficult to find engaging rooms since the app was made available to all users. In contrast to this and as previously stated, Twitter currently has no Spaces discovery element at all, aside from using search workarounds to find live broadcasts.
It seems, therefore, that either Twitter has found optimum Spaces discovery through algorithm matching impossible, or that the match-up with Communities has simply aligned to the point where it makes more sense to use the Communities tab instead of the Spaces tab. Alternatively, it is still trying both.
There is no way for me to know for sure (I’ve asked), but given that the Communities preview was released most recently and that it attempts to address the discovery problem, which will be critical to increasing the number of people who use Spaces, it appears that this is the direction things are heading in – which, if Communities ends up working out, could be a far better way to go in this regard.
However, once again, this puts Twitter at a competitive disadvantage in terms of discovery, particularly if Facebook sees considerable potential in audio rooms and seeks to promote them in other ways. If Facebook wants to win out and beat Twitter on the audio social front, I believe it has a good chance of doing so – but the public nature of Twitter may also provide advantages for audio broadcasters that are not as readily available to those with smaller audiences on Facebook, if that is what they want.
Overall, it is possible that both Twitter and Facebook will get comparable outcomes from their audio social tools in the long run. Clubhouse, sadly, seems to have faded away, but it is still gaining momentum in India and may still find a sustainable route forward in the future.
If Communities prove successful, and the emphasis on topic-based conversation continues, Twitter Spaces may overtake Facebook as the audio social leader – at least until the social network chooses what it wants to do with audio social.
And, ultimately, it is expected that these new Spaces cards will contain links to download Spaces audio for broadcasters who want to do so, which may serve as another component of Twitter’s creative monetization drive.
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