Social audio used to be a big thing at some point, but it
looks the trend is slowly fading away now. Twitter, however, is still
persistent on continuing to grow its social audio feature Spaces and make it a valuable
part of the overall Twitter experience.
Twitter Spaces are real live audio convos you can join from your couch. or the dog park. or the bathtub. wherever you are, really. pic.twitter.com/1r2VihRSwn
— Spaces (@TwitterSpaces) May 18, 2022
As one of its recent moves, Twitter has launched a new ad
campaign for Spaces, through which it is attempting to show Spaces as a valuable
platform for live audio conversations. The problem with the campaign, however,
is that it isn’t doing much to make Spaces stand out, since the audio discussions
carried out are not as appealing to users and Twitter’s algorithm isn’t efficient
enough to highlight the top or most interesting discussions to users anyway.
Another issue with Spaces is that although live streaming is
great and all, it simultaneously runs the risk of promoting problematic content,
which makes marketing of such a feature more challenging.
The only shot Twitter has at boosting engagement with Spaces
is highlighting the best and most relevant content to individual users at any
given time. But for now, it looks like Spaces is not close to becoming as much
of a valued platform within Twitter.
