After first testing them with select creators over the past month, Twitter has now announced that all Spaces hosts and co-hosts can access full space analysis.
As you can see in this example, Spaces’ new analytics tools include data on how many people tuned in to your broadcast, total speakers in each session, number of replays, length, and more.
Improved data insights could go a long way in incorporating Spaces into your broader tweet strategy, with more insights to go on when planning your audio content and seeing if the needle turns in terms of reach, community building, engagement, etc. .
It’s still hard to say how beneficial Spaces could be. The social audio trend led by Clubhouse has largely died out now, and I personally don’t think Twitter has advanced Spaces or the discovery of Spaces to the point where it’s a major component of the platform, or a big consideration in the Twitter strategies.
But some brands and people would be getting good results from Spaces broadcasts, and if you can maximize engagement with the format, perhaps as a complement to a monthly Twitter chat, or regular Q&A, or to provide information about your business process, then there could be potential here. Additional data on how valuable that potential is will definitely help in this process.
Twitter was also added playback statistics for recorded slots plus monetization tracking for ticketed spaces.
On another front, Twitter is also looking to help Spaces hosts maximize their engagement as a result of their audio efforts.
we’re also making it easier for you to follow Spaces hosts
after a slot ends, you will now see a list of co-hosts and speakers with the option to follow them. Launching on Android, iOS soon!
—Spaces (@TwitterSpaces) May 4, 2022
That could provide another lure for potential broadcasters, or at the very least, help users get more value from Spaces sessions as part of their broader Twitter engagement efforts.
What the future holds for Spaces, and Twitter in general, is unclear, and it wouldn’t be a surprise to see Twitter’s incoming owner, Elon Musk, scrap the format altogether as part of his impending cost-cutting measures.
Spaces seems to add a level of value, but then again, looking through the Spaces tab, there aren’t many people tuning into each session, and it seems to be losing priority amidst the other platform updates and features.
But perhaps, there is a fit there, and there could even be more potential, if Twitter can correctly match its theme and highlight the most relevant spaces for each user as in progress.
Twitter has never been good at this (see also: live streaming), but perhaps, as things change on the app, the spaces will see new life as well.
Until then, you have new analytics to experiment with and learn more about how your spaces are performing.
In a one-of-a-kind activation, Pinterest has teamed up with Jameson on what it calls a “color takeover”, which will see Jameson’s new whiskey product ‘Orange’ appear at the top of searches for related queries. orange in the application.
As you can see in this example, when a user searches for “orange”, an ad for the new whiskey Jameson Orange appears among the top results.
Explained by Pinterest:
“There are 16M+ search for the word “orange” every year on Pinterest, and citrus flavor profiles, especially orange, are popular with spirit drinkers. People come to Pinterest to plan and be inspired, making this collaboration one that allows curious spirit drinkers to experience an edgy taste of whiskey with a unique orange twist. With a surprising and delicious discovery, the partnership will introduce the new orange flavored whiskey that will appear in searches such as “Orange Aesthetic”, “Orange Chicken” and “Orange Nails”.”
Which seems a little odd, because people looking for something unrelated, like “orange nails,” will see ads for the whiskey. This doesn’t appear to be optimal targeting, which will yield the best results on ad spend – but perhaps there is an inherent link between color preferences and products, even if there is no direct connection to Requirement.
Pinterest says the campaign will be ‘reach Pinners through unique contextual environments and occasions,” so there may be more specific targeting at play. And it looks good to have the orange ad among other orange pins. I’m just not sure this will result in meaningful click through rates, but the results will tell more of the story.
Either way, this is an interesting activation, which could inspire new promotional opportunities and approaches for a range of brands and products.
I mean, people love colors, and color psychology is a factor in decision making (85% of shoppers say color is the top motivating factor in purchasing decisions).
We are about to find out just how important this is.