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The indomitable rise of audio content on social media platforms

We welcome Spring vibes way diving deep into the power of audio content (yes, very Meta). Among other things, Spotify acquired analytics platforms Podsights and Chartable, and what it means for podcasters. We also look at Amp, Amazon’s long-rumored Clubhouse competitor. Amp is more about listening to music than sitting around and chatting. The goal is to turn any user into a radio host, able to program a playlist, talk to listeners, and chat with call-in guests. 

Anyone who signs up will be able to host their own live show, complete with the ability to stream “tens of millions of licensed songs” from the big three record labels and “a long list” of indies, Amazon says. The goal is to turn any user into a radio DJ, able to program a playlist, talk to listeners, and chat with call-in guests. Critically, hosts and listeners won’t need to subscribe to any particular service to tune in — anyone can listen in to full-length songs as long as they sign up for Amp, which is free.

Twitter embraces audio-only content

Twitter is about to make a big leap into podcast discovery, which will likely enable podcasters to create direct links to their podcasts in the app, similar to how they’re now able to create active links to their newsletters, enabled by Twitter’s acquisition of Revue last year.

For podcasts, Twitter also acquired pod discovery app Breaker last year, which, at the time, seemed to be intended to improve the discovery of Spaces specifically, with the Breaker team noting that they would be incorporated into the Spaces development group.

We evaluate the pros and the cons of this move, as the platform simultaneously launches Twitter shopping (really?) and its new Creator dashboard.

More Twitter features announced

Is the platform losing sight of its purpose, or have we been wearing conspiracy hats for too long?

The social media giant says the new tool is designed to help creators analyse how they make money on Twitter and how much they’re earning from monetisation features, such as Super Follows and Ticketed Spaces. Creators can also use the dashboard to search through their payment history and see information about their upcoming payouts.

Twitter Shops will allow merchants to curate a collection of up to 50 products to showcase on their Twitter profile. The mobile-first feature, which is free to use, aims to encourage users to go from talking about products on Twitter’s platform to actually clicking through to browse the merchant’s selection, then check out.

However, unlike Instagram’s native Shops, these transactions aren’t taking place on Twitter itself. Instead, users first click the “View Shop” button above the merchant’s tweets to visit their shop.

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