How Twitter is Expanding its Reach in Audio
The move follows a string of podcast content deals in recent years and new reports projecting podcasting ad spending will reach $1.33 billion in 2022.
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In June 2020, Twitter introduced audio tweets where you can record your voice and share that audio as a tweet to your followers. A perk? These can also be listened to while you multi-task across other day-to-day activities including checking email or working on a document — comparable to a micro podcast. There’s a lot that can go unsaid or uninterpreted via text, so the platform’s goal with the offering is to bring a more human experience to conversations.
Following this, the company announced in December its own audio-based social networking product and Clubhouse rival, Spaces, was heading into beta phase. This opened the door for users to chat in real-time using voice instead of text, as they do today. The product remains in beta while the platform works out technical issues and bugs with the feature, but also the more complex issues that arise from hosting live audio, including moderation.
Fast forward to today, Twitter announced its acquisition of community-focused podcast app, Breaker. Here’s a breakdown of the latest.
What is Breaker?
Since its inception in 2016, Breaker’s mission centered around influencing the perception of audio and disrupting the norms of podcasts as audio feeds and podcast apps as productivity tools. Instead, Breaker painted a picture of podcast apps as an experience around which a community could be established. More specifically, Breaker users have the ability to like and comment on their favorite episodes, discover new podcasts that align with their passions, following friends with similar interests and taste, and share their favorite shows to their other social media platforms to spark conversation.
Creating the future of audio
Breaker co-founder Leah Culver took to Twitter sharing her eagerneses to help create the future of audio through and build out Twitter Spaces while CEO Erik Berlin emphasized his vision to help the industry redefine and reimagine traditional podcasts.
In work news, I’m joining Twitter to help build @TwitterSpaces! 🥳 While I’ll very much miss @breaker, I’m so excited to help create the future of audio conversations. https://t.co/0Y8fkbCIFm
— Leah Culver (@leahculver) January 4, 2021
“We’re truly passionate about audio communication and we’re inspired by the ways Twitter is facilitating public conversations for people around the world,” shared Berlin in the official announcement. In his own Medium post, he shared, “We’re now inspired to go even further in re-imagining how we communicate with each other, beyond the scope of traditional podcasts.”
In a separate thread, Twitter engineering lead Michael Montano, reiterated his excitement to leverage Berlin and Culver’s backgrounds to help “improve the health of public conversation on our service.” He added, “both Erik and Leah have founded and sold startups previously and will bring an entrepreneurial spirit to our engineering organization.”
🚨🚨🚨Excited to share some news. The @Breaker team, @sferik, @leahculver and @emma_lundin, is joining Twitter. 👋
— Michael Montano (@michaelmontano) January 4, 2021
According to TechCrunch, Berlin was previously the founder and CTO at social advertising company 140 Proof — which sold to Acuity — while Culver previously founded Pownce and Grove and co-authored web technologies OAuth and oEmbed.
“As an entrepreneur she’s been out front, testing ideas on several waves of online conversation and publishing. Pownce and Convore were exciting and in many ways ahead of their times,” said Montao of Culver’s efforts to push for more open standards over the past several years.
Podcasting: the new tech battleground
With the ebbs and flows of tech, there seems to be areas that receive targeted traction. Podcasting is that space today. Look no further than the giants Amazon, Google, Apple and Spotify.
Amazon’s $300 million acquisition of Wondery, Sirius bought Stitcher for $300 million, not to mention Spotify’s purchases of Anchor, Gimlet, Parcast, Megaphone, and The Joe Rogan experience — one of the most popular shows on the scene to date. Unakin to these deals, however, Twitter’s play is unique in that its sale doesn’t center on strictly podcasts themselves and the content, rather Breaker’s sale is made up of staff and technology with the larger objective of cementing Spaces as a viable offering for marketers and users.
Feature image credit via Breaker.
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