Think back to your last dinner party. The best gatherings usually involve an atmosphere where everyone feels comfortable joining a vibrant, engaging conversation.
That spirit of engaging conversation was the inspiration for Twitter Spaces, serving as the most authentic form of online connection. By facilitating greater empathy and accessibility, we believe live audio conversations empower people to be their realest, fullest selves. And the results were so successful that when we tested Spaces on a group of strangers, they told us it was like spending time with old friends.
But to really get Spaces right, we harnessed the inspirational nature of three basic human needs: connection, identity, and growth.
Connection: It should be easy and safe for everyone to find their communities, feel heard, and forge connections, whoever and wherever they are in the world, including marginalised communities.
Identity: When connections happen, people feel more comfortable being themselves and working through their identities together as a community. Identity also gives people an opportunity to explore and celebrate their passions, knowledge, and talents. And features like Tips and Ticketed Spaces further enable people to support and be a part of the communities where they feel the most authentic and comfortable.
Growth: As with all good relationships, people should feel they’re learning, growing, and actualising themselves on Twitter. Right now, Spaces is being used to go deeper on a range of important topics like mental health, online literacy, and the future of work. And as we continue to innovate with Spaces, we aspire to further deepen our relationships with one another.
Trust: Brands that work toward making a connection with audiences are seen as more authentic and credible. Because connection inspires trust. And being real and open with your audience through voice establishes trust in a deeper, more sincere way.
Influence: Twitter is a place where people and brands can interact with one another more freely. As social audio increases in popularity, brands should align themselves with Hosts who can expertly hold a conversation. Hosts who speak with a distinctive voice, personality, and who provide depth and focus on a given subject matter. Fanbases follow Hosts embracing such attributes, and through the content these creators advocate for, fans find themselves inspired and influenced.
Community: If people on Twitter are taking the time to interact with a brand, it’s up to the brand to make it worth their time. Develop a deeper and more authentic connection with the audience by reimagining content and experiences in a live audio context. Then sustain that connection by engaging the community on a regular cadence so people learn when and how often to connect with you.