3 November 2014,
Organic Traffic

For the past year, social media has been all about bringing you more video and better images. Now Twitter wants to explore a new / old type of content – audio!

I know, when you use the word “audio” it sounds like a step backwards, so how about we use the words streaming music and podcasts. Now we’re talking. . . literally.

Twitter audio_card_blogTwitter just launched two new features that are designed to keep you on site / on app for just a little bit longer.

This graphic above is an example of the new Audio Cards. In Twittereze, Cards are rich media blocks that auto-format and deliver specific types of information in the same way every time. There are app cards, photo cards and player cards for video.

The new audio cards allow Twitter users to listen to music or podcasts or any type of audio materials with one touch, without leaving the feed. Best of all, you can dock the audio card and it will keep playing while you skim your feed.

Right now, it’s a beta test with SoundCloud and even then only with a limited number, but wide variety, of players including Coldplay, NASA, The White House, NPR, David Guetta, Guy Sebastian and two dozen more music and podcast channels.

Twitter is also working with iTunes for a T-commerce version of the audio card. When you find an iTunes music link on Twitter, you can click and pre-order unreleased songs or immediately purchase and download released songs. Musicians can also use the audio cards to post an audio link to iTunes so fans can listen while they skim. It’s like having your own Twitter soundtrack.

Even if you’re not selling music, the new music cards are good for everyone who advertises on Twitter because they’re designed to increase time on site and engagement. Once a song starts playing, users are more likely to keep skimming their Twitter feed, likely going further than they normally would. That means they’re going to be exposed to more ads, more branded Tweets, more everything.

I also think the iTunes click-to-buy button is a great way to get Twitter users used to the idea of buying from the feed. Twitter’s tried several experiments with T-commerce and I don’t think any of them were successful. People use them when it’s new and trending but as soon as the buzz dies down it’s over. How many of you still remember how to order things on Amazon through Twitter or send a free coffee through Starbucks?

Do I think Twitter is destined to become a major force in social ecommerce? No, but I think it’s a great venue for selling music and app downloads and maybe we can move on to ebooks after that. Time for a Twitter Book Card. I’d be all over that.

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