Twitter announced the launch of a "new audio experience" last week, which seeks to integrate audio into the Android and iOS app more naturally. Musicians will see the obvious advantages initially, but there are marketing opportunities for a wider range of businesses on the horizon.
The Twitter Audio Card
The introduction of the Twitter Audio Card lets users listen to music directly through the Twitter app on both Android and iOS. Significantly, users can run the audio straight from their timeline, and then dock the Audio Card in order to continue listening whilst browsing the app. So you can now listen to your favourite artist’s new releases as and when they’re released through Twitter, courtesy of Spotify.
The Future: Downloading Music?
Perhaps more exciting, is the future possibilities that Twitter can realise with this. After having recently introduced the facility to download apps straight from within the app, this audio integration may be the first step towards allowing users to download music in the same way. The technology is certainly there already. Imagine:
- David Guetta releases his new single and posts it on Twitter
- You see it on your timeline and listen to it, docking it in the app and continuing your surfing through hash tags
- The song is so epic that you can download it with the tap of an icon
Now imagine the possibilities outside of music for the likes of:
- Audio books,
- Radio plays,
- Even recorded blog readings or poetry
This could all help turn Twitter into an audio-centric marketing powerhouse.
Potential for Marketers
The opportunity for brands within that environment is vast, especially if we can monitor exactly who is listening to what and for how long. Of course, Twitter could easily charge for analytical insights like this, or skim some commission off the top of sold items. Either way, everyone’s a winner, as a new marketplace is born.
Possible Video Integration?
It doesn’t stop there, either. Twitter could introduce the same docking method for video, similar to the YouTube iOS app. The video loads in the main window and, should the user wish to continue browsing or make a new search, they can minimise the video. The video still plays, only it’s docked in the bottom-right of the screen, out of the way, but still in view.
This would provide opportunities for brands to provide content in a unique and engaging way, without being too intrusive. Plus, there could be some advertising potential here for Twitter. Imagine being able to pay Twitter to play a 10 second clip in the corner of your target market’s timeline. Although, that may prove a little too intrusive.
Worth Taking a Risk
Either way, Twitter is certainly feeding people’s urges for multitasking and is trying all it can to keep people using its services for longer. The results of which remain to be seen, but it’s worth taking a shot at something with potential for those brands out there that can craft compelling audio.