In 2020, X (then Twitter) added the ability for users to record and post audio tweets. This move seemed unusual for a platform primarily known for text-based content. So why did X decide to explore audio tweets despite the potential hurdles?
Why Audio Tweets Were Challenging
Adding audio tweets came with significant challenges:
Moderation: Audio content is harder to moderate compared to text, raising concerns about harmful or inappropriate content slipping through.
Accessibility: Ensuring inclusivity was difficult. How would people who are deaf or hard-of-hearing access these audio tweets? This accessibility gap initially drew criticism. Read more.
Why Did X Introduce Audio Tweets?
The decision to test audio tweets wasn’t random. In 2020, audio-first apps like Clubhouse were gaining significant traction. X saw an opportunity to capitalize on this trend. However, building and launching a full-fledged Clubhouse competitor required investment and resources.
Instead, X adopted a smarter approach:
Testing Demand Before a Full Launch
To gauge user interest, X launched audio tweets as a form of MVP (Minimum Viable Product). The feature was rolled out to select users, allowing them to record and post up to 140 seconds of audio per tweet. This lightweight experiment provided valuable insights into user behavior and demand before committing to a larger audio-first product.
What Metrics Might X Have Measured?
X likely tracked key metrics to assess the success of audio tweets:
Average Audio Tweets Viewed per User
Average Audio Tweet Watch Time
These insights helped X understand whether users were willing to engage with audio content on the platform and what type of conversations emerged.
The Result: Spaces
Months later, X leveraged these learnings to launch Spaces, its Clubhouse competitor. Spaces introduced voice chat rooms directly within the platform, aligning with the growing audio trend. Read more.
