Twitter Private Spaces comes as Twitter is testing new options that will enable Spaces hosts to restrict who can join their audio discussions, facilitating more private chat sessions in the app.
As you can see in this example, it was sent by the user Chloe Korza (and participates in it Matt Navarra), Twitter is currently testing two new Spaces audience options that will enable Spaces hosts to limit access to only people they specifically invite, or only to “newbies” — aka only your followers.
This can provide new use considerations for Spaces, with the ability to use the option to have more intimate conversations between friends, or to help build a community by having more private discussions among your audience.
This can also have definite value for brands, with the option to host exclusive voice chat sessions for premium fans, or just provide followers with new updates. Used well, this can become a growth tactic, helping the FOMO factor in getting more people to follow your brand account, in order to ensure they are also invited to your next exclusive Spaces session outlining the latest product details and/or offers.
The spaces are still in a relatively early stage of growth, despite being launched over a year ago. Twitter has significantly advanced the option since its early testing, which was triggered by a sudden surge in interest in the Clubhouse – however, the dedicated Spaces tab, for example, is still not available to all users, which means the option still has some way to go in maximizing opportunities for him, and to test whether he can become a more important component of the broader tweeting process.
Part of the problem, for now, is discovery, making sure all users are aware of the areas of interest in progress as they happen. While Spaces are now recordable, Spaces’ best interactions come in real time, and as such, in order to fully maximize choice, Twitter’s algorithms need to understand the topics that matter to each user, and be able to instantly highlight relevant spaces, whenever you’re in the app .
This is no easy feat, because with everyone being able to stream in the app, there are a lot of irrelevant spaces happening at any given time. So while the subject matter may match users’ interests, if the quality of the space isn’t good, getting them to tune may actually turn them off the option, limiting future acquisition and growth.
As such, the only real way to highlight the most relevant spaces is to show users when the people they follow are attending a broadcast. Which Twitter does, but that doesn’t necessarily address the issue of expanded topic discovery and engagement.
It’s a tricky balance, but perhaps, with groups of more intimate enclosed spaces, it can help improve the space’s fit, while facilitating new use cases and options, as noted.
We have asked Twitter for more information about the test and will update this post if/when we receive a response.