How Twitter Voice Notes can help fortify brand communication
Close on the heels of announcing Twitter ‘Fleets’ last week, a feature which allows users to share tweets, videos, GIFS and pictures that disappear after 24 hours just like Instagram and Snapchat Stories, the micro-blogging giant has now added voice notes feature, which is currently rolled out in iOS, allowing users to record and tweet with audio.
Twitter wrote in a blog post that the introduction of videos, more characters from the previous 140 and GIFs has allowed users to express more of their personality. The blog post also stated, “Sometimes 280 characters aren’t enough and some conversational nuances are lost in translation. So, starting today, we’re testing a new feature that will add a more human touch to the way we use Twitter – your very own voice.”
Twitter also added that users have the option to add Tweet text and/or start a thread with multiple Tweets. They can record up to 2 minutes and 20 seconds for each individual voice Tweet. If the message is longer than that, it will be automatically threaded up to 25 Tweets. The maximum length of a voice note is only 140 seconds right now. Users can also listen to voice notes while scrolling through their feed.
Twitter Voice Notes provides a great opportunity for influencers and brands as it allows the post to have more context. Followers are also allowed to download the voice note. Just like ‘views’ on any other social media platform, the ‘listens’ of every voice note are shown below the tweet.
The feature is currently being tested and only available for iOS users, but has already grabbed the attention of many and the creation of new opportunities, communication and engagement for brands and influencers is inevitable.
Adgully spoke to a cross-section of digital experts, who are enthused over the latest feature and the opportunities that it will provide to brands, when it is rolled out in India. Here’s what they had to say:
Faisal Haq, EVP - Operations and Business Development (North), WATConsult: “Voice note feature or 140 seconds of audio will help brands inject vocal tones to have a personalised approach in terms of reaching out to their audience and capitalise their attention. It will anchor a deep connect and add an emotional layer for storytellers. This will provide human experience and feel of a more personalised conversation with their captive audience.”
Mehul Gupta, CEO & Co-founder at SoCheers: “Twitter is coming back strongly to adapt & win newer audiences in the recent past, by introducing newer features. However, audio-first expression of thoughts is a first for the world of social media which has seen the transition from long-form content, to short form content, video and then shorter videos (Stories, ads) and it will take a while for the Internet to adapt to a newer way of expressing on digital. No platform has experimented with audio-first expression. The only place where people could hear stories via audio is podcasts. If this trend picks up and people get comfortable sharing their stories via short audio snippets, this could be the next big things since micro-blogging.”
Pratik Hatankar, Head - Innovations & New Initiatives, Tonic Worldwide: “Twitter’s new feature will be a game-changer for brands, Influencers, and individuals. For example, brands now can say way more in 140 seconds than what they could type in 280 characters. Brands will soon be looking out for official voice for all their brand tweets. All influencers can now easily sell their respective brand collaboration in their own voice. Moreover, the new Twitter update of voice notes will breed a new type of influencers.”
Axon Alex, Managing Partner, Jack in the Box Worldwide: “The idea of a brand voice, which was figurative for the most part now, has its most literal format. Voice video vernacular were the buzzwords for last year and now with voice tweets, brands may be able to have more conversations and stories to tell a larger group of people vs the current one-to-one approach which, let’s be honest, can sometimes be well... a buzzkill. Hopefully, traditionally detached digital touch points of the consumer journey on Twitter, for example, reviews, customer service, etc., can become more personal. Audio tweets are perhaps the boost that podcasts need in India in order to find a larger audience. There’s visual and there’s audio+visual social platforms that thrive with a larger audience and this might be the one that tips the scale for audio with podcasts still being a niche. There is also the element of other languages gaining more traction on social platforms with this feature. What is most interesting on a personal note however is how the classic online fights and arguments will now escalate with voice.”
Shibu Shivanandan, Founder and Managing Director, PivotRoots: “More and more people are shifting to voice notes as a medium of communication. Voice and videos both convey emotion, tonality and direct engagement. Nowadays, more than 50 per cent of searches are done by voices. Even Google voice search queries have been increasing year on year. I doubt there will be a disruption through this feature as social media ecosystem is already disrupted with various new inventions and features. However, Twitter’s voice note feature might increase engagements.”
How to Tweet with your voice