Unlocking Revenue Potential in New Consumer Surfaces
While Twitter had successfully launched several new consumer features like Spaces that showed strong user growth, there was limited exploration of how to uniquely monetize these surfaces. Our challenge was to develop innovative solutions that would serve both advertisers and audiences while maintaining the authentic, real-time nature of Spaces.
The Process
This was the first project to pilot a "Monetization Framework" our Design Strategy team worked to develop, so I was able to help speak into how our platform thought about monetizing new surfaces broadly in the process. We began with a workshop that consisted of cross-organizational designers. Twitter can occasionally fall into a siloed design approach, and we sought to push back against this and involve expertise from different parts of the company.
Creator Empowerment
Develop features enabling hosts to monetize their content while maintaining authentic connections with their audience.
Brand Integration
Create natural touchpoints for brands to engage with audiences through interactive experiences and timely offers.
Innovative Monetization Concepts
Live Product Ads
Enabling hosts to showcase products during live audio sessions with a dedicated shopping module and post-Space product summary, allowing listeners to bookmark items for later purchase.
Reaction Storm
Creating interactive moments that mirror the energy of live events, where collective audience participation unlocks special rewards and experiences.
Timeboxed Discounts
Leveraging the ephemeral nature of Spaces to offer limited-time discount codes, incentivizing live participation and creating urgency around promotional offers.
Setting New Standards for Social Audio Monetization
Our concepts received strong positive feedback from both qualitative research with consumers and executive leadership, establishing a new framework for how Twitter approaches monetization across new surfaces. The project successfully bridged the gap between revenue (Goldbird) and consumer (Bluebird) design teams, creating a collaborative model for future initiatives.
