Eye OnListen Up! Twitter Adds Audio to CardsDate 10.21.14

Contents1. Table of contents2. What’s an Audio Card?3. Create and Listen4. Why You Should Use Them

Eye On: Listen Up! Twitter Adds Audio Cards, Vol 3, Issue 4, October 2014 © Leo Burnett /// Arc Worldwide

What’s an Audio Card?

On October 16, 2014, Twitter announced the launch of Twitter Audio Cards, in partnership with SoundCloud and iTunes, as an addition to their growing lineup of multimedia-enabled, interactive Tweets.

Now, when audio is embedded in a Tweet, a new “docking” functionality keeps the audio playing while the listener browses elsewhere in the Twitter feed. Audio Cards function on both iOS and Android devices, as well as in the web browser.

Twitter’s partnership with iTunes on the Audio Card extends to the iTunes Store, where listeners can pre-order and/or purchase music while listening on Twitter.

Eye On: Listen Up! Twitter Adds Audio Cards

Eye On: Listen Up! Twitter Adds Audio Cards, Vol 3, Issue 4, October 2014 © Leo Burnett /// Arc Worldwide

Eye On: Listen Up! Twitter Adds Audio Cards

Create an Audio Card

1. Copy link from one of Twitter’s audio partners (presently iTunes and SoundCloud).

2. Paste link into Tweet and post.

Via Twitter for iPhone

Listen to an Audio Card

1. Tap the arrow within the image.

2. Tap the arrow in the upper right corner.

3. Browse the Twitter timeline while listening to the “docked” audio.

3

1

2

via Twitter

Eye On: Listen Up! Twitter Adds Audio Cards, Vol 3, Issue 4, October 2014 © Leo Burnett /// Arc Worldwide

Why is this important?

Brands know that users have an appetite for audio, with 70 billion plays in the first half of 2014. In fact, TechCrunch predicts that streaming audio content will overtake streaming music videos in popularity by the end of 2014.

How can brands use the Audio Card to feed this appetite? Consider the opportunity to socialize audio through:

• Generating music buzz, building relationships and getting feedback

• Special offerings, such as behind-the-scenes audio for movies or interview clips of a famous brand character, such as Allstate’s Mayhem

• Supplying long-form, informational content as with branded podcasts

• Growing communities around musician Influencers

70,000,000,000 plays

in the first half of 2014

Eye On: Listen Up! Twitter Adds Audio Cards

Source: Twitter, https://blog.twitter.com/2014/introducing-a-new-audio-experience-on-twitter; TechCrunch, http://techcrunch.com/2014/07/03/streaming-is-killing-downloads/