Unleash Your Brand's Voice on Twitter(X) Spaces

Remember the vibrant village gatherings where elders debated issues, laughter filled the air, and a sense of community thrived?

While times change, the need for connection remains. Today, Twitter or should I say X-Spaces offers a modern twist on this age-old concept, providing brands with a powerful platform to engage audiences in real-time, across the globe.

For over two years, my colleague Andrew Kyamagero and I have witnessed the magic of Twitter(X) Spaces firsthand through our "#MANCAVEUG" space. This brainchild, born from the need to support men after the lockdown, has evolved into a thriving community tackling challenging topics with honesty and empathy.

In the ever-evolving landscape of information dissemination, audio still reigns supreme. That's why, after 2 years of hosting over 90 episodes of #ManCaveUG, with an average live audience of 300 engaged LIVE listeners, I'm here to share the secrets of success for brands venturing into this realm.

But first... Why Should Your Brand Embrace Twitter(X) Spaces?

• Unleash Global Reach: Unlike platforms limited by geography, Spaces convene minds from across the globe. We have had lively discussions with participants from Nigeria, Tokyo, and even Australia, all joining our spaces'
• Spark Real-Time Engagement: Ditch static content and dive into the dynamic world of live interaction. Spaces foster immediate reactions, debates, and deeper connections with your audience. When men would open up, Counselors on the space would engage these men & and share HELP immediately, in real time.
• Boost Organic Discovery: Target relevant communities based on shared interests. If it's tech, tag your Space with "TECH," and Twitter will showcase it to tech-savvy individuals ready to join the conversation live. When our spaces are about health, we add the health tag. When it's mental health, we add the mental health tag.
• Establish Thought Leadership: Consistent, valuable Spaces position you as an industry authority. Remember, one-offs don't cut it! Because of this, #ManCaveUG under "OMUNTU WAWANSI" has now become the GO-TO platform for a lot of men looking to learn from other men to the point of being invited to different offices to physically talk to men at these locations.
• Humanize Your Brand: Let your brand's personality shine! Answer questions, engage in discussions, and build trust through genuine interactions. I love how brands like Uganda Revenue Authority (URA) have harnessed this.
• Nurture Community Growth: Just like "MAN CAVE UG" started with 5 men and now boasts over 100 active members, even in-person events, your Spaces can foster a loyal community. I have also seen the Robert Kabushenga movement and impact, not to forget Solomon Serwanjja & his African institute for Investigative Journalism spaces.
• Gather Feedback & Insights: Host Q&As, product launches, or open discussions to glean real-time feedback and valuable audience insights. I love how the Twitter (X) exhibition on the coffee scandals eventually ended up being discussed in a space that had up to 900 active listeners, tuned in.
• Leverage Powerful Analytics: Track key metrics to measure the impact of your Spaces and refine your strategy for even greater success.
• Harness the Power of Collaboration: Bring diverse voices from different fields to enrich your discussions and offer broader perspectives.

Now let's get to it. What do you do before setting up your Twitter(X) Space?

• Define your purpose and goals: What value will your Space bring to your audience? Do you want to educate, entertain, build community, or gather feedback? For the ManCaveUG, we wanted to educate, build & and share. This means if it was a topic about mental health, we had representatives from Govt, the health sector, religious factions and testimonials from men who have gone through the challenge, sharing their experiences. This made it an all-rounded conversation where we educated each other, built a community around this topic (even WhatsApp groups where we had men coupled with phycologists) and shared what we could all learn from each other.
• Choose your topic: Select a theme relevant to your brand and target audience's interests. It should be specific enough to be engaging, but broad enough to allow for discussion. I remember us having spaces on MEN & FINANCE in periods like December and January where we knew men experience the biggest challenge when with comes to managing finance.
• Plan your content: Outline key discussion points, questions, and potential guest speakers. Consider using visuals like slides or polls to enhance the experience. Up to date, we still release posters advertising our upcoming space which we share within the week amongst different male communities. On top of that, the entire space has a script; When I host, I have a script of how I will introduce the day’s topic, what we should learn from it, and also predetermined questions for my panel in attendance. Now it being a men’s space doesn’t mean women cannot contribute and for this, we reserved the 9 AM hour and beyond for them to share on the space.
• Promote your Space IN TIME: Leverage social media, email marketing, and relevant online communities to build anticipation and attract participants. Share the date, time, topic, and guest speakers if applicable. Most people think 400 live listeners just SHOWUP but I can assure you the moment MANCAVEUG starts, we are sharing the link in WhatsApp groups and Twitter(X) DM as well as using a hashtag to push the conversation towards the trends. This also works BEST in case you have been promoting the upcoming space all week instead of waiting to do the bulk of all the work on Saturday morning. ?
• Prepare your technical setup: I really can’t stress this one enough so I’ll make a list;

-????????? ?Ensure you have a stable internet connection. If you are not using wifi, put your phone in DND because as a host, any phone call will disrupt the space.

-????????? Good audio quality; for some reason, headsets offer very poor audio quality on spaces. I have tried about 9 different types and they always disappoint. Use your phone’s mic.

-????????? Familiarize yourself with the Space features and controls; adding speakers, emojis, adding tweets

-????????? Schedule your space a day before the event then share that invite link to your respective audiences.

• BE ON TIME; As opposed to starting the space at the advertised time, set it up even earlier (10 minutes) so that you have time to brief your speakers & and help them connect. Another trick I use is to have all my scheduled listeners join a WhatsApp group from where we communicate "behind the scenes".

I will let this be a 4-minute read and promise to share PART 2 on Friday, which will have;

1. What to do during the Twitter(X) space
2. What to do AFTER the Twitter(X) space.

The success of #MANCAVEUG, with its growing global audience and impactful discussions, underscores the potential for brands to foster authentic connections and thought leadership in real time. As you contemplate embracing Twitter(X) Spaces for your brand, remember: it's not just about the space; it's about creating a dynamic community where your brand's voice resonates and thrives.

In the meantime, share your thoughts, experiences, or questions about Twitter(X) Spaces in the comments and I will reply to them in the PART 2 issue on Friday.