1.
Eye On
Listen Up! Twitter Adds Audio
to Cards
Date 10.21.14

2.
Contents
1. Table of contents
2. What’s an Audio Card?
3. Create and Listen
4. Why You Should Use Them

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

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

5.
Eye On: Listen Up! Twitter Adds Audio Cards
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
Eye On: Listen Up! Twitter Adds Audio Cards, Vol 3, Issue 4, October 2014 © Leo Burnett /// Arc
Worldwide
70,000,000,000
plays
in the first half of 2014
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/