Yesterday, Twitter increased the number of content partners able to embed story previews, images, videos and audio right in expanded tweets, without navigating away from the user feed. SoundCloud is now one of the brands included, meaning its URLs will be playable directly on the streaming site’s HTML5 widget.
“Partnering with Twitter for this rollout allowed us to create a richer experience for our users,” SoundCloud founder and CEO Alexander Ljung tells Rolling Stone. “Twitter cards work on mobile as well, so our passionate community can now see their best content on Twitter across all their devices. Overall, we’re super excited that SoundCloud can unmute tweets.”
With this development, users won’t have to leave the Twitterverse to listen, like and share SoundCloud songs, which are set to start playing automatically as the Twitter card gets clicked and expanded with the embedded song player. Play counts on Twitter will be counted towards the total count for any given song, according to Ljung.
SoundCloud is the only music-streaming site to be incorporated into Twitter’s new expanded tweet content experience. Other new content partners include the New York Times and the Wall Street Journal for news and B.E.T. and DailyMotion for video. Before this week, YouTube and Instagram were the only partners with viewable content integrated in expanded tweets. This year, SoundCloud has also teamed up with Tumblr and Flipboard, a magazine-style aggregator for the iPad, to bring embedded songs to those platforms.
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