If you’re reading this, there is a chance that you already acknowledge that ‘audio is going social’! While the Pandemic paved its way, this trend is here to stay. Though digital audio has been a part of our virtual social lives, we have always been dominated by the ‘visuals’- be it photos or videos. But with the popularity of Clubhouse, Spaces by Twitter, Greenroom by Spotify, and Facebook’s Live Audio Rooms, that story is changing now. With that, newer avenues for audio branding are opening up for marketers.
Let’s dig out some statistics to understand the impact Social Audio Apps are creating:
- “The audio-based social network platform Clubhouse had over nine million monthly downloads in February 2021, and topped the user-generated audio platform ranking with no doubt. The Korean company Spoon came in second, with nearly 450 thousand monthly downloads.” –Statista.com
- “Digital audio accounted for 11% of total media time per day for US adults in 2020 and will account for 11.7% in 2021 or 1 hour and 34 minutes per day.” —business2community.com
- “The average time listeners spend on audio platforms is 16 hours and 14 minutes weekly.” —insiderintelligence.com
What is Social Audio and how is it different?
In simple terms, you can imagine social audio to be similar to podcasts, however, here everything is happening live- almost like a group audio call. Literally, it will allow its audience to interact in real-time. You can also think of social audio as a unique social media audio tool where you choose moderators, attendees and speakers.
Why should you care for Social Audio Branding:
- Communicate with emotion:
Undoubtedly social audio platforms have created a niche where you can deliver your message with emotions which would be hard to do while you’re using platforms like text messages, blog etc.
- Novelty factor with low competition:
Almost all of the social audio platforms are rather new and hence there is already a built-in excitement in the audience. The competition is definitely low as most brands and organisations are still weighing their options. There is a huge scope of garnering organic traction too. All of these put together you will be all set tocash-in the first mover advantage.
- Lack of Advertisements:
Even the marketers will agree that most times their audience find advertisements distracting and repetivetive. Since the social audio platforms are new, the scope for advertisements are not yet huge, hence you can expect high content retention and engagement rates. Ultimately isn’t that every marketer’s dream?
- Live engagement:
Social audio platforms have bridged the gap by enabling the audience to interact with the content. It makes these platforms active and vibrant. An audience tends to take part in the conversations live.
- Real-time feedback:
These platforms pave the way for a deep social media listening. You can study and implement audiences’ feedback, ask questions, take reviews- all live in action.
Step-by-step strategies for utilizing social audio platforms:
a) Define your goal:
What is the priority for you brand? Your goals may look like these:
– Create brand awareness
– Drive more sales and leads
– Create hype for upcoming event or product launch
– Build thought leadership
– Deepening the engagement with your established audiences
b) Develop a blue-print for your concept:
Once your goal is set, you have to define the structure of your content. This should include:
Format: One-off vs. a series
Topics: The themes
Audience: Whom will you target? Students, professionals, any particular social-cultural group etc.
Style: Tonality: Formal vs. informal
c) Choose your platform:
Depending on your concept, you will have to judge the platform(s) that is (are) right for your brand.
Unlike established social media platforms, social audio platforms are a lot more resource heavy. So while choosing the right one, you need to consider:
– Existing platforms: If your brand already has a good amount of followers on Facebook and Twitter, you may leverage them well.
– Demography: depending the demography of your target audience, your choices of audio platforms will vary
– Offerings and limitations: do keep a close watch for the offerings and the limitations of a platform. Case in point, Clubhouse allows 5000 participants per room- this can be a limitation if you’re looking to include a large audience and if your goal is brand awareness. But can be seen as an offering if you’re about to launch a niche product for which you’d need a closed group.
d) Host your sessions:
It’s time to host your sessions now. Some of the pointers to host that perfect contents are:
-keep the content to the point
-try to add value to the audience, rather than trying to sell
-fill those awkward moments of silence with suitable music and sound effects
-keep the voice clear and without unwanted noise
-depending on your audience and content, set the duration of the sessions
e) Monitor and review:
Our job doesn’t end after conducting a successful session. You’d also need to monitor and learn from the audiences’ feedback. Here are some of the insights that you could monitor to utilize your content even further:
– questions asked by your audience
– number of audience for each of your sessions
– positive or negative emotions shared by your audience
Best social audio platforms to consider:
While there are a lot of players vying for this segment, here is our list of best social audio platforms that you might want to consider using for your brand:
- Club House
- Facebook Live Audio Rooms
- Instagram Live Rooms
- Twitter Spaces
- Spotify Greenroom
- Social Audio
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The content marketing team at Vidooly publishes articles and blogs on current and relevant online video industry related news.