Audio content is becoming a real asset to the marketing community. During the 2020 lockout, five percent of people (approximately 2.6 million adults) say they "often" or "always" feel lonely. This is when podcasting begins to soar, offering people the opportunity to personally connect and feel a part of something. During the Covid Pandemic, the number of users of real-time audio apps like Clubhouse, Facebook Audio, and Twitter Spaces also increased. These audio apps are great for choosing a category from a range of topics you want to join and discuss with others, or simply listen to.
I know you're probably wondering what this has to do with marketing. Well, you don't have to find your target audience because they are already there and want to engage in the conversation. You can be there to answer questions, interact with them and build customer relationships. Not only that, but if you think they are the perfect audience for your brand, you can ask influencers who may have a large audio audience to speak up for you.
What is social audio app?
The social audio platform allows individuals to create groups and share their stories with other users of the audio format.
The social media platform is available as a mobile app, so individuals who want to interact with other users can download their mobile app to engage in real-time conversations with friends and family.
With audio social media apps, creators are opening up a new way to distribute their content to a global audience.
The saying is true: "A good audience really wants to know the speaker." Content creators can find the perfect platform to bring in the new wave of social audio with audio social media apps and audio platforms.
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Why is social audio app getting popular now?
It's a Passive Audio Consumption
As with most audio social media apps, there are no visuals.
Users don't have to rely on Snapchat, Instagram, Facebook, Pinterest, YouTube.
Related visual platforms require active attention, such as animated GIFS, long-form video, short-form video, temporary content, live video, and text.
The best thing is that users can cook and go a long way while listening to social audio.
Audio is the most intimate type of content
People are using audio and podcasts more because users can easily understand the depth of sound of emotions.
The average attention span for video is 8 seconds and for podcasts is 30-34 minutes.
Top social media platforms are embracing audio
This is great news if you don't like cameras and want to share voice notes with those around you.
Some big social audio apps leading the market
You may have heard of the new social media app called Clubhouse. This new app is an invite-only social media app that allows users to start or enter audio chat rooms. The app became so popular that Facebook and Twitter started introducing their own audio sections on their sites.
Clubhouse's goal was to create a more user-friendly app that would allow them to feel connected and learn from new friends. They have audio groups from musicians, scientists, sports fans, real estate agents and more - learn, laugh, meet and connect. Wherever you are, Clubhouse is the place to bring people together.
Marketers use Clubhouse to discuss certain topics related to their brand, industry and mission with other peers. Because of the financial uncertainty during Covid-19, marketers like to gather information from other small companies, not just big brands. This way they can develop more authentic and meaningful connections. And what better way to do that than with Clubhouse!
Podcast audio is more popular than ever. In 2020, more than 155 million people will be listening to podcasts every week. Now that we lead busy lifestyles, users can easily listen to podcasts while doing everyday tasks like cooking or traveling.
Listening to podcasts makes you feel like you're hanging out with friends and enjoying discussions on topics that interest you. It's also a great place to discuss podcasts about popular TV culture (such as shows or music) with your friends. It builds an instant community spirit and gives a sense of belonging.
Podcasts are becoming more popular now that people are spending more time at home. That's why it's important for marketers to get involved. Podcasts allow brands to connect with a captive audience. Podcasts allow different brands to tell their stories and build trust and brand loyalty with their customers. It does require a high level of effort and dedication, but it's worth it because you can use podcasts to promote a product or brand from podcast influencers. A simple shout out from the right influencer to the right audience can generate sales and brand awareness.
Twitter has launched its own audio component called "Spaces". It's a real-time audio conversation that listens to people talking, and if you decide to talk, you'll be heard too.
You can choose topics like bird watching or skin care and choose whether to join the conversation or sit back, relax and listen.
Twitter's app is known for its public conversations. However, some people want a more private and innovative way to discuss their interests. Twitter Spaces is the perfect way to solve this problem.
You can create your own topics, and then people can start joining or just listening to what you have to say on a particular topic. Twitter wants to create a safety eye so that moderators can control who can speak, when they speak, and whether they need to block or delete participants. These features are perfect for making sure conversations stay healthy and brand safe.
Twitter Spaces is great for marketers to get consumer feedback. (8) Surveys lack human contact, and on Spaces, when delivered in a real conversation, it can be seen as an effective way to get real answers. Spaces allow for real "back and forth" conversations, which helps you get richer, more granular feedback. spaces is also great for your brand to discuss topics, build awareness and build customer relationships. For example, if you're a skincare company, you can share tips and tricks for your products.
Facebook is looking for new ways to improve their Facebook Live experience. Partners said they wanted a new uplink format. Facebook previously had a live streaming option; however, some people don't like to show their faces and live streaming can be networked. Live audio is great for connecting from low network areas.
Facebook saw an increase in audio on their platform from audio calls and audio messages on Messenger. They created new audio creation tools to make audio like sound effects, voice effects and filters fun and more interactive.
Facebook also launched Soundbites. a shorter audio tool for capturing content like comments, quotes of the day and short rants. This hasn't launched yet, but it's great to see how Soundbites is evolving.
Facebook is also rolling out podcasts to give people more airtime. Podcasts have been on the rise since the blockade, so this is a great opportunity for people to use Facebook to listen to podcasts. Not only that, but you can listen to them right as you open and close the app, which is great if you're multitasking at the same time. Facebook will help you find podcasts you like based on your interests and comments, which is great for user personalization.
Monetization possibilities of social audio apps
Here are five near-term opportunities for marketers in the future.
Audio event series and festivals
I can see brands choosing to participate in audio events via webinars to encourage non-interference options. In addition to allowing for greater flexibility, it creates a sense of urgency and separates the experience from the podcast.
Brands will identify leaders in the space and collaborate on partnerships, including sponsoring room combinations (as I saw in Clubhouse) or series, just like you see in the podcast.
Platforms such as Clubhouse have seen an increasing number of executives and founders interacting in rooms and themes as a way to expand brand reach and become advocates for their company's values.
Theme rooms can provide relevant brand insights.
Another aspect of marketing is personal branding, and this is where social audio really shines. Social audio is a great way to build trust and encourage new audiences to invest in users who take the time to share their expertise.
Papalouka, for example, has seen firsthand how Clubhouse can support businesses: "It has provided a new platform for organically engaging clients with my courses, retreats and mentoring programs. It has allowed me to build mutually beneficial partnerships with people in my industry, some of whom are big brands and celebrities in their fields."