What Is Social Audio?
Social audio is voice-based social media that involves creators recording themselves talking about a particular topic or hosting a live discussion instead of posting a traditional photo with some text. Other social media goers can post a voice recording as a response in order to initiate a real conversation. Depending on the platform, a user can host a room and tell a story to a group or allow for a group conversation.
Best Audio Apps
The most common audio platforms are Clubhouse, Twitter Spaces, Reddit Talk, Facebook Live Audio Rooms, and LinkedIn Live Rooms. Here are a few key differences between some of these platforms:
- Clubhouse is the first platform associated with social audio and was created specifically for that medium. One of its main features is the ability to host “rooms” for discussion. Many other companies that have started accommodating social audio have copied Clubhouse’s structure.
- Facebook Audio Rooms focuses on expert-led discussions.
- Twitter Spaces promotes inviting an audience to your conversation. They also provide the option to include co-hosts and moderators in discussions.
Benefits of Social Audio
Curious about the benefits of social audio? There are many!
Engagement
Social audio platforms provide a different way for businesses to engage with their audience. According to Influencer Marketing Hub, this method of social media marketing can actually increase audience engagement because of the natural human connection that it creates.
Ease of Use
Not only is this a great way to engage with your audience, but it’s also easier to create content. You don’t have to worry about a word count or typical character limits like you do for a regular social media post; you can express your thoughts in as much detail as you’d like.
Prompts Discussion
As we’ve mentioned, an audio format also allows for a more in-depth conversation. Similarly, with a discussion format, you’re also able to answer questions as you go along so the message you’re delivering is more accurate and can be easily clarified.
Clarity
Social audio content allows for an easier understanding of the tone and emotion behind the messaging. Plus, the conversation can be more extensive, which provides the opportunity to develop a closer relationship with your audience and thereby increase your credibility.
Less Competition
There’s an added bonus to social audio content creation. Because the platforms have fewer users than traditional social platforms, you can create content without fear of content overpopulation. There’s less competition in the market.
How to Get Started
Like with any new strategy, the first step is to identify your goals and the KPIs you want to measure. You should also determine how involved you want your audience to be. Do you want a Q&A forum? To provide basic information about your corporate identity? What about a simple discussion? An interview format? A webinar?
Then, you need to determine which social audio platform(s) you can use to achieve your goals. A great way to start is by evaluating each platform’s features. For instance, Clubhouse would be a great platform for a discussion as a user can “raise” their hand. Note: An important element to consider is the audio quality as that can impact how you’ll be selling your brand.
Lastly, brainstorm your marketing strategy and decide what topics you’d like to discuss, the form of discussion, and how often you’ll be posting on the platform. You should also determine rules for the flow of discussion. Some examples could be a ban on explicit language or a time limit for each speaker. Additionally, you could broaden your audience and gain more credibility by collaborating with influencers and experts in your field or industry.
The History of Social Audio
Social audio gained significant traction with social media audiences in 2020 and 2021. In February 2021, Clubhouse reached almost 10 million monthly downloads and, at the time, the app was invite-only. The pandemic had an influence on this dramatic rise in popularity – not only were people spending ample amounts of time on their devices, they were also looking for new ways to spend their time and regain human connection. At the time, Clubhouse stated that “with voice, there is often an ability to build more empathy.”
A Note About the Social Audio Trend
While there are several benefits to using social audio, it’s worth noting that as the pandemic way of living continues to become our new normal, social audio may see a decrease in reach. Even though more people work from home, people are regaining a sense of normalcy. They aren’t experiencing as many limited social interactions as they were in the middle of the pandemic. Because of this, social audio is not filling a need anymore; instead, social audio platforms are just another place for users to consume media. But of course, just as with any social media marketing, there is absolutely still value in creating it!
Create Social Audio Now
The social audio space has room to grow in 2023, with plenty of ability for advertising growth. Social media in general is a great way to grow brand awareness and feature products and services. Entering a new space, particularly when there is an opportunity to make your identity known, can help expand your audience. Any new strategy can be difficult, but hiring a marketing agency can make the transition much smoother. If you’re thinking about a new marketing strategy, contact WKH today to see how we can help!
