Social audio is the new generation of social media. It allows you to interact with other people via the Internet, while doing your daily chores.
Meta, Twitter, Instagram or even TikTok offer a wide choice to interact with other people while staying at home. Only, they all focus on written content and media (photos and videos). In the long run, this forces users to be glued to the screen, which tires the eyes and the head. Recently, we hear about a new social network trend called social audio. It started as a selective invitation and then turned into a full-fledged social network platform. Some of the existing social media already have a platform dedicated to this. Therefore, we see a promising future for it. That’s why we decided to make a complete file on the subject in order to enlighten the interested parties.
Table of contents
What do we mean by social audio?
The days of social media are over. Today, content is no longer limited to text and media. Audio has become more and more used. We talk about social audio when we only share audio content.
Social audio thus provides a seamless user experience. It allows you to learn new things via educational podcasts and be entertained while multitasking. But it goes beyond consuming audio content. In addition to listening, users can interact with each other by means of technology.
However, being still in the development phase, social audio does not have a standard platform. Mostly, it is the existing social media platforms that develop social audio, usually in an experimental phase. This is done in order to evaluate the needs of the users in order to be able to answer them properly.
Being a communication channelSocial audio can work very well in marketing. You just need to know how to explore it, such as offering the best content, knowing the target audience, etc.
How does it work?
Basically, we find ourselves in the same principle as traditional social networks in that it is creating content and interacting with a community. Only, in social audio, it is about creating audio content. Here is how to explain it:
Once inside a social audio roomIn the social audio room, you can virtually meet other members of the community and discuss a topic. One can immediately intervene to express a personal opinion or to ask questions. You just have to use the microphone of your own smartphone so that the others can hear your voice.
Another aspect, similar to the podcastThe podcast allows you to tell a story about your day or a little anecdote that will be shared with one or more friends. Even more, many sequences are issued to humor one’s friends. This is quite funny because nowadays there are many applications that can be used to modify the voice.
However, one must beware of bad intentions and the cyberstalking as one shares one’s voice directly on social audio. That being said, social audio can very well benefit businesses.
How should companies go about it? Our tips for getting started
As mentioned above, companies can leverage social audio as a marketing strategy. To do so, a good marketing strategy must be established:
By choosing the right social audio platforms
First and foremost, you need to choose the social audio platforms with which the company wants to distribute its content. It is not necessary to be present on all the platforms, you just need to find the most relevant ones To attract the target audience. A survey on social media platforms that prospects and customers are affiliated with can do the trick, for example.
To make a relationship last, you need to create a fluid communication environment. Scheduling discussions is an essential part of this process. The schedule contains the dates and topics to be discussed in each forum. At the same time, a plan can be developed for each topic to keep the participants’ attention on track.
By addressing relevant topics
Topics to discuss matter just as much in a social audio marketing strategy. To know what topics are hot, you need to develop a good listening skills. Then, we can build on these topics to attract more participants.
It is also possible to collaborate with influencers and social network professionals. As experts, they can lead a discussion. Furthermore, just knowing that one or more influencers are present in a virtual chat room increases the number of listeners.
By setting up discussion rules
In order to have a successful discussion, a number of rules must be created ground rules. This prevents participants from getting out of hand during discussions. For example, speakers can be asked to be courteous and friendly, and to avoid offensive language. Similarly for the language used, it is best to ask participants to use language that everyone can understand, i.e. avoid technical jargon.
Working with patience
Like any other marketing approach, social audio can also take time to show its first successes. Users may not respond to company announcements right away. Sometimes it takes longer to keep an audience in your chat room. The patience is an effective weapon for guaranteeing the commitment and lead conversion.
Benefits and challenges of social audio in marketing
After two years of launch, social audio platforms do not have many users. There are still many challenges to be overcome. However, we can already see its various advantages.
First of all, it must be recognized that the number of companies that have resorted to social audio is still smaller. Indeed, many companies are working hard to find their notoriety on Facebook or Instagram. As a result, it is easier to stand out from the competition by opting for this new method.
Secondly, by addressing topics that are relevant to the public, it goes without saying that the brand will gain visibility. This will allow the company to know a little more about the customers’ needs in order to meet them. At the same time, one can talk in a natural way about the products and services of the firm without advertising. This arouses the curiosity of users and can increase the rate of conversions to the brand.
However, despite these many benefits, there is still a way to go. Since social audio is still in the experimental stage, using these platforms requires a lot of perseverance and resilience.
Certainly, there are not many companies that have taken this path. But the same is true for users. As a result, patience is required before concrete results can be achieved. It is necessary to set a time limit before evaluating success in the field.
Some examples of social audio platforms
The number of platforms offering audio content is still very small. However, the following examples will undoubtedly shed more light on the subject:
Clubhouse is the very first platform dedicated exclusively to social audio. It is the brainchild of two people, Paul Davison and Rohan Seth, whose first interactions were for guests only. It was born in March 2020, the period when covid-19 raged all over the place, leading to the need to interact virtually with others. The current version is a beta, launched in May 2021, for Android devices.
Clubhouse offers 3 different virtual rooms where users can communicate: open rooms, closed rooms and social rooms. If the open rooms are available to all Clubhouse members, the closed rooms are only accessible to the moderator and all those he expressly invites into the chat. In addition, the social rooms are spaces where a moderator can be followed and posted by users.
Shortly after the launch of Clubhouse, Twitter followed suit with its own social audio Twitter Spaces in June 2020. This started with the voice tweeting feature. Currently, any Twitter user with more than 600 followers is able to organize a voice conversation. All subscribers who have received the link to the conversation will be able to participate in the discussion.
In addition to participating in the conversationusers can also access Twitter feeds of the person they are following. A particularity with Twitter Spaces, the user can subtitle his speeches live.
Facebook Audio Rooms
In 2021, Facebook followed Clubhouse and Twitter in offering live audio rooms. Along with this, the network also fostered the relationship between celebrities/brands and fans. With Live Audio Rooms, Facebook offers live chat rooms where members participate in real-time voice chats.
In addition, Mark Zuckerberg offers monetized audio rooms. This is a plus compared to the social audio clubhouse in the sense that participants have to pay a certain amount of money in order to access the chat rooms. In other words, it is a kind of admission fee that creators receive through direct encounters with their fans.