Video dominated social media in the 2010s, but audio is swiftly emerging as the next big thing. As social networks compete to introduce more audio-only features, is it time to start thinking about incorporating audio content into your digital marketing plan?
The current state of play
Last April saw the launch of Clubhouse, an iOS-exclusive audio space that hosts virtual rooms for all kinds of audio discussions. Throughout the pandemic, there was a huge boom in Clubhouse users and it quickly became the hot new thing amongst celebrities and fans alike, thanks to its invite-only status.
As soon as Clubhouse’s popularity started to rise, the big social players started to announce their plans for audio-only features. Twitter launched a beta version of its Spaces feature in February, with the public version expected to launch imminently. Facebook announced an audio-only version of its Rooms feature, as well as a whole raft of audio features like Soundbites, an audio version of Stories, and its own podcast service. They’re not the only ones either – LinkedIn is also looking at its own version of a Clubhouse-like audio room.
It’s clear that there’s an appetite for audio – 18% of UK adults listen to podcasts, and that figure is only set to rise. In the US, that figure rises massively to 41% of adults in the country being regular podcast listeners. So how does that factor into your business plan?
Using audio as part of your marketing plan
Unless you can get a Clubhouse invite, you’ll probably have to wait a little while before you can actually start to use audio, should you choose to. Before you start weighing up microphone choices, think about the following:
Do you have the time to commit to developing audio content?
What value can you offer customers and potential leads through audio posts?
Do you have the right spokesperson – are they a good, natural speaker?
Do you have enough content to post regularly?
Do you have a good enough recording device and/or set up to produce clear audio?
Will your audio be aligned with your brand values, matching the tone of voice your business has set in place?
If after all that, you think you’re ready to dive into the world of audio, you’ll need to consider what content you’re going to produce. From live Q&As and discussions to podcasts and short snippets for Facebook’s Soundbites, there’s a wide variety of audio content to choose from, and you need to make sure that whatever you do will suit your business.
Keen to get podcasting but don’t know how to fit it into your marketing plan? Don’t fret – our strategic consultants can help you to develop the right plan and make sure you maximise your content to generate even better leads. Take a look at our services page to find out more.