The rising relevance of audio-first experiences in the modern social media and marketing landscape is just one of the many shifts covered in this new piece. It also explains why and how audio marketing is helping businesses and brands grow.
It’s no secret that social media marketing is crucial and that visual/video formats are held up as examples of best practices. David Ciccarelli’s latest analysis highlights the video’s many drawbacks and the sizable and rising audience that listens to content via aural channels like podcasts.
The advent of audio sharing on social media
The use of technology for communication has come full circle. As the pandemic has spread and more and more organizations move online, consumers have become tired of using virtual web conferencing applications like Zoom. People are turning back to phone calls and texts to combat this exhaustion. People appear weary of online get-togethers, and the rise of voice communication has restored a sense of closeness and intimacy.
Applications like WhatsApp’s voice notes have made it possible to send and receive audio messages for some time now. For nations like India, where WhatsApp audio has a larger audience, Twitter Spaces is growing in popularity. Without having to navigate or focus on a screen, you may get into any conversation that piques your attention, thanks to audio-based social media.
A podcast like this is revolutionary. Consider how often you’ve listened to a podcast about a topic you’re interested in and wished you could participate in a live session to share your thoughts on the subject with the other listeners. Clubhouse, Discord, Swell, Twitter spaces, and many others have emerged in response to the surging popularity of audio-based social networking.
It’s challenging to hold a viewer’s interest in the absence of sound. If your firm isn’t using music or audio in its social media marketing, you could take advantage of significant opportunities.
Facebook counts as a ‘view’ any time a user watches for at least three seconds straight, so it’s crucial to hold their interest immediately.
If you want more people to watch your video, subtitling it would be a great idea. With the release of its new automatic video subtitling tool, Facebook has made this process much simpler. Because of the unreliability of the results, it is advised that you verify them twice before submitting your work for publication.
Use a personalized thumbnail depicting the video’s highlight to grab people’s attention as they scroll through their feed and cut through the clutter.
Use text overlays or borders to draw attention to the focus of your film.
Putting effort into creating your brand on an emerging social media platform is a significant undertaking, especially if that platform is audio-based social media. What are you hoping to achieve by spending all this effort on this?
There needs to be more distinction between these new social platforms if you want to use audio-based social media in your marketing strategy or customer service. Many companies are still attempting to figure out how to achieve this aim of increased customer experience personalisation, but this model offers a great approach. Because of the prominent role conversational marketing plays, this is the case. One of the best methods to boost brand trust and provide a more customized experience for consumers is to cultivate connections with them through conversational marketing. When using social audio, a natural person takes the place of a chatbot in the marketing interaction. Companies need to hire a qualified spokesperson who can present, communicate, dialogue, and listen with empathy if they want to succeed.
Conclusion:
People listening to social audio are more likely to expect a natural dialogue between two humans than a pre-recorded presentation. Businesses have never competed in such a nascent market before, and the brands that succeed here will have a marketing advantage and the opportunity to dominate the industry for years to come. Because of the immediacy of live audio, audiences can “hear the voice of the brand,” meaning that brands must exercise extreme caution in their communications; even a single misstep can cause a brand to lose credibility, and companies may be able to observe the results of this in real-time as their live session’s attendees abandon ship.