As society distances itself, the use of traditional media, including television, radio and newspapers is falling. We can see a large increase among streaming services and digital substitutes. In 2020, the audio format mainly increased – 9 out of 10 use an audio streaming service today. The pandemic has brought with it distancing and a reduced pace, which in turn leads to a decrease in human contact and has made us have more time to listen to podcasts and music that has made us feel less lonely.
Below we will go through some of the latest trending audio formats.
Twitter’s voice function in Dm’s and voice tweets.
Twitter is described as a microblog, where you talk and discuss current topics via Tweets containing 280 characters that you share with other users. But between the words, something can fall away between the short lines – your human touch. Within Twitter’s new audio feature “Voice Tweet”, you can humanize your tweets by creating a 140 second voice tweet. Twitter is also experimenting with voicemails via instant messaging, which is already available on Facebook and Instagram, and will allow you to get personal contact with other users and choose whether you want a public or private conversation.
You have probably already heard about the trending audio app Clubhouse, which works as an audio-based chat forum. The app is described as a mixture of live podcast, conversation and conference. Wherever you are in the world, the network should be an open forum for talking to people. The purpose is to share trending topics, brainstorm other ideas or get advice, you choose when you want to jump into a room or jump out. Unlike other social platforms, the app has no chat function but is only sound-based and the app has grown at a furious pace since its launch almost a year ago. In March, the app had reached 12 million downloads globally, and the app is still not public, but you join by receiving an invitation to the app from an existing user. Read more about Clubhouse in our previous blog post here.
Twitter launches a new feature that´s called Twitter Spaces for Android, to create an audio-based forum similar to Clubhouse. While Clubhouse is only available for iOS, Twitter Spaces plans to reach out to those who use Android. In Twitter Spaces, you will be able to join rooms where speakers are active at given times. The person who creates “the space” will be able to control who is allowed to join and who is allowed to actively participate in the conversation. You join the conversation via an instant message or from a public tweet.
Voiceovers on TikTok.
Creativity flows among TikTok users. The app is constantly growing and this means that TikTok is developing their tools gradually. In 2020, a voice over function was launched that allows users to add their own voice in their creations. Voiceovers have long been used by creators for visual storytelling in their creation, and to now make it possible for creators to avoid complex editing before a publication and instead be able to create voice overs directly in the app shows undeniably how smart TikTok is in its development. This can, for example, mean a voice in a song or that you describe with your own voice what is shown in a video. This way, you can create additional engaging content. Did you know that the average TikTok user has 52.1% engagement rate?
The format has had a big impact in recent years and there is something that interests all ages and interests, through a range of podcasts of everything from talking about politics or food. Through your podcast you can build your brand by sharing your expertise and knowledge to the listeners. But the format is also an effective way to use in its marketing to create a feeling around a product or service. The Internet users have in 2020 increased our consumption of podcasts by 13% from 2019, one reason is believed to be that traditional radio is declining and will mean that the format continues to increase. According to the latest survey – the swedes and the internet, 68% of all internet users listen to podcasts.
We become more aware through increased digital consumption and this means that we become more picky about what type of content we consume. We want to see the content that gives us something of value. Audio format helps to create a more genuine feeling than text can do. The reason why the audio format has increased is because it is often value-creating and above all human. The fact that audio-based forums have exploded feels right in time and these formats make us feel a sense of belonging in a distant world, which leads to us feeling less lonely.
There are great opportunities for the future regarding marketing in audio format. We listen consciously to the podcasts that interest us and through a loyal audience, advertising opportunities open up to an already warm target group. The radio commercials of the future are predicted to be via the podcast format and perhaps also some of our new audio-based forums?
We have already seen several well-established podcasts by storytelling and marketing both products and services in their podcast episodes. Who knows what will happen to Clubhouse or Twitter Spaces, will advertising opportunities become available in the near future?
Regardless, the audio format is so far cost-effective and a good way to create engagement and increase range organically. Get started now before everyone else – the audio format is here to stay.