Our primary form of communication is through sound. We hear and then we speak. Audio and voice are therefore important ways to convey messages to each other. They forge an emotional connection with an audience almost instantly.
Voice or audio marketing is a form of content marketing through voice devices. In this post, we explore the three current trends in voice marketing - podcasts, voice assistants/ voice search and the audio-only social network that’s all the rage - Clubhouse.
Podcasts
Podcasts have exploded in recent years as has the demand for superior podcast equipment and microphones. Many businesses have jumped on this content marketing trend to produce at least one-off podcast sessions, if not entire shows. Every second person on LinkedIn seems to be hosting a podcast, but should you?
Podcasts are a lot of work. When done well, however, a podcast can get you truly committed listeners. You can connect and engage with your audience on a much deeper, personal level. 3D audio can take narrative podcasts up a notch. It can bring a story to life and create an immersive, surround-sound experience that captivates the listener.
There were 2.2 million Spotify podcasts available to listeners at the end of 2020. That’s a lot of podcasts to compete with and it’s only growing! If you’re in the business of storytelling though; it’s most definitely an avenue to explore.
If creating audio content doesn’t work for your business, maybe podcast advertising could. A 30-second audio ad that targets engaged and relevant listeners via Spotify’s Streaming Ad Insertion (SAI), could do wonders for your business.
Voice: Assistants & Search
Siri, Alexa, Google Home. Speaking to our devices to do things on our behalf is now second nature. Voice assistants make our lives easier and automate routine tasks. They give quick answers to questions we’re curious about.
Many hospitality and FMCG brands now use voice assistants to engage and connect with audiences and potential customers better. These assistants often save time, are more cost-effective and less prone to clerical errors.
While text-based search still dominates voice search, there’s no doubt voice search will continue to grow in the search marketing service space. It’s definitely the preferred search method when our vision and hands are occupied while driving, cooking and the like.
It’s important to remember that content that’s widely shared tends to rank better in voice search results too. This is key when planning for your SEO content marketing services as a whole. Here are 45 amazing statistics on voice search in 2021 that prove it needs to be taken seriously.
The other trend to look out for in search is audio search. The main hurdle to this taking off is the need to transcribe audio/ speech to text accurately and quickly. Pronouns, slang, acronyms can throw AI off quite a bit at the moment.
Clubhouse
Clubhouse is an audio-only social app currently available only to iPhone users. You gain access to the network a.k.a the clubhouse through an exclusive invite.
It’s like a con call you can log in and out of without anyone noticing. You get to pick and choose which calls you want to be a part of based on topic and interest. If the conversation is dull, you can drop out and choose not to listen further.
You can choose to listen in on conversations in the background as you go about your day. You can also move from room to room of the clubhouse to find a conversation that piques your interest. It can be a great way to gain perspective and listen to knowledgeable folks outside of your immediate network.
With Clubhouse you can be both a consumer of content and a creator. Often you can assume both roles within a single lively live conversation. You can raise your hand when you have something to say so the moderator picks you to start speaking.
But, does Clubhouse make sense for your business? The answer completely depends on what you hope to get out of it.
It’s best suited to discuss something that’s happening at the moment or has just passed. It’s fantastic for already established thought leaders to connect with their existing audience and to find new ones in their niche. It enhances engagement through focused group discussions.
Individuals who are not thought leaders can reap benefits by connecting with others in their space or industry. There could be plenty of opportunities for collaboration that spark from an interesting conversation. You could collaborate with others to even host your own show, establish a presence and attract a wider audience.
If creating live content here proves to be tedious; the advertising route could be for you. Businesses and brands have already sponsored certain rooms and discussions. No doubt that Clubhouse will come up with branding and subscription options like including a link in your bio and selling tickets to access rooms soon.
This infographic sums up Clubhouse very well. As competition in the audio-only space like Twitter's Spaces loom on the horizon; it’ll be interesting to see if Clubhouse keeps up its momentum.
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