Audio content: The latest frontier?
Audio content: The latest frontier?
Audio is a timeless and universal medium for communicating, informing and entertaining. It’s been around for far longer than the internet, TV and film, and connects millions of people worldwide on a daily basis.

But despite this (and somewhat surprisingly) audio is yet to be fully integrated into the world’s largest sharing platform: social media.

At the moment, social networks often work against audio content, even when shared as a link to a website. Often, platforms such as Facebook and Twitter employ algorithms that prioritise native video content (meaning video content uploaded directly onto a platform). This is hardly surprising since social media executives have the same aim as most marketers: to keep people onsite, and are therefore likely to suppress those links that risk leading them away.

At the moment, this lack of an integrated technology is the main obstacle to introducing a new and dynamic medium to social media marketing. As it is, you can’t just upload an mp3 to Facebook, Twitter or Instagram, and podcasts are not easily shareable.

But this could be about to change.

Several new tools are in production to provide podcasters, radio professionals, producers and audio makers a super easy way to share their work across social platforms including Facebook and Twitter, without leading people away from the sites.

There will be a wide variety of super-customisable features such as the ability to add captions and custom background images using a dynamically generated waveform.
WNYC, one of the companies responsible for research in this field found that:

“On Twitter, the average engagement for an audiogram is 8x higher than a non-audiogram tweet and on Facebook some of our shows are seeing audiogram reach outperform photos and links by 58% and 83% respectively.”

With figures like this, and the inevitable period of novelty that will follow the release of such content, becoming one of the first employers of a tool like this could really boost your company’s profile, and allow you to lead the field in a brand new form before your competitors are even awake to its benefits.

There’s still a lot of work to do in the social audio world, and conversations with social platform execs are ongoing. But this research could be the first step in native social audio that turns an already hugely popular medium into some of the most shareable and customisable content on the web.

Watch this space, and visit our Content Services page to find out how we can help you.

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