Social audio is a type of social media where audio is used, instead of writing or video, for communication. Audio mass communication has been historically popular in India (think of radio), so it is not surprising that social audio is growing fast here. In the last five years, audio streaming services such as Gaana, JioSaavn and Wynk have attracted more than 100 million users each. According to PWC’s 2020 report, India is the third largest consumer of podcasts after the US and China, with 57.6 million monthly listeners, a number that is expected to grow 17.61 million by 2023. Just last year, most of the Clubhouse app’s downloads in June (5.2 out of 6.7 million) came from India.
Even though the Clubhouse app in particular plateaued, social audio is not a fad. It is here to stay, and influencer marketing agencies are studying it.
Social Audio as an Opportunity for Brands to Add Value the Consumer’s Life
It is not a coincidence that we discovered the power of social audio during the COVID-19 pandemic. The human voice conveys so much by itself that its potential to provide company and create personal connection is more than other media’s. In times of isolation, quarantine and social distancing, an influencer’s voice was not only engaging, but therapeutic. Influencer marketing agencies understand this.
Influencer marketing agencies have been studying how the special bond between influencer and consumer in the social audio space can become an opportunity for brands to add more value to the consumer’s life.
Since this is a relatively new space, brands will benefit from an influencer marketing agency’s research, experimentation and long term investment in this area.
Social Audio for Brands to Become Leaders
Now social audio has become a part of millions of consumers’ lives. It is different from other media in that it can be used while doing other things. It is multitasking friendly and portable. People use it while working, doing chores, exercising, walking, driving, and so on.
Many of these busy consumers use social audio for information, knowledge and insight. So influencer marketing agencies recommend that brands reach this audience by positioning themselves as experts and thought leaders in their categories. This builds a unique trust and credibility with prospective customers and clients.
Influencer Marketing Agency as Bridge between Brands and Compatible Influencers
An influencer marketing agency is the link between influencers in the social audio world and brands. It is connected to a diverse range of influencers and understands them and their audiences, but also understands the brand who is their client.
So, an influencer marketing agency is able to match brands with influencers who are most suitable for them to grow their business, and integrate the brand’s overall marketing strategy on other social media with its social audio marketing strategy, making brand awareness and storytelling cohesive and more memorable.
