4 Reasons to press pause on social audio

The excitement over social audio is palpable, judging by the number of companies building out apps like Clubhouse or features to support it.
However, marketers should be aware of potential drawbacks of entering social audio right now.
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The following is a preview of one Media, Advertising, and Marketing report, Clubhouse and Social Audio 2021. You can purchase this report here.

The excitement over social audio is palpable, judging by the number of companies building out apps or features to support it, and by the number of news reports and opinion columns covering it (our own “Clubhouse and Social Audio 2021” report included). But any marketer that’s active in social media should weigh the drawbacks of entering social audio right now. Here are some key issues to consider before jumping on board.

Social audio sits at the juncture of four activities: social media, digital audio, virtual events, and conversations.

Scale (in all its forms) is an issue

For all its growth in recent months, Clubhouse had just 12.2 million downloads worldwide through March 9, 2021, per App Annie. There’s no guarantee the app will remain as red-hot as it was in February: It was already starting to show signs of cooling down last month, per Sensor Tower. Other buzzy social apps before it-Vine, to name one-have followed a similar hockey-stick trajectory before sliding back down.

Absolute size, as well as other dimensions of scale, will be a major factor for marketers to consider. For now, social audio is a fraction of the size of social networking or podcasting. We estimate there will be 212.1 million monthly social network users and 117.8 million monthly podcast listeners in the US this year.

Worldwide Clubhouse downloads soared in February, but slowed in March.

Another challenge is usage frequency and time spent. Will the average consumer spend significant time listening to social audio-especially after the pandemic ends? Such activity is far more time-consuming and attention-focused than absently thumbing through a feed to kill a few minutes of time.

Early marketing efforts may see only a small payoff

Marketers shouldn’t enter social audio in 2021 with the idea of generating a massive return. For one, the environment isn’t conducive to doing anything splashy. And given the challenges with scale described above, the end results may be spotty at best.

While it’s as easy as tapping a button on a phone screen to start an audio room, it’s not so easy to make it successful. Here are just a few areas where the marketing experience on Clubhouse must improve:

Making sure users find your room
Communicating with other users
Reaching users after an event

There are few ways to measure and track results from social audio efforts at this point. Moderators can see a list of attendees in Clubhouse, but there aren’t ways to easily scrape that data into a usable form (and it’s questionable whether Clubhouse …read more

Source:: Business Insider


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