Audio media’s next step will be short | WARC | The Feed
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Audio media’s next step will be short
Buzzy, forward-facing investors in audio are moving away from long conversations in the style of Clubhouse and are instead focusing on sub-90 second voice recordings.
There is growing interest in the segment, The Verge reports, which has even piqued the acquisitive/emulative attentions of Facebook, whose WhatsApp and Facebook Messenger apps both have voice-messaging features.
Why it matters
Though it’s very early days, any hyper-successful app could quickly become an advertising destination. This particular trend will rely on whether the short-form audio note has:
- The potential to go viral
- The ability to keep producing viral moments that attract new users
- The ability to keep users on the platform.
Virality is not guaranteed but there are precedents. British readers might remember a voice note that began doing the viral rounds at the beginning of the pandemic: the massive lasagne. However, this rested on the vast reach of the Whatsapp messaging platform – it’s hard to see how ongoing virality will be achieved by any other contender.
Where it’s going
- The founders of this new wave of platforms envisage a future in which user-generated audio content nestles somewhere between a TikTok and a Twitter for audio.
- The Verge notes that three key factors brought us here: advances in mobile phone mics, the rise of Clubhouse in 2020, and quicker, better transcription systems have also contributed.
- A key element of podcasting is the RSS feed, a veteran technology that allows creators to distribute across different platforms (like Apple podcasts and Spotify), but this has also posed something of a barrier to building an audio-first social network around podcasts in audio form. These are all trying to lock the content in.
What to do about it
In the short-term, not much. In the medium-term, audio advertising’s rise continues to find new avenues for creativity. Across media, however, the ability of an idea to live across short- and long-forms is increasingly important.
Sourced from the Verge
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