How Brands Can Master Live Audio Platforms Like Clubhouse
Every year there's a darling topic or platform that takes over the on-stage conversation at Social Media Week NY conference. In years past it has included TikTok, Snapchat, Stories (pick a platform) + more.
This year's virtual conference shared a theme with noticeable trends, but none more highlighted than the audio platforms and the way brands can engage consumers. Who are we kidding, we have had radio, podcasts, etc. that capture the wonderful world of receiving great content through an audio platform for years, but heightened interest in social live audio options have brands clambering to figure out how they can get noticed.
Of the multiple panels that spoke to the recent rise of live audio content platforms in the social space, the breakout that Ken Gibbs, Head of Series Social at Amazon shared was the easiest to implement for a brand looking for the knowledge and tips to get started.
Identifying why live audio is different and the interesting:
He introduced 3 of the "new" most talked about live audio platforms at this time including:
Followed by the OG's that own the social space, recognize the demand for a live audio platform and plan to provide it.
and finally, how brands can make this "new' concept of audio content work for them.
On a different panel, industry expert, Kat Cole shared that she believes Clubhouse will be where brands engage with a new audience, discovering trends and joining the conversations that are happening.
She also believes the live audio sessions created by more established social platforms like Twitter, LinkedIn, etc will be where brands will engage with their current, established audience.
I am curious to see if and how we will be talking about live audio platforms and the brands that made it work, one year from now. Also identifying who the front runners are in the space, what benchmarks and success metrics we can begin to attribute to the platforms and if creators will dominate in a specific way.
Photo source: socialmediaweek