In 2021, more and more people are enjoying listening to podcasts. A lot of influencers who originally made video and visual content are now venturing into audio content as well. Apps such as Spotify and Apple Podcast have made it convenient for people to access their favorite podcasts whenever they want to listen in. According to Hootsuite, developing a social audio strategy is one of the social media trends to anticipate in the year 2022. This makes one wonder, why has audio content become so increasingly popular?

We can go back to the time people listened to philosophers like Plato as they spoke their minds about the intricacies of life. Even also considering how Jesus preached the “Word of God” to the gentiles. We don’t even have to go far back, the radio had its peak. People listened in to newscasters and DJ’s as they talked about random topics and interacted with people who called in their shows. There was a time radio drama also became so popular, recreating sounds with the use of simple items at home and voice actors that portrayed all the characters in the story. Listening in has always been entertaining to people especially as just like reading, the imagination is left to the listener. But unlike reading, one gets a deeper sense of connection to the person they are listening to, just like when we listen to our friend in person or over a device.

With the rise in popularity of podcasts, will people accept the new type of social media platform of a social audio app such as Clubhouse? Hootsuite has described the app perfectly, it is “a cross between a podcast and a conference call“. A person can make a room on a certain topic and have other people join in the conversation or simply just listen in. It is an age old concept but reinvented in the age of social media and the internet. Coming from a generation where people were transitioning into having the internet and mobile devices a part of their lives, and enjoying calling your friends over the landline, I find this concept amusing. It is something I would like to “introduce” to the new generation, for them to feel comfortable striking up a conversation with other people and enjoying the time of exchanging opinions and ideas realtime, laughing or even arguing in the process but all in good fun. What makes it even more appealing is the idea that one can converse from people all over the world. I do have high hopes for this platform and trust that people would always choose to be respectful with each other as well as for the platform to keep the space safe and inclusive.

This social media platform would also prove challenging for digital marketing moving forward. How can one market its products if visuals are not available for consumption? A few brands have been successful in this aspect by employing thought leaders to start a room and a conversation. This can prove effective as people are able to ask directly and get feedback instantly together with a deeper connection than just a private message or comment from a brand. It can also help brands in terms of understanding their market as people are able to speak their minds with minimal filters. Consuming this type of content can also be convenient for people as they can join in a room while driving or doing chores. Current data shows how promising this social media platform is. Only time can tell if people will choose to listen, join the club and enjoy the conversation.