Audio Commitment Report Took the Throne to Become King by Aarthi Ramamurthy, International Manager, Clubhouse
The engagement battlefield
In a noisy and busy world filled with content, it’s hard to find quality content that offers the trifecta of engagement; educational, emotional and a human bond. Marketers struggle daily to produce content that gets people to linger and engage, whether it’s like, follow, or share to validate content’s place in the digital world.
Visual content no longer maintains engagement
For a long time, video and image were considered leaders in engagement because they capture instant attention using color or movement, but they do not hold that attention for long periods of time, unless that they are not associated with an emotional text. But in a world where scrolling is the habit, then marketers find it difficult to create a positive brand association and have to create more and more content, overlaying noise on noise on social media sites.
Audio comes first
In recent years, there has been an increase in the consumption of audio content from audiobooks, from podcasts to radio and music listening platforms, for example, the total audience for podcasts is growing at a compound average growth rate. by 20%. The pandemic has certainly increased audio engagement, because with the increased use of computers for video calls and meetings, as well as the scrolling of social media for human connection, issues such as digital eye strain and eye strain video conferencing feeds the need to take a break from filtering.
Why Audio King?
Audio provides the perfect break, multitasking, eyes pausing but the mind is still stimulated. The pressure is released because no one needs to look good to listen to audiobooks or podcasts. Recent research shows that fifty-six percent of Gen Z and Millennials agree that audio is an escape from too much visual stimulation. The annual Infinite Dial Australia 2021 study shows that more Australians are embracing digital audio after the pandemic. Listening to podcasts has continued to grow over the past year and more people are listening to the radio using apps, catch-up podcasts and smart speakers.
Overall, 86% of Australians aged 12 and over have listened to live radio, online and via catch-up radio podcasts in the past month and 37% have listened to a podcast in the past month.
A study from the University College of London shows that audio can cause a greater increase in heart rate and other biometric measures of emotion. Audio engagement is how we originally told stories before the emergence of written language. It allows tone, emotion and can convey meaning in a much higher way. It also has a longer engagement rate and provides that much-needed human connection.
The evolution of interaction via audio
When Clubhouse launched in March 2020, that signified the next evolution in audio engagement. Clubhouse exists to create a world where people talk to each other, creating a more human place on the internet with a voice-based app – when you open the app you can see a hallway full of “rooms” full of people talking – all open so you can get in and out, exploring different conversations. We discuss topics and have lively conversations on stage and inside the rooms. We invite people to our communities and our clubs. You walk into each room as a member of the audience, but if you want to speak just raise your hand and the speakers can choose to invite you. Or you can make your own room. It’s a place to meet friends and new people across the world – to tell stories, ask questions, debate, learn and have impromptu conversations on thousands of different topics.
Clubhouse is voice-only, no camera, users don’t have to worry about eye contact, what they’re wearing or where they’re in, allowing multitasking while users go about their business to their daily activities. The intonation, inflection and emotion conveyed by the voice allow you to capture nuances and form unique human bonds with others. You can still challenge yourself and have difficult conversations, but with the voice it is often possible to develop more empathy.
Currently, Clubhouse sees more than 700,000 rooms created every day, up from 300,000 in May 2021, and people spend an average of more than 70 minutes per day on the app. To date, there have been over 10 million downloads on Android, which is particularly notable as the app only became available on Android globally on May 20, 2021.
So how can brands use audio engagement?
Currently, brands are focusing on image, video or written content, but the demand for audio content is increasing. Audio influencers are enjoying a meteoric rise and displaying levels of engagement unmatched by other formats. For example, Clubhouse users commit for over 70 minutes each time they use the Clubhouse app. This duration of engagement is essential for brands to tap into and create a real human connection on brand advocacy which can be inconstant.
Other social apps are now taking inspiration from the success of audio and investing in audio aspects to complement their current model.
Clubhouse is focused on enhancing the experience with the latest announcement from Spatial Audio, which delivers 360-degree sound through headphones – perfect for dramatic readings or music, “Wave” for users to jump in. private parts, and also clips – the ability to record and share 30 seconds of content on social media platforms.
By building an audio brand, addressing hot, relevant and moving topics, and working on human connection to build brand loyalty, brands can create a voice for themselves that transcends tastes and shares. Join Clubhouse and discover your unique, unfiltered voice.