Audio creators are the newest influencers to the digital market, mostly born from the rise of podcasts and the audio-based app Clubhouse. This doesn’t come as a surprise looking at the past few years where many content creators turned into mini-celebrities within their genre due to social media and streaming platforms. There was a huge surge during the lockdown. With limited and restricted outdoor activity, people moved their attention from the outside world to the digital world where information to entertainment was consumed in the form of online content from video to audio.
Now, content creators continue to go out of their way to showcase their craft and expertise via their social media and streaming platforms in hope of gaining an “influence”. And many are doing it quite well as newcomers and professionals lead into the digital playground with an open mind.
Audio influencing has become such a widespread phenomenon that even platforms like Twitter have started to introduce their own form of audio-based rooms, with Facebook also introducing a new in-app podcast player. These new features come as Clubhouse, the trailblazing app that started it all, approaches the end of an explosive first year. According to one researcher, the app has been downloaded more than 4.7 million times since its introduction just last April.
Many industry experts see this interactive audio trend as an exciting area that will produce a new wave of influencers. “Never before have so many brands, entrepreneurs, influencers and regular folks had instant access to their most devoted audience,” author of “The Passion Economy”, Adam Davidson told the New York Times. “Like any transformational medium, it offers new opportunities.
We’re currently seeing the early emergence of audio creators, who are creating and cultivating communities for their platforms and they’re very niche and specific. When you dive into the digital playground, there is really an audio creator out there for everyone. This aligns with the shift of wanting to consume more personalized content in our daily lives. Gone are the days of having to only tune into major content creators, and here to stay are the days where we can go out there and find micro creators whose community aligns with our values.
For entrepreneurs who are trying to figure out where to amplify their voice, trying to stay on top of every new social platform to hit the market can be bewildering. Think about it, Clubhouse didn’t even exist until 2020. But remember, not every app or platform matters equally to every brand.
Instead, take a look at how social audio plays a part in your content strategy for building awareness, converting consumers, and building relationships. Trying to become a hot audio influencer on Clubhouse may or may not be what your brand needs. However, one thing is for sure: the rise of audio influencers is on the come up and it cannot be ignored!
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