The Explosive Growth of Social Audio

Humans have always enjoyed the sound of voice. Whether it’s a story at bedtime, a talk show on the radio, or a favorite podcast, we seek out the voices of those who entertain and engage us.  

Nowadays, social audio is riding the same, familiar soundwave into our lives with apps like Clubhouse and a handful of other lookalike products and features.

But, what is social audio, and what’s behind its explosive growth over the past year? 

Let’s have a closer look at why people are listening up.

What Is Social Audio? 

Social audio is a category within social media, specifically audio-based content broadcast and shared on social platforms. Content may be live, pre-recorded, interactive, or any combination of these. Depending on the app, users can choose to listen and potentially participate in the dialogue.

Digital Marketing Specialist Master's Program

Advance Your Career as a Digital MarketerEXPLORE COURSE
Digital Marketing Specialist Master's Program

To date, there are nearly 40 social audio companies, and that list is expected to continue growing. When it comes down to it, though, Clubhouse undoubtedly carved out the social audio category as we know it today — in as few as 12 months. 

Clubhouse: The Birth and Explosive Growth of Social Audio

It’s been a wild ride over the past year. Clubhouse, the audio-based social media network, set the stage with a tremendous response to its platform. Launched in April 2020, the app now reports 10 million weekly active users, up from 600K as recently as December 2020 — all without a presence on Android devices.

SocialAudio_1.

Source

What makes Clubhouse totally unique is the format: live audio and audience participation. Instead of simply listening to pre-recorded content, users can tune in and join conversations in real-time. It’s a completely novel way of doing social, rather than an additional feature on top of an existing network like we’re seeing with Twitter Spaces and Facebook’s Live Audio Rooms. 

Free Course: Instagram Marketing Basics

Master Instagram Marketing Basics in One GoEnroll Now
Free Course: Instagram Marketing Basics

Inside the Clubhouse: How It All Works     

Since Clubhouse is still an invite-only app, it’s difficult to imagine what the experience is like until you’re inside. A recent article from Bustle put it nicely: “think podcasts, but you can participate.”  

Upon entering the main area (called the “Hallway”), you can browse through a listing of live chat rooms to see what you find interesting. You can also search for conversations by topic, people or clubs, and get notified of when conversations are available from people or topics you follow.

Once you enter a room, you can listen to what’s happening and — if you choose to do so — join the conversation by clicking the “raise hand” icon in the bottom right of the screen, or just unmute and be part of the discussion.

Here’s a look inside a Clubhouse live chat room:

SocialAudio_2.

Source: Clubhouse

You can see the room displays the club’s name and topic at the top, followed by the speakers section (if they have a green star next to their name, they’re also a moderator), then people who the speakers follow and others who are in the room with you. If you like what a speaker has to say, then consider following them so you can see other rooms they’ll be speaking in.

If you decide the conversation has run its course, you can easily slip out of the room without distracting others by clicking “Leave quietly” in the bottom left of the screen.

Social Media Foundation - Free Course

Learn the Basics Of Social Media Marketing - FreeEnroll Now
Social Media Foundation - Free Course

Where It Goes from Here

The growth of social audio on Clubhouse is truly incredible. It shows the excitement people have to not only access conversations but also participate in them and make connections. It demonstrates that the appeal of voice has not faded with time. Clubhouse, and other apps like it, will continue to evolve as more content creators and users join these unique communities for the opportunity to learn, network, engage, and — most importantly — have fun. 

Interested to know more about social media marketing strategies? Then check out the Advanced Social Media Marketing Course. Enroll now.

Stay Ahead in Digital Marketing with a Certification

As you can see, the exciting (and essential for any business) is always evolving with new tools and skills required to stay ahead of the competition. That’s why it is very wise to keep your skills up to date by taking relevant classes. Check out Simplilearn’s Advanced Social Media Certification Training course today to see how you can excel in this highly sought after career.

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

View More
  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.