Audio Content in 2021
How it started...
Before jumping into what we will be witnessing regarding audio content in 2021, let's make a brief recap of how audio content was first introduced to the human race. Yeah, unlike written content, audio beyond live music didn't exist until relatively recent history.
According to Time Magazine, the "first recorded sound" was recorded on April 9th, 1860, by Édouard-Léon Scott, and it was a fragment of the French folk song "Au Clair de la Lune." However, broadcasting didn't really start until the invention of the radio.
In the 20th century, Serbian-American scientist Nikola Tesla and Italian physicist Guglielmo Marconi went head-to-head in what would become the race to invent the radio. In the 1920s, following the war, civilians began to purchase radios for private use. Can you believe it?! The idea of audio as entertainment took off in 1920, that's exactly 100 years ago.
As a fun fact, in 1922, the year in which the BBC was also born, the first paid-for radio commercial debuted. It aired on the New York station WEAF, owned by AT&T on August 28th, and advertised the sale of apartments in Jackson Heights.
How’s it going...
Today, we still entertain ourselves with audio content. Music, Podcasts, Audiobooks, you name it. Today we have access to the biggest-ever collections of music in history, plus podcasts and other audio content. Audio content has come to assist e-learning and self-development at a whole new level. What a time to be alive!
Up next, a series of categories making a breakthrough in audio content:
Audiobooks
The audiobooks business is booming. Deloitte estimates that the global market will have grown by 25% in 2020, that's up to $3.5 billion! After the U.S., the biggest audiobook market is in China, followed by the Nordic countries.
Today, more than 3 million people listen to an audiobook at least once a year in the U.S. Deloitte states that “Globally, the number of current audiobook consumers almost certainly exceeds half a billion.”Among the most sought-out platforms to stream and download audiobooks are Audible, Scribd, and Kobo.
Podcasts
Podcasts are episodes of a program that are available on the Internet. According to Apple, It’s usually original audio or audio extracted from video recordings. Podcasts can also be recorded broadcasts of a television or radio program, a lecture, a performance, or other events.
Audible, an Amazon app that started as an audiobook outlet, has now expanded its content and now also offers podcasts to its listeners in various languages. Meanwhile, Apple has around 1.5 million podcasts on its platform. Spotify has at least a million, a pervasive selection. The Swedish app has more than 286 million monthly active users. Most of the podcasts recently released have been created via the Anchor podcast creation platform (owned by Spotify) coincidence, I think not!
The first podcast to carry an ostentatious price tag is Joe Rogan's hugely popular podcast, which is reportedly worth $100 million after signing an exclusive deal with Spotify. Brands and content producers will have to consider that they are catering to a young audience that's employed and an educated customer base. This year on Apple podcast's most popular audio content, we have Dr. Death Season 2: Dr. Fata in the first position. The Daily, from the NewYorkTimes, also ranks on the top ten.
Brands are starting to sponsor creators. It's an excellent way to deliver a cookie-cutter message that fits their audience seamlessly. This method will increase your conversion rates significantly and make more efficient your ad spend across media platforms.
Audio-based apps
Clubhouse is a social media app where venture capitalists gather to mingle with one another while they are quarantined in their homes. It's still private beta, but you can reserve your username and register for early access in the app.
Pop-up audio chat rooms that disappear when they end it intends to bring back the spontaneity of real-life interactions. The app even has its first influencer Sheel Mohnot,38, who was also recently featured in a recent Justin Bieber and Ariana Grande music video.
Telepath is a similar app to the former but instead focuses on being a place where you can discuss your interests. The app requires users to use their real names to maintain accountability and insists on more rigorous regulation guidelines.
Voice search
Today 27% of the world’s population is now using mobile voice search. Google and Amazon are in the race to get access to your voice. Their appliances, Amazon Alexa and Google Home, are competing to be the engine that harnesses your information.
It's going to be key that all audio, video, and written content's metadata is available to be compatible with search engines. SEO will go to lengths never seen before. It would be best if you were preparing all your content on audio. This way, there will be fewer barriers for it to reach your audience.
Audio: faster than typing or reading.
Until recently, communication on the Internet was mostly visual. As Jack Dorsey Twitters, CEO, stated, information will no longer be accessible via visually-based methods. He recently announced that Twitter has enabled 140-second audio tweets on its platform.
There are still some laggards that won't ever consume a book that's not on paper, and I mean, we get it. There's still something about sitting down with a physical copy of your favorite book. But these are the facts. The truth is that this decade will catapult the use of audio content.
That’s why brands and marketers must start incorporating into their marketing and omnichannel strategy the use of content that is compatible with upcoming and current trends. Planning is essential, but it is the execution speed that will positively impact your brands' awareness and relevance.
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Last Edited on May 25, 2018