At a time when screen stress is at an all-time high, audio social networking could be the next big thing for businesses that want to create authentic interaction.
For those strained by Zoom, who are tired of expressing themselves in 140 characters or emojis, voice social networks are the new hotspots for meaningful conversations.
Clubhouse, an invitation-only audio social network, has attracted millions of eager participants to gather and listen to endless streams of conversations featuring such high profile participants as Elon Musk, Mark Zuckerberg and Oprah Winfrey.
Similar audio social networks – including Discord, Swell, and Cappuccino – aim to recreate spontaneous and fleeting social media interactions in an audio format.
Even Twitter jumped to the cart with the launch of Spaces, a voice chat room, as a “The experiment focused on the intimacy of the human voice“.
Marketing strategist Nicola Moras says the reason for the rapid growth of acoustic social networks like Clubhouse is the desire for authentic, authentic conversations.
“Usually, with social media, there’s a barrier to being able to really connect with the person, and that’s the branding too,” Moras says.
“For example, unless a celebrity or brand is doing a live broadcast, it’s hard to tell if the content on their Facebook page or comments were made by them,” Moras says.
“Voice conversations feel more real than other social media experiences, such as Facebook and Instagram, because you can hear a person’s voice and emotion, and feel connected in real time,” she says.
“The interaction is more realistic for the audience because no one else can create content on behalf of a person or a celebrity in a live audio format.”
Moras highlights the following ways professionals, small business owners, and brands can benefit from acoustic social networks.
Interactive audio experience: “Unlike a podcast or media interview, your audience can talk to you in real time, which leads to higher engagement than other social media platforms. Two-way conversation makes the experience more realistic for the audience.”
Real-time feedback: “You can actually get feedback within minutes with real-time conversations that happen on audio social networks.
For example, club rooms can be used as a research tool to get instant, instant feedback on new products and marketing campaigns, among other things.”
Lead generation: “In the voice chat room, be sure to let your audience know how they can continue the conversation with you across other social platforms like Instagram and LinkedIn.
For example, a service-based business provider could have an email capture link in their club resume to collect email addresses or ask the public to download a free resource from their website. ”
Getting started with audio for social networking
Moras recommends using a strategic approach to getting started with audio social networking.
“I don’t think you have to be on all social networks, but if you choose to start with Clubhouse or any other audio social networks, you should aim to make the experience compelling and engaging for your audience,” she says.
Interact with your audience: “People on social media have a short attention span. If you know the speaker, you are likely to sit and listen for an extended period of time.
“But if you get a notification that someone is living, or you can see that they’ve started a room, most people will listen for maybe 10 seconds.”
Moras recommends being careful with the course of the conversation, acknowledging and welcoming new participants, and remembering what happened regularly, for the people in and out of conversations.
be realistic: “You want to be authentic. You want to be fun and really make sure you know what you’re talking about,” says Moras.
“One of the things you can do, which I’ve seen work brilliantly for quite a few people, is to make it really conversational.
“It’s also an advantage that on audio-only platforms, you don’t have to worry about looking your best, and you can be more formal and unscripted in your dialogue.”
scheduling an event: Scheduling an audio chat is an excellent way to maximize audience and build trust by encouraging two-way conversation.
Set the time and date and send the invitations. Let people know how long they can expect this event to last, Moras suggests.
“For example, accounting and finance professionals can host information evenings to share information and take questions directly from the audience,” she says.