In 2020, you might have heard some of your favourite influencers talking about Clubhouse – a mysterious invite-only app that makes it possible for users to participate in drop-in audio chat based on interests. With fewer membership restrictions now in place, the popularity of social audio has skyrocketed.

What is social audio?

Social audio is form of social networking that facilitates communication through audio instead of text or images to make connections and share or consume content. Clubhouse in particular defines itself as an app where people “come together to talk, listen and learn from each other in real-time.”

Not to be confused with one-way broadcast mediums like podcast audio, social audio is real-time audio that allows for active participation and discussion. Many social audio users love the contextual understanding it provides – something which can be hard to decipher from the written word.

On Clubhouse, users can join “rooms” that match their interests and participate in real-time chats with other participants – sort of like a conference call.

Should social audio be part of my marketing mix?

The short answer is yes.

If you’re looking to assert your thought leadership, build connections, and even discover new ideas, social audio is for you. Participation in social audio isn’t much different than other social media apps, but users must be skilled conversationalists in addition to being active and empathetic listeners.

Social audio is only going to continue to grow in popularity. It’s estimated that Clubhouse has an estimated user base of 10 million and counting. Existing social media apps like Twitter are also taking notice, and new entrants like Fireside, Chalk, and Discord are also stepping up to the plate.

So, if you’re considering social audio as part of your overall marketing strategy – there’s no time like the present!

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