The excitement around social audio is clear, given the number of companies developing apps or features to support them, and the number of news reports and opinion columns they cover (our “Clubhouse and Social Audio 2021” report includes). But any active social media marketer must weigh the downsides of getting into the social voice. Here are some key points to keep in mind before jumping on board.
Despite its growth in recent months, Clubhouse had only 12.2 million downloads per App Annie app worldwide as of March 9, 2021. There’s no guarantee that the app will stay as hot as it was in February: it’s already showing signs of cooling during last month, according to Sensor Tower. Before that, other racy social apps — Vine, to name a few — followed a path similar to a hockey stick before sliding down again.
Absolute size, as well as other dimensions of size, is an important factor that marketers need to consider. At the moment, social audio is a small part of the size of social networking or podcasting. We estimate that there will be 212.1 million monthly social media users and 117.8 million monthly podcast listeners in the United States this year.
Another challenge is the frequency of use and the time required. Will the average consumer spend a lot of time listening to the social voice – especially after the pandemic is over? Such an activity takes a lot more time and focus than inconspicuous flipping of meals to kill a few minutes.
Marketers shouldn’t jump into the social sound in 2021 with the idea of making a massive return. For one thing, the environment is not conducive to doing anything fancy. Given the scaling challenges outlined above, the end results can be incomplete at best.
While it is easy to click a button on the phone screen to start the sound room, its success is not easy. Here are some areas where your Clubhouse marketing experience needs improvement:
- Make sure users can find your space
- Communicate with other users
- Reach users after the event
Currently, there are few ways to measure and track the results of social voice efforts. Moderators can see a list of Clubhouse attendees, but there is no way to easily put this data into a usable form (and it is debatable whether the Clubhouse would condone this practice anyway).
This lack of local scales prompted early experimenters to group their scales together. “We’ve already had our agencies record the session on their phones so we can listen to it later or it goes away,” said Megan Stroud, brand manager at liquor marketing firm Pernod Ricard.
Right now, the call to action is what you can measure. As with any new broker, metrics are hard to come by, but marketers can still implement the basics, such as: b. Count the participants in the room and collect the number of new followers after the event.
Even if the conversations are moderated, there is no way of knowing what someone will say when they go live. There is a strong appeal to spontaneity, but live is a “spooky place for brands because it’s so easy to go wrong,” said Karen Stoughton, associate director of West Coast at digital agency Grow. “If a brand sponsored a room or appeared in a room and something happened in that room somehow, the brand would receive criticism for not speaking or doing anything.”
Another problem is creating a safe space. Bullying and other negative behaviors have occurred in places that could reflect poorly on brands. “My voice [requires] It’s an even more cumbersome process to detect malicious content in real time, said Jessica Dooley, Head of Social Practices at Mindshare. While social listening remains a challenge in the social audio space, it will be up to users to identify instances of bad behavior.
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This article was originally published on eMarketer.
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