Audio Content Engagement Statistics

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Audio Content Engagement Statistics

Adding audio content to a static image can drive five times more engagement to the image, while combining a video with some kind of dynamic element such as a waveform image attached to the audio content can drive up to 80% more engagement.

Static image with audio content / waveform image attached to the audio content

  • An audiogram is a combination of visual art (static image), a sound wave or an audio track, with or without a clear indication there is an audio attached to the static image.
  • Therefore, audiogram can be considered to be a static image with audio attached to it without the clear soundwave indication, or a soundwave imaging added to a static image which turns it into a video. Both types of audiograms are considered to have very similar impacts.
  • According to Buzzsprout's social media experiment on Instagram and Facebook, adding a voice over or an audio clip to the static image can drive up to five times more engagement to that image.
  • When combining an image with some kind of dynamic element such as a waveform image attached to the audio content, 80% of people are more likely to listen to the audiogram if it also contains captions. The reason for this is the fact that on social media, a large majority of people scroll through their feed without ever turning the sound on.
  • On Facebook, audiograms are proven to work at least four times better than static images.

Full video + audio content

  • Much like audiograms, full videos with audios are recommended to also contain captions. It is estimated that 85% of video views occur with the sound off.
  • Different formats of full video + audio content can also lead to large gaps between the square and landscape videos with audio content. Square videos lead to a 30-35% increase in views as well as 80-100% increase in engagement.
  • Viewers are able to retain 95% of the communicated message when they watch it in a video with the audio component included, compared to only 10% when reading via a static image.
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Best Practices - Posting Audio Content on Social Media Sites

Audio has recently emerged as a powerful medium to connect in a deep and effective way with target consumers on social media, through entertainment, education, and interaction. The best practices for posting audio content on social media sites include developing messaging that is engaging and entertaining, developing audio content integrated with the overall brand strategy, and offering the opportunity for consumers to interact with the audio content.

Best Practice #1: Audio Content Should Be Engaging and Entertaining

Best Practice #2: Audio Content Should Be Integrated Into Overall Brand Strategy

  • A brand that has an audio element as part of a holistic strategy for its brand communication can be embraced more quickly than a brand that is only experienced by a visual form of media (for example a text).
  • WNYC, a radio and podcast station, uses audiograms (a shareable video released with the audio) with the goal of boosting social media shares. On Facebook, WNYC are seeing some audiograms outperform photos and links by 58 percent and 83 percent respectively.
  • Audio tweeting (or micro-casting), in which a user links an audio file within a tweet, provides another example of integration of audio with other communication mechanisms on social media. The audio-tweeting process allows a message beyond Twitter's 140 character limit and provides a more personal experience that helps enhance the brand messaging.

Best Practice #3: Offer The Opportunity To Interact With Audio Content

Research Strategy

The best practices recommended in this analysis were derived by reviewing multiple publications and expert opinions on audio trends, audio social media strategies and best practices along with examples of social media sites using these practices.

From Part 02
  • "According to Tom Webster, senior vice president, strategy and marketing at Edison Research, audio is a powerful medium underused by content marketers. Tom notes that the path to brains via the ears (i.e., sound) is faster than the path through the eyes (i.e., sight)."
  • "Consistency is essential. I bet you can recognize this line from the Motel 6 TV commercials: “We’ll leave the light on for you."
  • "To stand out and gain the attention of your target audience, Tom says you need to be entertaining."
  • "“Don’t just be something that gives facts. Don’t just talk about routers. Be entertainment. Be a show,” he says"
  • "“A brand that has a sound and has a holistic strategy for it becomes a friend quicker than a brand that is only experienced by text,”"
  • "Find someone who accurately, competently, and entertainingly reflects your brand in the way that you want it to be represented."
  • "Brian Peters, Digital Marketing Strategist at Buffer, said, “Audio content gives marketers and brands yet another incredible (and innovative) way to connect with their audience on social media. Plus, audio is one of the most ‘personal and intimate’ types of media available, allowing people to connect on a much deeper and more meaningful level. "
  • "And here’s the power of audio content in social media. People are talking about podcasting because they heard information about a certain topic, and they will recommend specific shows just because they received specific value from them."
  • "According to the latest research, 69 percent of podcast listeners are engaging with the content while they are on the go (driving a vehicle, gym, public transportation, etc.)."
  • "In conclusion, voice and audio allow people to multitask seamlessly and effortlessly."
  • "More and more social networks and platforms are leveraging audio content so that more people can create and consume the type of content they want to. "
  • "More and more people are turning to voice as a medium for communication. Unlike text-based communication, voice conveys emotion, tone, and subtleties that text is unable to capture."
  • "Comscore estimates that by 2020 over 50% of all searches will be done by voice"
  • "60% of people using voice as a medium of communication have only started in the last year"
  • "HearMeOut is a voice-based social network built around 42-second voice recordings"
  • "HearMeOut have partnered with Ford Motors and are currently the only social app in Ford entertainment systems, a natural fit for a voice-based social network, which is building traction"
  • "Hundreds of influencers are already using the HearMeOut app, taking advantage of what voice can do for the brands they work with and even their own personal brand. They are even using this app with their existing social networks by sharing a voice post on Twitter and essentially creating “Voice Tweets”. Their 2.0 version, which was just released, has a homepage full of content and feature opportunities for brands and influencers."
  • "Voice-based advertising is also an emerging trend that you should be aware of. Unlike static text or image ads, you can actually have a conversation (albeit limited) with voice ads. This approach to advertising is interactive, engaging, and highly effective for brands as a competitive differentiator."
  • "Twitter and Pinterest usage remains unchanged, but Instagram and Snapchat have each seen a steady increase the last few years, especially with users between ages 15 and 35. That all tracks with the common understanding of young people and their online habits—they’re more comfortable with ephemeral content and multimedia, and they’re way more likely to share content they enjoy."
  • "However, in addition to preferring platforms other than Facebook, most users 12 and older demonstrate a growing interest in audio content. Not just podcasts, but online radio, audiobooks, and content through smart speakers too. IOn average, people take in 17 hours of it per week, and the researchers describe “an estimated 14 million new humans [having made] podcasts a weekly habit” in the last year."
  • "Podcasting inspires a lot of buzz, but it’s not the only way to create standout audio content. Brands can play around with interactive smart speaker content by developing educational audio content. Neil Patel and Eric Siu created an educational content hub specifically for Alexa, which spits out a list of actionable insights every morning, and Purina recorded their own audio content for smart speakers in 2016, which users can interact with by asking Alexa questions about dog food."
  • "If you publish an e-book, consider recording an audiobook version. If you want to produce a podcast, consider airing episodes live on online FM radio and then archiving them on iTunes and Spotify a few days after release. "
  • "Audiograms make audio content easier to share across social media, and give some vibrancy to your content that would otherwise give listeners nothing to look at as they listen"
  • "WNYC, the radio and podcast station enjoys the use of audiograms, releasing their own audiogram generator which is free and accessible via Github. "
  • "On Facebook, they are seeing some audiograms outperform photos and links by 58 percent and 83 percent respectively."
  • "On Twitter, for example, you can link to an audio file within a tweet. This process, known as audio tweeting or micro-casting, allows you to send a message beyond Twitter's 140 character limit and give your tweets a personal, branded touch"
  • "On Facebook: Create exclusive content, such as videos with professionally produced audio, that can be accessed only after "liking" your page."
  • "HearMeOut is the first audio-based social network built around 42-second voice clips, mini podcasts let’s call them, that can be recorded and share to a user’s feed. Though on the surface this may seem like a very short amount of time to get a message across, there are numerous features that can be incorporated to pack an effective creative punch when sharing a story. For example, with each recording, users have the option to add a voice filter, images, or even create Voice Memes depending on the overall effect they’re aiming for with their post."
  • "Want to use the app but feel like you’re on-the-go too often? HearMeOut’s technology can be connected to your vehicle’s sound systems and APIs so you can listen to your friends, family, and favorite celebrities while you drive, as well as record and share playlists of your own using voice control across your other platforms like Facebook, Twitter, and WhatsApp."
  • "As calls out, aside from the average user, marketers have an opportunity to benefit from the app to spruce up their brand stories in an innovative way that doesn’t involve the big bucks (HearMeOut is free to download on iOS and Android devices) and commitment to lengthier, more extensive productions. "
  • "In an already saturated social market, staying relevant and beating your competition to the punch with respect to new features and enhancements is critical for success, and audio just may be the ingredient needed to harness staying power"