Audiograms

Part
01
of three
Part
01

Audiograms: Insights

Three insights into how and why companies/brands use audiograms include that they provide better engagement, simpler social media campaigns, and are easy to create.

1. AUDIOGRAMS PROVIDE BETTER ENGAGEMENT

  • According to WNYC, the average engagement on Twitter for an audiogram is eight times higher than a non-audiogram tweet.
  • On Facebook, audiograms outperformed photos by 58% and links by 83%.
  • Edison Research revealed that about 223 million people check social media throughout the day, but only the most attention-grabbing content works like photos, polls, and now audiograms. Audiograms are swiftly becoming the most suitable way to share stories and engage with an audience.
  • "Headliner performed a study where they shared a podcast episode on Facebook in two different ways, which include using a static image versus an audiogram, and the audiogram generated five times the results and traffic. The static image generated 118 clicks and the audiogram generated 660 clicks."

2. SIMPLER SOCIAL MEDIA CAMPAIGNS

  • Audiograms are especially useful for companies/brands that are not quite ready for "a full-fledged video campaign or long-form audio content."
  • While making audio content easier to share across social media, audiograms also add vibrancy to the content, thus giving listeners some form of visualization, which is preferable than listening to audio content only.
  • Audiograms are usually short and snappy (less than 60 seconds long). As such, with high-quality audio, they are "the perfect audio nuggets to intrigue new listeners."

3. EASY TO CREATE

  • Audiograms are generally easy to create, embed, and share, as there are available handy tools that can be used for that purpose. Some tools used to create/aid audiogram creation include Headliner, Audiogram, and Wavve.
  • Headliner, for example, partners with several media hosts, including Podcast.co and Castos, to make audiogram creation easier. One user described the process of audiogram creation using Headliner to be so easy that it was executed successfully under 10 minutes.
  • By using Wavve, brands can add captions to their audiograms through Zubtitle.

Part
02
of three
Part
02

Audiograms: Best Practices

The best practices to implement when creating audiograms include selecting meaningful images, using text with subtitles, and choosing an effective aspect ratio. Adding these features to an audiogram is easily accomplished using a variety of tools and software, many of which are free. Given the ever-increasing presence of social media, audiograms have become an extremely effective marketing tool.

PRACTICE 1: USE TEXT STRATEGICALLY

  • According to a survey conducted by Verizon Media and ad buyer Publicis Media, 92% of American consumers watch videos with the sound off on their mobile devices and 83% watch without sound on other platforms.
  • Given that 466 million people-are deaf or hard of hearing, information conveyed without sound is also critically important to this subset of consumers.
  • To capture the attention of the consumer, text should be inviting, specific and memorable. The text should tell a story and give the audiogram a voice even when sound is removed. This can be accomplished by including insightful comments or references to a comedic moment. Shocking statistics and controversial statements also pique interest and entice listeners to link to the full episode.
  • Subtitles, often called captions, enhance visibility through catchy phrases added to the audio clip. A recent Facebook experiment revealed that a captioned video reached 16 percent more viewers when supplemental text was used. Marketing experts recommend using zubtitle.com or rev.com to create professional captions.
  • Large Headlines cover one third of the consumer's view. They are easier to read on small screens and should be incorporated into an audiogram when possible.
  • WNYC, the trademark of several public radio stations in NYC, uses audiograms with powerful text to market their radio shows. Their success using this medium started in 2016, when the Facebook audiograms for some of their radio shows outperformed photos by 58% and links by 83%, with similar results on Twitter. Examples of current WNYC audiograms can be found on the WNYC website.

PRACTICE 2: STRATEGIC USE OF PHOTOGRAPHS

  • Visuals are a key element in capturing the attention of people watching an audiogram on social media. Audiogram visuals should contain individual clips or collages of images from behind the scenes, shots from recording sessions or special guests, or compelling photos that immediately connect with the viewer.
  • Surrounding the photograph with a wave rather than a simple linear wave is a creative technique that improves the viewer experience. An example of this practice can be viewed on "Tech Done Right Pod on Twitter."
  • Neil Patel, co-founder of NP Digital and a top web influencer, reported that audiograms containing images of people in them can lead up to a 95% increase in conversions. He suggests using an image of the owner of the company/podcast or choosing an image of a group of people that express the brand's message.
  • When choosing images for an audiogram, avoid overused, bland stock photos. Pixabay is a recommended free resource for more than one million realistic photos.
  • Brand-related assets should always be included in the audiogram images. Specific people, podcast art, fonts, colors, logos, and other visual connections to the brand should be incorporated. Media marketers recommend using the tool Easil, which allows the user to create brand templates for ease of use.
  • John O'Leary's podcast, "Live Inspired," is a top 20 podcast on Apple Podcasts and Inc. Magazine for business. He uses images effectively in his audiograms to inspire consumers to listen to his daily podcasts.

PRACTICE 3: CHOOSE THE PROPER LAYOUT

  • When working with the audio file being used for the audiogram, it is important that the mp4 file conforms to the specs of each social media platform. For example, Facebook and Twitter require a square layout, while a tall rectangle must be used on IGTV.
  • Headliner, Waave, Bannersnack, Wave, and Audiogram are some of the more popular companies offering tools to convert audio to video correctly.
  • Experts advise the use of a square aspect ratio whenever possible. Tech company Buffer has determined that the use of square versus landscape yielded a 30 — 35% increase in consumer views and an 80 — 100% engagement increase.
  • Social media marketers recommend using templates for each type of social media platform. Once the templates are created, audiograms can be easily generated by updating text and images.
  • Examples of different aspect ratios can be viewed on the Polymash.com website. Polymash provides marketing solutions and strategies for podcast creators.

RESEARCH STRATEGY

In order to carry out this research, we analyzed data from industry reports and articles published by authorities and key players in social media marketing. We included in our research the broader topic of video marketing, as audiograms are an example of this strategy. Our research was informed by consulting numerous social media marketing blogs, website instructional articles, and software company websites. Because of the wide range of sources, we were able to uncover trends in the best practices for audiogram creation.

Part
03
of three
Part
03

Audiograms: Influencers

Audiograms are increasingly used by social media influencers to generate new listeners for podcasts and other audible content. Notably, audiograms offer significant engagement advantages as compared with more traditional post types, and appear to be effective at generating results and traffic across a variety of social media channels.

Generate Podcast Listeners

  • Overwhelmingly, social media influencers are leveraging audiograms to generate new listeners to their podcast content, with content repurposing service Content 10x, podcasting trade Podcast Insights and editing firm We Edit Podcasts among the numerous industry experts highlighting this trend.
  • For example, the NFL's Los Angeles Chargers and web and podcast influencer Grammar Girl are among the many social influencers who are currently using audiograms on social media to expand their podcast followings.
  • One of the reasons for this trend is that audiograms can create up to five times more traffic for the highlighted podcast episode.
  • Moreover, according to Podcast Consumer Report, 67% of individuals discover new podcasts through social media channels.

Engagement Differences by Content Type

  • Generally speaking, audiograms significantly increase engagement levels as compared with more traditional messages, such as audio-only or photo-only posts.
  • Notably, over 85% of video posts on Facebook are consumed without audio, putting basic audio posts at a significant disadvantage across such social media channels.
  • Moreover, the video component of an audiogram gives the posts a significant advantage over photo messages, with video posts receiving a 135% reach benefit versus photos as well as a 600% increase in retweets as compared with photos.
  • Audiograms can even offer improved engagement compared with simple video content, given that 80% of individuals are more likely to engage with a video post if it contains captions.
  • Meanwhile, audiograms also offer retention benefits, with individuals retaining 95% of messages that are "viewed" through video such as audiograms, as compared with only 10% when individuals read only simple images and text.

Engagement Differences by Channel

  • While the engagement benefits of audiograms may vary by social media influencer or media outlet, it appears that audiograms generally lead to significant benefits across channels including Twitter and Facebook.
  • On Twitter, influencers and media outlets including local nonprofit WNYC found that audiograms generated an engagement level that was eight times higher than non-audiogram content.
  • Similarly, on Facebook, audiogram content led to as much as an 83% improvement in engagement for some social media influencers compared with posts that included only text and links.
  • Moreover, WNYC found that audiograms had a 53% engagement advantage on Facebook as compared with their photo-only posts.
  • One study even suggested that audiograms could generate as much as a 500% improvement in results and traffic on Facebook versus image-only posts.
Sources
Sources

From Part 02