Audio is special - it emotes feelings and tells stories in unique ways and should be embraced as part of any strong content strategy. Not replacing video, photography, text, graphics and so on - but alongside theses other formats.

Below are six reasons why:

1. Audio forces the listener to use their imagination

Are you sitting comfortably? Then I’ll begin…

With audio you aren’t being fed the visuals and therefore your imagination is forced to paint the pictures. It engages the brain and makes the listener active. 

It’s also a way around archive. If you can’t access footage of Arctic Monkeys’ first show in Sheffield, as long as you have someone who can describe it, the listener can imagine the cramped room with sweat dripping off the ceiling and the reverb of guitars bouncing off the walls as excited young fans witness something which historic and will stay with them forever… 

The introduction to this episode of How to Be Superhuman with Jasmin Paris does this well.

2. Develops intimate relationships

Whether it’s radio or podcasts hosts - audio can develop intimate relationships like no other. Without the ‘fourth wall’ or screen, words are consumed in the same way they would be in real life, and especially when wearing headphones, in an incredibly private way. 

Through a process known as parasocial interaction, regular listeners to shows begin to feel like they know familiar personalities almost as friends.

From personal experience, Lauren Laverne and her BBC 6 Music production team became a beacon of hope and positivity during Lockdown - playing nothing but bangers and providing some sanity every morning while the world elsewhere was quite a scary place. It developed and strengthened an astonishing relationship between listener and host, alongside the millions of other listeners around the UK who submitted their daily Cloudbusters, stories, shoutouts and more.

While shows like Tailenders takes you into the middle of a conversation with your mates (but one of them just happens to be England’s greatest ever bowler). On a few occasions I’ve been talking to real friends in real life and started explaining a conversation I had with someone else, only to remember it’s actually something I listened to on the podcast - because the community and affinity they’ve built with me is so strong. 

There’s huge opportunities for brands to capitalise on this, especially as a provider of entertainment or to learn something new - two of the most common reasons people listen to podcasts as outlined by Statista. 

3. There’s a huge audience 

There are more than 23 million monthly UK podcast listeners - including 40% of all 16-34s - a number which is increasing significantly year-on-year [Infinite Dial UK].

Additionally, 34% of the total US population older than 12 use Spotify monthly, which is a touch more than TikTok at 33%. [Infinite Dial 2023]

The fans are there - give them what they want!

4. Reach audiences at more times of the day

A well trodden phrase in audio is ‘it’s the only content format which doesn’t require your eyes.’ Beyond being something to add to marketing catch phrase bingo - it highlights a key USP which can complement other format types and add incremental reach rather than cannibalising your other efforts. 

According to Edison’s Infinite Dial, the most common times of day people listen to audio content are when they’re:

• Doing housework

• Driving  

• Cooking

• Walking

• Running/exercising

You can’t reach your audience during these moments with video or written content and therefore with audio you’re increasing the potential hours in every day to connect with your target and land your key brand messages.

5. There’s money to be made

In 2022, podcast advertising revenue exceeded $2bn - up 72% year-on-year and it’s expected to double again by 2024 to more than $4bn.

For context, this 72% growth is far greater than the 35% increase of the total internet advertising revenue market according to IAB.

6. It creates its own brand and further content creation

From social assets to live shows, book clubs and corporate days - podcasts have found themselves to become the jumping off point to create content factories. You musn’t be satisfied with the audio alone, but use it to create standalone and promotional content across owned and managed channels as well as an opportunity to talk to earned media before moving into real life events and spin off series on TV or film.

Your WAV or MP3 is just the beginning…

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A number of these themes fed into a presentation called ‘How audio content can reach and engage in ways other content can’t’ given by Will at Optix Digital Trends.

If you’d like to discuss speaking opportunities, any of these ideas, or find out Something About Us please get in contact.