Audio content is becoming a real asset in the current digital marketing world. According to the Spotify survey, 80% of Gen Z consumers enjoy audio content. It got a surge during the start of the pandemic when people felt lonely. That’s when the podcasts began to soar, which gave people the personal connection and the opportunity to feel part of something.
Clubhouse and Twitter spaces, which are live audio apps, also saw a rise in users during the pandemic. These audio apps allow you to choose a category on various topics you want to join. They are great to talk about with other people or listen to.
You might now probably think what this has to do with the marketing strategy. Well, you don’t need this to find your target audience because the audience is already there looking to engage in a conversation. So, you can engage with the audience to build a customer relationship by answering the questions. You can also ask the influencers who may have large audio listeners to give a shout-out of your brand.
The Pros and Cons of Audio Chatrooms
Pros of Audio Chatrooms
According to the Hubspot 2022 survey, 43% of Gen Zers discover new products most often via platforms like Clubhouse and Twitter Spaces, where there is an opportunity for brands to reach Gen z customers.
Here are some of the pros of using audio chatrooms in your marketing campaign
Audio Chatrooms allow brands to communicate directly with the audience
Audio chatrooms like Twitter space and Clubhouse allow the brands to build a closer relationship with the consumers. They help marketers in having direct communication with the audience. They also allow you to form human connections while discussing the brand they want to promote. The interviews, Q&A, and discussions are ways to leverage audio chatrooms and form connections with the target audience.
Audio content is re-usable
Content reuse is the process of recycling content. Content from audio chatrooms can be repurposed and distributed through other platforms. Repurposing audio content can help to expand your reach. By breaking up your existing content and repackaging it to fit into different formats, the content can get a second life, and you are more likely to bring in quality audiences.
Cons of Auido Chatrooms
Consumers want to talk to people, not brands
The main reason most people are attracted to the Clubhouse and Twitter spaces is the opportunity for discussion. However, most consumers prefer to talk to people rather than companies trying to push their latest products.
According to HubSpot survey, it is found that only 7% of Gen Z consumers prefer audio chats to discover new products. There is also a finding in the study that a quarter of Gen Zers like finding products on social media via the influencers they follow. Therefore, brands can leverage influencer marketing if they still want to use audio chat rooms.
Twitter Spaces and Clubhouse are not very popular among Gen Z
36% of the Gen Z consumers Hubspot e surveyed listed Discord among the live audio chats they’ve used in the last three months. Only 14% mentioned Twitter, and 13% said Clubhouse. And while Twitter has hundreds of millions of users, only 5% of the Gen Zers surveyed said Twitter is their favorite app.
So, are audio chats worth it to consider in marketing strategy?
If you’re trying to market to Gen Z, platforms like Twitch and TikTok are likely more worth your time. Those platforms have a large Gen Z audience and can be leveraged with the help of tactics like influencer marketing or event marketing. If you’re still interested in trying audio chatrooms, look into partnering with influencers to host special events, panels, or interviews.