Today, audio and visual content have been a great part of social media. Audio content allows a more authentic connection to the world. While visual content creates a more effective when communicating messages across different channels. As such, the explosion of audio-visual content will never be halted.
A digital marketing speaker Hong Kong highlights that numbers don’t lie. For the past few years, the growth of audio content has been on an upward trajectory. As of April 2021, there are around 2 million podcasts globally. The number is still growing, and podcasts episodes are multiplying. More than 58% of modern consumers also use voice searches to find local businesses. As such, audio content seems to be the future of marketing.
Visuals are key elements of any social media campaign. According to a social media agency Hong Kong, photos and videos boost engagement of ads and brand messaging. Facebook users upload 300 million photos daily. YouTuber creators upload 500 hours of video content every 60 seconds. Instagrammers post 46,740 photos every minute. That is on top of 500 million people sharing Stories daily. To sum it up, there are 2.5 quintillion bytes of visual content uploaded every single day. To cope up with the digital boom, here are what marketers are doing when it comes to audio-visual content.
Ephemeral content is visual content that is only accessible after 24 hours of posting. The urgency to view such a type of content makes it a hit on different social media platforms. Some popular examples of ephemeral content are Facebook Stories, Instagram Stories, and Snapchat’s disappearing messages. Ephemeral content explodes because of the FOMO effect. People typically have the Fear of Missing Out on any significant event or post. These types of audio-visual content exploded because users like to see what’s behind the brand, real deals among businesses, celebrities, and products. According to a video marketing agency Hong Kong, people also find them authentic because they happen in real-time and are not curated.
Live Streaming is audio-visual content where people can watch a real-time broadcast. It is one of the most engaging and entertaining online content. It starts with raw video data captured by a host and broadcasted among social media platforms. Twitch hosts 91% of live streams in the market today. Last November 2020, it has recorded 7 billion hours of live streaming content. On Twitter, live events get more views than other types of audio-visuals. The microblogging site also witnesses a 34% YoY growth on live streaming.
The Clubhouse App
The Clubhouse is a social audio app. Launched in April 2020, it was now the 5th popular app in the world. This year, there are 10 million registered Clubhouse users. That was an amazing number, to think that Clubhouse started under an invite-only. It was only last July when it allowed public membership. The Clubhouse is all about live audio rooms. The rooms are basically virtual and you can listen and participate in discussions among celebrities, colleagues, family, friends, and workmates.
Make your day with TikTok. Launched in September 2016, TikTok is now the biggest sensation all over the world. It has now crossed the 1 billion user mark. TikTok is a mobile app that allows users to create a 15-second short clip with music and sound effects. Its filters and visual effects make it more addictive. From the younger generation to the older ones, TikTok has been a hit. Currently, TikTok for business is at its early stage. But there is a growing number of brands that are eager to try it. Its engaging clips and light mood can make campaigns viral. Adding some humor and imitations can also spur engagement.
The success of the Clubhouse app prompted other social media networks to clone it. One of its strongest competitors right now is Twitter Spaces. They are audio-only chats that allow co-hosting, downloading, ticketing, and topic searches. Twitter initially tested Spaces in November 2020. It was globally launched last May. To date, it now has 350,000 registered users. With better audio quality and emoji reactions, Twitter Spaces are set to outrun the Clubhouse app. It is because of Twitter’s 206 million daily active users.