Why Audio Needs to Be Part of Your Marketing Strategy in 2022

We’ve spent the last few months deep diving into the ways audio-first experiences—like podcasts, Twitter Spaces, and Clubhouse chats—are changing the way we consume content, as well as the social media and marketing landscapes.?

We’ve also touched on why now is the best time to start a podcast (even though there are more podcasts now than ever), the four best books you can read to better understand and implement audio branding (a reading-based New Year’s resolution, perhaps?), and how to incorporate audio content into your marketing strategy (you should really be doing this).?

And, of course, Voices has released its 2022 Annual Trends Report, highlighting four notable trends you should be aware of heading into the new year:

• Remote work is here to stay—More than 90% of respondents confirmed they will permanently offer remote work opportunities, compared to last year’s 52%.
• Freelance talent is on the rise—Voices saw an increase of 245% in talent sign ups on its marketplace in 2021.
• The benefits of hiring freelancers are clear—31% of respondents are hiring creative freelance talent once per week, or 50+ times per year.
• Audio presents new opportunities for authentic marketing—Over 50% of respondents are hiring freelance voice actors to assist with voice over needs, creative projects, and brand sound.

You’ll notice the fourth and final trend is all about the authentic, impactful marketing opportunities that audio offers to those who utilize it. Are you picking up what I’m putting down?

To put it bluntly, audio is a critical part of any successful branded marketing strategy—including yours. If you’re not incorporating audio-first experiences into your brand’s marketing and advertising campaigns already, the time to start is now.

Without further ado, let’s quickly recap exactly why you need to be prioritizing your audio branding as we head into 2022. I’ll keep this short and sweet so you can get back to what matters: planning for the new year and celebrating the holiday season, whatever that means to you.

Audio Allows for Authentic Marketing and Advertising

People are tired of the curated, highly-polished personas businesses so often put forward. They want more from the brands they intend to support, engage with, and buy from.

This doesn’t mean you need to scrap all your visual advertising plans. Visual marketing strategies continue to have merit, but if the only thing you’re focused on is the perfect image or graphic, you’re missing out on a key opportunity to connect with your target market in a more authentic way.?

Prioritizing the way you not only look to your audience, but the way you sound to them, helps you to come across as more genuine and human. You can portray a feeling, a sound, and an entire culture via audio. This openness helps consumers learn more about you and, in turn, begin to trust you.?

People who trust you are more likely to support you, engage with you, and buy from you. As a business, this is ultimately what you want.?

You can read more about building authenticity via audio in 5 Reasons Why Now is the Best Time to Start a Podcast and How Audio-First Experiences are Changing the Social and Marketing Landscape in a Visual-Focused World.

Your Advertising and Marketing Opportunities will Increase

For a long time, the majority of advertising has been done through visual-first mediums: billboards, bus boards, website banners, social media ads, magazine and newspaper spreads, etc.?

“But what about radio ads?” you may ask. Though radio is still very much a part of many peoples’ day, radio listening is declining amidst the advent of streaming services like Spotify and Apple Music. Some of the top reasons for a declining listenership for radio include less time in a car, lifestyle change, more audio options in the car, and Pandora/Spotify streaming services.

With more of your target audience spending time listening to podcasts and music through streaming services, there is ample opportunity to reach them in the audio space via podcast and sympaphonic advertising.?

Sympaphonic advertising involves adjusting the background audio message to align with multiple music genres and different songs, often streamed through audio streaming platforms.

Dunkin’ Donuts was among the first to capitalize on sympaphonic advertising in audio-first spaces, reporting that their audio ads grew consumer engagement by an impressive 238% and proving that audio is a marketing powerhouse when used correctly in audio spaces.

But if you’re not ready for sympaphonic advertising, regular podcast advertising is a hard hitter, too. Research from Spotify shows that “A staggering 81% of listeners have taken action after hearing audio ads during a podcast. These actions include researching a product online, connecting with the brand on social media, and talking about the brand with others.”

You can read more about increased marketing and advertising opportunities via audio in 5 Reasons Why Now is the Best Time to Start a Podcast and How Audio-First Experiences are Changing the Social and Marketing Landscape in a Visual-Focused World.

You’ll Be Able to Reach Your Target Audience in More Ways, More Often

Let’s face it: visual advertising is often fleeting. What I mean by this is that when you place an ad on a billboard or the side of a bus or building, the average time spent looking at that advertisement will be quick as your audience is likely either driving or walking, i.e. moving away from your message.

The same can be said for magazine and newspaper ads. More often than not, the reader is going to flip past your advertisement to get to the stories. And website banners and social media ads? Just a quick scroll and they’re out of sight, out of mind.

But audio advertising isn’t affected in the same way by the short attention spans and constant movement so prevalent in today’s audiences. When someone is listening to a podcast or a streaming service, chances are they’re doing something else, too—commuting to work, driving to a friend’s, exercising, walking the dog, doing laundry, cleaning the bathroom, or any other number of routine tasks.?

This means your audience will take you with them as they’re completing their daily routine, allowing you to capture their audio attention during times when they’re unable to give you their visual attention. Considering these responsibilities and tasks make up a large part of the average person’s day, that’s a lot of opportunity to connect with your target market.

You can read more about reaching your target audience more diversely and often via audio in 5 Reasons Why Now is the Best Time to Start a Podcast (If you haven't noticed by now, this piece is loaded with takeaways. You're going to want to bookmark this one!).

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Audio-First Experiences Build Genuine Credibility for Your Brand

While there are many tactics that can be used to build brand credibility, those tactics range from being above board to being questionable. We all know that you can build brand credibility these days through hiring brand consultants and firms, which is a vetted and viable way to hone your brand, albeit being expensive more often than not . Or you can attempt to buy credibility through the purchase of social media followers, which are often bots.?

As the two above examples allude to, the results you’ll see will largely depend on the actual effort you put into the journey—working to authentically establish your brand as an authority in your space or to showcase the essence of your company to the public will go much further than having 100 thousand bot followers on Twitter.

Enter audio. When you host a Clubhouse chat or a branded podcast, your target audience actually gets to hear you. They get to listen to the way your brand representative pronounces words, how they laugh, the way they ask questions, and how their voice changes when they’re feeling emotion.?

Being able to hear your brand in this way effectively makes you more human—there’s the authenticity—and, in turn, will establish the authority and credibility you have as equally authentic and genuine. No bot followers here!

You can read more about building genuine credibility via audio in 5 Reasons Why Now is the Best Time to Start a Podcast (In case it wasn’t clear, you should really give this one a read).

Audio Belongs in Your 2022 Brand and Marketing Strategy

The way consumers are choosing which brands to interact with and support, both socially and financially, is changing. They want to know you on a more personal level before they commit to engaging or spending with you, so let them get to know you!

The benefits of audio are evident. You’ll be able to show up more authentically and create more genuine connections with your audience, expand the ways in which you can reach your target market, and build real credibility along the way.?

If you’re not sure how to get started on prioritizing audio, How to Incorporate Audio Content into Your Marketing Strategy is the read you need. If you’re the type of person who likes to deep dive into a new subject—in this case, audio or sonic branding—you can start by reading The 4 Best Books to Read About Sonic Branding, or Voice’s step-by-step guide on audio/sonic branding: Sonic Branding: Designing and Hiring Your Perfect Brand Voice.

I said I’d keep this recap short and sweet, so I wish you a festive and restful holiday season and a well-planned audio strategy in the new year.