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The Scroller Experience: using audio to form a sound social media strategy

Oct 23, 2020

The Scroller Experience: using audio to form a sound social media strategy

When it comes to social media consumption, most people spend at least some portion of their day scrolling through various timelines and newsfeeds – not searching for anything in particular, but pausing when something piques their interest. In recent years, that something has tended to be video content. It’s been heralded as the ultimate engagement tool for brands, forming an essential part of social media strategy, and the easiest way to capture the attention of the aimless scroller. Recent developments have pointed in a different direction, however, with many platforms introducing features that focus on a different kind of engagement – audio.

Tweeting out loud

Twitter’s goal has always been to get more people to join the conversation, giving a platform to anyone who feels they have something to say. But traditionally, that conversation has been restricted by character-limited tweets. After years of extending those confines and popularising concepts such as threads (which offer more scope for expression through the written word) the social media giant made a significant change in June of this year by introducing voice tweeting. At the time, Twitter explained their goal was to ‘add a more human touch’ to tweeting, and now they’re going even further with a new audio-first strategy – exploring the idea of audio DMs, too. Both developments offer exciting opportunities for brands willing to take advantage, including a better chance to have your voice heard, literally.

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Reeling them in

With Tik-Tok bursting onto the scene and forcing itself into conversations of how and whether companies should be incorporating the platform into their social media strategies, Facebook has responded with Reels. Pushed across both Facebook and Instagram, Reels gives influencers and brands a new way to engage their current audiences. While it might seem like a visual tool, it’s the auditory element that helps them expand their reach. Users have the option to choose an existing sound that works with their brand, and can even take advantage of trending audio tracks to add their voice to a current hot topic for increased visibility. Most excitingly, though, businesses can add their own original audio to the library, allowing others to create Reels using your attributed sound and building viral engagement organically.

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The missing link

It’s not just Twitter, Facebook and Instagram sounding out new audio strategies though – as LinkedIn has recently brought its own update to market. Their new feature lets you personalise company and individual profiles with audio branding. Although its original intention was to allow users to clarify the pronunciation of their names – adding professionalism and avoiding future confusion – it’s obvious that this presents a golden opportunity to introduce yourself and what you can offer to anyone who visits your profile. On a platform designed for networking, people place a high value on receiving a personal touch, and LinkedIn’s foray into audio gives you the perfect excuse to deliver on it.

Taking centre stage

Across all social media platforms, there’s never been more opportunity for businesses to make the right sounds and tune into the current conversation. PHMG’s Brand-Sound™ package can help companies make the most of every audio touchpoint available to them, whether that’s remixing their exclusive track for a Reel video, creating a professional recording for their LinkedIn profile, or devising a strategy for audio tweets and DMs. The world is becoming more audio-aware and focused, and PHMG can make sure your voice is heard.