Audio content has a way of “sticking” in our brains – if you’ve ever found yourself humming a commercial jingle days after the fact without realizing it, you’ve probably experienced this.
Most people can think of at least a few signature brand sounds: Apple iPhone’s default ‘opening’ ringtone and Siri’s signature sound might come to mind, or you might think of TED Talks’ water drop “plop” sound during the opening of their videos. There are thousands of other sounds you’d probably immediately recognize.
Audio marketing is trending because of the success of audio branding and audio content marketing.
Just like we never forget the melody or lyrics to our favorite songs, audio content sticks with us.
Even if most of your touchpoints are currently visual, adding sound to media like websites, video, and smartphone apps can add an important and memorable element of emotional engagement.
This power helps attract consumers more strongly than other mediums, but it can be tricky to get right.
Here are 5 things you need to know about audio content marketing and how you can use it for your brand:
1. Audio Marketing – What is it really?
Audio content marketing refers to any use of songs or sounds to establish a brand identity.
This could include a signature brand sound, notification or start up sounds, songs used in commercials or in the background of marketing videos, or entire radio or podcast shows.
Audio marketing isn’t exactly new – it’s been popular at least since the early days of radio – but it is experiencing a resurgence thanks to things like in-car entertainment and the increasing popularity of podcasts.
Smart tech like Siri, Cortana, Alexa, and other smart home assistants based on voice control are also providing a popular new avenue to provide audio-based experiences.
In 2020, brands are expected to spend over $30 billion on sound-based branding.
2. Trending Audio Content Mediums
Spotify has been rapidly acquiring new podcasts, signaling increased interest in this medium. If you don’t already have a podcast or radio element, adding an informative or entertaining show can be a great chance to reach more people and offer meaningful value while establishing a brand presence somewhere where lots of people are increasingly searching for content.
Other trending audio-based media include:
- Audiograms – images with audio overlay – are very well suited to social media such as Facebook video and Instagram. It’s often possible to repurpose old content with increased audio elements for memorability and attention-grabbing power.
- Playlist Marketing – brands are also creating playlists of songs used in ads, or just as a representation of their brand personality.
- Audio Logos and Theme Songs – existing video and text-based content can often be augmented with audio additions.
3. Top Voice Search Trends
Half of all searches could be voice searches as soon as next year, according to ComScore.
Voice search uses AI and voice recognition to let users ask questions of assistants like Alexa or Ok Google.
Given the rapid growth and popularity of these services, it’s becoming essential to optimize for voice search.
Customized SEO plays a vital role in getting your content featured: consider all things audio and how they translate when broadcasted on an audio channel.
For example, consider:
- Optimizing your content to fit the way people tend to ask questions: voice search encourages natural queries that are full sentences.
- Instead of a single keyword like “clothing store San Diego,” optimize for full phrases people are likely to ask verbally, such as “Ok Google, where can I find vintage clothing in San Diego?”
- Creating dedicated audio content to capture audio-based traffic.
4. Audio Branding on the Rise
As audio increases in popularity, it’s important to realize that this isn’t a simple switch to audio from other media: people today are listening to audio to fill time where they wouldn’t have consumed any content previously.
This is even more true for younger customers – members of Gen Z essentially listen to music the entire time they’re awake.
5. Develop a Specific Strategy for Audio Marketing
Sound is emotional – it appeals directly to the gut, which also happens to be where a lot of purchasing decisions come from.
In other words, voice and conversational AI offer unprecedented opportunities for increased recognition, especially for the first brands to emphasize audio in their marketing strategies.
Take advantage of this, and the superior emotive qualities of audio by building a strategy based on audio branding and optimizing your strategy for voice search.
What sounds do you associate with your favorite brands?
To learn more about how Burrelles can help, contact us here.