12/05/2022
Audio is the white whale of social media.
Short-form audio is intimate and imaginative, but scaling it
has very present risks like
helping it to compete against the video.
Podcasting has exploded, with 30+% of Americans listening.
But no one has broken the code on how to scale & monetize it like video.
The failures are disappointing with this immense medium =
- Clubhouse is in the lamestream.
- Twitter yanked resources from Spaces (Clubhouse clone).
- Meta closed its short-form audio, Soundbites.
- Shuffle, claiming to be the TikTok for podcasts, closed.
There are new entrants trying to sell scroll and learn with audio.
Even startups have surfaced with audio clips but need more traction.
It's a shame, as ALL social media started with radio (yes, audio!)
Massive widespread attention disorders in our homes, workplace, and lives... do not help audio.
Audio is fascinating but cannot maintain attention like video.
Try fighting Utube as a medium...Hmmm?
The apparent problems:
#1 It's linear and has no tags or navigable chapters.
#2 We consume audio while multi-tasking.
#3 People creating content want to use better mediums.
#4 Too many people are not good speakers.
#5 Content authors prefer video.
"If I want someone to listen to what I have to say, I better be fu***ng, like, interesting,"
Chris Messina, Social Tech expert, inventor of the Twitter hashtag.
Apple and Spotify will remain with longevity and devout listeners.
There are some new players to make audio more like video.
Some are turning podcasts into bite-sized bits.
Some are trying to make it shareable with small audio nuggets.
But there is hope! Audio's saving grace is AI.
And Apple is producing transcripts to help with the audio search but alias, but we cannot have it now.
This entire topic is very disarming as one of my passions, no obsessions, is audio, music, or radio.
I am a certified (crazy) audiophile) to boot.
So, moving to today...sometimes an entrepreneur goes years, or decades, to find the "next best thing."
I have been very fortunate to have found one. True, I am excited and trying not to pitch this with my involvement.....
- Using an AI-powered platform,
- we can promote Audio & Video engagement, retention, and rapid, navigable knowledge transfer and do this for people with vision, hearing, and ADA learning disabilities.
There will be more to come on this topic with specific examples, uses cases, and how it will be a game-changer in our social economies.
Excerpts from this post were taken from "Why audio will never capture the hearts of social media users" by Lizzy Lawrence ( ) a reporter at Protocol,
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