In an ultra-connected world, where the time spent in front of our screens is exponential, it’s increasingly difficult to switch off and find moments to relax. It’s in this context that the consumption of audio content is exploding, offering a liberating alternative to screens, often free of charge. This article offers a non-exhaustive selection of these new audio formats, on which brands and advertisers are already positioning themselves, or should position themselves, with or without the help of sound design studios.
The emergence of social audio
Social audio is the latest trend in social media. Until now, traditional social networks have offered interaction with exclusively visual content. This approach can lead to screen dependency, and in the long run, tire the eyes and the mind. Recently, a new social networking trend has emerged, based on audio, under the name of “social audio”. Initiated by Clubhouse, the only audio-only social network, the industry’s giants have been quick to follow suit, offering social audio spaces within their platforms. Twitter created Twitter spaces and Meta created its audio rooms, where members take part in real-time voice discussions.
As a communication channel, social audio also has potential for marketing. Cleverly harnessing this trend, focusing on quality content and understanding the target audience, can deliver effective results.
The Power of Podcasts
Whether on the move, playing sports or relaxing at home, podcasts have become part of our daily lives. According to Harris Media, 9% of French people consume one or more podcasts a week, and over 80% of downloaded podcasts are fully listened to in France. The major music streaming platforms have rapidly integrated this format into their offerings, contributing to its spread in France. With the coronavirus crisis and the introduction of containment in France, content platforms are seeing record numbers of users, with podcasts up 25% according to Time One. Brands are trying to invest in the podcast market, a format where intimacy encourages listening (and therefore attention) and engagement.
Is this environment ideal for brands ? The arrival of digital giants on this market, such as Spotify, Deezer and Google, which make podcasting one of their main areas of development, shows that the podcast market is growing in France and is starting to be more important than ‘few years ago. We are following a trend already in place in the United States and England. Market players are testing a lot of things, nothing is set in stone and the podcast is starting to be well anchored in the minds of advertisers who are taking advantage of this format. However, standing out in the podcast landscape requires more than just recordings. This is where the sound design studio comes in. By collaborating with sound design professionals, brands can create immersive and memorable podcasts, captivating the audience from the first seconds.
The Enchanted World of Audio Fiction
Audio fiction is a bit like the perfect mix between your favorite series and your favorite podcast. Just put on your headset and go from a crowded subway to a science fiction universe. The audio series uses the codes of television series, with several episodes, intersecting mini-plots, twists and turns and a suspenseful outcome. Audio fiction is constructed with a storyline, dialogues and recurring characters to which we become attached. The same ingredients as a television series, but with a little extra: the absence of a screen. We enter directly into the fiction through the sound and the voices of the characters, and we end up establishing a physical relationship with their voices, as we would with those of radio hosts, but with added action and stunts. Here again, the expertise of a sound design studio can be a real plus.
By developing authentic soundscapes and captivating effects, and supporting you in the choice and recording of actors, the expertise of the sound design studio adds an additional immersive layer to the auditory experience, immersing listeners in the heart of the action.
Sound Experiences, viral phenomena
ASMRASMR (autonomous sensory meridian response) is an experience that causes feelings of calm, happiness, and sleepiness, as well as tingling sensations on the scalp and along the back of the neck and spine. People may experience ASMR when exposed to triggering sounds or sensations, such as whispering, rubbing fingers, or smacking lips. In recent years, ASMR has become a trend on social media, with millions of relaxation and sensory stimulation videos being shared online. Some people use ASMR to relax and relieve stress, while others use it simply for entertainment.
Even though many popular ASMR videos on Youtube have a DIY side, calling on a sound design studio will be a real plus. The use of specific sound recording and mixing techniques will stimulate the listener’s senses, thus reinforcing the impact of the content created by brands that choose to explore these avenues.
8D sound
8D sound is a phenomenon that has recently gained popularity on social media. It is more of a mixing technique that creates an illusion of movement and depth, than a real new file format. The result is an immersive sound experience that makes sounds appear to be coming from different points around the listener. Sound gadget for some, a true revolutionary experience for others, beyond a chapel quarrel we can no longer count the number of Youtube channels dedicated to 8D sound, some counting several hundred million subscribers for tens of millions of views.
To conclude
To summarize, the explosion of audio offers new opportunities for advertisers and brands: between diversity of formats, variety of offerings, evolving practices and sharply increasing consumption. In a context of strong competition, brands should pay greater attention to their sound territory, taking advantage of these new territories to explore.
However, to fully exploit these opportunities and create a distinctive sound imprint, the expertise of a professional sound design studio is an undeniable added value. By collaborating with sound design experts, brands can craft memorable and captivating sound experiences that will stick with their audiences. As the audio world evolves, sound design studios are positioning themselves as key partners to transform the potential of audio into real added value for brands.
