Even though we’ve always been talking about the power of the video format, and how it will dominate Internet traffic, we should not underestimate the audio format, which has a bright future ahead of it. By audio streaming we mean the following content formats:

  • Podcast: Podcast is an on-demand digital audio content format. It brings together all types of content: broadcasts, interviews, tutorials, lessons, etc. It can be listened to by downloading or streaming.
  • Audiobooks or audiobooks: these are books read aloud to the listener.
  • Live audio: this is audio content broadcast in live streaming, perhaps a radio program, a concert or even a “live” lesson broadcast in audio format.
  • Music: this can be any form of music that is entertaining, or for educational purposes (such as the platform iDance Music which provides music for the dancers …)

But the format that has been on the rise in recent years is the podcast. According to Statista data, there were 48 million weekly podcast listeners in 2018. This audience is expected to grow to 115 million by 2021.

This is a real opportunity that opens up for all creators, whether for entertainment content, educational content or professional (marketing content), the audio format has many virtues, we explain why, in 6 reasons, in 2020 (and in 2021) you cannot miss:

1- The streaming audio format to build a relationship with your audience

Podcast offers a much more intimate way to connect with your audience than other formats like social media posts, blog posts, or even videos. For businesses and brands, it is considered an effective content marketing tool by specialists or agencies. We also refer you to our article on creating a video content platform for your brand to better understand the interest of content in the broad sense for your professional activity.

Podcasts help create a long-term dialogue between you and your customers through formats that feature interviews, discussions with personalities in your industry, or simply Q&A to chat directly with your audience.

Note that for a video or a blog article, the attention span for a person does not exceed five minutes. The podcast, for example, is around 30 minutes long, with real attention to content.

By making podcasts or audio formats an essential part of your content strategy, you will develop in the short and medium term a much stronger relationship with your customers, users, or even fans …

2- Give a more human and more authentic voice thanks to audio formats

Podcasting is an effective way to build a long-term relationship with your customers. Indeed, for companies for example, the podcast is a perfect way to express who they are and what they represent. Your listeners will be able to experience your brand on a more personal level, creating a sense of connection and trust.

The audio format allows you to communicate on a more intimate level with your audience. You give a more human and authentic image through a human voice, whether through a more interactive “live” streaming format, or in the form of a podcast on demand.

This more personal communication will make a big difference to your audience and set you apart from your competition.

3- Audio streaming: a very practical content format for your users

Unlike written blogging content, which must be read, or even videos that require listeners to sit down and watch, podcasts require little effort.

All a podcast listener has to do is click the play button.

It is therefore a perfect content format for multitasking: transport, household chores, sport… There are many opportunities in everyday life to consume audio content.

If the content takes too much time or attention, it is difficult for the audience to engage. The practicality of the format therefore makes it possible to reach an audience at times when other media cannot, while developing the engagement of its audience.

4- The production and distribution of audio streaming format is inexpensive

Producing an audio format is inexpensive: indeed compared to a video format for example, it requires very few means: a good microphone and a recorder. It is therefore also very easy to create new content in order to renew its offer.

Note that on the broadcast aspect, the audio format is also inexpensive. Indeed, if you decide to host and distribute your content yourself, what we often recommend in our articles , encoding, storage or bandwidth costs will be up to 10 times lower than a video format for example.

5- Increase the loyalty of your users thanks to audio content

Audio formats, and podcasts in particular, have the particularity of developing loyalty with their audience. Indeed, this format being, as we saw previously, inexpensive to produce, it is easy to regularly offer content to create “appointments” with your audience. This virtual relationship that is created with the host (s) makes users want to come back to each new episode of a podcast.

Being able to retain an audience on audio content then allows you to develop a stronger relationship. For example, it’s much easier to ask a loyal podcast listener to follow their instagram account or share content, than it is to ask someone who doesn’t know you at all. Plus, once the podcast is over, listeners will turn to social media to continue the conversations and engage with each other and with your business.

Thinking of the audio format as a gateway to: your other video content, your paid streaming platform or your physical products is a very interesting strategy that you should consider.

6- Boost your natural referencing (SEO) thanks to the listening time

The time spent on your site or your streaming platform seems to be an increasingly important criterion taken into account by Google in its ranking algorithm. Offering audio content on your site or your platform will therefore automatically increase the duration of user interaction with your brand. Not only will this have a very positive effect in your natural referencing (SEO) strategy, but it will develop the affinity of your users with you or your brand. And we know it: the more time a user spends with you, the easier it will be to convert them into a customer or premium user.

Whether you decide to make entertaining podcasts, audiobooks, or music, there is no way you should neglect how you are going to deliver them. Many tools allow you to distribute content for free: YouTube, SoundCloud, Apple Podcast, Spotify etc … but keep in mind that these tools will never provide you with strategic information about your audience. For example, it will be impossible for you to know that your listener or client, Mr X, has listened to your content several times this week, or even to collect email addresses or other valuable information for your activity …

At OKAST we offer a turnkey and simple tool to distribute your content on your own streaming platform with an interface totally designed for audio formats.

⭐️ Contact you if you have a project for an audio streaming platform or a mobile music application, podcast, audiobook, etc. ➡️ hello@okast.tv ⭐️

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