5 Changes Social Audio Apps Need to Make Now

The Evolving Landscape of Social Audio

Over the past year, social-audio applications such as Clubhouse, Beams, Pludo, Racket, and Quest have experienced a surge in user adoption.

Consequently, marketers, product development teams, and emerging competitors are increasingly focused on analyzing the factors that contribute to successful, and unsuccessful, user experiences within this evolving medium.

Initial Simplicity and Emerging Challenges

Initially, these platforms presented a relatively simple proposition for content creators.

Users could readily register, establish audio rooms or concise podcast formats, and schedule broadcasts.

However, as a growing volume of critical user feedback surfaces on online forums, it’s crucial to reassess the optimal level of “social” interaction for these platforms.

Differentiating from Existing Social Media

It’s understood that social audio is not intended to replicate the functionality of platforms like YouTube, Twitter, or Facebook.

These established platforms primarily facilitate one-way communication.

But if these established models are excluded, which entities should social-audio companies examine as they refine their strategic approach?

Drawing Parallels to News Organizations

My professional background in television and marketing leads me to believe that social audio can benefit significantly from adopting strategies employed by leading news organizations.

These organizations have mastered the art of engaging audiences and delivering compelling content.

Five Strategies for Social-Audio App Teams

Drawing from my experience, here are five readily implementable strategies for teams developing social-audio applications:

• Curated Content Schedules: Implement a structured programming schedule, similar to television networks.
• Expert-Led Discussions: Feature recognized authorities and thought leaders in specific fields.
• Live Event Integration: Incorporate live coverage of relevant events and conferences.
• Interactive Q&A Sessions: Facilitate direct engagement between speakers and the audience.
• Archived Content Libraries: Provide on-demand access to past broadcasts for convenient listening.

Designing with Inclusivity in Mind

App design considerations often center around elements like menu placement, typography, and account access. However, the support—or lack thereof—for users with disabilities is frequently overlooked.

The surge in popularity of social audio platforms last year brought a significant issue to the forefront: a deficiency in accessibility features for individuals with visual or auditory impairments.

Small text sizes present navigational challenges for those with diminished vision. Furthermore, the absence of captions hinders the ability of deaf or hard-of-hearing individuals to participate in conversations.

Consider how traditional establishments, such as restaurants and cinemas, proactively accommodate diverse needs. They provide Braille or large-print menus, and offer captioning for moviegoers.

Integrating Accessibility into Development

Social audio application developers and designers should integrate accessibility checks into their development processes. Addressing these concerns early on is crucial.

This proactive approach ensures a more inclusive experience for all users. It’s about building platforms that are usable by everyone, regardless of ability.

Accessibility isn't simply an add-on; it’s a fundamental aspect of good design. It should be considered from the initial stages of planning and throughout the entire development lifecycle.

Key Accessibility Considerations

• Visual Impairments: Ensure sufficient text contrast and allow for text resizing.
• Auditory Impairments: Provide accurate and timely captions for all audio content.
• Motor Impairments: Design interfaces that are easily navigable with assistive technologies.

By prioritizing accessibility, developers can broaden their audience and create truly inclusive digital experiences. This commitment demonstrates a respect for all users and fosters a more equitable online environment.

Initial Growth: Utilizing Journalists and Experienced Hosts

Attracting content creators to new social-audio applications is an effective strategy for gaining initial traction. However, prioritizing collaboration with established journalists and hosts during the beta phase can prove even more beneficial.

This approach is crucial because, as your app aims to capture a segment of the media landscape, establishing credibility is paramount.

The qualities of content creation and trustworthiness are not conflicting. In fact, evaluation by seasoned journalists and hosts, familiar with live production and public engagement, can significantly enhance the user experience.

Furthermore, onboarding talent with proven expertise provides valuable time for refining user education resources. These respected individuals will naturally model effective platform usage, setting a standard for subsequent creators.

The Benefits of Early Credibility

Securing the involvement of recognized figures offers several advantages. It immediately lends legitimacy to the platform.

Experienced hosts understand audience engagement techniques. They can foster vibrant and productive conversations.

Journalists bring a critical eye and a commitment to factual accuracy. This can help shape a responsible and informative environment.

Streamlining User Onboarding

By featuring knowledgeable personalities from the outset, the need for extensive introductory tutorials is lessened.

These leaders can organically demonstrate best practices. This accelerates the learning curve for new users.

Their presence also establishes a clear expectation for content quality and community standards.

Emulating Established Media Strategies

Several prominent platforms – including Spotify, Netflix, Hulu, Amazon Prime, ABC, NBC, CBS, and the BBC – share a fundamental characteristic: consistent programming schedules.

For viewers seeking to know the broadcast time of a program on ABC at 8 PM, information is readily available, allowing them to plan accordingly. Netflix similarly informs its audience of upcoming content changes well in advance, often weeks or months before implementation.

A strategic approach involves developing a schedule of rooms or shows created by internal talent. This provides users with a compelling reason to remain active on the platform, even during periods when their preferred creators are unavailable.

While some content creators proactively communicate their return dates to their audience, not all benefit from the support of a production team or experienced personnel to ensure consistent visibility.

Initially, application developers might not perceive this as a significant concern, relying on creators to return and re-engage their followers. However, this is precisely where platforms risk losing user engagement. Inconsistent creator schedules, a lack of clear return information, and a failure to promptly suggest comparable audio rooms or shows can lead to diminished user interest and reduced platform revisits.

Subsequently, when users are asked about their reasons for discontinuing platform use, their feedback often reflects a perceived lack of ongoing value.

The Importance of Consistent Content

Maintaining a regular flow of content is crucial for retaining audience attention. Without it, users are more likely to seek alternatives.

• Predictability: Users appreciate knowing when to expect new content.
• Engagement: Consistent programming fosters continued platform activity.
• Value Perception: Regular updates reinforce the platform’s worth to the user.

A proactive content strategy, mirroring that of established media companies, can significantly improve user retention and overall platform success.

Addressing the Engagement Gap

The key to mitigating lost engagement lies in proactive content management. Platforms should not solely depend on external creators for consistent output.

Implementing in-house content production and offering timely suggestions for similar experiences are vital steps. This ensures that users always have something to discover, even when their favorite creators are offline.

Addressing Creator Missteps Through Education

The careers of content creators can be significantly impacted by public complaints, even when those complaints stem from unintentional errors or a lack of awareness. A swift removal of a creator isn't always the most beneficial course of action.

Removing a creator not only harms their professional standing, but also deprives the wider community of valuable learning opportunities. It prevents discussion about appropriate responses to similar situations and how to address concerns constructively, both privately and publicly.

Considering the real-time nature of many platforms, errors are inevitable. Therefore, developing a supportive approach to handling these issues is crucial for all parties involved.

One potential solution involves requiring creators to complete a training program before reinstatement. Alternatively, platforms could collaborate with existing online or in-person courses focused on sensitive topics like race, culture, and social issues.

This approach mirrors the practice of requiring traffic school for moving violations. It allows creators to learn and adapt while maintaining a public presence. It’s important to remember that not all content creators possess formal journalistic training.

If creators are specifically targeted in marketing campaigns, a retention strategy should be in place to support their continued participation on the platform, even after making mistakes. This ensures a more forgiving and educational environment.

The Importance of Proactive Training

Proactive training can equip creators with the knowledge and understanding necessary to navigate complex social landscapes. This can minimize the likelihood of future missteps and foster a more inclusive online environment.

Education should focus on fostering empathy, cultural sensitivity, and responsible content creation practices. This benefits not only the creators themselves, but also their audiences and the platform as a whole.

Benefits of a Rehabilitative Approach

• Preserves creator livelihoods.
• Provides learning opportunities for the community.
• Demonstrates a commitment to growth and understanding.
• Encourages responsible content creation.

By prioritizing education over immediate punishment, platforms can cultivate a more resilient and informed creator ecosystem. This approach fosters a culture of learning and accountability, ultimately benefiting everyone involved.

Establishing a Content Council

Once your company enters beta testing, it is highly recommended to establish a content council. This council will be instrumental in navigating potentially sensitive issues that may arise on your platform.

Similar to how startups utilize advisory boards, forming a content council comprised of specialists is a proactive step. Consider including experts in areas such as diversity, equity, and inclusion, accessibility, international relations, political science, LGBTQIA+ rights, racial justice, healthcare, and social justice – among others.

This approach alleviates the burden on internal staff to independently address complex and challenging content-related matters. Furthermore, it provides the company with a dedicated internal resource possessing specialized knowledge.

Benefits of an External Council

These external experts can offer invaluable guidance should the platform encounter controversy surrounding sensitive or widely debated subjects. Their insights can prove crucial in managing public perception and maintaining platform integrity.

As the social-audio landscape evolves, the methods of interaction between creators and audiences will undoubtedly diversify. Regardless of whether current growth trends persist throughout the remainder of the year, the potential of the social-audio space appears to be substantial.

From the perspective of both a content creator and a platform user, the forthcoming opportunities within this evolving space are eagerly anticipated. The future of social audio holds significant promise.

• Diversity, Equity & Inclusion: Essential for fair content moderation.
• Accessibility: Ensuring inclusivity for users with disabilities.
• Global Affairs & Politics: Navigating sensitive international and political discussions.

A well-structured content council is a key component for responsible platform growth.