Facebook Invests in Audio: Soundbites, Podcasts & Clubhouse Clone

Facebook Expands into Audio with New Product Suite

Facebook has formally unveiled a range of new audio products, signaling a heightened focus on competing with platforms like Clubhouse and others in the audio space.

The company’s strategy extends beyond simply replicating Clubhouse’s functionality; it encompasses tools designed for podcast creators to distribute long-form audio, a new integration with Spotify for music sharing, and a novel short-form audio experience known as Soundbites.

Live Audio Rooms: A Clubhouse-Inspired Feature

Prior to today’s announcement, the Clubhouse-style live audio rooms garnered significant attention due to the increasing popularity of audio networking.

Similar to Clubhouse, Facebook’s implementation will feature live audio rooms where users can participate in discussions on various topics.

Mark Zuckerberg emphasized the potential of leveraging Facebook’s extensive network of communities and groups. He stated that facilitating conversations within these existing interest-based communities would be a valuable addition, drawing parallels to the success of video rooms launched last year.

The Live Audio Rooms will be accessible through both Facebook and Messenger, as detailed in an official blog post.

Initial Rollout and Notable Participants

Facebook will initially test Live Audio Rooms within Groups, reaching its 1.8 billion monthly users. Access will also be granted to public figures and experts.

Early adopters of this feature include American football quarterback Russell Wilson, electronic music artist TOKiMONSTA, artist and director Elle Moxley, and Olympic medalist Nastia Liukin.

The feature is slated for a wider release to all Facebook users this summer, with Messenger integration following shortly after.

Soundbites: Short-Form Audio Clips

Beyond replicating existing audio features, Zuckerberg revealed the development of Soundbites, an audio-only version of Instagram Reels. This feature allows users to browse algorithmically curated short audio clips.

Facebook plans to test Soundbites with a select group of creators over the coming months before a broader launch.

Zuckerberg described Soundbites as a platform for sharing humorous or insightful audio snippets across diverse genres and subjects.

Enhanced Podcast Support

The company is also developing tools to enhance the experience for podcast creators and their followers on Facebook Pages.

Currently, 170 million Facebook users are connected to podcast Pages, and Facebook aims to provide them with easier access to podcast content.

Users will be able to discover and play podcasts directly within Facebook, even in the background, or opt to open Spotify for continued playback.

Spotify Integration: "Project Boombox"

Facebook is expanding its partnership with Spotify through an integration internally known as “Project Boombox.” This will enable users to share music, playlists, and podcasts directly in their Facebook feeds.

Shared content will appear as an in-line player, allowing others to click and listen.

This integration, already tested in markets like Mexico and Thailand, is expected to launch within approximately one week and will support both music and podcasts.

Spotify acknowledged Facebook’s move, stating it validates the potential of audio and aligns with their goal of making Spotify accessible across all platforms.

Monetization Opportunities for Creators

Zuckerberg highlighted Facebook’s commitment to supporting the creator economy with its new products.

Live Audio Rooms will offer creators monetization options through Stars, Facebook’s tipping feature, and potential subscription-based access.

An Audio Creator Fund is also being established to support the launch of Soundbites.

Future Plans: Newsletters and Creator Tools

Facebook is also exploring a newsletter product, aiming to provide creators with a comprehensive suite of tools – a strategy mirrored by Twitter’s Super Follow initiative.

Zuckerberg envisions a platform where creators can offer subscriptions encompassing both newsletters and podcasts, with favorable terms for journalists and creators.

Addressing the Shifting Creator Landscape

These product launches underscore Facebook’s recognition of the growing threat to its dominance posed by platforms like Clubhouse, Substack, and Patreon.

The core challenge for Facebook lies in the decentralization of the creator economy and the need to maintain control over creator relationships.