With social audio apps such as Clubhouse, Beams, Pludo, Racket, and Quest gaining popularity last year, more marketers, product teams, and up-and-coming competitors are in this space.
On the other hand, these products were pretty easy when they first hit the market, as content creators only had to sign up to create an audio room or short-form podcast and set the airtime. .. However, with more and more negative user feedback at the top of Internet forums, it’s now a good stop to think about what “social” social audio should be.
We know that social audio is not intended to mimic YouTube, Twitter, or Facebook, where the user experience is built primarily on one-way communication. But if you exclude them, who should social audio companies consider in their strategy?
Given my television and marketing background, it’s no wonder I believe that social audio needs to take advantage of the same strategies used by major news organizations.
Based on my experience, here are five of the easiest ways for the social audio app team to do that.
Organize to include
When thinking about app design, what usually comes to mind is the placement of the hamburger stack, the font type, and the ease with which users can get in and out of their accounts.
But what we rarely think about is how the design supports or does not support users with disabilities. A notable and rational concern that emerged last year when social audio became widespread was the lack of accessibility features for people with visual and hearing impairments.
Small texts make it difficult for visually impaired people to navigate the app, and lack of captions make it difficult for hearing-impaired people to enjoy conversations.
If you think about it, restaurants and cinemas usually have a way for patrons to use different menus in Braille or larger prints, or spectators who need an additional layer of support to enjoy the show. Provides a caption to. Social audio app teams and designers should include accessibility checkpoints in their workflows to address these concerns early in the development roadmap.
Leverage journalists and hosts in the first year
Marketing social audio apps to content creators is a great way to attract early adopters, but it’s better to identify experienced hosts and journalists who will work with your brand even in beta.
Why? Reliability is important when building apps that ultimately occupy part of the media market.
Content creation and reliability are not mutually exclusive. In addition, review by experienced journalists and hosts with experience in producing live shows and moderating public feedback can enhance the viewer’s experience.
Needless to say, if you start with a lineup of talents who know the rope, you can spend your time providing user education. With a credible figurehead leading the conversation, they also set the tone of how the creators onboarded after them use the platform effectively.
Imitate big media
What do Spotify, Netflix, Hulu, Amazon Prime, ABC, NBC, CBS and BBC all have in common? programming.
If someone wants to know what’s happening at ABC tonight at 8am, it’s easy to find and set aside time to watch the show. With Netflix, viewers can learn about lineup changes weeks, if not months ago.
Consider a lineup of rooms and shows created by your in-house talent. In this way, your audience has a reason to use the platform even when your favorite creators are dormant.
Yes, some content creators are knowledgeable enough to let viewers know when they’ll be back, but all content creators get the support of producers and experienced teams to maintain their presence. Not that.
At first glance, this doesn’t seem to be a big issue for the app team. Because content creators are betting on coming back and attracting viewers. But this is where the app is actually losing engagement. If the creators are inconsistent, the viewers don’t know when they will come back, and the users don’t immediately receive suggestions for similar audio rooms or shows, they lose interest and stop coming back. ..
And later, when asked why they stopped using the platform, their reviews are usually negative because they didn’t see continuous value.
Educate creators as soon as they receive a complaint
When entertainers get confused, all they need is a small group of people to air their concerns, and their careers will be hit hard before you know it. This can be due to malicious behavior by the content creator, but it can also be due to honest mistakes or total ignorance.
Quickly removing the creator not only damages your career, but also removes other people in the education community who need to know what to do in similar situations and how to personally adjust their initial concerns. And publicly.
Given the live nature of these platforms, these snuffs will always pop up. Therefore, it’s a good idea to understand how to address the issue in a way that supports everyone involved.
The suggestion here is to create a training program that content creators need to complete before returning to the platform, or partner with an online or face-to-face training course to educate people on topics such as: .. Race, cultural or social issues.
I liken it to getting a traffic ticket and being required to attend a traffic school. These app teams need to consider similar solutions that allow creators to gain public attention and navigate while learning. Not all content creators are trained as journalists. If they are a marketing target, you need a strategy to keep them as active participants in the platform, even after mistakes occur.
Launch a content council
Last but not least, the moment the company starts beta testing, it’s a good idea to create a content council that addresses sensitive areas that may occur on the platform. I recommend it.
Form a content council with industry experts in diversity, equity and inclusion, disability, world affairs, politics, LGBTQIA advocacy, race, health care, social justice, just as startups have advisory boards. Consider doing. This eliminates the pressure of internal employees to know how to tackle difficult topics on the platform. We also provide the company with people who are engaged in business within the company. These experts can be helpful if the platform is facing controversy on the topic of hot buttons.
As the social audio space continues to grow, so does the way creators and audiences engage with the platform. But it is certain that its growth will continue to skyrocket for the rest of 2021. Indeed, the social audio space can be larger than the current image. As a content creator and end user, I can’t wait. See what opportunities will open in this space.
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