Incorporating Audio into a Social Media Strategy to Increase Engagement


Audio is a powerful medium for reaching and engaging with your audience. You can use audio marketing in several ways, but one of the most effective methods is enhancing your social media posts. By giving your audience something to listen to as they scroll through their feeds, you can retain their attention and encourage them to interact with your brand.
In this post, we’ll share insights into how audio exists on social media, how customers interact with this audio, and what you can do to expand your reach on it.

How Audio Increases Social Media Engagement

Social media is a critical platform to place audio ads or promote audio content released by your company. When people engage with your social media account, they’re given multiple things to pay attention to, giving them richer experiences. In many cases, mixing audio with social media can become a powerful component of your overall marketing toolkit.
Here are just a few essential tips that can help you successfully incorporate audio into your social media marketing strategy:

1. Share audio content

You can no doubt share a lot of your audio content directly on your social media account(s). For example, you could develop an official company podcast and stream episodes (or parts of episodes) on different social media platforms. You could also create videos specifically designed for social media that share your expertise and promote your position as a thought leader in your industry.

2. Repurpose existing content as audio snippets

Whether or not developing a podcast is feasible for your brand, you can always use audio snippets from previously published content to engage your followers over social media. For instance, you could promote past blogs by incorporating audio voiceover of selected copy in your social posts. 

In addition, never underestimate the power of combining audio snippets with short videos. Many social media users love this type of content and will readily devour it — sometimes for hours on end! If your brand can tap into that appetite for snackable, entertaining content, you’ll be in a much better position to become (and stay) “top of mind” for your consumers.

3. Create behind-the-scenes interviews

In terms of the audio content you want to develop, consider creating behind-the-scenes interviews that will captivate your audience. You could spotlight some of your employees and explore what they do and why they find work for your company to be fulfilling.

You could also talk with your previous or current clients or even subject-matter experts within your industry. Then, share your conversations — or at least snippets of your conversations — on your social media accounts.

4. Highlight customer testimonials

Another tactic you can deploy is publishing customer testimonials. You can invite your prior and current clients to record short testimonials that will be shared with your followers on social media. This is an excellent method of procuring “social proof” for anyone in your audience who is interested in buying from your brand but still needs reassurance that it would be a good decision.

5. Ensure your audio content is high-quality

Ensuring quality is perhaps one of the most critical tasks in terms of presenting a professional, credible appearance to social media users. If your audio quality is poor (e.g., static, background noise, or low volume), consumers may quickly assume your brand’s overall quality is also poor.
Investing in high-quality audio devices and equipment is the key to avoiding that pitfall. While upfront expenses may be involved, doing so will significantly enhance your brand perception in the long run. 

Use Audio to Enhance Your Social Media Strategy

Using audio can “supercharge” your social media marketing strategy. It will make your brand more relatable, credible, and interesting to customers. Whether you distribute entire podcast episodes across your accounts or just use snippets judiciously, leveraging audio will work wonders for your overall marketing plan. 
Incorporating audio into your social media accounts may be easier said than done. Fortunately, Hubbard Chicago has the experience and expertise to manage your audio and digital strategies. We’ve helped many clients grow their businesses through intentional, well-designed marketing techniques tailored to each brand’s unique needs and preferences. Reach out today to learn more about how our team can help!

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