We Started Listening Again

Spotify launched Greenroom to explore the social audio market.

Spotify’s live audio app, Greenroom, formally launches today on iOS and Android, marking the company’s first real attempt at creating a social media platform on Jun.6th. The social audio app, which is similar to Clubhouse, allows users to host live conversations about sports, music, and culture. (https://www.theverge.com/2021/6/16/22535214/spotify-greenroom-locker-room-live-audio-app)

This is not the first big name to enter the social audio platform field. Followed by Clubhouse, Facebook, Reddit and Twitter have all launched their relative audio products. Audio, which seems like being replaced by pictures and videos, is wildly accepted by modern people.

Clubhouse went popular in the past few month and stimulated lots of attention to this “out-of-fashion” field.

It is quite a surprise that the audio era comes back again in the past two years. Audio, from my past perspective, is equal to “radio” and “online meetings.” Audio is kind of out of date in the marketing field. However, Podcast and Clubhouse changed the whole situation. Podcasts allow audiences to select the content they want to listen to, which is totally different from traditional radios. And the launch of Clubhouse surprised people with its engaging and private environment.

This Greenroom news drew my attention because I thought the popularity of audio is about to decline. According to some data, Clubhouse’s download is failing in the past few years. As a result, people are losing interest in this live audio application. Although people are attracted by the excellent talking content and wild social platforms, audiences get bored with the single operation. But Spotify, the media service provider leader, still chooses to enter the market and make an attempt. This may undoubtedly make us, at least me, reexamine the trend of the live audio market.

I feel fascinating with the comeback of audio materials. We seem like re-discover the charm of audios. COVID-19 aggravates people’s expression desire and communication desire, and the live audio format helps audiences avoid the concern of their image. This original way precisely made us rethink the meaning of communication.

Will audio social media dominant future marketing trends?

I am looking forward to the future development of this seemingly familiar but not field. What kind of unexpected opportunities will be discovered by marketers. Voices and ears are about to dominant the world.