Spirituality, simplicity & sound: How brands can keep up with the shifts on social | shots – Shots

Above: 117.8 million people in the US listen to podcast each month, with the medium becoming a trusted media source.Simpler social

In a period of chaos, we have seen a yearning for simplified social in our collective consciousness.Nostalgic conventions have made a return, such as the creation of collages, journaling and the Y2K aesthetic, coupled with new trends like ASMR and mukbangs.

A simplified content and connection approach is a welcome shift in a social world where more was more for so long. It will allow brands to take a step back and rethink their content strategy to connect with what audiences are craving.

Simpler social can be an opportunity for brands to connect, or reconnect, with both young and older generations through nostalgic activations and become relevant through these born-again, simplified trends.

With40% of Gen Zand Millennials trusting podcasts more than traditional media sources and117.8 millionpeople listening to podcasts monthly in the US alone in 2021, the rise of the more intimate, audio-focused features such as Twitter Spaces will continue this year. In fact, the platforms are betting on it.Meta is in the process of building an audio product to rival Clubhouse's 2021 success, and LinkedIn announced the launch of a similar product, Audio Rooms, in 2022. Podcasts and audio-led social interactions continue to be a key source of entertainment, information, and advertisement.

Having an audio channel embedded into a brand's strategy will be a key point of development. Brands have started creating sponsored Twitter Spaces rooms or interacting in popular audio-chat rooms such as #SingYourDialect (which attracted 300,000 listeners over two nights). But this is only the beginning.

In the UK specifically, for brands who are affected by the new HSFF regulations [high in fat, sugar and salt] coming into effect later this year, podcasts will be one of the only mediums that are untouched by these new marketing regulations.Yet, despite consumers now spending a third of their media time with audio, according to a recentWARC LIONS Intelligence study, most brands spend less than 10% of their media budget on it.

2022 needs to be the year of audio investment and getting the right size of media investment as part of that.

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Spirituality, simplicity & sound: How brands can keep up with the shifts on social | shots - Shots

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