Audio content took off a lot better than video did at first because the equipment, software and platforms were more readily available and easier to use. Despite video’s great rise to power, audio is still a popular format and can be more effective and much quicker to produce than its visual counterpart.
Why choose the audio format?
While video is incredibly popular for both home use and when you are out on the go, it does require a certain amount of attention to get the full value from it. If it didn’t, then there would be no need for it instead of the audio format. One of the most obvious forms of audio content is music, followed by radio shows, interviews and conversations and learning languages is also often available as audio packs for you to learn at your own pace.
Small bursts of information and adverts can form memorable sound bites that can draw in existing and new audiences as well as podcasts, which have proven to be a popular format, especially if they are pieces of content that run for a number of “episodes.”
Does it work?
The short answer is yes. Audio is fantastic whether you are out and about or at home – even at work. Think about how many people you see on a daily basis with headphones and earphones in. While a large number will be listening to music, a good part of this will be making the most of mobile internet to listen to podcasts, audio files and online streaming services to access the content that they want.
As with any content, the biggest factors are quality and relevancy. It’s all well and good to make audio content but there has to be a purpose to it and an audience who want it or will find it useful. Whether it is an ongoing project or specific pieces, you need the right equipment and software to make sure it’s as good as can be or your audience will go elsewhere.
How do you know if it’s for you?
This kind of content is great for people who don’t have time (or those who simply don’t want to) read lots of text or when you want to conduct interviews and include multiple people. You can skip trying to figure out how to best represent each voice by letting each voice do it themselves and this is extremely helpful.
If you cover a lot of topical news and information, this can be a great medium to use and it is done successfully by many brands, people and websites across the world. Standing out and gaining a regular following is where the challenge really is but if you have what others don’t, this will come with time and regular guest appearances to add even more value.
It’s worth pointing out that the kind of content I’ve covered over the last two months isn’t everything – there’s plenty more out there and new mediums being developed all the time but hopefully you’ve got a better idea of what to look for in the kind of content you do or want to produce.
As ever, knowing your audience is essential.