Opinion: Audio’s your chance to be the friend that shows up

If you’ve leaned into music during the best or even the most challenging moments in life, then you know how listening to specific songs can evoke strong emotions. There’s a strong connection between the music we listen to and how we feel - either it elevates our existing mood, or aids us in moving away from it. That’s the power of audio, and advertisers are now taking note. In fact, many brands are using audio to reach highly engaged and receptive audiences in a more personal and relatable way. 

 

So, what are the three things that brands should keep in mind when they decide to connect with listeners on audio streaming platforms?

 

Ads should be conversational 

 

One of the major findings of the report is that listeners expect brands to speak to them in relatable language. They should feel like a friend is telling them about a product or service. There’s a huge opportunity for brands to break the perception of ads being a hindrance by incorporating engaging factors such as melodies, interesting stories, humour, and even personalisation. This enables high listener engagement with ads surrounding content. Focusing more on what will sound natural to the listener.

 

The bottom line: Talk like a friend, not like a brand.

 

Context is everything 

 

The music and podcasts listeners choose are a reflection of the physical environment and activity at the moment. People have different physical, emotional, and psychological needs throughout the day, and they seek out specific audio that fulfils each need. Whether it’s motivation for a morning run, the sense of belonging that comes with hanging with friends, relaxation to wind down from a busy day, or anything in between, an understanding of listeners’ contexts can guide advertisers on how to best connect with the audience. Advertisers benefit best from an environment where both mind and body are engaged. 

 

The bottom line: Create a campaign that addresses a specific mood or moment.

 

The youth takes audio everywhere

 

Today’s youth is all about multitasking - everything, everywhere, all at once. They want to learn while taking a pause, catch up on entertainment while commuting, and listen to music during their downtime. That’s where audio ads come into play. Audio streaming platforms are starting to take centre stage in listeners’ lives, enhancing their moods and moments. They are not just engaged, but are paying a great deal of attention to the content they are streaming. Could this then lead to a higher sense of recall? Well, yes. Reaching listeners based on the topic of the podcast or the mood that a particular playlist caters to, allows brands to promote products and services that are relevant to audiences' interests. In fact, as per Spotify’s Sonic Science study this year, one in five study participants reported looking up a brand or product online after hearing about it in a Spotify ad.

 

The bottom line: Become a part of listeners’ everyday lives.

 

We live in a time when audiences have high expectations of the brands they choose to talk about, purchase from, and recommend to their peers. By going beyond generic, low-impact communication, brands can use audio advertising to be specific about how they reach out to their audiences.