How to drive awareness with audio and social media

#AudioInsights       #Audio ads       #Marketing Strategy

Suzi Kuban

Suzi Kuban

Social media and listening to a podcast

Does your business heavily (or solely) rely on social media to drive awareness among new users? Are your results good?

If you say “yeh, yeh, my ROI is good, there’s no problem – I won’t read on”. Wait! Take a look at this:

Audacy’s new State of Audio report found podcast and audio advertising drives awareness at 49%, compared to 40% for social media ads!

This serious number perfectly showcases why you need to consider if the ROI you’re getting from social media could be ALOT better!

If awareness is the KPI for your business then this is a must read. I’m going to highlight the difference between social media and audio ads for awareness campaigns. Plus share tips on combining the two to create an unstoppable tag team.

I’m not here to belittle the impact of social. I am going to help you boost your business by powering it up with audio.

Audio advertising and Social Media

Social media is very alluring. It boasts a massive user base, with 94% of consumers engaging with some form of social platform and spending 37% of their online time there. But it’s crucial to look at an alternate idea. An effective approach is with audio ads.

Audio advertising excels for awareness campaigns, leveraging the captivating nature of sound and immersive experience to make a lasting impact.

Data shows, 53% of regular podcast listeners say audio advertising helps them discover new products (NC Solutions Power Subscribers Report) whereas, for social that number falls to between 28-30% (GWI REPORT).

So what’s the big difference? Why are we seeing these varying results?

Differences that makes audio ads an awareness heavy hitter

There are many differences between the two mediums. Besides the obvious, being that social media is a visually immersive experience; whereas audio advertising captivates listeners through auditory storytelling to convey messages. What’s more relevant here, is the difference in how users consume the medium, which leads to better awareness results.

Let’s take a look:

  • DISCOVERY VS SELECTION: Social media platforms are often used for entertainment, social networking, and content discovery. Users engage with a wide range of content, including organic posts, influencer content, and paid advertisements. Audio advertising, on the other hand, capitalises on users’ intent to consume audio content. Intent being the key word. Listeners don’t stumble upon what they listen to. It is selected because it’s a topic of interest. This makes listeners more receptive to audio ads during their audio streaming sessions, creating a more focused advertising environment.
  • DISTRACTION VS IMMERSION: Audience distraction and immunity to advertising is a battle we’ve all faced. Social media is a strong promotional channel because of its reach, appeal, simplicity: but standing out is difficult. Not only is it crowded with similar businesses targeting similar people, users are also disengaged and scrolling fast. Audio, however, doesn’t have such an issue. It’s a one-on-one experience, typically involving headphones, and ads are played at a very low frequency. Our average complete Listen Through Rate is 85-95%. No skipping. This means you get 30-seconds of in-ear time with potential customers, one-on-one.

Benefits of using audio with social

A marketing plan that incorporates both social media ads and digital audio ads can be highly effective for several reasons:

  1. Expanded reach by tapping into a broader audience base and connecting with a diverse range of consumers.
  2. Ability to reach specific demographics, interests, behaviours, and even location-based audiences through targeting.
  3. Consistent brand presence across multiple channels, reinforcing recognition and recall.
  4. Multi-sensory engagement, leveraging both visual and audio storytelling deepening engagement and impactful.
  5. Real-time optimisation allowing for flexible budget allocation and targeting adjustments.

The dream team, audio and social

These stats and facts have you thinking about adding audio in your awareness media mix? Here’s our recommendation.

Firstly we suggest using a dynamically inserted strategy (programmatic). This way you can maximise reach and utilise targeting and real time analytics to optimise.

The audio element of your campaign should run for optimally 6 weeks or more. This allows for any download to listen lag, maximising your reach.

Take time to think about your sonic identity. Consider the type of voice artist, or music, or sound effect, etc. that represents your brand and product. Consistency in that will help listeners associate your brand with the sounds they hear, increasing brand recall and awareness. While social media ads are primarily visual, incorporating elements of your sonic identity there too aids in creating a recognisable brand. 

Within the audio ad itself, consider driving people to your social media. Social will help to deepen connection because of its instant and direct communication features (likes, shares, and comments).

Finally utilise a network, like NBM, that can connect you with the biggest audience possible. People listen through different devices, apps, and platforms. At NBM, we can include your ad where your target audience is listening, no matter where or how that is. We also provide an Ad Manager solution, where you can go live in 4 minutes with a budget of $250, visit admanager.fm

The Bottom Line

Social media advertising and audio advertising both offer businesses unique opportunities to engage with their target audiences effectively. But together, it’s a powerhouse! By taking advantage of their similarities, differences, and respective benefits, your business can leverage these advertising mediums to amplify brand messages and drive awareness.

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