With the rise of social media and the proliferation of content creation as a legitimate marketing strategy, brands have been developing their approach to digital media platforms in an attempt to dominate their industry's spotlight. Audio content is now recognised by audiences as an alternative medium for content and has seen an increase in engagement.
Following the growing trend (see graph below), brands began to diversify their digital offerings by producing long form audio content to reach audiences on the new emerging audio platforms. A range of podcast service providers have now established a place in the market making the medium more accessible to those trying to break into the market. The shift in content creation is validated by the interest shown by large corporate entities, such as Spotify who recently acquired Anchor in order to develop their services.
This change in consumer behaviour could be explained by the accessibility offered by the medium. With the influx of content produced by all industries to reach their audience, users have an excess of choice and complete control over their listening habits unlike those found when consuming audio content in traditional means (radio).
While the podcast is not a revelation in digital media content, this highlights periods of development in preexisting technology. Naturally questions are raised regarding the direction of podcasts and subsequently which technology will next receive development to trigger a period of engagement. With current trends favouring online video content, my prediction is for written content to experience a change in format to match the modern consumption of content set by popular platforms such as TikTok.
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