Social Audio Influencers: Who’s Paving The Way For Social Audio

Social Audio Influencers: Who’s Paving The Way For Social Audio

Brands must think strategically before partnering with social audio influencers to ensure that it aligns with larger marketing initiatives.

By: Michael Brito

Category: Influencer Marketing

Scroll down to see the list of top social audio influencers.

Some say social audio is a fad. It is not.

Social audio is a new way to create community, connect with others , and share thought leadership. Currently, Clubhouse has the first mover’s advantage but there are several others in the marketplace today. My friend and industry analyst Jeremiah Owyang recently reported that there are 33 social audio apps today. If you are passionate about the social audio space or want to keep up to date with the latest innovations, I would highly suggest subscribing to his blog or following him on Twitter. You should also connect with him on Clubhouse, obviously.

There is also a conversation about the role of influencer marketing within the social audio category. Not only is this conversation happening within various rooms at Clubhouse, but it’s coming up in just about every social network. As with any new platform, there is a rush by users to build their communities and gain influence before social audio becomes mainstream. In more simple terms, people are trying to become social audio influencers.

And the reality is … they are not. Not yet.

From a brand perspective, it’s important to ask these questions:

  • What is my overall influencer marketing strategy and how does social audio even fit in?
  • Do our customers or prospects even use social audio?
  • Clubhouse is leading now but there is talk about Facebook launching their own service and of course Twitter Spaces will be launching any day now. Where do we invest our time, money, in resources?
  • How do we even track the effectiveness of an influencer marketing program within Clubhouse or other app?

These are all questions that many people are asking today. The space is so new that there are really no right or wrong answers quite yet. It boils down to priority, strategy and patience.

When identifying social audio influencers, it’s more important to understand whether or not these individuals have influence in other channels. This is where I would start. I would consider four variables that will help measure influence:

  • Reach: How large is their community outside of Clubhouse?
  • Relevance: Do they have topical authority?
  • Resonance: When they publish content, does their audience engage with it in the form of a social action?
  • Reference: Are they referenced by other influential individuals, media outlets, analyst firms, or industry reports?

Once you determine these factors, it should help you narrow down which social audio influencers you may want to build a collaboration with or establish a partnership. I’ve been watching the space since September 2020 and have listened to many conversations and panels in various clubhouse rooms. I’m also very active on channels like LinkedIn, Twitter, and Instagram.

Below is a list of individuals that I believe are leading the way of social audio. The interesting thing about this is that some of these influencers aren’t necessarily influential within the Clubhouse app. Rather, they’re using other channels of influence to talk about their experiences and informing the general market about the innovation in the space.

Social Audio Influencers

I want to emphasize that working with influencers is not the Holy Grail of marketing. It’s one of many channels where brands can leverage third party voices to help tell brand stories.  The key to brand storytelling is to surround sound target audiences with relevant, repetitive, and actionable content. Consumers and B2B audiences must engage with branded content 3-5 times before they buy your product or believe your message.

Influencer Marketing Guide

I am very passionate about influencer marketing but I always remind myself that it is one piece of a larger storytelling engine. I often talk about this on my YouTube channel so please subscribe if you’d like to be notified of new videos about influencer marketing, social analytics or audience intelligence.

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