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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. I didn’t say Clubhouse influencer either. Some say social audio is a fad. It is not. Clubhouse might be… but that’s a different story.

An image of social audio influencers

Social audio is a new way to create community, connect with others, and share thought leadership. Clubhouse has the first mover’s advantage, but several others are 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 highly suggest subscribing to his blog or following him on Twitter. You should also connect with him on Clubhouse.

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 on 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 its 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 another app?
  • How will social audio fit into my larger PESO media strategy?

These are all questions that many people are asking today. The space is so new that there are no right or wrong answers. 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 as a social action?
  • Reference: Are they referenced by other influential individuals, media outlets, analyst firms, or industry reports?

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

Below is a list of individuals that I believe are leading the way in 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 inform the general market about the innovation in the space.

Social Audio Influencers

I want to emphasize that Clubhouse influencer marketing is not the Holy Grail. 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.

We have included several other technologies and business influencer lists based on various B2B topics. We use the same algorithms to identify these influencers based on reach, resonance, relevance, and reference. The reality is that when brands activate influencer programs is not just a strategic approach. Still, it also requires working knowledge of data and analytics, content and storytelling, and measuring success.

I put together some helpful tips on how to work with B2B and tech influencers. You can use this as a blueprint when you are identifying the most relevant influencers and launching your program.

Influencer Marketing Guide

In case you are interested, below are some resources that should help you with your influencer marketing journey.

 

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