Developing Your Brand’s Audio Content Strategy in 2023

The rise of short form video content has pushed media to be consumed at a faster pace than ever, driving creators and brands alike to create more, in less time. Voices, the world’s leading voice over marketplace, recently released their 2023 Annual Trends Report, which found that 60% of content creators plan to create more content in 2023. According to Hubspot, 89% of marketers plan to continue investing the same amount or more into short form video. In a highly saturated online environment, a strong brand identity and carefully thought out content strategy will be key for brands wanting to stand out of the crowd.

Video content will continue to reign, but audio-only content will grow as well

Voices’ 2023 Annual Trends Report predicts that short form video will continue to be a top content preference for consumers in 2023. But as consumers reach capacity for what they can consume visually, it’s anticipated that audio-focused content will grow in popularity as well. The portability of audio experiences, such as podcasts and audiobooks, provides significant convenience and is better suited to multitasking compared to video. Content in this medium is easily consumed while driving, walking the dog, or doing weekly errands, widening the window of time in the day that individuals can consume this content.

As consumers move to different content mediums, brands should take advantage of this shift, and consider dedicating more resources to producing unique audio experiences that make sense for your brand’s needs. A great starting point will be to have a podcast on topics that your brand can comfortably speak to, and expand to other audio experiences from there.

Creating quality content for your niche

Shorter content means creators need to produce more to keep up with consumer demand, resulting in a very crowded online environment. To stand out, brands should really lean into their niche and focus on making quality content that’s relevant to their audience. Rather than trying to be a jack-of-all-trades and trying to cover a wide variety of topics, brands should take time to identify what they are known for, pinpoint where their strengths lie, and consider how they are best suited to contribute to the conversation.

While the topics covered in the content should be relevant and well thought out, technical aspects should meet a high standard as well. This includes strong copywriting, high quality video and video editing, high sound quality, and of course, a good voice.

When it comes to audio content, strong audio quality and the vocal performance of the speaker should be exceptional. A study from the University of Southern California and Australian National University found that the sound quality of a podcast affected how credible listeners perceived the speaker to be. Content that lacks in technical aspect can jeopardize the authority of a brand, even if the message being conveyed is strong.

Anchoring your content to your brand

As brands explore different mediums, it’s so important to be able to tie your content to your brand identity. Branding is often associated with visual elements, such as a logo or color scheme, but as audio-focused content grows in popularity, organizations should ensure that they are identifiable even when people can’t see them.

A great way to strengthen brand identity is to establish your sonic brand. When it comes to developing your sonic brand, you’ll want to leverage a unique, high quality voice, and a distinct variety of sounds that reflects your brand’s identity and values. Similar to how the Star Wars franchise is synonymous with the low, electric buzz of the lightsaber, or the exaggerated, high pitched voice of the Mario Brothers will be recognized by many, integrating your sonic brand across audio and video content ensures your brand is identifiable and memorable across a variety of channels.