The Rise of Audio in Social and Content

September 29, 2021

Dijana Kunovac, Dagger


Session Recording and Slide Deck


Dijana Kunovac, Director of Strategy at Dagger – a creative agency in Atlanta, GA – discusses the audio boom. 


Why Audio? (1:15) 

Audio can be consumed passively or actively, and humans crave the personal connection that audio can bring. If you are unsure about the effects of audio, take a look at the numbers: 

  • 67% of people prefer to see videos from brands featuring popular sound 
  • 68% of people remember a brand better that utilizes a popular song 
  • 88% of TikTok users say sound is essential to the TikTok experience 


A Look into Tiktok, Clubhouse, and Twitter (7:21) 

TikTok, a new social media platform, leans on the audio for its experience. 

  • Users jump on trending sounds 
  • Users can launch their own sounds 
  • Companies can work with creators on the app to brand their sounds 


Clubhouse is an audio-based chat room platform that is people-driven instead of brand-driven. 

  • Participate in rooms about your industry 
  • Post a conversation about what’s happening in your industry
  • Participation in Clubhouse needs to come from a personal standpoint 
  • Utilize social listening 


Twitter was one of the first big social platforms to tap into audio. 

  • Voice Tweets 
  • Space
  • Threads can incorporate audio 


A Look into Facebook, Spotify, Discord (15:26) 

A lot of innovation around audio happened in the past year in Facebook, Spotify and Discord. 

Facebook launched live audio rooms, podcasts and soundmojis. Spotify debuted “Greenroom,” a drop in audio chat with podcasts. Discord lets friends communicate directly via voice, video, or text, and join serves where larger communities can interact together. 


Podcasts, Sonic Branding and ASMR (17:44)

Working with podcasters provides an alternative to traditional influencer marketing. Podcast listeners have grown 37.5 percent in three years, and podcasts generate up to 4.4 times better brand recall than display ads. 

Sonic branding is just as important as visual branding. Forty-one percent of consumers say that sound is a key element of brand comms. Sounds elicit emotion, capture attention, evoke response and trigger memories — all of which increase brand awareness, recall and brand affinity. 

ASMR generates 2.9 million searches monthly on Youtube. ASMR creates a unique opportunity to explore content outside of the typical mix and allows for connection through an alternative avenue. 


Audio + Your Brand (22:55) 

There are so many advertising opportunities in audio, and there are so many opportunities for your brand. Find the right content and the right channels for your brand to be on. Here are four questions to ask to figure out what makes sense for your brand. 

  1. Can my brand connect with consumers through audio as they are multitasking? 
  2. Is there a way for my brand to use emerging audio platforms? 
  3. Could content creators and podcasts be part of my strategy? 
  4. What sets my brand apart in audio? How does sonic branding come into play?