If you have used social media this year, chances are high that you might have come across the name of an application called Clubhouse. The app, along with other platforms like Twitter Spaces and Locker Room became all the rage this year, which Facebook and LinkedIn also announced that they will be launching their own rendition of such social audio platforms. Many celebrities like Elon Musk too hosted a room on one such platform. So what makes these platforms stand out? Let’s discuss.

What are social audio platforms?

As the name suggests, social audio platforms provide a platform to use the audio feature to engage with others. It is different from podcasts, as they are way medium and are meant to be listened to in the future. Social audio apps, on the other hand, are in real-time, and also allow their users to engage with one another and actively participate in the dialogue. Over the course of the last few months, many platforms globally, have been exploring this new concept and coming up with their own renditions of the concept, with many yet to launch their platforms.

What is the appeal?

Unlike platforms like Zoom or Google Meet, social audio platforms eliminate the visual element, so the focus is purely on the audio and the video is eliminated. This means that the no one has to worry about what their background is, what they are wearing, or how they look. It is much simpler that the video medium, but is also more engaging that an all-text format. Over the recent months, it has become a popular space to have discussions on many topics ranging from complicated topics like the IT world, marketing, to just discussing the news headlines around the world, and talking about the dating game today.

People have found this a great platform for having discussions, eavesdropping without guilt, and for holding meetings even. Clubhouse, particularly garnered attention because it is an invite-only app, which made people feel intimate and special if they were using the app. Popular with marketers and self-promoters, there is an emphasis on audience building, getting followers, and monetization. With the Zoom fatigue kicking in after sitting behind the screen for over a year, these social audio apps seem like a much-needed break.

Should brands be trying them out?

This is another great opportunity for brands to try their hands at and get creative. Being the Best PR Agency in Delhi, we realize how important it is for brands to come up with fresh ideas and content, to create engagement. Some things that brands can do on the applications are:

Hold Q & A and interviews

It can become a great medium to answer questions about the brand or any of their works. Even better, if the attendees get to interview a big name from the brand, it can build or change the attendee’s perception of the brand.

Hold Discussions

Holding discussions on issues that the brand has worked, or is planning to work on can also create traction and help to create more engagement. People amongst the listeners should also be given a chance to contribute their views. This can help the brand as well, by making them understand what their audience thinks.

Sponsoring an event

Sponsoring can also work for brands. People might not feel comfortable sharing their views or engaging directly with the brand, at times, and sponsorship can work then. Holding an event that is related to your brand and have different panelists host the event can also act in the brands’ favor.

Engaging with others

Another way these platforms can be useful to brands is if they themselves engage with others; whether it is with other brands or other influential figures on the platforms. They can also attend events that are being held by others on issues that are relevant to them.

Having discussions on other relevant issues

Another thing that brands can do is hold discussions on issues that are not related to their brand per se but are still relevant in the world. It could be anything ranging from a recent development in the news, or on topics more related to the personal lives of individuals. This can also help to increase engagement and alter their perception of the brand.

With the rise in the number of users, social audio apps will be here for some time. Brands should hence, try their hands at it and see if it is something that could help them grow and interact, as the platforms come with many new opportunities.


Twenty7 Inc. is a creative communication PR Agency with 360-degree solutions for integrated brand building of the business/ clients. Deciphering the clients and their target audience, we devise customized innovative strategies that best suit the requirements of their business and fetches the desired result of establishing them as ingenious thought leaders in the sector. We at Twent7 Inc. have a very practical disposition and staunchly believe in adapting to the changing scenario of the market. Likewise, the narrative of the storytelling/ message is shaped to deliver exclusive results that stay relevant to the brand and also their audience.

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