Anyone with a smart device has been feeling the grueling effects of social isolation and screen fatigue since the start of the COVID-19 epidemic. Recently, we have seen a flood of new “audio-social apps” and audio features on social media platforms, aimed at finding new ways to connect, reduce loneliness and reduce excessive exposure to loneliness. ‘screen. What are some of these audio-centric platforms and where can pharma play a role?
Presentation of new networks and functionalities
In the summer of 2020, to stay in touch during the pandemic, a new invitation-only, audio-based social media app called Club house, was launched which brings people together in audio chat rooms to discuss any topic imaginable. There are two groups: speakers and listeners. What is unique about Clubhouse compared to other social networks, like Twitter and Facebook, is that it is a “closed hierarchical platform” – a moderator oversees the discussion and has the ability to allow someone to enter or start the conversation if necessary. When Clubhouse was first launched, it only had a few thousand users. Today, the audio-only social network has more than 6 million users.
Clubhouse’s closest competitor is Stereo, a live broadcast social network where people have real-time conversations. Designed to avoid feelings of isolation and bridge the gap for healthy debates, users can freely connect to discussions, explore topics, or participate in conversations, as a guest, host or listener.
Twitter, while not new to anyone, is looking to expand its own platform amid these new audio-only channels, with its launch of The spaces, a group audio chat offering where users can engage in secure conversations without the cumbersome 280 character limit. Like Clubhouse, Spaces also has tighter controls where chat creators can invite others to join and only admins can decide who can speak.
Just as voice technology has become a booming trend over the past few years, audio social media also has the potential to make big waves in keeping connections alive. A growing number of consumers are increasingly comfortable using their voice to share and find what they are looking for and what is important to them, which represents a great opportunity for marketers and advertisers. to capitalize.
How Pharmaceuticals Can Seize This Audio-Only Social Media Trend
Foster patient communities
Zoom has seen astronomical growth during COVID-19, described as “one of the fastest growing applications of the pandemic, with a 2900% increase in meeting attendees”. And while this platform has been remarkable for keeping people geographically disconnected from each other, especially during an unprecedented event like a global pandemic, it can be an inconvenient and inconvenient platform for the purposes of truly listen.
This idea of really listening is especially crucial when the gatherers on a platform are patients with serious and chronic health conditions who need a safe space to share their experiences and concerns about their health. Enabling connections through audio-only and invitation-only settings can create that safe place where participants can come to share, educate, fully listen, and make impactful connections with others in similar situations.
Establish a “voice identity” among pharmaceutical brands
While it may be a bit early for pharma to enter the audio-social scene, companies can at least start thinking about their audio identity, asking themselves questions like: what do we look like? ?
According to a FiercePharma article, pharma can and should explore audio branding; pharma can play a key role in this audio space leveraging KOLs to discuss various health issues and providing providers with a better understanding of related topics. Audio platforms can also be used as another way to gather key information and create targeted messages for relevant audiences.
Marketers and advertisers should feel excited about the opportunities for experimentation and innovation that exist within these new audio-centric social platforms. As with most things on the internet, the safety of users and brands should remain a top priority and should always be taken seriously. Once it does, audio social media can become a key player in the future of social media.