Why is No One Talking About the Demand for Audio Content? | FORTAYmedia
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Why is No One Talking About the Demand for Audio Content?

The demand for audio content is skyrocketing. How many people do you know who listen to a podcast? Or send voice notes? Or use YouTube videos as background noise? The ways in how we consume audio content is expanding rapidly and it’s time to take notice of this when it comes to our marketing strategies.

Of course, the digital landscape is still dominated by visual content, but the ever-growing demand for audio content shouldn’t be ignored. Whether it’s podcasts, audiobooks, voice assistants or streaming services, audio content is quietly but significantly transforming consumer engagement and marketing strategies. However, this shift hasn’t fully made its way into mainstream marketing discussions, despite the fact that research suggests audio content will become a main player in the content landscape in the coming years.


The surge in audio content has been driven by technological advancements, changing consumer preferences and the unique advantages it offers. Like with any content, the rise of smartphones, high-speed internet and smart speakers has transformed the ways that consumers can access audio content, allowing them to consume audio content anytime, anywhere.

One of the biggest reasons for the growing demand for audio content is that it is multitasking-friendly and can be easily integrated into people’s everyday routines. Unlike visual content which requires active user engagement, audio content can be passively consumed whilst performing other tasks. This makes it ideal for multitasking such as when driving, exercising, cooking or performing household tasks. Moreover, this is particularly appealing to today’s consumers who are often juggling various activities.

Audio content also provides a more personal experience for consumers. Achieving a feeling of closeness to a brand can be difficult with other content types such as text, but hearing a voice humanises a brand and creates a deeper connection with the audience. So if you’re looking for a way to build brand engagement and customer trust, audio is the way to go.


Perhaps the most notable trend in audio content is the unprecedented growth of podcasts. Podcasting has become a lucrative market with over 464 million (and growing) podcast listeners worldwide, who spend an average of 7 hours per week listening on their favourite podcast app. They cover a huge range of topics from niche interests to broad subjects, thus making them a versatile tool for marketers. And with ease of production and distribution thanks to modern-day technology, most businesses have the opportunity to reach highly engaged audiences who are invested in the content they choose to listen to.


Although they are the most talked about, podcasts aren’t the only way for marketers to reach their audience with audio content. Devices such as Amazon Alexa and Google Home (and of course features like Siri) are not just tools for playing music, they are also becoming a popular tool for managing daily tasks, accessing information and interacting with content. Marketers can leverage this to deliver voice-activated advertising and branded content.

The emergence of platforms such as Clubhouse has also opened doors for more audio content marketing. These types of social audio platforms allow users to participate in real-time conversations, join virtual rooms on various topics and engage directly with other users through voice notes.


First and foremost, visual content has been the dominant form of digital marketing for years. Platforms such as YouTube, Instagram and TikTok prioritise video content which leads marketers to focus their efforts there. Furthermore, the visual nature of social media has long overshadowed the potential of audio content.

Another reason why audio content isn’t more prominent in the marketing landscape is simply a lack of awareness and expertise. Many marketers may be unaware of the potential of audio content or lack the expertise to create and distribute it effectively. Creating high-quality audio content requires a different set of skills and tools than creating visual content which may be daunting for some marketers. This gap in knowledge or resources can deter marketers from exploring audio content.

Data is important in marketing for marketers to measure success, make well-informed decisions and track metrics, but measuring audio content can be challenging. Unlike clicks, likes, shares or views which are easily quantified, the metrics for audio engagement are less straightforward. Tracking listener behaviour, engagement levels and conversion rates requires more sophisticated analytics which can be a deterrent for marketers.


As more people turn to audio content, many marketers are following suit. For example, podcast advertising has massively grown in popularity. Podcast ads are often read by podcast hosts themselves which creates a sense of authenticity that resonates with listeners. In a similar way, music streaming apps also offer audio-based, targeted ads which are based on user preferences and listening habits.

86% of consumers recall podcast ads more than any other channel.

  1. Targeted Advertising: most podcast and streaming services offer sophisticated targeting. Marketers are able to reach specific demographics, interests and behaviours to ensure that their ads are relevant and effective. These ads also tend to come across as more authentic and trustworthy as they are read by a human.
  2. Brand Storytelling: brands can convey their message in a personal and engaging way when employing audio content. Especially with podcasts, brands can create episodes around topics that are relevant to their business to drive engagement.
  3. SEO & Voice Search: optimising audio content for voice search is becoming increasingly important, especially with the rise of devices like Amazon Alexa and Siri. Voice search is predicted to account for a significant number of search queries in the coming years so content needs to be easily discoverable.
  4. Interactive & Personalised Experiences: with the advancements of AI, the promise for more interactive and personalised audio experiences in the future is likely.


  1. If you want to engage your listeners, high-quality audio is crucial. Invest in good recording equipment, skilled editors and make sure your speaker is engaging and well-spoken.
  2. Experiment with different types of audio content to find out which will appeal most to your audience.
  3. Use advanced analytics to track listener behaviour and measure the impact of your content. Understanding how your listeners interact with your content can provide valuable insights which will help you to refine your strategy.
  4. Keep informed about emerging trends to ensure that your strategy remains effective and relevant.

While audio content may not be at the forefront of mainstream marketing discussions yet, it has undeniable potential as a marketing medium. The convenience and engaging nature of this content type makes it a powerful aid in a marketer’s toolkit, and by recognising the potential of audio content, marketers can tap into a growing audience and create more meaningful relationships with their customers.

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