The Potential for Audio
In 2016, the Danish company Zetland faced a challenge with low engagement. The issue - their written news articles weren’t capturing enough interest. To address this, the team made a bold move: they began offering audio versions of their articles. The impact was significant. Within six months, 50% of all content consumption by their audience came from audio. This shift revealed a growing demand for audio content, presenting new
opportunities for both engagement and revenue.
So, how does audio help with revenue and engagement?
A Blast From the Past
One of the most compelling benefits of converting written content to audio is its appeal to older generations. Before the rise of television and digital screens, radio was the primary source of news. People would tune in during breakfast or their commute, creating a happy routine of passive consumption. Brands that can recreate this nostalgic experience, allowing users to listen to news or stories on-demand, are likely to attract a loyal following. The concept is straightforward: users can simply press play on a playlist of audio content and listen continuously, much like the classic radios that still remain loved by many today.
Adding Value to Old Work
Adding value to content is a constant challenge in today’s digital landscape. Every piece of writing needs to offer something meaningful, but that’s often easier said than done. How do you make an old blog, buried in the archives, relevant again?
The answer is simple: turn it into audio and give it new life. Recording a blog as an audio piece breathes new life into existing content, transforming it into something dynamic and engaging. It offers a new way for audiences to experience your work—often for the first time—and that’s always exciting to witness.
The Popularity of Audio
According to a recent study from Edison Research's Share of Ear®, the popularity of audio is driven by a variety of factors—people turn to it for information, inspiration, entertainment, and even companionship. Mobile technology, in particular, is fuelling this trend among younger audiences, making audio an increasingly powerful medium.
Additionally, reading out written material can improve understanding of its meaning and intent, according to the American Psychological Society. When people hear a particular tone, they can associate with the emotion of that tone. So, when someone is annoyed, you’ll hear this intonation, and that’s harder to replicate in writing where often, there may be misinterpretation of textual meaning. That’s not to say that your blog or audio offering has to be acted out, but audio tools are becoming better at highlighting that emotional difference. If not using voice actors, we use a tool that offers a range of tones, from factual narration to hopeful or friendly conversational tones.
You can read more from the American Psychological Society here:
Final Thoughts
So, when it comes to creating value for people, it is important to use audio. Audio is a powerful tool for helping people to interact with your content in a new, vibrant and powerful way. It is so useful, in fact, that some people have entire libraries full of audio content.
You should not underestimate the power of audio content. When you think about how many iconic advertisements or moments in culture are connected to sound, it’s easy to see that there is a whole market of untapped potential. Taking advantage of that is one of the best ways that you can connect with a modern audience.
You can contact us for a demonstration of the voiceovers we use; either natural, or AI neural, if you're seeking to add a different medium to your written offerings.