At #TwitterSmarter, we talk a lot about video and how effectively you can use videos to build your brand and nurture your community. But we’ve never spoken about video’s less-popular cousin, audio. Just as the case with video tweets, audio can also be a great way for you to establish your brand. This week, we invited digital marketing expert, Dakshin Adyanthaya, to talk about leveraging the power of audio. Here’s a summary of our chat.
Guest: Dakshin Adyanthaya
Topic: Bringing audio to your content strategy
Format: Eight questions directed at the guest. Everyone’s welcome to share.
Audio is perfect for people who’re uncomfortable facing a camera. Not only does it give your brand a voice, but it’s also relatively cheaper than video, considering the camera work and editing involved.
A.1 For people who are camera shy and those who are great at storytelling but are not writers, audio is a great solution. Also is popular because:
a) low on production value
b) adds voice to your text
c) increasing demand of podcasts, audiograms & audio tweets#TwitterSmarter— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
As Nick mentioned, audio is also instantly accessible. It’s a great way to extend your Twitter character limit and connect with your audience on a deeper level.
A1. Audio is awesome because 1. It's accessible. 2. It allows the content creator to break past the 280 character limits and add more emotion with the ton of voice/sounds they use. #TwitterSmarter pic.twitter.com/cBnLQBGJGZ
— Nick or Treat ? (@AtNickMartin) October 22, 2020
There are so many ways to use audio in your content strategy. For example, just as you would create a video or GIF to promote your events and podcasts, you can also create an audio snippet. It works well with images or videos where you’re behind the camera. Why, you can even share an audio of you reading a paragraph or two to promote an ebook or blog post.
A.2 in multiple ways.
– To promote your Blog – add an audio tweet / snippet
– Teaser for podcast episode
– Audio announcement of your campaign / Twitter chats / events
– Audio Book snippet
– 15 secs audio story for Reels / Instagram Stories / LinkedIn Stories #TwitterSmarter— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
Taylor from GiveWP shared a special note for podcasters and interviewers. He emphasised the importance of properly structuring your audio pieces. That way, when you choose to cut a snippet for social media sharing, it’ll still be relevant and easily consumable. He also shared an article of tips and best practices for structuring your interviews. Have a look. https://givewp.com/media-interview-tips-for-nonprofit-marketing-professionals/
A2: Use audio in your social media strategy to accompany images/links and draw more attention. It's important to remember to structure any interviews you have around key talking points so you end up with great clips for social media later.#TwitterSmarterhttps://t.co/Vp6wlR6bAd
— GiveWP (@GiveWP) October 22, 2020
Here’s a helpful tweet example from Madalyn about how a voice tweet sounds and appears.
A2c: Here's what the new voice tweets look like. What do you think? How can you incorporate this feature into your marketing strategy? #TwitterSmarter
https://t.co/0RYYRQRtr9— Madalyn Sklar – Digital Marketing since 1996 (@MadalynSklar) October 22, 2020
One of the most common reasons people avoid audio is because they think it’s a complex and lengthy process. Sure, that was the case many years ago, but now, it’s almost effortless to record and publish your audio content. Often times, smartphone quality is just as good as professional equipment.
A.3 Most people shy from audio because:
a) They feel they need professional equipments. Not true at all.
b) Consider recording, editing and publishing a complicated process
c) Are conscious about how they sound
d) Aren't sure if it will work. #TwitterSmarter— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
Steven echoed Dakshin’s observation, saying that people get overly conscious and worry about being perfect.
A3: Perfection syndrome #TwitterSmarter
— Steven Diaz (@mrstevendiaz) October 22, 2020
Another common concern, as Rachel from Express Writers mentioned, is not having anything valuable to add. It’s a mindset that’s related to what you offer and how useful you can be to your audience. It can be a tough one to overcome, but it’s important to get out and do it anyway. That’s the best way to power through emotional doubt.
A3: I think a lot of people are self-conscious when it comes to audio. They question if they have anything valuable to add, they worry about how they sound, and whether or not people will even listen. #TwitterSmarter
— Express Writers | Your Content Writing Partner (@ExpWriters) October 22, 2020
It’s great for personal branding, of course! Just as the case with video, audio is a powerful medium to showcase your personality to your audience. What’s more, as Dakshin suggested, you can also repurpose your visual content as audio, and even try voice ads on audio streaming sites such as Spotify and Audible.
A.4
a) Audio can help in personal branding.
b) Help you repurpose content. I use my podcast as Youtube, Audiogram, IGTV Snippet, Stories, insert it in blogs
c) Help you focus on voice-ads on Spotify / Audible, using brand jingles. THIS IS WORTH A TRY!#TwitterSmarter— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
Another great use of audio content is in customer support, as Kelly suggested. Especially when you’re offering directions, it’s easier for your audience to listen to you as they try it out, instead of having to read all the steps. Because you’re not limited by characters, you can also make sure your audio directions are more explanatory.
A4: I can see audio tweets being a great way to address a customer service issue, especially if you are trying to give someone directions on how to fix something or set something up. This way they can focus their attention vs. trying to read something. #TwitterSmarter https://t.co/zVvGwvwiKt
— Kelly Kostanesky (@kmmkcomm) October 22, 2020
And as Christine so rightly said, not a lot of people use audio. That’s why it’s a option to stand out from the crowd.
A4.
It’s a very under-utilized feature, so it stands out.#TwitterSmarter— Christine Gritmon ❤️ #ChatAboutBrand (@cgritmon) October 22, 2020
There are a few key points you should always remember, like avoiding slurs and investing in good resources—whether a microphone or freelancers who can do the job well.
The most important of them all, though, is that you should tell a compelling story. This is true of any type of marketing, but with audio, you don’t have much else to capture and retain your audience’s attention. Make sure you have a clean thought process and if you’re making podcasts, see that you plan long term. Nothing sadder than a podcast that starts off on high energy, only to burnout and disappear after a handful of episodes.
A.5 a) Make a flow. Tell a story.
b) Avoid Uhhs & Aahhs
c) Most Podcasts die by 7th episode. Plan atleast 10 before going live
d) Invest on a good mic. Not necessary
e) If you find it hard to edit audio, learn, use mobile apps or hire freelancers. #TwitterSmarter— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
Another good point that Megan mentioned is to ensure you’re in a quiet spot without distractions. It can even become a copyright infringement if you’re recording in a cafe where there’s a live violinist, and their music spills into your audio.
And as Linda reminded us all, it’s essential that you don’t try to be someone you’re not. When you’re publishing audio material, because there’s not much else for the audience to focus on, you’ll have their entire attention. And even if you make a small slip, like a fake accent, swearing, or an inappropriate comment, people will notice.
A5
1. Be authentic. Don't come out as fake. The voice can tell.
2. Speak TO your followers/audiences not AT them.#TwitterSmarter— #QueenLindah ??? (@LindahMbaisi) October 22, 2020
Audiograms are audio snippets accompanied by a static image, an animated video, or text. Common presentation software and tools like Wavve and Canva let you create audiograms easily. Here’s Dakshin’s example.
A.6 Audiograms in social media refers to content which uses Audio content displayed via static, animated videos or just text. You can create them in no time using tools like Canva or even your PPT / Keynote #TwitterSmarter
Here is an example: https://t.co/t2BEK4rg1Y
(1/2)— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
You can add elements like waveforms, subtitles, and progression bars just like Dakshin has in that example above.
Elements you can additional use for audiograms using @canva or @veedstudio: Progressive Bars, Waveforms, Subtitles and more… #TwitterSmarter
(2/2)— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
Dakshin recommends Spotify’s Anchor app for recording, editing, and publishing. He also suggested Zoom and Skype where you can record high-quality interviews and then edit on Audion by Adobe. VeedStudio is ideal for adding subtitles and progression signals.
A.7 Anchor app by Spotify – easy to record, edit & publish
– Voice Recorder apps
– Zoom / Skype use – Zoom for sound quality & edit it on Adobe Audition. You can also try SoundTrap. For graphics I use @Canva. For progressive bars & subtitles I use @veedstudio . #TwitterSmarter— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
As Jim mentioned, StreamYard also lets you record and then download an audio file that you can distribute in various ways.
A7. You can use @streamyardapp to record and it will let you download the audio file.#TwitterSmarter https://t.co/VQzURrvu58
— Jim Fuhs #LaunchYourLive (@FuhsionMktg) October 22, 2020
David mentioned a host of tools that can help throughout the lifecycle of making audio content. As he said, record on Zencastr, edit on GarageBand and Ausbus, capture transcripts using Otter AI, and then distribute on Anchor.
A7-@zencastr to grab raw audio interviews, GarageBand to clean it up, @auxbus to assemble it, and @anchor to distribute it. There has to be a better way that doesn't add to one's plate and makes the process smoother. Oh, and then @otter_ai to capture the text! #twittersmarter
— David Nour (@davidnour) October 22, 2020
Our guest’s favorites are Seth Godin’s Akimbo and The Joe Rogan Experience. Dakshin himself has a podcast where he talks about digital marketing. Check it out!
A.8 I often listen to:
– Akimbo by Seth Godin
– The Joe Rogan ExperienceApart from that I have my own podcast wherein I host some amazing people like @MadalynSklar and chat about Digital Marketing, Entrepreneurship and more. Link: https://t.co/4q2hN9dka3#TwitterSmarter
— Dakshin Adyanthaya (@upsidedakshin) October 22, 2020
Gene recommended his favorite, the John Maxwell Leadership Podcast.
Our chat regular Sarah likes The Email Marketing Show run by #TwitterSmarter regulars Rob & Kennedy and Amy Potterfield’s Online Marketing Made Easy.
A8) My favourite podcasts at the moment are @RobandKennedy: The email marketing show and @AmyPorterfield Online Marketing made easy.
Oh – and the #TwitterSmarter podcast of course!— Sarah Clay (@CurlyClay) October 22, 2020
If you’re looking for new podcasts to explore, start with Madalyn’s big list, featuring School of Greatness, Life Coach Podcast, Headspace, and more.
A8: I listen to lots of podcasts. Here are some of my faves.
@LewisHowes School of Greatness@richroll Podcast@jontaffer Podcast@BrookeCastillo Life Coach Podcast@replyall@drsanjaygupta Coronavirus: Fact vs Fiction@Headspace Radio@BrandonMcMillan Podcast
#TwitterSmarter https://t.co/6HxGRXlc7w— Madalyn Sklar – Digital Marketing since 1996 (@MadalynSklar) October 22, 2020
Well folks, that’s all from me today. Thanks for reading, and for more great insights from our chat with Dakshin, have a look at this Twitter Moment that Joana put together. And if you have some time to spare on Thursday, join us at 1pm ET for our next #TwitterSmarter chat.
About me, Narmadhaa:
I write all things—technical and marketing copy to fill the pocket; haiku and short stories to fill the soul. A social media enthusiast, I’m a member of the #TwitterSmarter chat crew, and always happy to take on writing gigs.
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