I don’t get asked this question as much as I thought I would, but I do believe that it is one that I gives people a perspective of understanding. These reasons allow a business owner, an entrepreneur, or a blogger to pivot their view on the world of content consumption.
1. The multitasking element
People don’t have time to stop what they are doing to consume content anymore. Well, that isn’t entirely true. It is more convenient though to get smarter while you drive, or mow the lawn. Or you can listen to your favourite audio and get some respite while you do your taxes. The ability for you to read this blog post or the next best video, is limited to the time you get to stop everything else you are doing and consume it. As we speak, there are joggers around the world learning a new skill through various podcasts every morning. You should be in their ears.
2. The connection economy
Seth Godin highlighted that we are now in the connection economy. It is the connection we make with our customers that make the difference. The connection made through audio is a deep one and one that we have been making since before we left the womb. In fact, it is the first of all our senses to develop. Add to that the length of an average podcast episode and you potentially, like me, could be in your customers’ ears for at least a few hours a week.
3. The search factor
Audio search engines are here. And, just like searching through images and videos are tabs on the top of the Google search page – audio will take its place there. To take this feature even further, there are algorithms that are being developed (early 2016 release predicted) that can search through audio files and give you a response just like the way we do with text.
4. The interaction component
The ability to interact with audio is coming too. This means that soon (they are predicting middle of 2016) we will have an Instagram for audio files. So, imagine your customers interacting with your content on the fly and sharing your voice and insights to the people they know.
5. The Apple phenomenon
When Apple starts backing a particular medium, it is important to just take notice even if you don’t want to do anything about it. Apple iTunes is the largest search engine for podcasts right now, with multiple radio stations that are competing for second place. More over, Apple car play comes in-built into cars from this year. So, every 2015 car model has a dashboard with audio-on-demand, podcasting, and your personal music collection built into it.
6. The attention span
These days we have the attention span of 3 year old that just ate the half bag of candy. But more importantly, we can’t wait to consume anything anymore. Video on demand is here, but the improvements being made are exponential. I don’t watch television anymore as much as I record my favourite TV shows and fast forward through the advertisements. Or, wait to download a whole season of a show, before dedicating a day to watching it.
Traditional radio is dying and every single radio station are setting up their own podcast shows. We want to consume content when we want to consume it, there is no waiting factored into the equation.
7. The technology accessibility
We already carry around the hardware in our pockets. In fact the number of mobile phones that are being produced and used around the world is ridiculous. I know that there are people with broken roofs that sleep on the floor, with a cell phone in their pockets. And, these phones are getting smarter with every iteration. No cell phone today only allows you to make and receive calls. And, one software update can allow you to get the latest technology instantaneously.
All your ideal customers, right now, have their listening devices in their pockets. Whether they listen to you the next time they drive to work is entirely up to you.
Can you think of any other reasons why this medium will explode? Please tell me and future readers in the comment section.