Key trends for Audio Content Branding & Storytelling in 2021
We recently had the pleasure of speaking with 10 guests on key trends for audio content branding and storytelling to look out for in 2021.
Here’s a quick summary of the insights we gathered from our lunchtime seminar on 6 July 2021.
New outlets for creativity and storytelling
At the peak of the pandemic, TV network AXN Asia found a lot of their regional shoots being cancelled because of closed travel borders. So their producers brainstormed and decided to ride on the audio trend by producing Fey Hollow, Asia’s first fictional crime thriller podcast. With people experiencing screen fatigue from frequent video conferencing these days, Fang Yu, one of the show’s producers, reckons that more people are turning to audio-only shows to relax.
Another creator who turned to the podcast format out of necessity is filmmaker Kyle Ong from real-life horror podcast Ghost Maps. While he’d typically need investors to get onboard before producing a feature film, he was able to start his own podcast as soon as he spotted a market gap in Southeast Asian horror content back in 2019. Now one of the top shows in his niche, Kyle observed that there’s a trend of busy people who have no time for videos seeking entertainment through podcasts while jogging or cooking.
And just as telling ghost stories is a form of preserving history, Krista Goon from Womenpreneur Asia agreed that people increasingly want to orally record their legacies. As a host of a podcast show where she interviews women from all over Asia about the ups and downs of their entrepreneurial journeys, Krista said that storytelling via podcasts is a big trend going forward. Everyone has a point of view and stories to tell, and they want to make records for future generations to learn from. However, it’s key to choose a niche.
Alex Oh from White Noise Music shared that as the audio industry grows, it’s important for creatives to sound unique in order to establish themselves. One trend he’s spotted is that audio technology developments have made it easier for artists and composers to create samples without relatively sophisticated recording gear. They have more power now to promote their music independently on social media without the help of record labels. The challenge however, will be to inject their own flavour and imagination into their work to stand out.
More opportunities for brand engagement and advertising
In 2021 and beyond, advertising revenue through podcasts is set to grow. Chief consultant Raven Lim from podcast company MeaVox Live highlighted that 66% of people in Asia Pacific have listened to one podcast on an average day, up to a duration of 60 minutes. Long form narratives like the AWARE Saga podcast and Fey Hollow are becoming popular among Singaporeans. Our appetite for audio content goes beyond podcasts: even social audio (e.g. Clubhouse) is growing quickly. Advertisers and brands in the regions are increasingly seeing the potential of podcasts and audio content to help reach their target audience.
For instance, CPF Board is the first government agency to launch their own podcast to target younger listeners who are always on the go. In their short and snappy 15-min episodes, CPF Board offers tips and advice on financial planning. As one of the officers behind the podcast initiative, Adeline Leu said that her team has to expand beyond CPF-related content to cover lifestyle topics and trending issues to better connect with their listeners.
Creative audio producer Ng Sze Min from Artwave Studio has worked closely with brands to create unique audio experiences for fans. For instance, her studio produced an immersive audio adventure with Coastal Natives for ocean enthusiasts who were invited to put on their headphones and go “blind diving” to a shipwreck site with a divemaster. Also, with events going digital, companies are discovering more ways to use audio to deliver memorable experiences.
Increased focus on sound quality
As the world begins to connect more through audio, it’s becoming more important to sound good. Choir conductor and music producer Acid Pang noted that more people are investing in better microphones for higher sound quality, whether it’s for submitting their works or participating in virtual choirs. He also cautioned that sound quality shouldn’t be the last priority on creative projects, or users’ enjoyment of the final production may be undermined. (You can listen to some of his choir ensemble works on Chordinate Singers’ Youtube channel.)
Adwin Lim from audio equipment firm Audio-Technica said that they’ve observed that users are no longer looking for big recording equipment set ups as they are more often working alone. For content creators looking for better sound quality*, Audio-Technica offers consultation services where they share the range of equipment available and also about techniques and the technology behind recording audio. For instance, other than good microphones, good monitoring headphones lets users hear themselves better and in turn, sing better. (*Email marketing@audio-technica.com.sg for more info.)
Conclusion
To wrap up the lunchtime session, our very own Yen-Lyng shared about our journey launching CreativesAtWork’s podcast, Freelance Creative Exchange. She was skeptical of podcasts at first, feeling like going audio-only was taking a step back. However, Yen-Lyng has since fallen in love with podcasting and consuming other audio content, which has allowed for more types of creativity. She noted that even big boys in the industry are releasing audio products, such as Facebook’s Live Audio Rooms.
The fact that technology has allowed people to enter the podcasting scene and experiment easily means that creatives out there should go out and try it. We’ll end our summary with a recommendation by Raven: to make a sustainable show, have a plan for your podcast and think about how you’ll market and distribute your content. We can’t wait to hear what you have to say!
Catch the replay of the session on CreativesAtWork FB or down below. Follow our Facebook page for updates on the next lunchtime seminar. You can also check out the event summaries from previous sessions on 6 April 2021 and 19 January 2021.
Want to learn how to supercharge your freelancing career? Check out our podcast episodes at Freelance Creative Exchange where we interview freelancing experts for tricks and tips.
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