How does your brand sound? That’s a question that Adweek and panelists from Hinge, Molson Coors, Adswizz, Twitter, Samsung and more set out to answer at Adweek’s Spotlight: Audio event.
For generations, audio has been used in advertising, from catchy jingles and catchphrases to emotion-invoking music. But Twitter’s Alex Josephson noted it’s also equipped for the future because of its authenticity. This is why Twitter is entering the audio sphere with Twitter Spaces to allow for live audio conversations to empower users to be their most real and fullest selves.
“Audio emerging is as this fourth or fifth dimension of Twitter,” he said. “It’s ironic because it’s actually our first dimension of communication if you think about it—it pre-dates written communication. … Audio allows us to hear each other, to listen to each other and interpret what we’re saying without the lack of context. It leads to greater empathy within communities and conversations as a whole.”
Hinge has also added an audio feature, Voice Prompts, to help people build connections more personally.
“The goal is to help our users share more depth about who they are, their personalities, their individuality and really elevate their dating profiles from a 2D flat representation of themselves to something that’s less curated and a bit more deep,” said Hinge chief product officer Michelle Parsons. “Audio really helps them jump off the screen in a way that flat files, like photo and text, really just can’t do.”
