Introducing Live Audio from Facebook

February 15, 2017

Facebook Live has been talked about quite a bit in recent months. However, Facebook Live Audio, which was announced in December, has been somewhat neglected despite it being another key tool that marketers should utilize. Audio has historically been highly successful in reaching consumers. In today’s headphone generation, there’s a growing market for audio content whether it's through radio broadcasts, digital music stations, or even audio books.

Image from TechCrunch. Phone displaying Facebook Live Audio notification.

The idea of an audio-only platform isn’t new, but it is for Facebook. Facebook recently completed an overhaul on all of its video capabilities and the company continues to find importance in giving marketers multiple options to interact with their customers.

Facebook Live has been talked about quite a bit in recent months. However, Facebook Live Audio, which was announced in December, has been somewhat neglected despite it being another key tool that marketers should utilize. Audio has historically been highly successful in reaching consumers. In today’s headphone generation, there’s a growing market for audio content whether it's through radio broadcasts, digital music stations, or even audio books. The idea of an audio-only platform isn’t new, but it is for Facebook. Facebook recently completed an overhaul on all of its video capabilities and the company continues to find importance in giving marketers multiple options to interact with their customers.

Facebook Live Audio is not only a great alternative to Live video broadcasts, but also allows users to go live even with low signal connectivity. Facebook Live Audio is currently being used by exclusive launch partners such as BBC World Service, HarperCollins, and authors Adam Grant and Britt Bennett. In the next few months, Facebook hopes to roll out its Live Audio feature to more publishers and users.

Every company, from media outlets to consumer brands, should look into an audio strategy as consumer habits and needs are constantly changing. Audio can easily supplement other marketing activities. Currently on Android, users can close out of the Facebook app entirely or lock their phones while listening and iOS listeners can tune in while browsing other parts of Facebook. Live Audio on Facebook has endless possibilities with a network of over 1 billion users. Radio Stations & Podcasts can broadcast their programs, authors can do live book readings, celebrities/public figures can do Q&As, local news anchors can broadcast emergency/relevant information, and musicians/DJs can broadcast their studio sessions or live performances. Facebook Audio can also be used as an introductory stage to new “camera-shy” broadcasters who want to get into the business. The ability to test Facebook live with just audio can lead to comfortability and eventual adoption for Facebook Live Video. The biggest challenge for audio content is making it more social and engaging for the consumers. Much like podcasts, it’s important to provide useful information and/or shareable facts that can increase your viral ability.

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