Agencies and brands have spent a good part of the last couple of years perfecting brands' voices in social, defining the rules of engagement for Facebook posts, figuring out the appropriate level of wit for Twitter and how a brand’s voice in social (must) differ from that in its traditional advertising, website and at a one on one customer level.
For most brands being relaxed and happy with their social voice is a fairly recent state and some brands are still on that journey. Feeling that you’ve ‘cracked it’ and are now effectively having a written dialogue, albeit of a different sort than ever before, with your audience is the new normal.
But now is not the time to breathe a sigh of relief that change is over and all is now safe and stable, for social never stands still. Now is the time to think forward.
Future facing marketeers in Australia will not be looking like a smiley face emoji but rather the contemplative one. They will be thinking, questioning and planning with their agencies for what’s coming next.
Around the corner the tweet (pen) will no longer be mightier than the figurative sword, it’s all about voice control.
Recently launched audio-based social network, Anchor, allows users to upload and share short audio clips, and others can listen, share and respond — think Twitter and Facebook interactions but with voices instead of text. The result is a stream of incredibly diverse conversations that you can easily listen and contribute to.
KnowMe allows you to create short video clips using your voice and photos and videos from your camera roll. The app has a Vine-like interface that makes it easy to browse other users’ videos and share your own creations with the app’s community.
Tribe, which began gaining traction almost immediately after it launched at the end of 2015, puts a slightly different spin on video messaging. The app has a simple one-screen interface that makes it easy to quickly share short audio or video messages with just one tap. Tribe even has a slightly gamified 'points' system, which awards you points based on your activity within the app.
Whilst these apps are mainly gaining traction in the US and Europe right now, it won’t be long before they launch here and we need to be prepared. How can I be sure of that? Well let’s just look at Snapchat, enough said?
So now is the time for that brilliant type of marketer and agency team I call the futurists, to be thinking about the tone of their brand’s ‘quiet voice’. The quiet voice is going to become the even newer normal.
I call it the quiet voice because unlike your above the line loud voice, the one you use in TVCs, radio, cinema ads for example, the one that shouts to be heard over all the other noise, commanding the audience to pay attention, your brand’s quiet voice is, well, quieter.
It’s the voice you use to chat with a friend. It’s warm, honest, fun and giving - it invites conversation. It’s the voice you use with your hubby over a delicious glass of red at the end of the week as you breath out and contemplate your weekend.
So for brands wanting to stay ahead socially, find your quiet voice and start chatting, it’s good to talk.