Before we get into the technicalities and best practices of content discovery, it is important to recognise and appreciate that the way we are interacting with voice content is changing and it is being driven by ‘voice assistants’. Recently, voice assistants are changing from merely recognising simple queries to now purposefully interacting with customers and consumers.
Also, whilst we have screens in every room, and in the palm of our hand for almost every waking second (yes, that includes bathroom breaks!), video takes an awful amount of sensory commitment, whilst audio keeps you free to undertake other tasks.
Accordingly, audio and voice content is becoming a battleground for big media, big brands and big tech all at the same time.
Lastly, whilst the spoken word is our most common and most important form of communication, there are some inherent limitations with audio:
- Voice is analogue, with limitations in our digital world. It’s a sound file that is locked up and hard to analyse – so understanding and searching what is contained in an audio file is difficult.
- Audio content is generally quite long – over 30 minutes in duration on average – but we want clips and snippets of the best bits and the topics we find interesting to remain engaged
- Audio is unstructured and qualitative. It doesn’t have an international standard, no searchable links, no hosting protocols and no consistency.
What it means is that digital audio content is unmanageable on many fronts, it is hard to find the bits you want to recall, the parts you want to share on social media or with a friend, hard to recommend to others, hard to save in an orderly fashion and very hard to get personalised feeds.
All of this hinders the ability for audio to be found, discovered and readily promoted. Until now, of course, where Sonnant has created a voice discovery platform to make the spoken word accessible.