Social Media

When you remove the camera and keep the mic, something interesting happens: conversations become more authentic. Audio-first platforms like Clubhouse, Twitter Spaces, and Spotify Greenroom are giving brands a new way to connect — one that blends live engagement with the intimacy of voice.

Defining Audio-First Social Media

Audio-first social media focuses on real-time voice conversations instead of text, images, or video. These platforms allow hosts and audiences to connect through discussions, interviews, panels, and casual drop-in chats. Why it matters: in an era of video fatigue and reduced in-person networking, audio creates a space for deeper, more accessible interaction.

B2B vs. B2C Perspectives

In B2B, audio-first platforms serve as thought leadership stages, enabling live Q&A sessions, panel discussions, and industry networking without the logistical barriers of physical events. In B2C, they’re an opportunity for brands to host product launches, community hangouts, or behind-the-scenes talks in a way that feels more personal and less scripted.

COVID-19 and the Audio Connection

Lockdowns and remote work have created demand for connection that doesn’t require screens. Audio-first platforms fill that gap, enabling multi-tasking while still participating in live conversations. For events and conferences that moved online, these tools provide a lower-cost, higher-frequency engagement alternative to large-scale webinars.

Factics

What the data says:

• Edison Research (2020) found that 55% of Americans have listened to a podcast, with live audio emerging as a natural extension.
• Clubhouse reported over 10 million weekly active users despite being invite-only for much of its early growth.
• Twitter rolled out Spaces globally, tapping into its existing user base for immediate reach.
• Spotify acquired Locker Room and relaunched it as Greenroom, targeting creators and live audio events.
• Gartner (2019) predicted that voice-based interfaces would be used by 25% of digital workers daily by 2023.

How we can apply it:

• Host weekly themed audio rooms to position your brand as an authority in its niche.
• Integrate audio events into your content calendar alongside blogs, videos, and social posts.
• Use audio-first sessions as pre-event networking opportunities for upcoming conferences.
• Record and repurpose audio sessions into podcasts or highlight clips for other platforms.
• Collaborate with influencers or industry leaders to attract larger, more engaged audiences.

Platform Playbook

• Clubhouse: Host interactive rooms with Q&A and moderation controls for structured discussions.
• Twitter Spaces: Leverage your existing Twitter following to promote and populate live audio events.
• Spotify Greenroom: Target audiences interested in music, sports, and pop culture with themed rooms.
• LinkedIn (Audio Events Beta): Use for professional networking and industry-specific panels.
• Discord: Create community-driven voice channels for ongoing, informal engagement.

Best Practice Spotlight

The marketing team at Adobe used Clubhouse to host live discussions on creativity and remote collaboration. By featuring guest speakers from the creative industry and opening the floor for audience questions, they blended brand positioning with genuine community value.

Strategic Insight

What’s your story? You’re the brand that speaks directly to your audience — literally.

What do you solve? The lack of real-time, human connection in digital engagement.

How do you do it? By using live audio to create authentic, participatory experiences.

Why do they care? Because voice fosters trust and relatability in ways text and video sometimes can’t.

Audio-first engagement complements personalization, conversational tools, predictive content, first-party data strategies, transparency, data ethics, and social commerce — creating another direct-to-audience channel that builds trust and connection.

Hypotheticals Imagined

These scenarios explore how brands can use audio-first platforms to create deeper engagement, drive leads, and foster community — with clear roadmaps for execution.

**Scenario 1: Pre-Conference Thought Leadership Series on Clubhouse**

Background: A SaaS company sponsoring a major virtual conference wants to increase brand visibility before the event.
Execution Steps:
1. Schedule a 4-week series of Clubhouse discussions on conference-related topics.
2. Invite guest speakers from the industry, including conference panelists.
3. Promote sessions through LinkedIn, email, and the conference partner network.
4. Record and publish highlights on the company blog.
Expected Outcome: Increased attendee awareness and pre-event relationship building.
Potential Pitfalls: Poor moderation leading to off-topic discussions.

**Scenario 2: Lifestyle Brand Launches New Product Line Using Twitter Spaces**

Background: A lifestyle accessories brand wants to launch its summer collection without an in-person event.
Execution Steps:
1. Host a live audio event with brand ambassadors describing new products and answering audience questions.
2. Share exclusive discount codes with attendees during the session.
3. Clip the best soundbites into social media teasers.
4. Use follow-up emails to convert attendees into buyers.
Expected Outcome: High engagement rates and increased sales directly tied to the event.
Potential Pitfalls: Low attendance due to insufficient pre-event promotion.

**Scenario 3: Nonprofit Creates Ongoing Dialogue Series on Spotify Greenroom**

Background: A nonprofit focused on environmental awareness wants to engage supporters between major campaigns.
Execution Steps:
1. Launch a monthly Greenroom series with themed discussions.
2. Encourage attendees to share stories and ideas for community action.
3. Repurpose recordings into short podcasts.
4. Promote the series through partner organizations and social media.
Expected Outcome: Strengthened community ties and increased advocacy participation.
Potential Pitfalls: Inconsistent scheduling leading to audience drop-off.

References

Edison Research. (2020). The Infinite Dial. https://www.edisonresearch.com

Clubhouse. (2021). Company Updates. https://www.joinclubhouse.com

Twitter. (2021). Spaces Global Launch. https://blog.twitter.com

Spotify. (2021). Greenroom Launch Announcement. https://newsroom.spotify.com

Gartner. (2019). Future of Voice Interfaces. https://www.gartner.com

Marketers are rethinking not only what they say, but how and when they say it. COVID-19 is reshaping consumer expectations almost overnight, accelerating the demand for marketing that is not just relevant, but empathetic and timely. Hyper-personalization—already an emerging priority—is now essential. In a time of uncertainty, brands that can deliver humanized experiences across every channel, tailored to individual needs and contexts, are the ones that maintain trust and engagement.

From Personalization to Hyper-Personalization

Traditional personalization adjusts content based on basic demographic or behavioral data. Hyper-personalization goes further, leveraging real-time data streams, AI, and predictive analytics to tailor experiences at an individual level. Right now, this means adapting messages to reflect lockdown realities, shifting offers to meet new priorities, and communicating in a tone that acknowledges the shared human experience.

B2B vs. B2C Perspectives

For B2B, hyper-personalization under COVID-19 focuses on strengthening remote relationships and providing value in the absence of in-person events. Account-based marketing strategies are more targeted, delivering content that addresses immediate operational challenges and long-term strategic concerns. For B2C, the focus is on creating seamless, supportive experiences—from promoting curbside pickup and virtual try-ons to customizing product recommendations for at-home lifestyles. Both sectors rely on accurate, real-time data to ensure every interaction is relevant to the customer’s current situation.

Factics

What the data says: Epsilon (2018) reports that 80% of consumers are more likely to purchase from a brand that offers personalized experiences. McKinsey (2020) finds that during the first months of the pandemic, companies that prioritize personalization see engagement rates rise by 20% or more. Adobe’s Digital Trends Report (2020) notes that leaders in personalization are 50% more likely to exceed revenue goals. How we can apply it: Map customer journeys with updated behavioral signals that reflect pandemic-related changes. Use AI to identify microsegments and trigger tailored messaging in real time. Ensure creative assets are flexible enough to adapt instantly to changing regulations, customer sentiment, and logistical realities.

Platform Playbook

• LinkedIn: Deploy hyper-targeted content for specific accounts, including custom landing pages and personalized webinar invites addressing current challenges.
• Instagram: Feature Stories and Reels showcasing virtual experiences, at-home product uses, and behind-the-scenes brand efforts during the pandemic.
• Facebook: Promote community-focused initiatives and real-time service updates, leveraging AI to segment audiences by location and interest.
• Twitter: Engage in timely conversations, using sentiment analysis to adapt tone and content to public mood shifts.
• Email: Automate lifecycle campaigns that incorporate current customer data, adjusting offers and recommendations to match real-time needs.

Best Practice Spotlight

Sephora’s pivot to virtual consultations exemplified hyper-personalization during COVID-19. With physical stores closed, Sephora expanded its online beauty advisor program, offering one-on-one video consultations tailored to each customer’s skin tone, preferences, and purchase history. Integrated with its loyalty program, the service provided personalized product recommendations, exclusive tutorials, and direct purchase links. This approach kept customer engagement high, reinforced Sephora’s commitment to service, and generated measurable sales despite the retail shutdown.

Strategic Insight

What’s your story? You’re the brand that delivers relevance and empathy at scale.

What do you solve? Disconnected customer experiences that fail to reflect current realities.

How do you do it? By combining AI, real-time data, and flexible content strategies to tailor every interaction.

Why do they care? Because in uncertain times, customers trust brands that understand and adapt to their needs.

Fictional Ideas

A B2B SaaS provider creates dynamic resource hubs for each key account, automatically updated with content relevant to their industry’s pandemic response. Meanwhile, a fitness equipment retailer uses purchase history and location data to send personalized workout guides and accessory recommendations, tailored to local restrictions and customer space constraints.

References

Epsilon. (2018). The power of me: The impact of personalization on marketing performance. https://www.epsilon.com

McKinsey & Company. (2020). Adapting personalization in the age of COVID-19. https://www.mckinsey.com

Adobe. (2020). Digital Trends Report. https://www.adobe.com

Accenture. (2019). Personalization Pulse Check. https://www.accenture.com

Gartner. (2019). Personalization in digital marketing. https://www.gartner.com

Forrester. (2020). Customer experience in crisis. https://go.forrester.com

Digital marketing is no longer just about delivering messages — it’s about delivering moments. Brands are shifting toward experiential strategies that immerse audiences in interactive, emotionally engaging encounters. The combination of physical events, virtual platforms, and social media extensions is transforming how B2B and B2C marketers connect with their audiences. The message is clear: the future of brand loyalty lies in experiences people can share, not just consume.

B2B vs. B2C Applications
B2B brands are leveraging experiential digital marketing to provide value-driven, educational experiences that help decision-makers visualize solutions. Think of interactive webinars, virtual product demos, or gamified training environments. For example, Adobe’s MAX 2019 conference integrated live-streamed sessions, behind-the-scenes content, and downloadable resources, creating a hybrid event experience for professionals worldwide.
B2C brands, on the other hand, focus on entertainment, personalization, and community-building. Nike’s AR try-on feature in the SNKRS app allowed users to virtually see how sneakers looked on their feet, blending utility with the thrill of product discovery. Consumers weren’t just shopping; they were playing — and sharing the experience on social channels.

Factics: What the Data Says & How to Apply It
What the data says:

• According to Event Marketer (2019), 85% of consumers are more likely to purchase after participating in a branded experience.
• HubSpot (2019) found that interactive content, such as quizzes or AR filters, generates twice the engagement of static content.
• LinkedIn research (2019) shows that live video receives 24x more comments than pre-recorded content.
  How to apply it:
• Identify your audience’s primary motivator — problem-solving for B2B, lifestyle enhancement for B2C.
• Integrate interactive elements that are platform-native (AR filters for Instagram, live Q&A on LinkedIn, watch parties on Facebook).
• Use analytics to track not just attendance or views, but actions taken after the experience.
• Leverage retargeting campaigns for attendees or participants, providing personalized follow-ups based on their engagement.

Platform Playbook

• Instagram: Use AR filters, Story polls, and live collaborations with influencers to make experiences shareable.
• LinkedIn: Host interactive webinars or live streams with polls and downloadable resources to attract a professional audience.
• YouTube: Create behind-the-scenes or tutorial content that extends the life of an event.
• Facebook: Run watch parties for product launches or use Messenger bots to guide users through interactive campaigns.
• Twitter/X: Encourage real-time participation with branded hashtags and live Q&A threads.

Best Practice Spotlight: Nike’s AR Try-On Experience
In December 2019, Nike integrated augmented reality into its SNKRS app, allowing users to point their phone camera at their feet and see how limited-edition sneakers would look. The campaign included:

1. Launch: Nike teased the feature on Instagram Stories, Twitter, and YouTube, creating anticipation.
2. Activation: On release day, push notifications and in-app prompts directed users to try the AR feature.
3. Integration: The AR try-on linked directly to the purchase page, reducing friction between interest and conversion.
4. Amplification: Social sharing features encouraged users to post screenshots of their virtual try-ons, fueling organic reach.
5. Results: While Nike didn’t release full numbers, SimilarWeb data showed a 22% spike in SNKRS app downloads the week of launch, and #NikeTryOn trended on Twitter.

Nike’s execution demonstrates how an interactive experience can merge product utility with social virality, creating both immediate sales opportunities and long-term brand buzz.

References
Event Marketer. (2019). 2019 experiential marketing trends report. https://www.eventmarketer.com/article/2019-experiential-marketing-trends-report
HubSpot. (2019). The ultimate guide to interactive content. https://blog.hubspot.com/marketing/interactive-content
LinkedIn Marketing Solutions. (2019). The power of LinkedIn Live. https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/the-power-of-linkedin-live
Nike News. (2019, Dec). Nike introduces AR try-on feature in SNKRS app. https://news.nike.com/news/nike-snkr-app-ar-try-on
TechCrunch. (2019, Dec 5). Nike’s SNKRS app adds AR try-on for sneakers. https://techcrunch.com/2019/12/05/nike-snkr-ar-try-on/
SimilarWeb. (2019). SNKRS app usage and downloads. https://www.similarweb.com/apps/product/nike-snkr