Audio-First: Becoming the Next Player in Social Media

Midas compared the impact of Airpods to what front-facing camera did for selfie culture.

These algorithms gave every user a unique version of Facebook; so while there was only one version of CBS Evening News in 1962, there were a billion versions of Facebook in 2012.

First, phone calls had deeply embedded the idea that audio’s primary role was synchronous, 1-to-1 communication. Second, users can’t skim audio in the same way that they can skim text or quickly glance at images/videos. This made audio a bad match for mass social media where users became used to scrolling through and briefly looking at a large quan... See more

In the short-term, we’re seeing audio-first social serving users based on relevance or familiarity: either they (1) serve niche communities with relevant, shared interests whether it be a topical interest or a functional interest (Clubhouse, QuarantineChat), or they (2) serve small groups with people that are familiar with each other (Rodeo, Chalk,... See more

Every social media platform struggles with the tension between liquidity and familiarity, regardless of their focus on groups vs. 1:1 or synchronous vs. asynchronous communication. Liquidity refers to the requirement that a user is able to interact with someone else roughly when they are available. If a user cannot consistently interact with someon... See more

Additionally, the size of the group matters and can transform a casual conversation into a panel, where only a handful of people dominate the conversation. Recreating group interactions on a platform requires a bit more thought around appropriate features to serve them.