SoundCloud - The Instagram for your ears? (2012)
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SoundCloud - The Instagram for your ears? (2012)

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At $1billion, Instagram showed us how valuable a once niche social network could be. In this white paper we take a look at SoundCloud, the audio network and what opportunities it presents for brands.

At $1billion, Instagram showed us how valuable a once niche social network could be. In this white paper we take a look at SoundCloud, the audio network and what opportunities it presents for brands.

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  • 1. SoundCloud the next Instagram? Directors Briefing March 2012 WWW.DIGITALTOMORROWTODAY.COM
  • 2. SoundCloud - the next Instagram? Instagram, and the $1 billion price tag has shown how valuable ‘niche’ social channels can be. Before acquisition Instagram was a rapidly growing independent social network focused on users sharing their photos. Brands like Playboy, Levi’s and Starbucks have been using Instagram to share images related to their brands which in turn becomes valuable content for Facebook. In the same fashion, consumers are actively creating and sharing sounds (not just music) on Soundcloud which has a growing audience and potential feeds directly in the Facebook timeline. With global artists like Paul McCartney and Snoop Dogg as well as publishers including Penguin using SoundCoud we felt it was worth a look. Sound Cloud by the numbers • 10m registered users (Jan 2012) • 5m Soundcloud apps downloaded onto mobile devices • 10,000 apps have been created to work with the SoundCloud platform Noteable use of SoundClound Penguin Books have used SoundCloud as a central part of their social presence. The official Penguin books account shares audio readings of excerpts from authors including Dickens and books like Adrian Mole and Percy Jackson. Opportunities for Marketing on SoundCloud Sound as such is not a new marketing medium. From podcasts to ipadio there has been many places to share sounds. By comparing audio content to video content, we can see the substantial benefit brands are achieving from YouTube. The combination of highly engaging content, a large YouTube audience and additional SEO benefits mean more and more brands are using and benefiting from this medium. One drawback for consumers is the time required to stop and watch the video which can dissuade some users. With audio content, the user can hear engaging content but multi task the listening with other work such or other activities including travelling or driving a car. A simple interview or spoken guide to your product or service is enough to start benefiting from audio content. Much like YouTube, the ability to easily upload content, share it with a ready made audience and easily embed the audio content makes SoundCloud an important potential platform for sharing content. The Future Paul McCartney has created an official channel, sharing new songs from forthcoming albums (as a form of promotion) and mixes of old classics. 02 / SOUNDCLOUD - THE NEXT INSTAGRAM? SoundCloud has still to extend its relevance to a wider marketing audience than just publishers and artists. However, much like the slow take up of Instagram we believe SoundCloud will become an important channel over the next 18 months.