SoundCloud the next Instagram?
Directors Briefing March 2012
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
Sound Cloud by the numbers
• 10m registered users (Jan 2012)
• 5m Soundcloud apps downloaded onto
• 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
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
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