David Bridges
Do you recall the time when Clubhouse was the hottest app on the market, capturing the attention of thought leaders who heralded the emergence of audio social as a revival of genuine connection and engagement? This trend initially captivated many users and marketers alike, suggesting a shift towards more meaningful interactions in the digital space.
Despite the hype, the anticipated transformation did not materialize as expected. Nevertheless, it prompted major social media platforms to embrace the audio social trend, driven by concerns about losing their audience if this trend proved to be a legitimate and lasting change in user behavior.
One prominent player in this audio arena was LinkedIn, which introduced dedicated live audio events in January 2022. These events mirrored the format of Clubhouse, aiming to engage professionals in real-time discussions and networking opportunities.
However, fast forward nearly two years, and LinkedIn has made the decision to phase out its dedicated audio events feature. Instead, the platform is consolidating audio experiences into its existing live-streaming tools. While users can still host audio-only live events, they will now need to incorporate a static image into the video field using third-party tools to maintain their event format.
This transition may not significantly impact the majority of users, but it is noteworthy for LinkedIn marketers who relied on audio events as a means of engagement and outreach within their professional networks.
According to LinkedIn:
“We are updating our live event creation experience, bringing together our Audio Events and LinkedIn Live into a single entry point. From December 2, 2024, the creation of native Audio Events will no longer be available. If you have an Audio Event scheduled before December 31, 2024, you can host it as usual. If you have an Audio Event scheduled after that date, you must create a new event through LinkedIn Live by December 15, 2024, as the original event will be removed.”
With this change, live audio chatrooms will no longer be available on LinkedIn. While this may not have drastically affected many strategies, it’s still a significant shift reflecting the evolving nature of online engagement.
It’s fascinating to observe how technological trends can instigate multi-million dollar movements that eventually lead nowhere. For example, Meta discontinued its various audio social initiatives early last year, and while X continues to promote its Spaces feature, it has become a mere afterthought within the app.
Although X has arguably experienced the most enduring success with audio formats due to its focus on real-time news, the concept of live audio didn’t resonate on platforms like Reddit. Over time, we’ve witnessed the initial excitement for live audio discussions diminish significantly.
While the audio social trend was promising at its peak, it’s refreshing to see platforms exploring innovative ways to foster connections among users, even if many of these efforts ultimately fade away.
Clubhouse, although not boasting the same user base it once did, continues to operate and adapt, presenting new opportunities in the audio social landscape. This ongoing evolution indicates that while some platforms may shift away from audio features, others are finding ways to innovate and create value in this space.
On LinkedIn, however, the landscape is changing, meaning that if live audio was a part of your strategy, it’s time to reassess and update your approach moving forward.
Cameron Steel
