The Next Phase of Social? Listen Closely

The Next Phase of Social? Listen Closely

The rise of audio apps has captivated podcast and music enthusiasts with its ease and personal touch. Unlike other traditional formats, audio startups have the advantage of operating in a less crowded and competitive landscape. Listening to someone's voice creates a personal connection, and unedited audio content often delves deeper into ideas, providing intellectual stimulation. Podcasts have gained mainstream popularity in recent years, with over half the US population tuning in to approximately a million shows. The emotional impact that audio can have, such as the experience of a live concert or the laughter of a baby, inherently fosters a sense of social connection.

While audio apps initially began with podcasting and audiobooks, we are now witnessing the emergence of a decade of innovation in social audio experiences. Clubhouse is a prime example of this trend. It offers a unique experience that combines elements of a conference call, a podcast, and a live talk show. Although the content is ephemeral like a phone call, it functions as a horizontal and public platform, similar to live podcasting. By mixing and matching various attributes, countless configurations can lead to the development of new and cohesive products.

Three key themes are expected to shape the future of social audio: innovation in content format, evolution of the business model, and the growing ubiquity of audio. Future products may explore long-form content with a twist, such as focusing on high-quality educational material or short stories from prominent authors. This shift in focus has revealed a simple fact - creators were generally under-monetizing their audiences in an ad-driven world. Fans of creators were willing to pay a premium, signaling the need for native social audio monetization. Unlocking this potential will pave the way for the next generation of social companies.

Just as the inventions of the telephone, steam-powered printing press, and typewriters created new product categories and consumer demands in the past, the next decade of audio innovation is poised to be as productive and valuable as that of messaging, video, and other media.

Notion: A Journey to Success

Notion, a productivity app, began its development in late 2013 and early 2014. However, progress was slow, and by early 2015, the project seemed stuck in a standstill. The decision to move to Japan and streamline the team provided them with the runway needed to give Notion a fighting chance in the real world. In March 2016, almost a year after rebooting the project, Ivan Zhao and Simon Last launched Notion on Product Hunt, leading to one of the most successful launches of 2016.