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.

What set Notion apart from its predecessors was its unique approach of combining single-player productivity with multiplayer productivity apps. The block structure of Notion allowed users to build powerful tools that adapt to their needs, providing the flexibility and adaptability that many productivity apps lacked. Word of mouth (WoM) played a pivotal role in Notion's growth, with 99% of its success being driven by user recommendations.

To maximize user commitment and positive emotions towards the product, Notion focused on raising awareness through launch on discovery platforms and leveraging viral growth through initial users spreading the word. The goal was to guide users along a learning/value curve as efficiently and quickly as possible, without requiring a large customer service or sales force.

Notion's value stack consisted of four levels: single personal use-case, multiple personal use-cases, company's source of truth, and Lego blocks for creating productivity apps. Notion excelled in moving users up this value stack, ensuring that they reached the highest level possible. The landing page was optimized to showcase the power of the tool and prompt users to consider their ideal use-case. Onboarding focused on demonstrating how users could leverage the product, guiding them towards unlocking more valuable use-cases.

Notion's journey highlights the importance of starting with a simple value proposition that solves immediate problems and gradually unlocking more valuable features. Sometimes, it is best not to communicate the full extent of the value proposition upfront and instead let users discover it themselves. By helping users extract more value from the product as quickly as possible, companies can accelerate word of mouth and drive growth.

In conclusion, the next phase of social lies in the realm of audio, offering a more personal and intellectually stimulating experience. As audio apps continue to evolve and innovate, new formats and business models will emerge. Notion's success story serves as a reminder of the power of flexibility, adaptability, and maximizing user commitment and positive emotions. To thrive in a competitive landscape, companies must prioritize user value and constantly strive to unlock the next level of innovation.

Actionable Advice:

• 1. Explore the potential of audio in your social media strategy. Consider incorporating audio content to foster deeper connections with your audience.

• 2. Embrace flexibility and adaptability in your product. Provide users with customizable tools that can adapt to their needs and solve their immediate problems.

• 3. Focus on maximizing user commitment and positive emotions. Guide users along a learning/value curve, helping them extract more value from your product quickly and efficiently.