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This time about two years ago, we wrote about the increasing competition in the world of Social Audio:

• With the sudden rise of Clubhouse, social media giants like Facebook, Reddit, and Twitter were quick to jump on the bandwagon, launching their own audio-based features to capture the attention of users. It seemed that the trend was only just beginning, with more and more people tuning into conversations on various platforms.

Fast-forward to today and the hype surrounding Social Audio seems to have died. In fact, some of the biggest social media companies are shuttering their audio room features for good. Most recently, the news broke that Facebook is shutting down “Audio channels” for groups on April 1, and Reddit is also shutting down its Reddit Talk “Clubhouse clone.”

So why is LinkedIn doubling down on live, audio-only conversations?

In an update on the latest and greatest features coming to LinkedIn (including the rollout of a long-promised post-scheduling feature for company pages) the company is touting the expansion of Audio Events feature to company pages. Previously only available to Creators, companies will now be able to host events themselves, directly in the LinkedIn interface.

Audio may be best suited for professional life

There are a few reasons why LinkedIn’s choices here could make sense:

• Audio content may be particularly suited for professional settings. The format's audio-only format allows for more focused, in-depth discussions that can be difficult to replicate in other formats. Professionals are also already used to attending virtual events online, such as webinars, so an audio-only professional event may make sense, especially for those working from home.

• LinkedIn has simultaneously been investing in podcasts and courting podcast creators, with the recent announcement of a Podcast Academy offering.

• While Clubhouse may not be as popular as it was at its peak, it has found a niche as a platform for conversations related to topics such as finance. This also reinforces that although the mass market was not interested (or at least not ultimately ready for) lots of audio-only content, there is perhaps a smaller audience that wants this.

With these factors in mind, LinkedIn's audio event feature could be a smart move for the platform, providing a unique way for professionals to connect and engage with each other.

Why it Matters

For those playing in the LinkedIn space, keep an eye on live audio. The platform is making it easier than ever to dip your toes into this medium. (Note that your page must meet eligibility criteria including having at least 150 followers.)

For inspiration, LinkedIn provided these examples of companies that have already had success with the format:

• Mastercard – Discussed how to create impactful marketing campaigns with senior leaders.

• Mercer – Convened a panel of experts to discuss “redesigning the future of work.”

• Automation Anywhere – Hosted a panel of leaders followed by a live Q&A with attendees.