4 tips for creating viral audio from SoundCloud

As many journalists will know, it can be challenging to create audio content that is easily shareable on social media.

This is largely down to the fact that the way audio has been packaged for online in the past has not “done it justice”, said Ben Fawkes, audio content manager at SoundCloud.

Speaking at the Next Radio conference in London today, Fawkes also noted RSS had traditionally been the most common platform for consuming online audio – a format which is not easily shareable. 

By contrast, SoundCloud posts get an average of more than 19,000 Twitter shares a day, he said. 

A big issue with audio in general is that, in comparison with video, it's just a play buttonBen Fawkes, SoundCloud

Below is some of his advice for creating viral audio. 

1. Make audio accessible across all platforms

Journalists should consider how audio will play on both web and mobile devices, as well as on social media, said Fawkes.

When embedding audio, he said it was essential to use a player which enabled users to add some context. A headline and text are important, and images may make content more visually appealing and increase the likelihood of it being played and shared.

"There's no way audio can be shareable unless you really make it accessible across all platforms and all different devices," he said.

"I think a big issue with audio in general is that, in comparison with video, it's just a play button so we need to package it better so people click on it."

2. Post engaging content

Audio is more likely to go viral if it is funny, insightful or otherwise deeply impacting, said Fawkes.

He pointed to a recent SoundCloud post by Ryan Block, a project manager at AOL, featuring a frustrating phone call to the broadcasting and cable company Comcast in which he attempted to cancel his service.

The post received 5.7 million plays in three weeks. Part of the reason it became so popular, explained Fawkes, is because the content is so compelling.

"It's definitely very shareable," he said. "It's so painful to listen to, but you do listen to the entire thing."

Audio posts are also more shareable if they contain something which strikes a chord with listeners.

In this case, the experience of a frustrating call with a corporate service provider is something most people can probably identify with.



3. Connect with key influencers

When audio is shared by people who carry a lot of clout online, whether they are experts, celebrities, or widely read publications, the post is more likely to go viral because of its potential to reach a much wider audience.

"Particularly in America where most of the audio that has gone viral via SoundCloud has happened because of the influence of the likes of BuzzFeed, Gawker, UpWorthy and Huffington Post to name a few," said Fawkes.

4. Shorter content is more shareable

Journalists should consider how they re-package content to increase the likelihood of it being shared, said Fawkes. One way to do this is to post just a smaller snippet of a longer piece of audio.

Fawkes said he had made a tracklist of the 44 most viral posts on SoundCloud and analysed 30 of them.
 
Of the 30, 12 were short audio recordings of phone call conversations, including 999 calls and the above Comcast example, while the average track length was 5 minutes and 48 seconds.

"An hour-long show is definitely not going to be viral, maybe 20 seconds will," he said.

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