“We’re all used to YouTube influencers and bloggers and vloggers. But now is the time of the audio influencer,” according to Spotify’s Marco Bertozzi.
A few years ago, all the talk was of how marketers could reach millennials, or Gen Y as they were less often referred to; now attention is turning to their successors, Gen Z. They’re often regarded as being primarily visual consumers with a short attention span, hence a marketing emphasis on short-form video, with new platforms like TikTok catering to this generation’s preferences.
An audio renaissance driven by streaming
But audio is also making...