Latest / Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy / Why Brands Are Using Social Media for Audio Chat Events
Transcript
- Lucas: There's this moment, maybe you've felt it — you're scrolling through Twitter or LinkedIn and a notification pops up: someone you follow is hosting a live audio chat. You tap in, and suddenly you're not reading a post or watching a video — you're listening to a real-time conversation. Maybe you even raise your hand to speak. Luna: It's a different kind of engagement. Less polished, more immediate. I've definitely jumped into a few Spaces and found myself staying way longer than I planned. Lucas: Right. And brands have noticed. Over the past couple of years, live audio chat events — whether on Twitter Spaces, Clubhouse, or even LinkedIn's audio rooms — have become a tool for companies to connect with audiences in a way that feels less like broadcasting and more like conversation. Luna: And it's not just tech companies. I've seen everyone from skincare brands to financial advisors hosting weekly chats. But I think the question is: does it actually work, or is it just another trend? Lucas: That's exactly what we're going to dig into today. And look, if these conversations have sparked something you've actually used in your own marketing — maybe you've tried hosting an audio chat yourself — we want to hear about it. And if you've found value in this podcast, there's a simple way to keep it going. Luna: Yeah, a small group of listeners already chips in monthly through buy me a coffee dot com slash fexingo. That support is literally what keeps this show ad-free and lets us keep exploring topics like this one. Lucas: Exactly. No pressure, just if it's made a difference for you. So, back to audio chats — let's talk about why brands are investing time in them. Luna: One reason that comes to mind is authenticity. A prerecorded podcast or a scripted video can feel polished, but a live audio chat has that raw, unedited quality. People can hear you think on your feet. Lucas: And that builds trust. A study from earlier this year found that 62 percent of consumers say they trust a brand more after engaging with it in a live audio conversation compared to other social media formats. The intimacy of voice — just your voice, no video — creates a sense of connection that text and even video sometimes miss. Luna: But it's not just about trust. It's also about community. I've seen brands use regular audio chats to turn followers into a loyal group. One example that stuck with me is a small skincare brand called Naked Sundays — they do weekly Spaces on Twitter where they talk about sunscreen science and answer questions. Lucas: Yes, Naked Sundays is a great case. They started these chats in 2024 with maybe 30 listeners. By mid-2025, they were averaging 300 live participants per session, and their community engagement metrics — things like retweets and replies — jumped significantly on the days they hosted a Space. Luna: And they weren't selling anything directly. They were just educating and being helpful. That's the key — it's not a sales pitch. It's a conversation. Lucas: Right. Which brings us to a common mistake. Some brands treat audio chats like a webinar — they prepare a slide deck in their head, they have a script, they talk at the audience. That almost always backfires. The format demands spontaneity. Luna: I've been in Spaces where the host just reads a list of talking points, and you can feel the energy drain. People start leaving. The whole point is to listen and react. Lucas: So what does good execution look like? First, you need a clear topic — not 'let's talk about marketing' but 'how we cut customer acquisition costs by 20 percent using referral programs.' Specificity draws the right people. Second, you need a skilled moderator who can manage the flow, invite speakers, and keep the conversation on track. Luna: And that moderator role is crucial. It's not the same as a host. A moderator has to balance participation — you don't want one person dominating, but you also don't want dead air. It's a skill. Lucas: Absolutely. Some brands actually hire professional moderators for their recurring Spaces. It's a small investment — maybe $200 to $500 per session — but it can dramatically improve the quality. Compare that to the cost of producing a video ad, and it's cheap. Luna: But what about measuring ROI? That's always the tricky part with newer formats. How do you know if an audio chat is worth the time? Lucas: There are a few metrics to watch. The obvious ones are live attendance and replay listens — Twitter Spaces now gives you a replay count. But the more important metrics are downstream: did the chat lead to more profile visits, more follows, more website clicks? For Naked Sundays, they tracked that people who attended at least two Spaces were three times more likely to make a purchase within 30 days. Luna: That's a strong signal. But I imagine it takes time to build that habit. You can't just host one Space and expect a flood of sales. Lucas: Exactly. Consistency is everything. The brands that see results are the ones that commit to a regular schedule — weekly or bi-weekly — and stick with it for at least three to six months. It's about building a routine for your audience. Luna: And then there's the question of platform. Twitter Spaces is the biggest right now, but Clubhouse still has a dedicated user base, and LinkedIn audio events are growing, especially for B2B. How do you choose? Lucas: It depends on your audience demographics. If you're targeting a younger, more consumer-oriented crowd, Twitter Spaces is probably your best bet. Clubhouse skews slightly older and more professional, but it has a more engaged core. LinkedIn audio events are great for thought leadership and B2B networking — think a CEO hosting a monthly chat on industry trends. Luna: We should also mention that some brands are experimenting with hybrid formats — starting a Twitter Space and then repurposing the audio as a podcast episode or a YouTube video. That extends the lifespan of the content. Lucas: That's smart. The live event is the engine, but the recorded version becomes a content asset. One brand I know takes the best 10 minutes from each Space and turns it into a short video for TikTok — it drives people back to the next live event. Luna: I love that. It's a flywheel. So what's the biggest barrier for brands that want to start but haven't yet? Lucas: I think it's fear of the unknown. You're giving up control. In a written post, you can edit every word. In a live audio chat, you might get a tough question or a participant who derails the conversation. That's scary for a lot of marketing teams. Luna: But that's also where the magic happens. When a brand handles a difficult question with grace and honesty, listeners remember that. It's more powerful than any ad. Lucas: Exactly. And there are tools to mitigate risk. You can set ground rules at the start, have a co-host to monitor the chat, and you can always remove a disruptive participant. But the best brands lean into the unpredictability. Luna: So if a brand is listening and thinking about starting their first audio chat, what's one piece of advice you'd give? Lucas: Start small. Invite your existing community — email list, social followers — to a 30-minute chat on a single topic you know well. Don't worry about production quality. Just have a conversation. After two or three sessions, you'll have a sense of whether it's resonating. Then scale from there. Luna: And don't forget to promote it. I've seen great chats with only 10 attendees because the host didn't tell anyone. Use countdown stickers, post reminders, ask your audience what topics they want. Lucas: That's a good point. Promotion is half the battle. But once you build that habit, the audience tends to grow organically. People tell their friends, share the replay, tag the brand. Luna: It feels like audio chats are still in that early-adopter phase for many brands. But the ones that get it right are building real loyalty. Lucas: I think we'll see more brands adopt them over the next year, especially as platforms add better analytics and monetization features. Imagine being able to run a paid audio event where listeners pay to access a Q&A with an expert. That's already happening on Clubhouse. Luna: And for the listener, it's a chance to connect with a brand in a way that feels human. That's ultimately what marketing is about, right? Lucas: It is. And maybe that's the takeaway — audio chats are a reminder that sometimes the most effective marketing is just having a good conversation.