Limited real-life interactions in lockdown have led many people to seek out online communications that allow for deeper, more intimate connections. Audio offers a welcome break from screen-based social media, but how can brands best harness this medium to stand out?

As the audiobook and podcast markets continue to boom, consumers are primed for the expansion of audio into social networking platforms. With trust in social media at an all-time low, the raw, unedited relatability of live audio speaks to users looking to connect in a more authentic way.

Audio-only apps like Clubhouse are booming as people look for more interactive social media spaces. Mark Cuban and Falon Fatemi are joining the audio craze with an app called Fireside, which not only enables discussion and debate but lets creators record and monetize their conversations.

Whether to stay connected, informed, or distracted, social media plays multiple roles in people’s day-to-day lives – and it’s proving especially useful during the COVID-19 crisis. Canvas8 polled 1,000 Americans and spoke to nine people to find out what they want from these platforms and why.