Substack Improving Audio Tool Kit for Community Development and Creator Personalization

Audio embeds and voice-overs have launched on Substack today: June 28th, 2022.

Photo by C D-X on Unsplash

Hey Guys,

Yet another product announcement from Substack in the UX. Substack is learning with its top Creators that audio immersion is a key aspect of both community development and boosting conversion rates between free to paid subscribers.

Substack Newsletter writers are offering audio and Podcasting at the bottom of their funnel, sometimes even as free content at the top of their funnel to add more value.

This is New in July, 2022

• As more of us are narrating our own work, to create an added way for our audience to keep tabs on us, it’s now easier than ever.

• The Anchor.fm app embeds also in Text posts as of Mid June, 2022.

• Now you can do voice-overs in-house on Substack directly.

Before the Android app launches, audio content could be a big deal there so good to optimize this (and no, I haven’t been able to do this yet myself!).

New ways to listen to your favorite writing

What is an Audio Embed?

With an audio embed you can create mixed media and embed an audio file anywhere in your post.

What is a Voiceover?

Now on Substack you can record or upload audio more seamlessly than ever before directly in the user interface (UX).

This is a substantial innovation considering how important audio is becoming in the Creator Stack.

• You can try it yourself in the UX if you are a writer on Substack.

• It’s not very intimidating, although sharing your voice might be scary at first.

• After you do voiceovers, you can graduate to doing podcasts as your confidence grows.

This in a nutshell is what it’s all about, giving Creators more tools in their stack to create personal, immersive, community intimate and inspirational content.

Many Substack Creators know their role as entertainers, companionship leaders and community drivers. It’s not just about the information but the tone, ambience and feeling of a Substack that makes us “feel something”.

Nothing is quite so evocative about a person as their “voice”. So why not use it?

In new media trends on the internet in the early 2020s, audio content is making a strong case for being an optimal medium as we experience:

• Information overload

• Social media Feed scrolling burnout

• Mobile attention narrowing (shorter and shorter attention spans)

• Seek to consume content as we multi-task, work or commute.

Audio Optimizes How Your Audience will Discover You!

Think about it, is audio right for your Substack? Dipping your toes into it, is now suddenly easier than ever before.

This is a feature that also scales well with how Substack’s App audience grows, which is inevitable. Think about that when you plan your Substack as a new Newsletter creator.

• Audio also creates a lead funnel on podcasting networks reaching people you may not have been able to reach before.

• Your Podcast doesn’t have to be professional grade, we all have things to share to our niche audience.

Even with limited equipment or experience, Substack’s product and features are lowering the bar to entry. All it takes is a little creativity and the will to try and get better as you do it.

Substack’s Own Text-to-Speech in Beta

One of my biggest requests to Substack (product team) was doing automatic text to audio, and they seem to be doing this now in the App (and by request currently in Beta, see the comments section for more details).

This is smart because it will encourage audiences to use the iOS app and the Android app as soon and when it comes out! (likely later this summer)

Substack says it’s beginning to convert some writers’ text into audio automatically using text-to-speech technology. Starting today, readers using the Substack iOS app will have the ability to hear posts read aloud.

As an android user, I’m very jealous!

Why not follow my work there?

This will mean it will be easier to experience Newsletter via audio or reading, depending on the situation and context you are in as a reader.

How Writers are Embedding Audio into their Newsletters

Already in mid 2022, there’s an impressive list of case-studies with regards to this.

Substack’s program mangers mention:

Writers have published original songs, shared personal voice messages, dispatched quick updates from live events, and read posts aloud for readers. 

Bigger Newsletters with huge lists are also launching Podcasts with VIP guests that take their Creativity and monetization to a next level.

Evolution of New Media

In the future we may all become as writers, more attuned to creating audio and video as part of our day-to-day routine.

While Substack offers journalists and hobbyists a new realm of possibilities, a young Creator that hops on the platform can hit the ground running.

Embedding audio into text Newsletters, just like Polls and other features Substack has added, just creates a more vivid and varied experience.

• Now if only Substack had its own architecture of emojis and GIFs, now that would get me excited!

All the best, thanks for reading!