Audible faced stagnating in subscriber growth and wanted to engage a new audience of audiobook listeners. As part of a dedicated social studio, we create organic content to inspire Gen Z to explore the world of audiobooks. We developed a new social voice for Audible, tapping into the world of “Booktok”, creating a fun and sometimes unhinged social first content.
BookTok: a influential community on TikTok where users create and watch short videos about books, sharing reviews, recommendations, and discussions
Audiobook obsession: Here is a selection of content that dive into our fans serious love of Audiobooks. Embracing relatable moments that speak to Audible as the latest hyper-fixation in our lives.
The audiobook boyfriends: Audible is huge in the world of romance, both classical and modern. We tapped into the phenomena of the “Audiobook Boyfriend.” A trend of growing attachment to fictional characters, leaning into these fantasy lovers as a way to connect with our audience.
