Stop Shouting at Their Eyes. Start Whispering in Their Ears
Why “Share of Ear” is the fast growing metric in a screen-saturated world.
“Confusion precedes learning.”
I love that saying. It reminds us that when things feel chaotic, like the current state of digital marketing, it’s usually because we’re on the brink of understanding something new.
Right now, most corporates are confused. They are spending millions fighting for “Share of Eye.” They are battling for a split-second of attention on LinkedIn, fighting to be seen on Instagram, and paying for billboards that people drive past at 120km/h.
It’s a losing battle. We have reached “peak screen.”
Our eyes are tired.
We are scrolling faster, skimming harder, and retaining less.
But while everyone is shouting at eyes, there is a quiet revolution happening in the ears.
The Unreachable Moments
Think about your own day. When are you unreachable by screens?
When you’re stuck in traffic on the N1.
When you’re sweating it out at the gym.
When you’re cooking dinner or walking the dog.
In marketing terms, these used to be “dead zones.” You couldn’t reach a client there. But with audio, these are now prime engagement hours.
This is the concept of “Share of Ear.”
Unlike video, which demands 100% of your attention (you can’t watch a webinar and drive safely), audio is a companion. It comes with you. It turns ‘wasted’ time into productive time.
Intimacy Scales
I believe that the first step to being understood is to #BeHeard.
There is a profound difference between reading a CEO’s letter and hearing their voice, their timbre, and their emotions. Podcasting creates a parasocial relationship, a sense of intimacy and trust that text simply cannot match.
When we produce a show at Solid Gold, whether it’s for a banking giant or a niche brand, we aren’t just recording audio. We are crafting a conversation. We are asking for (and getting) 20 to 40 minutes (often even more) of a client’s time and not the 3 seconds you hope for on social media.
And here is the kicker: They give it to us - willingly!
Podcast listeners are the “smartest” audience in the room. They are self-selectors. They choose to listen to learn, to grow, and to be entertained. If you can win their Share of Ear, you aren’t just getting an impression; you are building a relationship.
An Adventure Together
We remind our clients that starting a podcast is an adventure. It requires a bit of bravery to step away from the safety of a PDF brochure and get behind a microphone.
The best time to start was 10 years ago. The next best time is today.
If you are tired of fighting for attention in a crowded feed, maybe it’s time to change the battlefield? Stop trying to distract them visually. Start accompanying them audibly.
Let us help you #BeHeard.
