Though widely used by newsrooms to an extra dimension in storytelling, audio is much less likely to go viral than video formats or images.

Despite this, the recent rumours that Twitter is considering acquiring SoundCloud, as reported by Mashable, demonstrates a market for making audio formats more socially shareable.

In this week's podcast, we speak to three people who are experimenting with ways to make audio go viral:
  • Christian Payne, documentary filmmaker and multimedia storyteller, @documentally
  • Eric Athas, senior digital news specialist, NPR Digital Services, @ericathas
  • Mike Woods, acting head of digital editorial, Express & Star, @expressandstar

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