Can this Jordanian startup revolutionize social networking using voice?
Sowt could be called Twitter for audiophiles. As a social network based upon short voice recordings, this Jordan-based platform (whose name means “voice”) might just be the next platform to empower citizen activism in the Middle East.
“Voice is the most common and most effective form of human
communication, yet it has never truly been integrated into social
networking,” says MIT graduate Hazem Zureiqat, Sowt’s soft-spoken
co-founder and CEO, a veteran of Jordan’s
tech scene. The platform draws from the structures of Twitter or
Vine, allowing users to upload audio recordings no longer than 42
seconds, along with 100 characters of text, which can be “echoed,”
Sowt’s version of re-tweeting. The length of 42 seconds was chosen
as a duration shorter than a minute that’s also “the ‘Answer to the
Ultimate Question of Life, the Universe, and Everything’ in The
Hitchhiker's Guide to the Galaxy,” says Zureiqat.
Like Twitter, Soundcloud, and competitors
Audioboo and Bubbly, Sowt offers users asynchronous follow, or the
ability to follow others without creating a mutual connection, and
it allows users to engage in discussions by commenting on audio
posts via voice and text.
Different from Twitter and SoundCloud, Sowt offer users the ability
to create your own personalized crowdsourced radio station by
enabling users to search any given topic and listen to a continuous
playlist of all related audio posts.
The idea, says Zureiqat, who co-founded Sowt along with his two
siblings, Tarek and Dana, is to give citizen journalists the means
to have their voices and opinions heard beyond the limitations of
mainstream journalism and text-based social networking channels
where users can better convey their ideas and emotions and
communicate better with their audience. While video might still be
a more powerful medium for communicating with a larger audience,
Sowt is simply an easier tool to use, says Zureiqat, as you can
easily record short audio messages on your smartphone and post them
on the go or stream them over Bluetooth or Apple’s AirPlay.
While the Zureiqats initially wanted to revolutionize social media
in the region and compete with other audio platforms globally by
incorporating voice into a social network, they’re now seeing that
its uses are hardly limited to citizen journalism. “Only three
months into our public launch, we already see how audio can be a
very powerful tool, not only for journalists or those who want to
discuss politics and current events, but also for people who want
to voice their opinions on certain issues, read poetry, sing a
song, or even just tell a joke,” he explains.
Recently, the platform was used to launch
discussions about the turn of events
in Egypt, including dialogue on
sexual
harassment; it was also used to document controversial
questions about internet censorship at the Arab Advisors
Group’s 10th Convergence Summit in Amman.
Wisely, the platform is also taking a B2B approach, introducing branded channels designed to offer celebrities and public figures, as well as organizations, companies and TV and radio stations, a platform for connecting to their fans and customers with quick music clips or voice messaging.
Can Sowt take on its global competitors?
While Sowt was founded, designed and developed in Jordan, Zureiqat is now looking to take Sowt global. “Jordan was a pilot run,” he says. The platform is already regional, attracting users from Saudi Arabia, Egypt, and North African countries, as well as a few non-Arab countries.
Currently available in both English and Arabic,
with French and other languages coming soon, the Sowt team hopes to
launch truly global conversations.
Zureiqat is also realistic about his prospects of competing with
the likes of Twitter or Facebook; rather than make Sowt a separate
destination, he plans to integrate heavily with both, offering
users the ability to share posts across multiple platforms from the
web and its iOS and
Android
apps.
But the key challenge when launching a social network is obviously
drawing traffic. Currently, Sowt has around 20,000 users, many of
which are very active and discovered the platform via word of
mouth, as Sowt hasn’t launched a marketing campaign. The platform
started taking off "before we even found an office and built the
team”, says Zureiqat. “I only started working full-time on Sowt
last month."
Yet Zureiqat doesn’t expect traffic to grow organically alone. "We
have to make sure that, one, we have
an aggressive marketing strategy and, two, we
seamlessly integrate with Facebook, Twitter, and other services on
which users are already active."
As Sowt goes global, it will have to compete with existing
players AudioBoo and Bubbly, which are currently dominating the
small but growing audio-based social network
segment. AudioBoo, an audio-based
social networking platform popular in the UK is rapidly growing,
with active users quadrupling to 4.4 million and “listens” per
month doubling to 8.2 million from October 2012 to March 2013,
according to The Guardian, with whom AudioBoo has
partnered.
AudioBoo has recently become the latest third party app to
integrate with Twitter, allowing users to listen to posts directly
within a Twitter stream, and it’s now in talks with US-based
investors for a funding round close to GBP $10 million (US $15.5
million), following a round of GBP 2 million (~ US $3 million) in
2010.
While AudioBoo feels like a crowd-sourced audio news site, hosting
content from media platforms such as the BBC, AlJazeera and The
Guardian, as well as journalists, another platform, Bubbly, is serving up entertainment
content.
Called “The ‘Instagram of Voice,” thanks to its various funky audio
filters, Bubbly is dominating the Asian social media space with
more than 15 million active users, now planning further expansion
in the UK, Japan, Indonesia, and Malaysia. What sets Bubbly apart
is its focus on mobile (it has no web interface) and its ability to
draw users by featuring popular Asian and British celebrities.
One way that Sowt stands apart from both AudioBoo and Bubbly is that neither of the other platforms incorporate voice and text together, thus giving users the option to express themselves in both mediums. Sowt also has a more interactive and social interface than either competitor, which may help current social media users easily incorporate an audio-based platform. In the Arab world especially, with the rapid turn of events in Egypt, hearing the voices of the crowd may just offer a unique portrait of what’s going on the ground that can offer a real on the ground alternative to mainstream media.