Only 7 percent of Americans owned smart speakers such as the Google Home or Amazon Echo just five years ago. Today, that percentage is more than 24 percent. The most dominant use of in-home smart speakers is to listen to music (90 percent) followed by a search for real-time information like the weather or traffic at 81 percent.
What is one of the funniest topics to young children (as well as many adults too)? It’s poop.
And music artists are beginning to catch on to this phenomenon and responding by creating content to fit these types of search for information. One of the songs that may play when you ask your smart speaker to “play poop” would likely be this song about a poopy diaper.
Research shows that most of the plays for this song and other similarly silly songs were played on Amazon Music, indicating a link between Amazon smart speakers and voice queues relating to poop.
What does this mean to us as digital marketers? We need to pay close attention to the growing reach of smart speakers, which is currently estimated at 167.7 million people, and take action to ensure our brand is responding appropriately to be included in search results triggered by the voice commands of our current and potential customers.
One thing to keep in mind is the unique way smart speakers entirely skip user interface to provide someone with the information they need, at least until the speaker sends you a link to more information on the queried topic from the smart speaker’s app. Ensuring your company is optimized for voice search, including optimizing for local searches, is key because 40 percent of searches include a local request.
Throughout this program, we have emphasized the importance of knowing the problem that our business service or product is trying to solve. That is ever more important in optimizing for smart speaker results when most of the voice commands come through as questions. If you can position your product or service as a solution to commonly held challenges, you can open the door to a growing number of potential customers and increasing your brand’s reach.
“When kids yell ‘Alexa, play poop,’ you’ll hear these songs.” NPR.org. 9 Sept. 2022. https://www.npr.org/2022/09/09/1122122287/when-kids-yell-alexa-play-poop-youll-hear-these-songs.
“Smart speakers: Why your voice is a major battle in music.” BBC news. https://www.bbc.com/culture/article/20190416-smart-speakers-why-your-voice-is-a-major-battle-in-music.
“Smart speakers driving new music consumption habits, says new audiencenet study.” Music Business Association. Oct. 18, 2018. https://musicbiz.org/news/smart-speakers-driving-new-music-consumption-habits-says-new-audiencenet-study/.