Listen up! The latest social media craze is upon us, and we can enjoy it even without endless puppy filters--or any visual filters, really.  

HearMeOut is the first social media platform to put the focus on audio first, letting users record and upload 42-second voice clips to share on their feed.

This move toward audio might seem regressive at first--after all, television followed radio and not the other way around--but it actually makes a lot of sense. To start, think about the growth of popularity in podcasts over the past few years. HearMeOut--essentially a social feed of mini-podcasts--is poised to capitalize on that trend.

Secondly, the app has a hands-free "drive mode," which has made it the first and only social media app that's actually safe to peruse on your commute. Plus, Google recently announced that 20 percent of mobile searches are now done via voice--and this number is expected to go up to 50 percent in the next two years (Alexa is one popular gal!). Voice and audio are really having a moment, and it doesn't seem to be ending any time soon.

If I've learned anything from my years working in content marketing, it's that no matter how innovative the platform is, the only way to have staying power is by creating high quality content. HearMeOut is making some pretty wise moves in that regard. They are establishing an in house team dedicated to creating content led by Ora.TV's former CEO, and recently partnered with influencer agency Whitelabel Social, in a move that will both engage seasoned social content creators and reach their established audiences.

So what does this mean for brands? Well, if you've been wanting to hop on the podcast trend but found the length or production requirements too daunting, this could be a great platform to experiment with audio. Just tailor it to the medium: Just like no one wants to see a barely modified digital ad on Instagram, no one wants to listen to a thinly veiled radio commercial on HearMeOut. Find a voice that is both authentic to your brand and fitting for the social platform, and let that voice be heard.