“It was authentic, it was unplanned, and it was driven by real fan engagement,” Shiliwala said. Moreover, the creators’ followers amplified the content, leading to press coverage by publications including Time.
Audible also likes to step into the comments of creators’ videos. When comedian and creator Jake Cornell posted a video about someone drinking a bottle of cold brew concentrate, Audible chimed in with a comment about listening to audiobooks at a fast pace.
“Comments like these are not just throwaway jokes for us—they’re really like tiny love letters to our community,” Shiliwala said.
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