In 2019, a growing amount of research and interaction with the brands began with “Ciao, Alexa,” “Ciao, Siri” and “OK, Google”. And these voice assistants are no longer limited to smartphones, tablets and smart speakers. this year’s CES fair in Las Vegas gave a glimpse of a future dominated by voice commands, from alarm clocks to refrigerators, from light bulbs to mirrors and microwaves.

The voice search is shaking up, therefore, the way companies can influence people to know, appreciate, trust and finally buy their brand.

After the introduction of BERT, the new Google algorithm based on the introduction of natural language (NLP), voice search will certainly be an important trend for 2020.

In fact, an ever increasing number of people opt to search for information through voice search, without typing search keys on the keyboard, on average we pronounce 150 words per minute, but we can only type 40 words. The voice conveys emotion, tone and subtlety that the text is not able to capture and allows users a hands-free experience without eyes. According to recent research, by 2020, more than 50 percent of all Google searches will be done using the voice.

Gartner expects that 30 percent of web browsing sessions will run without a screen within the next year. Google further states that voice searches are 30 times more likely to find a conversion than text searches.

This information confirms that people want to be guided by their virtual assistant to buy things, find places or simply ask. So the voice, in all likelihood, will represent the most powerful web interaction tool, but how can this impact on content?

A first clue can be given by HearMeOut, the social network that is based on the voice, a platform on which we can share 42 second voice recordings HearMeOut has already targeted the Connected Car space, which is the technology that allows cars to connect to the internet. And it is precisely the automotive sector that could greatly benefit from the advancement of voice search, the progress of this trend could lead to an increase in the production of cars with an integrated voice assistant.

But the voice search is also starting to affect the world of advertising. Unlike text ads or static images, we can have a conversation (even if limited) with voice ads. An interesting form of innovation that once again sees an increasingly active and interactive consumer, and engaging and highly effective messages for brands that want to differentiate themselves from their competitors.

Through vocal interaction the brand tends to be more empathetic. Voice content is perceived as more personal and even more informal. The voice adds nuances, the simple text, even if accompanied by emoji, fails to make them live deeply. In addition, when we search for information with voice search, we generally never do it with a single keyword, but we add several words, increasingly profiling the search.