NPR launches audio experiment on Facebook

Dec 17, 2015

We wanted to share with you an experiment that Facebook is introducing today that brings audio previews to Facebook posts. Arising from our ongoing conversations with Facebook, NPR agreed to partner on this experiment as we believe it fits within our overall digital strategy of reaching new audiences, increasing engagement, and ensuring connection back to Member Stations.

This Facebook experiment includes NPR, Serial, Rhapsody, Deezer and other partners.  During this experiment audio previews will be presented in an in-line audio player embedded in standard Facebook posts – very similar to how videos are currently presented embedded in Facebook posts.   Individual audio previews will be selected by NPR editorial staff and will capture different audio moments from NPR's programs and podcasts.

Today starts a brief two-day preview. In early January the full experiment begins with a 30-day test during which NPR anticipates publishing up to 5 audio previews per day.  Facebook has limited the experiment to mobiles users of Facebook’s iOS app and desktop users of Facebook.com.

After this experiment concludes, Facebook will determine whether to make this audio preview feature permanently available for spoken word content.  At NPR, we will share the results, our analysis and any recommendations with Member Stations.