2021 is the year of audio. Group chat apps have generated buzz around the world, led by the hype surrounding Clubhouse. Tech giants as well as startups quickly churned out similar instant conversation products to gain a slice of the pie. Facebook said it would soon launch a clone, while Twitter is already testing a similar feature. In China, where Clubhouse is now blocked, a number of homegrown counterparts have emerged. Among them, ByteDance, the parent company of TikTok, is developing a similar product. The fad of Clubhouse may have passed, but audio is here to stay. It is a format that feels more authentic and less invasive. Direct conversations give users more space to build relationships, while privacy is ensured during the exchanges. However, it is never easy to find a tipping point within a market. While it is true that the tech giants have sufficient resources to get ahead in the race, smaller startups have their advantages too. They are more focused, more adaptive when tapping into a market. Sango is one app that is setting a high bar. The rise of an audio social app meant for MENA Clubhouse’s team was not the first to realize the…
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Sango redefines the Middle East's social media soundscape
