Author: Ludovica Vettore
Even though podcasts are a recent invention, in a few years they had a large impact on worldwide communication. But what are podcasts and why do they attract so many people?
We could say they are the advanced version of the classic radio program but with some extra features. There are plenty of podcasts for all tastes, starting with the most popular genres like comedy, crime, information, and business and ending with interviews, inspirational, and cultural ones.
1. The Growing Popularity of Podcasts and their multiple functions
Statistics evidence that the number of podcast listeners worldwide reached 546.7 million in 2024, showing a 7.85% year-over-year increase. The most used platforms are YouTube, Spotify, and Apple Podcast, which together make up 64% of weekly podcast US listeners’ most used platforms in April 2024.
Along with its primarily entertaining function, a podcast can also educate, promote a brand, storytelling, and build a community. It’s precisely on the brand-promoting aspect that we are gonna focus our attention on.
2. Why Podcasts Are an Effective Marketing Tool
Podcasts are an optimal tool in the marketing sector for various reasons.
Firstly, because they create a direct bond between speakers and listeners. The host’s voice emotionally connects to the public, making the message more effective than a traditional advertisement.
Secondly, because they don’t interrupt listeners’ daily activities, but oppositely they become part of it. The public chooses to spend its time on that content so it will be much more engaged on the subject. In addition, sponsorships in podcasts sound more natural and reliable differently from a social or TV ad.
Thirdly, it is also important to underline the duration of the exposition of the marketing product. An episode usually lasts between 20 and 60 minutes, which is a much longer time than a YouTube commercial. For this reason, the listener strives to develop a higher level of retention.
The majority of podcasts public do complementary activities while listening, such as driving, exercising, or working, increasing the possibility of assimilating the message sent by the brand.
e.g. Nike Trained, Nike’s podcast on fitness and health, strengthens the positive association between brand and wellness, without looking promotional.
Particularly relevant is the wide distribution and accessibility that characterizes podcasts. Platforms that consent access to podcasts - freely and at any time - are many. Podcasts don’t have an expiring date, listeners can discover them months or years later and still be current.
In addition to this, a well-built podcast activity helps the brand become not only a reference point in a specific field but also boosts its prestige and credibility. Also, by including in the episodes interviews to industry professionals, the brand would automatically be seen as an expert in that field market.
Undoubtedly, for a brand, owning a podcast will only bring benefits. The costs of production are very low compared to commercials and online ads - you will only need a microphone and a bunch of creativity.
On the other hand, to take full advantage of the strong podcast power, such as increasing the discoverability and the SEO, you will have to be consistent, stimulating, and a bearer of newness.
3. Strategies for Using Podcasts in Marketing
Before starting your own branded podcast, there are some key tasks you need to do.
First of all, it’s important to define your goal, it can be the increase of brand awareness, creation of community, engagement of a wider audience, and a better positioning in the sector market.
As well as that, the format choice is crucial. It has to be aligned with the brand and the target audience. The most frequently used formats are the storytelling, the interview with experts, the educational and How-to, and the stories from behind the scenes.
e.g. The podcast Inside Trader Joe’s, tells the backstage of the famous American supermarket chain, starting from the humble origins and ending with the strong engagement obtained from the loyal clients.
Moreover, a branded podcast works if it’s created for a determined type of public. For this reason, it’s essential to know your target audience. You will need to analyze the needs, interests, and listening habits of your clients. The same is true for the tone of voice you decide to use, which can be formal, informal, inspirational … etc.
Your aim is to propose high-quality contents that solve problems and add value to your brand.
Furthermore, another key tip to elevate your branded podcast is to integrate it with social media by sharing audio-video clips in the form of Reels and TikToks on the official accounts of the brand. A good idea would also be cross-promoting it, by collaborating with other podcasts and exchanging visibility to each other.
4. Case Studies: Brands Winning with Podcast Marketing
Clearly, eBay’s Open for Business is a good example of a successful use of podcasts in marketing. Its aim was to enhance small business owners by giving tips on how to start and make a business grow. The highlight of the episodes was the insertion of testimonials from successful entrepreneurs. As a result, the podcast improved eBay’s perception as an e-commerce platform, also boosting confidence between sellers.
Tinder's podcast DTR - Define the relationship, paved the way to many other dating apps’ podcasts. It humorously explores dating in the digital era, by talking about close-to-user topics, humanizing the brand, and proposing itself as an ally in modern relationships. Its young audience loved it for its light-mindedness and involving characteristics that stood out in the advertising part.
To conclude, the benefits of branded podcasts are a lot. They are not only a trend but instead, a huge opportunity to build an authentic bond with the audience. They offer strong commitment, no annoying interruptions, and a lasting value that creates trust and prestige over time.
To stand out in an increasingly noisy market, the podcast is the ideal strategy: it provides less competition, more attention, and a loyal audience that chooses to listen to you.
Start telling your story, share your value, and grow your business with a branded podcast - it’s surprising how much of a difference it can make!
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