Podcasting – the new power play!

Podcasting is flourishing, There is no other audio medium that can reach an audience as highly engaged as podcast listeners

Here’s three reason why:

 1.    The power of content. 

It’s about brands that produce content which add value for the audience, rather than shouting your company’s name or obsessing about banner clicks or impressions. It’s about engaging each one of those listeners to care about your brand. That’s what will bring the results.

 2.    The power of the virtual auditorium.

Podcasts work via computers or mobile phones.  There’s no transport to a venue and there’s no need to feed an audience! Imagine filling an auditorium week after week? When the listener completes a typical podcast series (let’s say 10 episodes, at an average of 30 minutes each) he or she has spent a very long time (300 minutes) in a receptive mindset, without skipping between stations when the ads come on.

A listener’s indirect exposure to the brand that produces the content (and possibly the direct exposure to their product) cannot be measured in the same way as measuring the number of reluctant listeners to a 30-second radio ad. According to Spotify (May 2019), 81% of people who hear an advertising message in a podcast take action by either searching for the product online, connecting on social media or telling their friends about it.

 3.    The power of the tribe building itself:  People are over in-your-face advertising and fake testimonials, of the kind so often seen on TV. They WhatsApp each other for recommendations…or ask their Facebook friends. Businesses that spark those kinds of conversations will win.

Monetization comes in many forms and ultimately, the role of branded messaging in a podcast is to: 

• Create brand awareness and brand recall 

• Stimulate a call to action 

• Sell a product or service

On-demand audio for discerning listeners seeking quality content has replaced mainstream traditional audio options and the valuable audiences are now found in podcasts.

A brand that can recognize a synergy in their ‘ideal’ customer and the content of the podcast, can put themselves front and centre to those listeners and elevate the brand – not just from a thought leadership point of view, but also to increase sales leads.