Podcasts have grown hugely in popularity over recent years. They now provide a favoured way to keep informed and stay entertained whilst we are working out, commuting or getting chores done around the house.
We work with brands to support podcast PR strategies which include details on how to create and promote a podcast, and whether branded podcasts are the right route for the organisation.
According to a report from BBC Global News, branded podcasts are an effective means of advertising and a powerful addition to the marketing mix, as they create a real connection with audiences. Unusually, their impact is boosted when the listener is engaged in other tasks - such as driving, shopping and exercising - and therefore represents an entirely new space for brands to reach their audiences. Furthermore, podcast audiences appear to have stronger engagement, more emotional intensity and a longer term memory of the podcast content.
However, it's important to note that branded podcasts are not simply advertising opportunities. In the past, brands have wanted to use podcasts to increase social media following and email subscribers - however, promoting a podcast is rarely going to make that happen. While it can be a strong performance tool if used correctly, it’s far more valuable for brand building and profile raising. The best branded podcasts are fundamentally: great storytelling, compelling conversations, and content people want to hear.
And, whilst some branded podcasts might have had thousands of listens, it's not a fair or sensible comparison to compare these figures to the number of views a typical video might get when published on Facebook or YouTube - they're very different platforms.
Engagement is an area where branded podcasts really showcase value. Data on branded podcasts last year shows that podcasts often had a listen-through rate of more than 28 minutes — an incredibly high figure that most videos (such as those on YouTube) would struggle to come close to. It is this one-on-one time spent with a brand that makes listeners perceive it as more likeable and trustable.
Before you begin thinking about how to create a podcast, the key thing to consider is the aims of a branded podcast for the organisation. As your podcast agency partner, we can help you navigate and clarify these areas.
This is far from a saturated space, and there are still countless opportunities for companies of all shapes and sizes to step up and produce fantastic branded podcasts.
Our experience in the world of audio means we fully understand the needs, requirements and pitfalls of the medium - making us an ideal podcast agency partner.