There is no doubt that visuals-based marketing is the biggest tool for brand promotion, yet businesses are now increasingly adopting audio for brand promotion. And the Covid-19 pandemic has only accelerated the growth of podcast listening. According to Edison Research's Infinite Dial 2021 report 62% of the U.S. 12+ population, around 176 million people, are now weekly online audio listeners, an all-time high for this category.
It´s indeed a great way to connect using one of the most intimate mediums - radio
and transforming it to a digital form. People usually listen to it while they sit at home or in their car, walking or working out, giving you one-on-one time with your listeners, enabling deep connection. With lifestyle on-the-go, the power to have the podcasting on demand allows companies and brands to tell their story anywhere and at any time. Yet, there is this old joke that the podcast is the lower back tattoo of the 90s - because everyone else is getting podcasts, it doesn´t mean that you have to do it too.
So, when should you consider podcasting as your marketing tool?
1. First and foremost, think about your audience and how they will consume your podcast. If your audience is not very keen on traditional advertising channels and is open to a new technology instead, then podcasts might be worth considering. Podcast listeners are typically also active on social media. This creates an opportunity for brands to build closer relationships with show hosts and leverage the power of their social media presense and multi-channel exposure.
2. One should also really consider whether they have enough resources to create a consistent high-quality content that addresses compelling topics on a regular basis.
3. In addition, it's important to have a great speaker to stand out, an inspirational thought leader who explains even complicated things in an easy to understand way.
It´s no brainer, that the podcast audience will continue to grow. What´s important is to
understand who your audience is and how to best reach them. Contact us to learn more about how we can help you with your podcast strategy and execution.