How toSocial MediaTop TipsWork 08.11.2019

How brands can use podcasts

Podcasts are a great, portable way for people to stay engaged and up-to-date with topics and people of interest. Over the last couple of years, brands have capitalised on the growing popularity of podcasts, with the likes of McDonalds, Johnson & Johnson and eBay all hosting their own.

Before we delve into the value of podcasts to brands, there are a couple of things to note:

  • Podcasts are cheap to make. Yep, all you need is a mic, editing software and a voice. Of course, recording in a quiet room with low acoustics is also preferable, but these things don’t cost that much obtain.
  • It gives you access to different markets from visual content which requires someone’s full attention. Audio entertainment can be enjoyed whilst multitasking!
  • Finally, in today’s busy climate, reading for many is a luxury so it is often easier for individuals to engage with podcasts.

So, now you know why podcasts are great, let’s talk about how brands can use them…

  1. A voice to the brand

A podcast gives the opportunity to humanise a brand, portraying the people behind it and the values of the brand through a real voice. In turn a podcast has the power to build a stronger relationship with listeners which are much harder to create through blogs and articles. Listeners become invested and will continue to return for each episode as they connect with the podcast.

  1. Captive audience

Podcasts are a great way to target a group of people with similar interests. Making your podcast topic relevant to your brand will attract individuals with similar interests and help grow brand awareness in your target market.

  1. Word of mouth

It opens avenues for word of mouth marketing. Listeners who enjoy your content are likely to share their find with friends, giving an opportunity for audience growth.

  1. Engaging

In a world where we are bombarded with what seems like millions of targeted ads and pieces of content every day, many will see a podcast as a welcome change where consumers can seek and choose what they listen to.  These people will be more highly engaged in in the content and ultimately, with your brand.

For more on our events campaigns, please see ADPR’s guide to Event PR best practice

If you’d like to have a chat about how to start up a podcast or how it would help your brand, please get in touch on 01460 241 641 or email

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