People are obsessed with podcasts. And what’s not to love? With convenient access and a never-ending roster of topics, podcasts offer everything consumers could want and then some.
But what really gives this form of audio its near-cult-like following often isn’t the genre or format; it’s the creators. From the sassy and quick-witted to the gentle and informed, podcasters bring a human element to content consumption that audiences are craving.
Getting the most bang for your influencer bucks
So, what does this mean for advertisers looking to capitalize on strategic opportunities? Influencer marketing has been a key part of marketers’ strategies for years now. But with an audio takeover in the works, the answer is clear: move away from traditional social media partnerships and consider podcasters your new influencers, instead.
Still not convinced? The proof is in the data. What many have considered a must-have part of the media mix is rapidly evolving. Data shows that social media usage is on the decline. The draw of these platforms—and the influencers that ran them—aren’t what they used to be.
A new star is emerging: podcasts. But the hosts, while stars, aren’t exactly new. Instead, in many cases, they’re known and loved celebrities: Conan O’Brien, Kevin Hart, Bill Nye, Trixie Mattel, Jenna Fischer and Jameela Jamil, to name a few.
Over in the podcast stratosphere, more consumers are tuning in—and turning up the volume. Up 21% in listenership from last year, podcasts are the place to be in the influencer marketing landscape, with 109 million Americans listening to their favorite hosts and content monthly and averaging eight podcasts in a week, according to Edison Research.
“Podcasts are exploding—because podcasts have that ability to meet people where they are in their daily lives—and in such a unique, immersive experience,” says Oprah Winfrey, host of SXM Media’s award-winning Super Soul Conversations.
The secret sauce? The human element
Podcasts offer a refreshing take on brand recommendations that consumers are more likely to trust and act on. The Super Listeners 2021 study from Edison Research and Ad Results Media found that over 56% of listeners are more likely to purchase a product they heard about on a podcast than if they had seen the same offer advertised elsewhere.
From the advertiser’s side, partnering with podcasters may be newer territory, but on the consumer side, it’s the truer way to go. Podcast ads often feel like nothing more than reliable word-of-mouth recommendations from influential figures they believe in and feel like they know.
The authentic, conversational nature of audio makes podcasters a rare type of influencer. Podcasters feel like real people and their content feels human. They’re trusted and credible, and they help listeners wade through infinite amounts of content to find messages and offerings that truly resonate.
Shankar Vedantam from the podcast Hidden Brain says it best: “We don’t just listen to podcasts. We identify with them. A podcast we love is like a badge. The power of this relationship has profound implications for creators, for audiences and advertisers.”
No matter the topic, there is a podcast and, therefore, a podcaster with credibility, influence and an authentic connection speaking to it. If you truly want your ads to resonate with your consumers, teaming up with podcasters is, without a doubt, the way to go.
