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Branded podcasts offer a unique opportunity for brands to enhance engagement by connecting with a highly engaged and receptive audience. By targeting the right audience, creating entertaining and informative content, and promoting the podcast effectively, brands can establish a deeper connection with listeners and turn them into loyal brand advocates.
But, it’s easier said than done. Here are the top reasons why you should consider a branded podcast for your brand:
Quality Over Quantity in Brand Engagement
A podcast is content, not a sales tool. Convincing internal stakeholders of this is one of the biggest challenges in creating a branded podcast. The very best branded podcasts inspire, inform, or entertain their audience and barely mention the brand at all. This light-touch approach adds value and helps build the brand over time.
Given the extraordinary amount of content available to consumers, your content needs to add value for your audience to invest their most valuable resource: time. To do this, focus on the core foundations of what makes brilliant content:
- Fantastic storytelling
- Engaging hosts and content
- Fascinating conversations
- Incredible sound design
In other words, the best content is something that the audience wants to listen to and tell their friends about. If the quality isn’t up to scratch, you might get people to listen to one episode, but it will be difficult to hold their attention and keep them coming back for more. In this context, a subtle nod towards your brand can be more effective than overt advertising messages.
Created for Your Audience
A branded podcast is a podcast that brands create with a specific audience in mind. Using a podcast to engage your audience means thinking about what they want to listen to, not what you want to tell them.
It’s a Long Game
If you think a branded podcast will shift the dial for your brand in a short period, think again. Branded content is part of a longer-term brand-building campaign. You won’t see an immediate impact on your short-term sales targets, but over time, you will see a positive shift in brand metrics including awareness and consideration. To achieve this, you need to create engaging content that your audience finds valuable. Plus, you need to market your podcast across various channels to drive your audience to it. This takes time, but the ultimate audience engagement is far beyond traditional advertising.
It’s Effective When Done Well
The intimacy of podcasts is unlike any other medium. Brands can create a conversation and connection with their listeners through their podcasts. A study by the BBC found that branded podcasts lift:
- Brand Awareness by 89%
- Brand Consideration by 57%
- Brand Favourability by 24%
- Purchase Intent by 14%
More Engagement vs. Video
Generally, audiences watch a video for about 2 minutes, with 70% of audiences still watching at this stage before quickly dropping off, whereas podcasts retain 70% of their audiences for 28 minutes. However, it doesn’t have to be a video vs. podcasting battle – the two often overlap. For example, many podcasters, including us, put their shows on YouTube. Podcasts are versatile; they enable you to reap the benefits of video while opening up new opportunities with promising results.
Conclusion
With its rising popularity and unique ability to captivate audiences, podcasting has become an indispensable tool for brands looking to enhance their engagement strategies. Podcasting offers brands a platform to establish a more intimate connection with their audience, showcase their expertise, drive conversations, extend reach, and build brand loyalty. By embracing this medium, brands can unlock a world of opportunities and elevate their engagement strategies to new heights. So, why wait? Start podcasting and watch your brand engagement soar.
Auddy Production:
As one of the original (and highly award winning) podcast production teams in the UK, our team has created end-to-end partner for B2C and B2B audio experiences. Producing branded podcasts and award winning shows for Mr Porter, Selfridges, Soho House, Fenwick, BT, Project Everyone, Greenpeace and World Financial Group among others.
From idea development, production to hosting, marketing to sound design, we can manage it all for you.
Plus, we are international; with teams operating in the US, UK and Europe and our team of experts have extensive global experience from UK, India, Singapore, NZ, Australia, US and European.
Find out more about…. Branded Podcasts
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