Branded podcasts…. do they work?

The “Impact of Branded Podcasts” report by Sounds Profitable and Co-Host offers some really interesting insights into how companies are making the most of podcasts as part of their marketing and branding strategies. The team have selected 50 brands who use podcasts in their marketing mix to get a sense of some of the rewards, and challenges, of creating a branded podcast. The data set includes businesses of all sizes and industries so it gives a real sense of the sector. 60% of the teams creating branded podcasts are within marketing, 24% leadership and the remainder across communications or operations.

Here’s a rundown of the key takeaways:

1. Big Budgets, Big Rewards

Brands of all sizes are throwing substantial cash into podcasting, with the vast majority of larger companies spending over $100K USD (£80K) a year on their shows. This shows how seriously they’re taking this form of marketing. Even mid-sized brands are putting a decent amount into their podcasting efforts, which suggests podcasts are working across the board.

2.High Satisfaction, But Room for Improvement

The satisfaction rate is off the charts—90% of brands are happy with their podcast’s performance. However, a lot of companies (42%) still feel like they’re missing support when it comes to marketing their podcasts and researching competitors. That’s a major gap in the industry, hinting at opportunities for better tools and services. Interestingly both of these areas are instrumental in how we work with brands at Auddy.

3. Podcasts Are Winning at Thought Leadership

Over 75% of the brands surveyed are using podcasts to establish themselves as thought leaders. Podcasts are outpacing other channels when it comes to building authority and expertise, especially in industries like finance, healthcare, and tech. This isn’t just about pushing products—brands are making their mark by sharing knowledge and insights. Two other key objectives behind creating a branded podcast are Brand Positioning (64%) and Increased Reach (60%).

4. Challenges with Resources and Audience Growth

While podcasts are popular, they aren’t easy to pull off. The biggest challenge for brands (58%) is the sheer amount of time and effort it takes to create a high-quality show. Audience growth is also a tough nut to crack, with more than half (52%) struggling to grow their listener base. Many brands are finding that even with outside help, they need to make a big internal commitment.

Working with a podcast agency that has experience with growing audiences is key to driving the success of a show…..plus getting the right mix of PR and other marketing channels right.  Although not specific to branded podcasts, these two blogs give a lot of tips for how to grow your podcast audience:

• Mastering the art of effectively marketing your podcast
• How, and where, to market your podcast

5. Lead Generation and Unexpected Benefits

Interestingly, while only 28% of brands expected podcasts to help with lead generation before launch, that number shot up to 72% after they went live. This shows that podcasts can do more than just promote a brand—they can directly bring in potential customers too.

That’s not to say that Thought Leadership (72%), Brand Positioning (70%) and Increased Reach (62%) aren’t also incredible outcomes of the benefits of branded podcasts….rather that the difference between the initial objective and the resulting outcome was not as significant.

6. Social Media Plays a Key Role

Almost all brands (92%) use social media to engage with their podcast listeners, and 72% embed their podcasts on their websites. This multi-channel approach is clearly crucial for keeping listeners engaged outside of the actual episodes.

7. Continued Investment in Podcasts

Despite the challenges, brands are sticking with podcasts. In fact, 64% are either maintaining or increasing their podcast budgets. There’s real confidence in the format, even if some (a tiny 4%) have decided to pull back due to ROI concerns or budget cuts.

8. Specialist Agencies in Demand

More than half (56%) of brands are using podcast agencies to get their shows off the ground, while others rely on in-house teams or freelancers. This indicates a heavy reliance on specialised expertise to ensure success in podcasting.

Final Thoughts

Podcasts are proving themselves as a powerful tool for brands, not just in terms of marketing but also for business development. They’re helping brands position themselves as leaders in their industries while also driving unexpected benefits like lead generation. But while brands are satisfied, there’s clearly a need for more robust support in marketing and audience growth and that’s why it’s imperative to find the right partner.

For brands thinking about diving into podcasting, this report makes it clear: with the right investment and strategy, the rewards are there.