Why Branded Podcasts Have Become So Popular

Although they aren’t new, podcasts have surged in popularity. Nearly 20% of American adults listen to podcasts at least once a month and studies show that about 98 million Americans tune into a podcast each year. Consequently, more and more brands have been betting big on these audio shows, producing their own branded podcasts that allow them to tell stories and reach target audiences in a new way. If you’re considering podcasts in your content strategy, I’ve put together a few elements to consider and a few examples of brands who are nailing this channel. What Is a Branded Podcast? Brands have almost always been involved with podcasts. But their involvement has usually taken the form of sponsorship with listeners hearing a few ads sprinkled throughout a show. Branded podcasts break away from this model as they typically don’t contain explicit advertising. The marketing is more subtle, centering on stories and content which work to reinforce a brand’s voice and values. Branded podcasts tend to help audiences understand what a brand is all about and often aim to establish thought leadership in a space. Companies are also embracing branded podcasts as part of a trend toward longer-form content in general. After years of favoring short, â€Å"snackable† content, many companies are now leaning heavily toward more in-depth pieces. Long-form articles, videos and case studies are making a comeback, and branded podcasts offer brands an ideal opportunity to tell longer, meatier stories. Must-Watch Branded Podcasts A few big brands have set the bar high for branded podcasts, creating top-notch programming that captures huge audiences. Here are a few standout examples: Microsoft: The tech behemoth is one of the more recent forays into the branded podcast arena, launching a thought-provoking series entitled â€Å".future.† The program explores the future of innovation, showcasing various situations where technology and humanity intersect. For example, one episode highlights Chris Dancy, better known as â€Å"the most connected man on earth,† and discusses how he uses up to 700 apps, sensors and devices to collect data about himself and optimize his life. Slack: The work-collaboration app company has already launched two successful branded podcasts. Their first creation was the Slack Variety Pack – a light-hearted mix of anecdotes and stories that touched on various aspects of work and life. After 28 episodes, Slack wrapped up that series and launched a new program entitled Work in Progress. This podcast explores the role that work plays in our lives, showcasing stories about people finding identity and meaning through their work. Shopify: Shopify launched its TGIM (Thank God It’s Monday) podcast with entrepreneurs in mind – or people who can’t wait to begin a new workweek. The program showcases inspirational stories about people who turned their passions into successful businesses as well as business advice from top entrepreneurs. Explore New Ideas Branded podcasting is an exciting new frontier in content marketing and it’s poised for more growth in the years to come. Not every business will be able to dive into the world of branded podcasting as the high costs involved in creating a quality program will deter many with leaner budgets. Still, there’s no doubt that the medium offers a unique way for brands to reach new audiences and tell stories connected to their target customers. Ideally, they serve as inspiration for people to look deeper into a brand when they’re interested in buying.