How Podcasts Make a Difference
What have a journalist, an NHS Doctor and a crime story got in common?| May 3rd, 2018
They are all in the top 20 iTunes podcast chart as I write this post:
- Journalist Dolly Alderton talking to guests about their most defining relationships: the passion, heartbreak, longing, familiarity and fondness to promote her book Everything I know About Love.
- NHS Doctor Dr Chatterjee, unravelling how lifestyle medicine, is more effective than drugs and can help ease pressures on the NHS.
- The Serial that narrates a nonfiction story over multiple episodes, credited with kick starting the podcasting evolution.
This variety shows the breadth of ways people are using podcasts to deliver edutainment to highly engaged audiences, presenting a huge opportunity for marketers.
This is why is MBA have created the How Podcasts Make a Difference guide to ensure Mediacom clients get the best from podcasts when collaborating with them.
Podcasts are on their way to becoming mainstream. The main reason for this is that people want to simplify their world, take the move from Facebook to WhatsApp and Instagram. While video will always have a role to play in consumers lives, the simplicity that audio presents is one of the reasons for it’s growth.
Combining the best of publishers, blogs and social media (the topical and informative) with influencers (people you trust) to entertain and inform the audience without them even needing to look at their phone. Creating a perfect environment for brands to get closer to the audience and convey complex messages that video doesn’t always have the time to.
In a world where Fake News was the most used word in 2017 with a 365% increase in use, according to Collins Dictionary, trusted news and political figures are creating informative podcasts without the shackles of news agendas that aim to unearth a balanced perspective. In the same way, established broadcasters such as radio presenters are building audiences.
We will see this trend go full circle with podcast formats providing the inspiration for TV and video series commissions, Jessie Ware Table Manners is one such show that could be developed.
The Edison Smart Audio Report found that 40% of Smart Speaker Owners are using smart speakers to explore podcasts with 20% listening to more podcasts overall.
ComScore has estimated that half of all searches will be through voice by 2020, making it paramount that marketers understand how consumers are using voice and where they can add value, a podcast can add value to the audience in an audio environment.
Key points to consider when using podcasts.
- Podcasts present an opportunity for direct response, brand awareness and consideration objectives.
- Test a mix of sponsored content before moving to an owned channel, if this is right for the brand, ensure a value exchange.
- Can your brand align with podcasts longer term or create an owned channel that provides useful, regular information that could be suited to a podcast?
For more information on how best to use podcasts, please contact Ben.Bleet@mediacom.com
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