Story-telling has been an important tool for brand marketing for decades now. And with ever-increasing podcast listeners, brands have begun to take podcasts seriously by creating their content in this new trend called “branded podcasts”.
A branded podcast is more of an episodic show than a commercial. It expresses the same storytelling attributes as an ordinary podcast and aligns with the brand’s mission rather than being promotional, while its promotion is kept to a certain limit. Podcasts are found to be more popular among the 25–34 age group, which averages 37 minutes of listening per day.
There are many podcast production companies in India that can help you create your branded podcast.
The effectiveness of a branded podcast
A BBC Global News neuroscience study says that branded podcasts are more effective than television or radio ads. The study also mentions that branded podcasts tend to stand out by delivering 16% higher engagement and 12% higher memory encoding than the adjacent content, which is 5% higher than radio ads. The other observations of the study show an increased engagement of 89% in brand awareness, 24% in brand favorability, 57% in brand consideration, and 14% in purchase intent, which leads to better brand growth. A study by Edison Research says 64% of podcast listeners have purchased after hearing an advertisement on a podcast. The Content Marketing Institute study states that 60% of listeners were more likely to consider buying from a company after listening to their podcast.
The cause of the effectiveness of a branded podcast
National Public Radio (NPR) discovered that podcast listeners are 75% more likely to take an action in response to an ad on an episode that includes brand messaging. NPR also states that it takes 25–30 times for an ad to be heard by a listener to take an action or engage in a service or a product.
Why do brands need to incorporate podcasts?
- It is said that over 55 million Indian listeners tune into podcasts each month. With this growing popularity of podcasts, media companies and brands are diversifying into the creation of audio content their listeners will enjoy.
- Users love the convenience that podcasts offer, so they can multitask.
- The convenience of use also allows users to access the podcasts anytime and anywhere.
- The podcast medium is still new (as we mentioned in our last blog, it is still 18) which means there are many ‘firsts’ that are yet to happen. This provides the brands with an opportunity to be the first in a specific niche.
- By focusing on niche categories, brands can also target a certain audience by aligning themselves with specific podcasts, thereby increasing their visibility.
- Podcasts are flexible in terms of creation and are inexpensive. Brands can play around with themes, the length of episodes, the frequency of their release, and much more.
Some examples of Branded Podcasts
Several podcasts have gained popularity thanks to their ability to be relevant to the promoting brand without falling into the trap of being too commercial. With this increased popularity, the ad revenue growth increased by 1,000% in the year 2015.
- Paradigm shift by Microsoft
- Innovation by Johnson & Johnson
- The Sauce by McDonald’s
- #Llipstories by Sephora
- WeAreNetflix by Netflix
- Taana Baana by Asian Paints India
- What the Hell Navya and Is Romance dead? by Bumble India.
Using podcasts in your business can elevate your brand. With its new platforms, podcasts bring your audience closer to you, and interactions with them will help you grow your brand. With so many different ideas, styles, and themes to choose from, you can approach podcasting in a way that works best and defines your brand.
If reading this blog has inspired you to incorporate podcasts into your brand, you can reach out to AudStory.
AudStory is a podcast production company based in Mumbai.
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