Podcasts have become another vital platform companies need to consider when building their social presence and awareness. A podcast is a series of digital audio files that can be listened to or downloaded via different internet platforms. According to Podcast Insights 2021, more than 48 million podcasts are currently available and the vast majority of Americans (78%) know about its existence. If these statistics are not enough to convince you about the potential of a podcast, more than 162 million US citizens older than 12 have listened to a podcast, according to The Infinite Dial 2021. These statistics alone show there is a significant amount of potential in podcasting, but in this post we further break down some of the key advantages companies can anticipate.
Customization
Companies can create value with podcasts through any topic related to their business. Once a topic is selected, it can then be discussed in different formats (comedy, interview, debate, etc.) and lengths (from a few minutes to some hours). Since companies can customize every detail, no two podcasts are the same. Putting a unique spin on popular subject matter can really make an episode stand out.
Lower costs
Starting a podcast is not expensive. The only gadgets needed are a computer, internet connection, a microphone, and editing software. Once the podcast begins to grow, creators can improve the quality with better equipment and can start looking into developing a strong marketing strategy to promote it.
Convenience
Podcasts allow you to create a connection with your clients without asking much of them. Unlike watching a video or reading an article, podcasts do not require uninterrupted attention or any specific location. Your audience can listen to the podcast while doing everyday activities like driving, cooking, or walking. It is a unique way of accompanying them in their routine and adding value to their day.
If creating a podcast is not something your company wants to look into, podcast sponsorships or advertising is another smart way to benefit from this social medium. The critical aspect of this option is considering podcast demographics and looking for podcasts that relate to your industry or brand. Another thing to contemplate is the type of promotion your business wants to run. It could be native advertising, where the brand produces the content, or sponsored content, where the podcast production team creates the content based on the topic. No matter the method, podcasting is not something you should overlook.
