by Nicole Adams
It’s no secret that podcasts are on the rise, but what you may not have expected is the rise of branded podcasts. With approximately 120 million listeners in the U.S. alone, podcasts are capturing our attention more than ever—and marketers are catching on.
Household name brands across industries are migrating from traditional media buys and podcast advertisements to investing their marketing dollars into producing their own shows instead.
Think Johnson & Johnson, Dior, GE, Jack Daniel’s, Shopify, Netflix, REI, ZipRecruiter, Trader Joe’s…You get the idea. And with 79% of listeners saying they view podcasts as superior to social content, it’s no surprise why so many brands are shifting their marketing investments.
Branded podcasts are increasing exponentially, so today, we’re discussing why they’re the next big thing—and why you shouldn’t wait to jump on board.
What is a Branded Podcast?
A branded podcast is a show produced by a brand, and just like any podcast, branded podcasts take many forms: personal interviews, deep dives into history, industry conversations, etc.
Here are three prime examples of successful branded podcasts:
- “Wild Ideas Worth Living” by REI – This REI podcast has successfully captivated listeners for over seven years, diving into the personal stories of adventurers and outdoor enthusiasts through personal interviews. Although the content of these stories is closely connected to the mission and offerings of REI, listeners don’t all necessarily tune in because they’re fans of the brand. However, when listeners do listen in, they inevitably build brand affinity and awareness.
- “Know It All” by Netflix – Netflix’s podcast leverages its TV shows and movies as a jumping-off point for related conversations. With titles like “Why Small Towns are Underrated (Schitt’s Creek),” listeners can glean new, interesting information from each episode that’s inspired by their favorite content on Netflix. This strategic approach integrates the brand naturally into topics that listeners are keen to learn more about.
- “Inside Trader Joe’s” by Trader Joe’s – Trader Joe’s has a cult following, giving it a unique leg up from other brands. While other brands must be careful not to talk about themselves too much, fans of Trader Joe’s actually want the brand to talk about itself. Because of this, the Trader Joe’s podcast dives into operations, behind-the-scenes stories, and the history of its products—all in a relatable way that humanizes the popular grocery store and builds even more brand love.
What Makes Branded Podcasts Successful?
Now that we’ve introduced three different branded podcasts, let’s unpack what makes these shows so successful.
Value
Something each of these shows has in common? They provide real, practical value to listeners.
Podcast listeners love acquiring knowledge—to walk away with a fun fact they can share with family, a story to tell their friends, or an interesting anecdote to tuck away for a rainy day.
When a branded show serves up information in an interesting way, they’ve hit the jackpot.
Entertainment
Although listeners’ affinity for a brand often grows after listening to its podcast, it’s important to remember that nobody tunes in with the intent of listening to a 30-minute advertisement. Instead, people turn to podcasts to be entertained, so as marketers, we must create branded podcasts through the lens of entertainment, first and foremost.
No matter the genre of the show or the topic of the episode, successful branded podcasts present information or stories in captivating ways. Some means of achieving this as a brand are interviewing interesting people (like REI), hiring an engaging host, and cracking jokes.
Niche
Another key to branded podcast success is selecting the right topic—or should I say a specific enough topic.
Niche topics create loyal listeners. When Netflix builds episodes inspired by popular TV shows and movies, they’re tapping into the passion points of their listeners.
Trying to cover too much can often be overwhelming and distracting to listeners. In the world of podcasts, people want to know what to expect with each episode—and that doesn’t change with branded podcasts.
Me, Me, Me
Lastly, all three of these branded podcasts do an excellent job of putting the focus on the listener—not making episodes all about themselves. And when they do talk about themselves, it’s in a natural, relevant way.
As a marketer, it may seem like a waste of ad dollars to forego talking about your brand’s latest products and high-quality services, but as mentioned above, people turn to podcasts to be entertained and educated, not advertised to.
The truth is that if a listener feels like you’re pushing the brand too hard, they will quickly lose interest and tune into another show.
Benefits of Branded Podcasts
So, why are brands so eager to create their own podcasts?
According to a joint report published by the Interactive Advertising Bureau and PricewaterhouseCoopers, the podcast industry is projected to generate $2 billion in revenue in 2023 and $4 billion in 2024.
And to think that a booming industry only scratches the surface of the benefits that come with producing your own branded podcast…
Low Barrier of Entry
Anyone can start a podcast. Any person, any brand, any time.
Unlike expensive production shoots and traditional advertising mediums like TV spots, brands can start a podcast for a relatively low cost—think a fraction of your media budget—and create content that 1) lives forever and 2) people seek out and enjoy listening to.
In short, the doors of opportunity are wide open for brands.
Targeting Gen Z
Almost every brand’s marketing department is asking the same question right now: How do we reach Gen Z? The answer they weren’t expecting? Podcasts.
Gen Z has made up the largest percentage of podcast listeners in the U.S. since 2019, and they are growing at twice the rate of other podcast audiences and demographics.
Moreso, Gen Z doesn’t want to be advertised to, so reaching them organically through podcasts is an incredible opportunity to connect with them.
Reach The Unreachable
How do you reach someone who avoids advertising like the plague? Well, according to research from the BBC, branded podcasts are an effective way of reaching listeners who avoid ads.
Because podcast listeners engage with shows while doing other activities like cleaning, brands can communicate with people during their downtime—a previously unreachable goal.
Not only can brands reach people, but they can reach them often. With more than 80% of podcast listeners spending at least seven hours per week listening, listeners are exposed to the brand’s show time and time again without it ever feeling like “advertising,” making them much more receptive listeners.
Higher ROI
Not only do many branded podcasts experience a high ROI, but even at a lower investment, many also outperform other traditional media channels like video or blogging.
In fact, according to a study by Magna’s Media Trials and Vox Media, 75% of respondents valued podcasters’ influencers more than social media influencers (15%) and TV/movie celebrities (10%).
Podcast listeners actively choose to listen to shows, and because of this, they are one of the most actively engaged audiences that marketers can hope to reach. The more engaged the audience, the better the results.
According to the BBC’s research, companies that invest in branded podcasts can experience the following returns:
- Brand awareness +89%
- Brand favorability +24%
- Purchase intent +14%
Investing in a branded podcast is not only a financially safe bet that could pay off massively, but it may just outperform all of your other marketing tactics.
Don’t Miss Out on the Next Big Thing
Brand affinity is impossible to buy and difficult to earn, but the companies who are investing in branded podcasts are not only experiencing spikes in sales—they’re also embracing an impressive uptick in brand love.
If the benefits aren’t enough to convince you yet, we’ll leave you with this: Producing a branded podcast needs to be on your radar—because your competitors are likely already locked in.
