Podcast Revolution Is Here And It's Happening Faster Than You Think
The year 2022 marked a significant milestone for Australians: becoming the world’s leading podcast listeners. A staggering forty percent of us tune in every single month, devoting an astronomical seven hours per week to consuming our favourite shows. Regardless of your personal preference, chances are you’ll never be short on options! With over two million available podcasts and well over three billion episodes available worldwide – there truly is something for everyone!
Like any trend that entices the public’s imagination, brands have been quick to jump on board. From Telstra to Tinder, it seems like every enterprise in the world is dipping its toe into podcasting. While some initiatives cannot live up to expectations – for instance I am not naming names – others such as Beauty IQ from online beauty retailer Adore Beauty transcend their marketing objective and become reliable fixtures within the sector of podcasting. Beauty IQ consistently ranks among the top five in the Apple Australias Fashion and Beauty rankings, a testament to its authenticity as an Adore Beauty brand extension. This innate sense of humor is utilised to establish trust with consumers who appreciate this peculiar side of beauty – resulting in success for all parties!
There’s no denying, podcasts are a good marketing move
They are a beacon of owned media. Through it, one can exert complete control over the marketing message; find new audiences and create engaged communities. On the other hand, social media has often been likened to an algorithmically-driven whirlpool – leaving users confused about their own success when it comes to marketing strategies. BedThreads is a prime example of how savvy investment in one’s content can yield exponential returns.
The organisation generated over 300,000 email addresses within only four years – all by providing tastefully curated lifestyle content that offered greater value to followers. Not too shabby for an online entity selling bed sheets!
Like email, your podcast's audience are actively opting to participate in a dialogue - they're making an affirmative decision to be involved!
Podcasts are an ideal way of engaging with potential communicators when building a community. I’ve been producing them for seven blissful years now, and they have proved to be a powerful tool in forming profound connections with mothers longing for companionship and security – as well as being the initial step towards subsequent ventures.
Nevertheless for businesses seeking to leverage podcasting into their promotional mix, it is essential that they be mindful of the ethical nature of our programming. Respectful treatment towards listeners demands careful planning and execution on the part of any initiative – no matter how small or seemingly insignificant it may seem.
Though podcasting may be an effective way to captivate audiences, it comes with its share of responsibilities.
Despite the prevalence of content guidelines for major platforms, no single set of standards exist for podcasters – we are left to our own devices when making decisions about the content we produce.
The podcasts produced by brands are not bound by the same ethical standards that apply to journalists. However, they bear a responsibility to their audience; one which demands they preserve both brands under whose care they preside and protectors of those aforementioned products.
For me, it’s been a conscious decision to decline five-figure advertising contracts and delete podcasts that I believed could put mothers at risk.
Brands must be ever more stringent when selecting their podcasting partners, and procuring guest appearances in a manner that empowers them to uphold their values and goals. Thusforth, it is crucial for organizations to conduct extensive research into the companies they intend to partner with; moreover, they should assess whether or not those companies have committed themselves towards being ethical rather than merely greenwashing – in order to produce content which embodies sustainability.
For anyone who is uncertain about where to begin, one of the certifications that should be considered is Social Traders, B-Corp and Climate Active. These are some of the standards by which you can choose wisely who to partner with!
As always, ask yourself ‘what’s in it for the audience?’
A podcast must be executed in a way that is consistent with the brand’s values, and in a way that truly adds value to the listener.
When it comes to podcasts, it is important to remember that the message should always align with the brand’s values and provide a positive experience for the listener. That being said, it is also important to be mindful of ethical standards and to ensure that the content being produced is not putting any listeners at risk. Brands should also take the time to research potential partners and certifications such as Social Traders, B-Corp, and Climate Active to ensure that they are supporting ethical practices. Ultimately, the goal of any podcast should be to provide value to the listener, and if done correctly, podcasts can be an invaluable marketing tool.
