Konnect Daily Blog

Is Investing in Podcasts Right for Your Company?

Is Investing in Podcasts Right for Your Company?

I was first introduced to the world of podcasts by a friend who said you must listen to the Serial Podcast (which is amazing, by the way!). From that moment on I was hooked and have since broadened my listening topics to include health, wellness, business and even financial planning. Over the years, the world of podcasts has grown dramatically with over 525,000 active shows and over 18.5 million episodes, according to Fast Company. Consumers love that you can listen to a podcast anywhere, which is also something companies love since it’s a great way for them to directly target their key audience in a more authentic way.

The significant growth in podcasts has led to many companies investing in ads, branded content or even creating their own podcast. This has proven to be a great marketing tool if used correctly and efficiently. Since podcasts are unique and tailored specifically to a certain type of audience it is essential that companies truly know who their audience is and focus on those podcasts they would be listening to. This can be extremely beneficial for helping companies reach new customers as well as continue to build brand awareness. Again, if done correctly.  

From experience as a publicist in Los Angeles, when a CEO or a key industry leader is interviewed on a podcast where their audience regularly listens, it provides an amazing opportunity for the consumer to really understand the brand and mission. Not to mention a whopping 85% of people who start a podcast listen to all or most of it. In addition, podcast listeners are by far the most loyal and engaged audience as they make it part of their daily routine and often create a relationship with the host and value their opinion.  

In relation to ad spending – the average podcast listener is in the 18-54 age bracket, and 45% of this group have a household income of $75K or more. Over 63% of them are full time employees, and 12% part time. This group is much more capable of affording things one might want to advertise on a podcast, such as direct-to-consumer goods, digital products and services, websites, apps, and so on.

If your company is mainly focused on traditional media opportunities, it is important to highlight that like with anything worth waiting for, all good things take time. With podcasts trending, all companies are looking for media opportunities to get their brand featured. From personal experience working at a Public Relations Firm, I have seen success in securing podcast segments for clients when there is new and interesting brand launch, trending media topic that the client can speak to or an influential announcement.  

Below, you will find five awesome podcasts that Konnect Agency employees are currently listening to that we think you will also love.

  • “From pitches to press releases, as publicists, we have a love for words. To make sure that I am learning new words or new understandings of words, I enjoy listening podcasts such as ‘A Way with Words’ and Merriam-Webster’s ‘Word of the Day’.“– Courtney
  • Girlboss Radio – “The stories from entrepreneurial women and leaders are inspiring and relatable. As a listener, I can see into the world of these females and it inspires me to take action or keep pushing to my ultimate goal. The host, Sophia Amoruso, is amazing due to the second company she has built and the community that surrounds it. There are many different podcast series under the Girlboss umbrella that could appeal to just about anyone.” – Taylor
  • The Morning Toast – “Sisters Jackie and Claudia Oshry aka @girlwithnojob and @jackieoproblems on Instagram are beyond hysterical. The Morning Toast is a millennial morning show which streams on YouTube Monday through Friday at 10:30 am ET and is available via podcast a couple of hours later. The sisters hit you with the ‘Fast 5’ stories you need to know, which range from pop culture, fashion, entertainment and even business. Many shows also have a guest from a current reality show.” – Shelby
  • NPR’s How I Built This with Guy Raz – “It is fascinating to hear from the entrepreneurs themselves about how they made an idea come to life, the challenges they’ve faced as well as how they continue to innovate their businesses.”  – Kim
  • Conan O’Brien Needs a Friend – “Disclaimer: I’m a big Conan fan in general, but it makes me openly laugh out loud. I like it because he has genuine conversations with comedians and actors you can tell he really respects and has known since the beginning of his career in some cases. Also, I hate pauses in podcasts for commercials because it usually takes you out of it, but Conan makes it lighter by entitling it ‘Conan Pays Off His Beach House Mortgage’ and riffing with his assistant, Sona Movsesian throughout the ads.” – Alyssa

Happy Listening!