Got something to say? Why a podcast could be beneficial for your brand

April 14, 2023

Reading Time: ~3 Mins | Written By: Sydney Vardja

So your brand is posting product giveaways on Instagram. It’s retweeting relevant industry content on Twitter. And it’s doing its best to stand out from the bajillion other thought leaders on LinkedIn.

But if you still feel like there’s another way to reach your audience, you’re not wrong. 

Now more than ever, consumers are digesting much of their daily information via podcasts. A 2022 MTM survey found that podcast listening is at its highest level yet with 34% of Canadian adults and 46% of adults aged 18-49 listening in the past month. 

Read on to learn why your brand should consider starting a podcast. 

1. Listeners can learn about your brand 

Podcasts are an unmatched way to teach listeners about your brand. Unlike Instagram, Twitter and LinkedIn, podcasts provide CEOs with a real opportunity to share their voice and mission. It’s easy for users to get lost in the clutter and dopamine feedback loop that is social media. It’s difficult to forget about a 60-minute podcast where you learned that a CEO credits one high school teacher for the success they have now—a fact you feel special to know. 

2. Establish authority

Podcasts provide brands with the perfect platform to showcase their industry knowledge and expertise. It can be hard to grasp an understanding of who exactly is working behind the scenes of a brand on Instagram. With stunning imagery, aesthetic feeds and jaw-dropping copy – it’s difficult to say that one brand is more knowledgeable than another on Instagram. Podcasting is where your hard-earned expertise really pays off. If you’re not the creative social media type of brand, we strongly suggest using your voice to prove your dedication. 

3. Increase your social media following

A 2018 Nielson survey found that U.S. podcast listeners are more likely to follow companies and brands on social media. For a business vying for consumer awareness in a competitive industry, this means everything. The survey also found that podcast listeners are much more active on every social media channel. This means that you are reaching new audiences through your podcast while also growing your existing audience on social. Talk about a win-win. 

4. Keep listeners engaged

Nielson also reported that 80% of podcast listeners listen to all or most of each episode. This means that your brand can keep your audience engaged for at least 40 minutes of a 60-minute episode each week. To truly understand the gravity of how incredible this is, we suggest considering how challenging it is to attract devoted social media followers who will stay up-to-date with all of your platforms each week. 

The podcast space can be intimidating. And it’s also becoming increasingly busy. But now’s the time to get in on it – never let the fear of striking out keep you from playing the game! The vulnerability and competitiveness that come with podcasting don’t take away from the fact that a podcast is a tried and tested way to connect with an audience like never before. 

So don’t miss out! If you have a great idea for your podcast but aren’t sure how to get started, Jelly Marketing is here to help. Check out our podcast services!