Podcasting seems to be more popular now than ever before…and why? This isn’t just the latest social media trend; podcasting has become almost as popular as YouTube for content creators. More and more celebrities, brands and influencers have switched to podcasting – a money-making stream that seems to be reliable in the world of digital.
But are they really all the hype? Or are people just jumping on the bandwagon? Read on for a dissection of this popular industry and to find out whether you should be busy creating your own podcast for your business or brand.
Why Have Podcasts Become So Popular?
In the last few years, there has been a rise in influencers turning to podcasts as a way of creating content for their audiences. This comes as no surprise due to the effects of the Coronavirus pandemic and the demand for digital content.
- On average 1 in every 3 people have listened to or consumed some sort of podcast.
- There are currently over two million active podcasts.
- Three out of four people listen to podcasts to learn new things.
- More than half of listeners are likely to consume from a brand after hearing its advertisement on a podcast.
With such a high volume of listeners, it begs the question, should you create a podcast? It all comes down to how beneficial they are to the consumer. No matter what content someone is after, whether it be a football game breakdown, health and fitness advice or even just listening to their favourite celebrity discuss interesting topics – podcasts enable you to listen wherever you are. Whether this is on a train, during exercise or just before sleep, listening to podcasts is a convenient way to connect with a wider audience without the need for video. As a fast-moving society, having the ability to multitask is so vital to our generation and it’s become a popular avenue for marketers to capitalise on.
But it’s not just podcasting that has seen a big increase, books have now turned to audio too. With companies like Audible, people can now listen to their favourite books whilst on the go – it seems as though convenience might be popular with our generation!
Podcasts and audiobooks also make it easy for people who struggle to read and digest visual content. This opens the opportunity for all types of learners to consume the same material, wherever they are.
Reasons to Create Your Own Podcast
Now that we’ve established how podcasts benefit the consumer, how do they benefit the creators?
One benefit of having your own podcast is that it makes the information delivered to your listeners more personal. The audience will feel like the content is tailored directly for them, leaving them feeling like a valued customer and the more valued a listener feels, the more likely they will be to continue to purchase from your company or use your service.
2. Save Time
Having a podcast will make it easier to create content that can be distributed to your other social media platforms. No longer do you need to start planning and thinking about what content you can post on platforms such as Instagram, TikTok, Linked In and Facebook. You can simply clip highlights of your current podcasts and use them as teasers to promote on your socials.
3. Reach a Wider Audience
In addition, a podcast can also allow you to reach a brand new and wider audience. What better way for people to be interested in your product/service than create a personal connection with more people. Play your cards right and the more your podcast grows, the likelihood of more consumers you will have for your business.
So, is Podcasting Really Worth The Hype?
I guess that’s for you to decide! However, it is clear that podcasts are here to stay and they aren’t going anywhere. So if you were to ask me, is it worth it to create your own podcast? My answer would simply be a yes. Take advantage of the demand and use it to help accelerate the growth of your business and brand. Always remember to keep your podcast authentic. People want to relate to what you’re talking about and are more likely to trust you as a creator/brand.
Good luck with your podcasting adventures!