Over the past five years, the number of podcasts and their popularity have increased by 300% in French-speaking households. Listeners are said to be loyal, affluent and educated. What impact can podcast have on your brand? And how to understand the key points that will allow you to connect your customers to your values with this format? The benefits of using audio are many and diverse. We will look at the freedom it allows, as well as the opportunities and potential podcasts offer to brand.
Podcasts have the wind in their sails all over the world. According to podcastinsight.com, 80% of listeners listen to 7 episodes a week and the same individuals listen to every episode of a series. Thanks to habits and related consumer contexts, podcast succeeds in captivating its listeners for a much longer period of time than its cousin: video. Due to the increasingly efficient integration of connecting services between car and smartphone, it is natural to see the format gain in popularity. Those who listen to podcasts do so on the way to work, but also in the background during a day at the office or as a simple home entertainment. The audio allows the content to convey more authenticity, emotions, vulnerability, and thus to rally more passionate individuals around the same niche series. This format is particularly appealing to 18-24 year olds: 41% of them listen to at least one podcast per month.
In 2021, the podcast advertising market will weigh more than $1 billion in the United States according to Emarketer.com. It represents a 1,000% growth since 2015. This long-term media can thus add value to your brand through a series that appeals to your customers, while attracting a new audience sharing an interest in the theme you will explore.
There are a number of ways to integrate a brand into this type of media. It can be through a fixed-duration campaign, the design and production of an ongoing program, or by sponsoring an existing podcast. All you have to do is understand your target audience and then give them content they didn’t know they needed.
Working on several series simultaneously, Made in’s team persists in developing powerful audio concepts, enticing audio staging and rigorous interviews to showcase brands through relevant, sincere and useful content. The team produced 28 podcasts in one month for the Jean Lapointe Foundation’s popular 28 Days Sober Challenge. This series attracted more than 10,000 unique listeners in a single month. Most of them (45% ) listened to the episodes from beginning until the end.
Working with audio offers endless possibilities for those looking to reach their audience in an original and rewarding way. This is a budget-friendly opportunity to seize that will able your brand to radiate through several channels on the web.
And Made in has a great in-house resource to help you produce your podcast! Curious to learn more about the latest design techniques, proactive and gifted of a great sense of aesthetics, Paul is a true Swiss knife. He supports the team in every internal production and participates in the visual creation and sound editing of our campaigns
