Podcasts: the next storytelling channel for Global Brands


Podcasts have recently gained tremendous momentum both in the US and internationally. So what should you know about this trend? In short, podcast listeners are “loyal”, “educated” and “affluent”— three traits that should make any premium brand pay attention.

At a time when people are trying to cut back on their screen time, podcasts do not, refreshingly, require any visual attention. Podcasts let you learn while multi-tasking and are your best friend during the morning commute. All of this explains why this content format has become so prominent, and why brands are jumping on the train: Pepsi, Starbucks, Google, Microsoft and Tinder etc. you name it.
The question is, should your brand start a podcast too?


1.     Your brand’s DNA

The podcast needs to reflect the DNA of your brand. A great example is Casper’s In Your Dreams; Casper is not only a mattress company but a lifestyle brand associated with good sleep. The podcast is about analyzing people’s dreams, which is a creative way to be interesting, informative and aligned with the personality of the brand.


2.     Tone of voice

A podcast can be anything you want it to be: a savvy and smart adviser, a fun‑loving friend or an entertainer with a sense of humor. The tone of voice determines the role of your brand for potential customers.


3.     Value to the listener

Your podcast needs to add value to listeners’ lives, or it won’t be worth their time. No one wants to listen to a brand shamelessly promoting itself. Whether it is to learn, relax, or be entertained, there should be a reason for the listener to subscribe to your podcast. For instance, MasterCard’s Fortune Favors the Bold is about the future of money; the no-fee stock-trading app Robinhood has launched Robinhood Snacks to offer quick, digestible financial news; meal-kit company Blue Apron’s Why We Eat What We Eat investigates the unseen forces that shape our eating habits. A branded podcast can be a real win if the content adds value and engages the targeted audience.


4.     Length

A great answer is: “A podcast should be as long as it needs to be, but not a second longer.” The average length of a podcast is 43 minutes, but what really matters is the following question: how long do you need to tell a good story? That’s the length of your branded podcast.


5.     International Markets

While 50% of US homes are podcast fans, and 51% of the US population has listened to a podcast in 2018, the trend doesn’t stop there. South Korea, Spain, Sweden, and Australia are ranked ahead of the US; according to a Reuters report, 58% of the South Korean population has listened to at least one podcast in the past month!


Have more questions about podcasts? Let us know! We’re really excited to see where this trend is going, and we can’t wait to listen to your branded podcast!

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