Since the arrival of the pandemic, daily podcast audiences are listening to more titles and more often. Nearly half (48%) of self-help podcast listeners and 42% of health podcast listeners are spending more time with their favourite shows than they were a year ago.
And though most are likely sick of words and phrases like “unprecedented” and “trying times,” brands should find ways to embrace the “new normal” in podcast advertising: authentic messages that meet what’s happening in the moment.
As 2020 raged, so did podcasts
When people went into isolation at the start of the pandemic, it was unclear how podcasting and the advertisers who had invested so much into this medium would weather the storm.
But it quickly became apparent that podcasting could provide a vital service. And with the support of advertisers, these empathetic voices served consumers well.
The podcast panacea
The act of listening to podcasts is itself becoming a safe space, especially for younger audiences who are growing up and coming of age. According to an SXM Media study, listeners ages 18 to 24 listen to podcasts to improve their mood and feel less alone. Gen Z is embracing podcasts, especially creators, with 44% saying they find podcast hosts to be relatable and authentic, and 42% saying they trust and value the opinions of the hosts they listen to.
Authentic advertising is the new normal
The trusted voices of podcast hosts can deliver brand messaging beautifully to audiences, even when they are in vulnerable places.
Brands stepping into podcasting and this dynamic content experience will be met with a loyal and engaged audience. And they owe it to these listeners to be as authentic as the content.
Create a connection: The goal for brands should be to create a genuine message that connects with consumers where they are.
Trust the host: Give the host the freedom and authority to deliver your brand messaging in their content with grace, goodwill and authenticity.
Find ways to fit in: Identify how your product or service can artfully and respectfully weave itself into the podcast genres you advertise on.
Don’t tell, show: Brands don’t have to say the big, bad words that are causing stress and concern to demonstrate their understanding.