The power of podcasts.
Listening to Influence: The Power of Podcasts in Today’s Marketing Landscape
As a long-time listener and fan, I’ve seen podcasts grow from a niche medium into an influential force, capturing attention and trust worldwide.
The podcast industry has experienced steady growth, especially since the start of the pandemic. From around 850,000 podcasts in early 2020, the number has now surpassed 5 million globally, showcasing an unprecedented expansion in both content and reach.
Recently, we’ve witnessed just how powerful this platform can be, even impacting major global events. A compelling article I read recently highlighted how podcasts were pivotal in the recent U.S. presidential election - a phenomenon that was once almost unimaginable for a format that began as humble internet audio.
For many, podcasts serve as more than information channels; they’re companions. My listening habits surged during the pandemic as I sought connection, insight, and inspiration, finding comfort in familiar voices during times of isolation. There’s something unique about the intimacy of podcasts; they offer a rare blend of companionship and content that’s hard to match.
Fact - Global podcast listenership had more than doubled over the last decade, with over 464 million regular listeners.
The numbers back this up: global podcast listenership has more than doubled over the last decade, with over 464 million regular listeners. Audiences trust their favourite hosts more than other media figures, with studies showing 62% of listeners are likely to consider products recommended by their hosts, creating significant potential for brands.
Crafting Trust and Influence in the Ears of Millions
It’s no surprise that audiences trust podcast hosts more than many other public figures. Over the years, I’ve curated my own diverse library of shows that reflect my interests in marketing, business, world trends, and wellbeing. Through this journey, I’ve connected with voices that have broadened my perspectives in so many areas. Though Joe Rogan’s show doesn’t feature in my lineup, I understand why people gravitate toward his style of open, unfiltered conversation.
For many, hosts like Rogan represent a voice they can relate to, especially in a media landscape that often feels curated and overly polished. Podcasts have also become a space where political and cultural conversations unfold in a way that feels accessible to listeners. This year, more hosts than ever weighed in on the political sphere - not because it was a new trend, but because their listeners wanted it.
Many people value the insight they get from their favourite hosts on pressing topics, and that’s a sign of how deeply podcasts have embedded themselves into our daily lives and our thinking.
This surge in podcast production and consumption reflects a shift toward personalised media experiences, with listeners now tuning in on multiple platforms across various genres, from news and politics to wellness and entertainment. This transition has made podcasting a prime area for brands and marketers to consider as part of their content and communication strategies in 2025 and beyond. Podcasting's unique appeal lies in its ability to offer an authentic, on-demand, and often highly personal connection with audiences, something that other mediums are less able to replicate.
Where Authentic Connection Meets Marketing Impact
For marketers, the connection between hosts and audiences is a powerful asset. Brands know this, which is why host-read ads have become such an effective tool, leveraging the personal bond listeners feel with the host. Whether during a commute, workout, or daily routine, listeners tune into podcasts as they would a trusted conversation. With a growing number of people opting out of traditional news sources, podcasts are now essential channels for information, entertainment, and guidance.
Fact - listed in copy below
Nearly 40% of listeners say they trust podcasts more than other media. And with about 3.5 million podcasts available on every conceivable topic, from health to business, listeners have more choices than ever to find content that resonates.
Building Brand Loyalty One Episode at a Time
One of the unique strengths of podcasts is their power as a storytelling platform, which is invaluable for brands seeking to connect on a deeper level with their audiences. Unlike short-form social media posts or traditional ads, podcasts allow brands the time and space to unfold their story, share their purpose, and address real customer challenges in a relatable, authentic way.
Through podcasting, brands can position themselves as thought leaders, using rich narratives to demonstrate their expertise and the unique solutions they offer. It’s a medium that naturally lends itself to building a narrative - whether that’s sharing behind-the-scenes stories, introducing the people behind the brand, or discussing the challenges and successes that shape its mission. In an age when consumers are looking for authenticity, a podcast offers a direct, voice-driven way to communicate not just what you do, but why it matters, establishing trust and lasting connections with listeners.
As podcasts continue to evolve, they’re not just an information source but a bridge to a community of like-minded listeners. They offer a new way to engage, learn, and connect with voices we respect and trust.
Still not convinced… Ok, here’s 5 Reasons Podcasts Should Be on Your Marketing Plan for 2025
High Engagement and Trust: Podcast listeners tune in regularly and deeply trust their hosts.
Growing Audience Base: offering brands access to diverse demographics.
Cost-Effective Advertising: Host-read ads feel like personal recommendations and perform better than traditional ads, with nearly 80% of listeners saying they don’t mind relevant ads.
Niche Audience Targeting: Podcasts cover broad and niche topics, allowing brands to connect with specific audiences that match their customer profile.
Expanding Beyond Social Channels: As digital marketing becomes saturated, podcasts offer a fresh, focused channel for brands to stand out.
For anyone looking to understand modern media, it’s essential to see podcasts for what they’ve become: a powerful blend of intimacy, accessibility, and influence.
As we head into 2025, the impact of podcasts on audiences and their potential for brand storytelling and influence are too powerful to ignore. For brands aiming to deepen engagement, establish thought leadership, and genuinely connect with their audience, adding podcasts to the marketing and communications mix is a strategic move that will pay dividends.
By integrating podcasts into marketing efforts, brands can access a medium that provides depth, engagement, and a loyal listenership - offering not only brand reach but also meaningful engagement in a growing digital ecosystem.
Podcasts are more than just a trend; they’re a portal into conversations that captivate, inform, and inspire - and for businesses, they’re a direct line to building trust and loyalty in a noisy digital world.
Your podcast is more than content…
