Why podcasts are now a key medium for influence: insights for marketers
What can a political campaign teach you about building trust and influence? A lot. Let’s explore how marketers can take advantage of podcasts.
Media trends have historically shaped how leaders and brands communicate. Television shifted public opinion during the Kennedy-Nixon debates in 1960, while social media became a central tool for Barack Obama’s campaign in 2008. Now, podcasts have entered the spotlight. They are no longer niche but a key platform for reaching large audiences and engaging deeply on topics that matter.
A recent article by Teresa Elliott, published on Adweek, examined how podcasts played a significant role in the 2024 U.S. election. Elliott, who serves as chief revenue officer at Ad Results Media, detailed how political candidates used podcasts to connect with voters in ways other media couldn’t.
This article builds on her analysis and provides additional insights from ContentGrip on how marketers can effectively apply these lessons to their strategies moving forward.
Podcasts and the shift in mass media
The rapid growth of podcasting is changing how mass communication works. Unlike traditional platforms like TV or radio, podcasts offer both wide reach and highly personalized content, making them an increasingly attractive option for public figures and brands alike.
Election season trends
Podcasts now rival traditional media for reach
With 135 million monthly listeners, podcasts have doubled their audience since 2016. Candidates such as Donald Trump and Kamala Harris participated in numerous podcast interviews, appearing on platforms like The Joe Rogan Experience, Call Her Daddy, and others. This marked a notable shift from legacy outlets like CNN and NBC.
Depth of conversation appeals to audiences
Unlike short interviews or campaign ads, podcasts allow for longer, uninterrupted discussions. Candidates used this format to discuss policy and address concerns more thoroughly, aligning with the style and culture of each podcast’s audience.
Podcast audiences trust their hosts
Podcasts build strong relationships with listeners over time. Hosts often act as trusted figures, enabling political candidates to gain credibility through association. This is a unique dynamic not commonly found in other media formats.
Why this matters for marketers
For marketers, the rise of podcasts presents a clear opportunity. The medium combines mass reach with strong audience loyalty, making it ideal for building brand awareness and driving engagement.
Podcasts are particularly effective for reaching audiences that are difficult to connect with through traditional media, such as Gen Z and Millennials. These groups not only consume podcasts but often treat them as a primary source of information. Beyond audio, podcasts also translate well to other channels, including video platforms, live events, and social media.
Starting a podcast channel for your brand
For brands new to podcasting, launching a channel can feel daunting. However, starting small with a focused strategy can make the process manageable and effective.
To begin, it’s essential to define the purpose of your podcast. Are you aiming to increase brand visibility, engage directly with your target audience, or offer industry insights? A clear goal will shape every aspect of your podcast, from its theme to its tone.
Key steps to get started
- Define your goals and audience
Clarify why you’re creating a podcast and identify the audience you want to reach. This helps ensure your content aligns with their interests and needs.
- Choose a clear topic or niche
Successful podcasts focus on specific topics. Select one that matches your brand’s expertise and fills a gap in your audience’s existing resources.
- Plan your format and schedule
Decide whether to host interviews, present solo narratives, or explore other formats. Choose a schedule that balances consistency with production quality, such as weekly or biweekly episodes.
- Invest in quality production
High-quality sound is essential. Use reliable recording equipment and editing tools to create a professional listening experience.
- Promote across multiple channels
Share episodes on social media, integrate them into email campaigns, and embed them on your website. Collaborations with established podcasters can also expand your reach.
- Analyze and refine
Use podcast analytics to monitor metrics like downloads and listening time. Adjust content and strategy based on what resonates with your audience.
Starting a podcast isn’t just about creating episodes—it’s about building long-term engagement. With careful planning, brands can use podcasts to connect authentically with their audiences.
Takeaways for marketers
The 2024 US election highlighted several lessons marketers can apply to their strategies:
- Build trust through authentic engagement: Podcasts allow brands to connect with audiences in a conversational way. This builds credibility and fosters a stronger relationship than traditional advertising.
- Leverage multichannel opportunities: Podcasts aren’t confined to one format. Brands can amplify their content by repurposing podcast episodes as social media clips, blog posts, or even live events.
- Adapt to changing media consumption habits: With younger generations spending more time on audio content, marketers must prioritize platforms where their audience is most active. Podcasts are a practical way to reach these groups without the noise of traditional ads.
Podcasts have evolved into a versatile medium for reaching large and engaged audiences. As Adweek highlights in Teresa Elliott’s analysis, the impact of podcasts goes beyond simple reach—they foster trust, spark conversations, and influence behavior.
For marketers, embracing podcasts is no longer optional. It’s an opportunity to stay ahead of changing media habits and connect with audiences in a more meaningful way.
How will your brand use podcasting to reach its goals?
