Feb 4, 22 | 5 min read
podcast phenomenon
Reading time: 4 minutes
When was the last time you listened to a podcast? It could have been yesterday while driving, or even today as you started your day.
The truth is that this format is becoming increasingly popular, which is demonstrated when we analyse a reference market such as the United States, which usually sets the trends to follow in terms of marketing and content.
In the North American giant, 24% of the population (68 million people) listen to podcasts weekly, according to Podcast Insights . On top of that, researchers have shown that, in 2021, podcast ads reached almost USD 590 million and expectations will continue to rise in the next two years.
As a result of this scenario, a great opportunity has arisen for content creators to enjoy this unique moment and take advantage of the podcast format to promote their brands and stand out with this new content strategy.
Podcasts can be revolutionary in increasinglist of tunisia consumer email brand awareness and engagement, and it’s time for marketers to pay attention to this trend.
Podcast background
Audio formats are not new, and blog posts are not new either. In the 80s people recorded their experiences in audio format to share with others and at that time there were not many resources in use, so there was no editing or a huge investment in equipment.
With the release of the iPod, people started streaming their audio blogs and this became more popular. However, the name was still unpopular, so they decided to combine "streaming" and iPod, and the term "podcasting" was first created in 2004.
Over time, podcasts have become popular, but it was only in 2019 that the boom really took place: around 155 million people were including this new content format in their lifestyle.
It's funny that since then, Apple and Spotify started to really compete for the number 1 spot, but even though Apple was first, Spotify gained a lot of popularity and now leads this market.
Source : Statista
Why podcasts?
At the beginning of the content era, we only had a handful of formats available, with written content being the main one. But now, with social platforms, we have a lot more to explore. Video became more popular than ever, and now the time has come for podcasts.
As the world evolves, people are becoming busier and busier. We have never faced the reality that we have so much to do. It even seems like 24 hours is no longer enough, and podcasts make multitasking possible .
The exciting thing is that they are extremely versatile and are not only a form of entertainment but also a channel to teach, connect and inspire other people. For marketers, they are a great way to build brand awareness and engagement.
Today we have over 700,000 active podcasts and 29 million podcast episodes available . There are podcasts for literally everyone and every topic you might be interested in: technology, pop culture, politics, opinions, comedy, and more.
Marketing scenario
Early adopters already know that millions of people listen to podcasts every day, and they didn’t miss the chance to turn that into opportunities for their brands. According to Insider Intelligence , a 2022 projection of 424.2 million podcast listeners worldwide was created, and they expect podcast ad spend in the US to increase 30.2% year-over-year in 2022, surpassing the $2 billion mark.
All of those numbers mean one thing: If you're not already thinking about podcasts for your brand, you might want to start.
ADVERTISEMENT
If we try to understand those numbers, we need to think about humans first. People love to listen and truly connect with the content creator. Podcasts allow the audience to really engage and feel, and nothing is better for a marketer than someone who is actively listening and paying attention.
Podcasts are well-targeted to their audience and can connect with them. Research shows that 80% of listeners finish almost the entire podcast episode , which is a plus for marketers who spend a lot of money on ads.
