The Growth Distillery releases new podcast research for brands
News Corp Australia’s Growth Distillery has released new research that shows why podcasts are a valuable tool for brands, along with providing strategies for how they can be utilised effectively.
The announcement:
The Growth Distillery today released On-Demand Expertise: the Anatomy of Trusted Audio Advisors, offering a pathway to growth for brands looking to harness the power of podcasts. The research found in order for brands to succeed they should see podcasts as a platform for storytelling, connection and building long-term relationships. Their messages should enhance rather than disrupt the listener experience, fostering a positive brand association and deepening audience engagement.
The Growth Distillery’s exploration showed in an increasingly fragmented media landscape, podcasts have emerged as a powerful medium for building loyal and engaged audiences. The intimacy and authenticity of podcasts create deep connections and strong bonds between hosts and listeners, making podcast hosts highly trusted and influential figures.
The data found 92 percent of podcast listeners say they are engaged while listening, with engagement extending far beyond the episode. For example, listeners may read articles about the content, they may form communities to discuss the content or they may follow the host on social media.
The analysis also revealed 73 percent of podcast listeners feel a genuine connection to the host with podcast hosts seen as the most trustworthy source across all mediums. In fact, 53 percent of listeners say they trust brand and product recommendations from their favourite podcast hosts.
Brands looking to leverage podcasts and build relevance should focus on aligning advertising in three key ways:
1. Motivation: align with the listeners intent, offering products that provide similar benefits to create an impactful advertising experience.
2. Content: align with the podcasts topic or genre to ensure relevance among an already engaged audience.
3. Host: align with the hosts personal preferences, leveraging their endorsements to persuade and connect authentically with the audience.Research director of The Growth Distillery Bethan Hockey said “With this Podcast Playbook we have delved into this unique landscape of what makes podcasts so compelling for consumers and impactful for brands.
“Our research highlights the significant engagement and trust podcasts command. By focusing on what makes podcasts so compelling – their authenticity, informative content, and role as trusted advisors – we offer insights and strategies that can help brands get the most out of podcasts, making sure their ads hit the mark and truly speak to listeners.”
The Growth Distillery is an independent research think-tank, powered by News Corp Australia.
Source: News Corp Australia
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