Podcasts and Influencer Marketing – A New Route to Reach Audiences?

The number of people listening to podcasts skyrocketed during the pandemic, and the numbers are continuing to grow even as we ease our way out of the ongoing lockdowns and restrictions. Several new podcasts popped up during the pandemic, too, as influencers and celebrities have pivoted to offer something new to keep in touch with their audiences and engage them in a new format. Some creators also filmed the podcast to share on YouTube, engaging audiences who perhaps don’t use music streaming services as frequently and increasing the reach of their podcast. We take a look at the rise in popularity of podcasts and what that means for influencer marketing.

There are 15 million active podcast listeners in the UK, which is likely to rise to 20 million by 2024, so it’s on the rise, and it’s a great time to get involved.

Let’s take a look at why podcasts can be a great way to reach new audiences whether you’re a mega, macro, micro or nano influencer.

Why Are Podcasts Great for Influencers?

It feels like everyone has a podcast right now, especially when it comes to influencers and celebs. From huge influencers like Logan Paul through to more niche influencers like Dr Alex, Oloni and Kate La Vie, they’ve all started to include podcasts in their influencer toolkit.

• Low barrier to entry – setting up a podcast is relatively low cost and doesn’t need lots of specialist equipment to do it.
• Reach new audiences – with podcasts being shared on platforms such as Apple Music and Spotify, you have access to a new audience who may not watch YouTube or follow influencers on Instagram. Starting a podcast can be a great way to reach new audiences, and also sharing the podcast to YouTube is an effective way of engaging followers who are already following your content on this paltforms.
• Grow marketing opportunities – ultimately influencing and sales are intrinsically linked together, whether that’s for a brand or an influencer’s own range. Podcasting provides another sales channel for influencers to advertise products and collaborate with brands.
• Allows your existing audience to get to know you – podcasting allows an influencer’s audience to connect with them on a different platform and opens up a new dimension into your personality and opinions. Instead of a themed video, or a vlog, it gives the Influencer a chance to chat to their audience about trending news, hot topics and a variety of other topics.
• Great for sharing opinions, insights and recommendations – influencers are used to giving their product recommendations and opinions, podcasting allows them to take those recommendations further than an Instagram Story or TikTok video, this can range from consipracy theories, to their favourite date – the possibilites are endless!
• Doesn’t rely on appearances – many of the front-running influencer channels (YouTube, Instagram and TikTok) rely on aesthetics, which isn’t necessarily required for a podcast, although some creators who also. host their podcast on YouTube have invested in sets to film on.
• Collaborations – Podcasts give creators the opportunity to connect with other creators who may not usually appear in their content. As well as being able to create engaging content with a fresh perspective, this also brings the other creators audience across to the podcast platform.
• Brand Collaboration – as well reaching new audiences, creators have the potential to connect with new businesses and begin new sponsorships as more and more brands look to find new ways to reach audiences, and capitalise on the opportunities that come with podcasts.
• Scaleable – podcasting creates evergreen content that will always be there for listeners (new and old) to discover and listen to. You effectively create an entire back catalogue of content that can drive traffic, and you can put out as much new content as you want.
• Reach niche audiences – as an influencer, it’s generally about creating content that has mass appeal to your audience. Influencers may also have some niche expertise or interests that aren’t quite right for their current audience, but they know there’s a market for. A podcast can be a great way to reach those niche audiences as you can have as many different podcasts, for as many different topics as you need. The key is authenticity.
• Grow followers on other channels– social media is often about cross promotion between channels to create a loyal fanbase. Podcasting can help to drive audiences to your other channels too.

When it comes to growing your audience as an influencer – or a brand – podcasts are a great tool. They can help you reach the right niche, grow your other channels and reach new audiences that wouldn’t engage on other channels.

How can brands use Influencer Podcasts?

For brands, there is a unique opportunity to collaborate with creators in a new format and engage audiences that may not use platforms such as YouTube and Instagram, therefore missing their other activities.

Podcast listeners can enjoy content on the go, unlike YouTube videos or Instagram posts, they do not need to be watching the screen to see the advert, they can be listening on their daily commute or whilst cleaning the house! This freedom has resulted in podcasts becoming part of many users daily routines, with around 61% of 18-34 year olds listening to podcasts every week.

It has been found that 54% of podcast listeners are more likely to buy from a brand after hearing its advert on a podcast, and with creators discussing such a wide range of topics, they have the freedom to organically integrate the advert, which allows it to feel more authentic to audiences.

We Are Here To Help

As with all Influencer marketing, the key to success is all in the Influencer selection. You need to be choosing the right Influencers to work with to drive the best results, and we can help!

Our bespoke analysis takes your KPI’s, brand values and consumer demographics and helps us to identify the right Influencers for your collaboration that will generate the results you need.

To find out more about collaborating on podcasts as a creator or brand, get in touch today!