Questioning why everybody has been speaking about podcasts these days? It’s as a result of they’re the following large factor.
Podcasts have gotten the place the place folks go for data, to be entertained, and to unwind. For those who’re curious about how one can leverage podcasts to your model, hold studying.
Podcasts have dramatically elevated in reputation over the previous couple of years. There are over 700,000 lively podcasts, 29 million episodes, obtainable in over 100 totally different languages. Advert income for podcasts can also be anticipated to rise to $659 million this 12 months. That represents a 1,000% progress from $69 million in 2015. What’s inflicting the rise in listeners?
Digital audio content material is turning into extra broadly obtainable throughout totally different apps and units. Comfort additionally performs an enormous function within the rise of podcasts as customers can take heed to a podcast whereas freely undertaking different duties. Tanya Chopp, Advertising and marketing Supervisor at Voices.com says, “Audiences are prosperous, well-educated, and dedicated to the content material. They’re additionally extra more likely to have in-home assistants reminiscent of Alexa and Google House, permitting them to entry the content material they love whereas they prepare for work, prepare dinner, clear, and/or unwind.”
With customers like these aggregating in a single nook of the digital sphere, it’s a no brainer that manufacturers are leaping on the alternative to promote to them. On this submit, we’ll cowl the significance of podcasts in digital advertising and why podcasts are so vital for branding.
Why Manufacturers Ought to Prioritize Podcasts This Yr
Audio content material is exclusive from different types of content material as a result of customers can devour it whereas persevering with with different duties. Customers can tune in throughout a automobile experience, whereas figuring out, finishing chores, and even pay attention throughout their commute within the mornings and evenings. The comfort customers expertise when listening to podcasts is among the main the explanation why manufacturers ought to begin prioritizing them this 12 months.
1. Podcasts are rising in reputation.
Extra media corporations and companies are specializing in creating fascinating and numerous audio content material their audiences will get pleasure from. The uptick in manufacturing is only one contributing issue as to why audio content material is turning into much more fashionable. The vary of podcasts is big and, primarily, there’s a podcast for everybody.
2. Customers love the comfort.
One other enormous motive manufacturers ought to take into account podcast advertising is due to how handy this content material kind is to customers. They’re capable of multitask when consuming audio content material.
3. Anytime, wherever availability.
Podcasts are broadly obtainable on numerous digital audio platforms and throughout totally different units. From telephones and computer systems to tablets and sensible audio system, customers can take heed to them anytime, wherever.
4. The age demographic of listeners.
Podcast listeners are usually prosperous, employed professionals, within the prime of the incomes years. Roughly 28% of podcast listeners are between the ages of 25-34. This demographic of customers makes for a really engaging viewers base for B2B and B2C manufacturers alike and reveals the significance of podcasts in digital advertising.
5. Alternative to be first in a particular area of interest.
Podcasting and podcast commercials are nonetheless so new to the digital house that there are nonetheless many “firsts” occurring. The primary podcast about girls’s cash habits, the primary murder-mystery podcast, the primary podcast about incarceration experiences. to know what makes a podcast partaking? One sturdy issue is being the primary considered one of its form. Your organization might be one of many first on this house and make a big impact on how your trade approaches podcasts sooner or later.
6. Focused viewers time.
Very like tv reveals and YouTube movies, podcast utilization varies tremendously relying on what customers are curious about. For those who’re on the lookout for a bit of additional facetime together with your audience, aligning your self with particular podcasts might improve your visibility with them.
7. Acquisition of recent prospects.
As with all commercials, being seen in an area you weren’t beforehand specializing in means you might nurture leads and purchase new prospects. Your model might be positioned in entrance of lookalike audiences, doubtlessly turning them into loyal lifetime shoppers of your model’s services.
8. Podcasts are versatile.
Podcast content material may be very very similar to video content material within the sense that it’s versatile. You possibly can select an overarching theme to your podcasts and change issues up in particular person episodes. You are able to do a brief collection on subjects of curiosity or do one thing utterly totally different. Think about the kind of content material that might be fascinating to your shoppers and the frequency they want to tune in. Whether or not meaning importing a brand new episode day-after-day, each week, and even each month is as much as you.
9. Making a podcast is cheap.
Recording tools is comparatively low-cost nowadays. You should buy microphones for lower than $50 and lower audio on free platforms and apps. Much like social media, you don’t must fork over 1000’s of {dollars} to create high quality content material.
10. You’ve gotten a possibility to construct new followers.
One other beauty of podcasting is the possibility to succeed in new followers. Having one other place the place customers can interact together with your model means your model is extra approachable. With podcasts, you may construct relationships over lengthy intervals of time, very similar to a tv collection the place customers grow to be invested for the lengthy haul. As a substitute of capturing their consideration for brief 30-second advert bursts, you may hold their consideration for hours day-after-day.
With all these advantages to podcasting, the one actual query is why wouldn’t you’re taking the chance to create one for your self or to promote?
Digital Audio Advert Examples
A number of the hottest podcasts earn hundreds of thousands in income. Over 2.2 million folks take heed to This American Life on over 500 public radio stations within the U.S., with an extra 3.6 million folks downloading the present as a podcast. In 2019, This American Life earned roughly $2.6 million in income.
For advertisers trying to get a slice of this pie, one technique to get in entrance of this viewers is to sponsor content material. There are conventional audio commercials, those which are produced by manufacturers after which promoted by platforms, after which there are host-read commercials. These are higher for the podcast world as a result of they really feel native to the content material and aren’t as disruptive to the listener.
One nice instance of a host-read commercial is Capital One’s #BankingReimagined marketing campaign on This American Life. The advert seems on the very starting of the content material, lasts lower than 22 seconds, and doesn’t disrupt any of the storytelling.
Host-Learn Promoting: The Chanel Adverts
One other nice instance of a host-read commercial is the legendary style home retailer Chanel and their advert with Refinery29’s Unstyled podcast. Unstyled is a good instance of how podcast content material mirrors a model’s themes and it’s one of many causes Chanel selected to promote with them. Much like Capital One and This American Life, the Chanel advert seems originally of the podcast and lasts lower than 18 seconds.
This advert can also be learn by the podcast host and highlights how Chanel was constructed by a girl who created it on her phrases. On the finish of the advert, they immediate customers to “uncover her story at insidechanel.com.” Each of those commercials are host-read advertisements and are built-in into this system by the host.
Some podcast advertising finest practices to remove from these two commercials can be to maintain your pitch brief, embody vital branding components, and emphasize a name to motion. These are all actionable ideas you need to use when crafting your podcast promoting and advertising technique.
Ideas for Diving In to Audio Content material Advertising and marketing
One thing vital to contemplate is how essential tone is to audio advertising. Totally different tones and totally different tones of voice talk various things. For this reason it’s vital to contemplate what voice and what tone of voice will signify your model the most effective.
Secondly, you need to determine what subjects and material your audio content material will cowl. Take into consideration the totally different sorts of topics that might educate or entertain your customers.
Thirdly, create a key phrase technique. Key phrases for voice ought to differ out of your written technique. Voice optimization key phrases don’t embody long-tail phrases and are extra condensed. It’s vital to contemplate sensible audio system and the way their crawlers will learn your content material when making a key phrase technique for audio.
Good audio system have grow to be extra broadly obtainable at reasonably priced costs. Globally, sensible audio system are projected to eclipse tablets by 2021. And presently, based on Podcast Traits Report 2019, 33.2% of members reported listening to a podcast on their sensible speaker. This implies entrepreneurs curious about utilizing sensible audio system for advertising should get effectively acquainted with voice search optimization strategies to maximise their ROI.
When deciding on podcasts to promote on, take into account how they’re utilizing voice search optimization strategies to succeed in their audience. If their key phrases additionally attain your goal person base, that’s how you already know it’s a superb match.
Key Takeaways
Podcasts are an thrilling new house to be in for 2021. Very like a brand new social media platform, audio content material is blowing up and the demand for extra content material is a starvation that may’t presently be satiated. Your corporation ought to benefit from the rising house by creating content material and promoting earlier than your competitors does.
As a fast summation, listed below are the important thing takeaways for why you’ll want to begin prioritizing podcasts this 12 months:
- Podcasts are rising in reputation, with advert income progress rising 1,000% from 2015.
- They’re handy for customers to get pleasure from as a result of they’re capable of multitask whereas consuming this content material.
- Podcasts are additionally broadly obtainable on a variety of platforms and units.
- The age demographic of listeners with podcasts is good for B2B and B2C manufacturers.
- Podcasting is so new that there are nonetheless “firsts” occurring. Make a long-lasting impression on this house with a novel podcast thought to your trade.
- Customers devour podcasts primarily based on curiosity. This can be a nice alternative to get direct facetime (or slightly, eartime) together with your audience.
- By promoting to lookalike audiences, what you are promoting might doubtlessly garner new lifetime prospects.
- Podcast content material is very similar to video content material within the sense that it’s a really versatile medium to function inside.
- Podcast manufacturing may be very cheap.
- You possibly can construct dedicated followers with podcasts since you’re controlling the story for a number of episodes over time. This stands in distinction with brief 30 advert bursts.
