Time is one of our most valuable commodities, and it can be a struggle to get a target audience to give up even a minute of it. Whilst the traditional media is now more accessible than ever thanks to smartphones and near constant internet access, we, as a society, have very little time to actually soak up what we read.
This presents a challenge to any brand looking to cut through highly saturated markets, and poses an issue for campaigns designed to attract a new or wider audience, who will often miss out on the key publications already read by those in the know.
At Brazil, we believe a solution to this problem lies within the earphones of the growing percentage of the population who regularly tune into podcast media.
Podcasts have been experiencing a recent boom , with 2018 listenership up a staggering 58% on 2016. The latest figures from RAJAR, the official body in charge of measuring audio audiences in the UK, reveal that 6.4 million UK adults regularly listen to podcasts, and that when we do, 68 percent of us listen to the show in its entirety. If we consider that the average podcast lasts around 30 minutes, this amounts to a huge amount of captive time with your audience. There are podcasts to suit all kinds of tastes, from food to true crime, as well as a growing cohort of sector specific broadcasts covering business, tech, and practically anything else you can think of.
Podcasts can provide a myriad of opportunities for brands, but the most powerful is the ability to tell their story in the first person.
Within our dedicated broadcast division at Brazil, there are two things we do. Firstly, we target the right podcast for our client’s audience and messaging. This includes creating the perfect story to really speak to your target audience. As such, we’ve helped our clients secure prominent spots on podcasts ranging from Monocle’s prestigious Entrepreneur show, to a children’s podcast celebrating the performing arts.
Secondly, we create bespoke podcasts for our clients to regularly engage with their customers and prospects. This gives them ownership of the media and allows for a much closer and personal relationship.
Podcasts provide a unique insight into the core values and interests of particular demographics, and with two thirds of listeners falling within the evasive Gen-Z and Millennial 16-34 age bracket, a podcast is a great opportunity to speak to groups who have shied away from the traditional press.
Done well, an appearance on a podcast allows you several minutes of direct, person-to-person conversation with an interested and engaged listener, and the opportunity to provide expert comment in a relaxed and relatively informal setting. Podcast hosts become the friends of the listener in a way that few other media types can achieve, and an endorsement from a favourite show host can go a long way towards ingratiating yourself with your audience.
As podcasting’s popularity continues on its upwards trajectory, we should all be tuning in and listening up to the opportunities on offer within this continually evolving and engaging sector of our industry.