Category
Business
Assisted Conversion
Trend cluster
Category
Branded
Podcasting
Brands are venturing into the world of podcasting for consumer engagement.
3.6
Trend score
Trend
What is the Branded Podcasting trend?
Branded Podcasting: As podcasts become a more popular form of media, brands are creating their own branded podcasts to further connect with consumers. Since podcasts typically have a niche focus or theme, they offer more targeted platforms that speak directly to smaller groups of potential or loyal customers. These podcasts can be observed in a range of industries that include everything from alcohol to interior design.
Insight – Branded podcasts diversify businesses' reach by leveraging platforms that are already aligned with consumers' daily entertainment-based habits–particularly those of younger demographics. The shift towards creating company-specific podcasts comes as Millennial and Gen Z consumers seek out more authentic interactions with the brands they align themselves with. With many people no longer buying into the "one-size-fits-all" approach to campaigning, branded podcasting is able to cement brand loyalty for young consumers who turn to brands that appeal to their specific interests.
Trend themes
Themes within the Branded Podcasting trend
Three behaviours holding the trend together01
Branded Podcasting
As podcasts become more popular, brands are creating their own branded podcasts to connect with consumers, which helps to cement brand loyalty for young consumers who turn to brands that appeal to their specific interests.
02
Storytelling Podcasts
Inspired by the immense success of some podcasts as a storytelling medium, a number of brands have launched their own series, with content ranging from educational to entertaining.
03
Product-Centric Podcasts
Brands are launching product-specific podcasts that help consumers to better understand their products and the company, while also offering a creative way of marketing their products to a wider consumer base.
Industry implications
What the Branded Podcasting trend means for industry
Where the trend changes the playbookFor
Retail
Retailers can leverage the power of podcasts to create brand-specific experiences that target targeted audiences by launching podcasts that range from entertaining to educational.
For
Health and Wellness
With millennials and Gen Z consumers increasingly seeking out authentic interactions with the brands they align themselves with, companies in the health and wellness sector can create brand loyalty for young consumers who turn to health and wellness brands that cater to their specific needs through branded podcasts.
For
Home Furnishings
Companies in the Home Furnishings industry can leverage podcasts that cater to audiences of all sorts by creating podcasts that focus on everything from interior design to furniture-themed sleep podcasts, offering a new and innovative way to market their products.
Workshop question
What is one alternative platform that your brand currently isn't using, but could?
Trend signals
Trend signals for Branded Podcasting
Trend score 3.6 out of 10, from popularity 61%, activity 39%, freshness 8%.
Popularity61%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Podcasting trend
5 featured examples from Feb 8, 2018 to May 11, 2019CategoryLifestyle
Wellness Brand Podcasts
Saje's 'Well Now' Shares Conversations with Doctors, Healers and Experts
The wellness industry can leverage podcasts to educate and engage with their audience, sharing insights and expertise.
CategoryLifestyle
Whiskey Brand Podcasts
Jack Daniel's is Launching a Branded Podcast Called 'Around the Barrel'
Opportunity for other alcohol beverage brands to create their own podcasts to engage with consumers and share their brand story.
CategoryTech
Millennial Dad Podcasts
The Fatherly Podcast Discusses the Joys and Challenges of Fatherhood
Opportunity to develop and market innovative products that cater to the needs and preferences of Millennial parents.
CategoryMarketing
Furniture-Centric Sleep Podcasts
IKEA Takes an Interesting Approach to Marketing Its Products
The home decor industry can explore the use of sleep-oriented podcasts to promote their products and create a calming atmosphere.
CategoryBusiness
Branded Grocer Podcasts
Inside Trader Joe's is a Podcast from the National Grocery Store Chain
Retailers can use branded podcasts to showcase unique aspects of their business and build stronger connections with customers.
