# Branded Podcasting Brands are venturing into the world of podcasting for consumer engagement. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published May 2, 2018 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-podcasting ## Key Figures - Trend score: 3.6/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 8, 2018 to May 11, 2019 - Published: May 2, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Branded Podcasting trend ### 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. ### 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. ### 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. ## What the Branded Podcasting trend means for industry ### For 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 for Branded Podcasting Trend score 3.6 out of 10, from popularity 61%, activity 39%, freshness 8%. - Popularity: 61% - Activity: 39% - Freshness: 8% ## Examples of the Branded Podcasting trend 5 featured examples from Feb 8, 2018 to May 11, 2019. - [Wellness Brand Podcasts](https://www.trendhunter.com/trends/well-now): Saje's 'Well Now' Shares Conversations with Doctors, Healers and Experts (Category: Lifestyle) Implication: The wellness industry can leverage podcasts to educate and engage with their audience, sharing insights and expertise. - [Whiskey Brand Podcasts](https://www.trendhunter.com/trends/branded-podcast): Jack Daniel's is Launching a Branded Podcast Called 'Around the Barrel' (Category: Lifestyle) Implication: Opportunity for other alcohol beverage brands to create their own podcasts to engage with consumers and share their brand story. - [Millennial Dad Podcasts](https://www.trendhunter.com/trends/fatherly-podcast): The Fatherly Podcast Discusses the Joys and Challenges of Fatherhood (Category: Tech) Implication: Opportunity to develop and market innovative products that cater to the needs and preferences of Millennial parents. - [Furniture-Centric Sleep Podcasts](https://www.trendhunter.com/trends/sleep-podcast): IKEA Takes an Interesting Approach to Marketing Its Products (Category: Marketing) Implication: The home decor industry can explore the use of sleep-oriented podcasts to promote their products and create a calming atmosphere. - [Branded Grocer Podcasts](https://www.trendhunter.com/trends/inside-trader-joes): Inside Trader Joe's is a Podcast from the National Grocery Store Chain (Category: Business) Implication: Retailers can use branded podcasts to showcase unique aspects of their business and build stronger connections with customers. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)