The power of the podcast: brand podcast for multi-platform campaign

The power of the podcast

11th September, 2019 by Rhianna Tudor

In the UK, the growth of voice activated speakers, interactive cars, wireless headphones and smartphones is inevitably changing the way we consume audio. Each week, 5.9 million hours of on-demand radio is being listened to through headphones, with an average of 89% of Brits tuning in to the radio[1] .

Podcast listening in particular has become more of a mainstream medium, with the number of listeners almost doubling since 2013[2]. As consumers increasingly look for content that is real, relatable, educational and entertaining, the shift towards podcast listening presents brands with a truly effective way of reaching and engaging target audiences.

Advertising is just one way that brands are able to infiltrate podcasts, with a rise in targeted features, guest speaker appearances and sponsorship opportunities available. Brands are increasingly publishing podcasts of their own – from Strictly Come Dancing to Pretty Little Thing, in varying markets podcasts are becoming an integral part of multi-platform campaigns.

Alongside brands, many national newspapers and magazine publications are beginning to diverge into podcast production. For example, Olive magazine’s podcast, hosted by Food Director Janine Ratcliffe, shares exclusive additional content, behind the scenes gossip, expert advice and fun facts. So to mark the start of British apple season, Richmond & Towers worked with Janine and the Olive team on a four page magazine feature and podcast episode titled, “Why British apples are the best”. Sarah Calcutt, from English Apples and Pears, featured as a guest on the episode to whip up some excitement about the start of the season, why the UK is so great at producing apples and how we can all do our bit to support native growers.

Meanwhile, the UK’s biggest magazine publisher, Bauer Media Group, is taking its focus on digital audio to the next level as it announced it was creating the new role of Podcast Editor, who will be responsible for overseeing their current portfolio of podcasts including Q Presents: The Making Of and The Frank Skinner Show podcast, plus the creation of original formats.

Currently holding the top spot in the Apple Podcasts Top Charts is ‘The Gemma Collins Podcast’ from BBC Radio, described as a no-holds barred look inside the life of the phenomenon that is The GC, while at number 10 sits TED Talks Daily, featuring talks from conferences around the globe in a digestible audio format.

There truly is a podcast for everyone, and at the 2018 Apple Worldwide Developers Conference it was confirmed there were over 550,000 podcasts –and this will only continue to rise. So it’s clear that for brands looking to communicate with a captivated audience, there really are endless opportunities by the rise and rise of podcast popularity.

If you are interested in learning more about how to use podcasts to communicate with your audience, then give us a call.


[1] Rajar

[2] Ofcom