Podcasts: one of the world’s best kept secrets for messaging and engagement

To commemorate International Podcast Day, we highlight some of the benefits of podcasting.


You might not have aware, but tomorrow, 30 September, is International Podcast Day! Although you might roll your eyes sarcastically, as to why something so obscure as podcasts are being recognised, it might just mean that you do not appreciate how important and mainstream podcasts truly are.

Currently, global podcasting statistics are not readily available, but below are some data on podcasting in the United States (US):

  • 112 million Americans, or over third of the population have listened to a podcast
  • 67 million (or around 20% of) Americans listen to podcasts monthly
  • 42 million Americans (or around 13% of the population) listen to podcasts weekly
  • podcast fans listen to 5 shows per week
  • two-thirds of podcasts are listened to on a phone or tablet, and so engagement is independent of location, and
  • 85 percent of listeners hear all (or most of) a podcast.

(Source:  Convince&Convert)

Ultimately, podcasting is an important, yet overlooked, channel to build, message and engage an audience. Unlike social media, which tends to require nearly continuous attention and small titbits of information to be doled out, podcasting can be more long-form in nature, with individual podcasts being several minutes (even an hour!) long.

More importantly, and as the above statistics suggest, listeners are prepared to listen to most, if not all, of a podcast, thereby providing content creators with an invaluable opportunity to strengthen the connection with their audience. Further, in being able to engage listeners for an extended period of time, content creators can deepen their messaging, and increase awareness of their brands.

Additionally, it must be emphasised that podcasting can be a tactic or channel in a wider marketing/communication strategy. Podcasts can be integrated into blog posts, and featured and discussed on social media, which not only provides (new and welcomed) content for those channels, but extends the reach of all of those channels, particularly the podcasts themselves.

Finally, although to create quality podcasts may require some equipment, and so is an expense, depending on the popularity of the series, sponsorship opportunities may emerge. However, in addition to audience size and demographics, factors such as the quality of the content and production, along with the frequency of the podcasts and the level of engagement experienced, would influence the nature of the sponsorship and advertising opportunities tabled.


Image credit:  Burst (Pexels)