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Podcast Marketing: Why tell your brand verbally?

11/07/2022
Elizabeth De Leon
The most effective way to make your mark with advertising and convince people about the quality of your brand is to get them excited. Sound has always been the best tool to awaken emotions and transmit messages in a clear and direct way and that is why in recent years the spread of podcasts has involved more and more people around the world and we have started to talk about marketing podcasts.

Before understanding how podcast marketing could represent a perfect digital strategy and why tell your brand verbally, let's clarify some aspects about the characteristics and peculiarities of podcasts.

What is a podcast?

A podcast is a type of audio program, divided into episodes and serial in nature, that the author uploads to dedicated online platforms. Typically, each podcast deals with a specific topic and the feature that sets it apart from classic radio shows is the ability to listen to these “audio episodes” at any time.

Through dedicated platforms, you have the possibility to download podcasts to listen to them when you have time, for example on public transport while returning home after a day at work and you can also stop the "episode" and then resume it at another time.

The podcast boom

Although podcasts were officially born in 2001 when the first iPod was marketed, allowing everyone to download audio content in digital format, it was in 2014 when the podcasting phenomenon began to spread outside the United States thanks to an audio program called « Serial".

This program, created by an American journalist who told a real news story in each episode, reached nearly 250 million total audiences. It is from this moment that we began to attribute the correct value to podcasts and consider them as a new possible marketing tool.

Why tell your brand by voice through a podcast marketing strategy?

According to a survey carried out by the Nielsen company, in Italy there are more than 12 million people who listen to podcasts. Over the years, brands have always expressed themselves through visual content such as images, photographs and videos. However, the most effective language to create empathy and transmit emotions has always been that of sound.

A message spread through voice can be much more incisive and immediate than written content. Above all, hearing your voice could instill in users a greater sense of trust that would lead them to approach your brand.

Voice is a valuable tool for creating a bond of familiarity between your company and users. You know when you listen to a singer's songs or a radio show for a long time with the same speaker? After some time it seems that you are hearing the voice of an acquaintance or friend. The effect that podcasts produce is precisely this. By telling your brand by voice, you have the opportunity to enter people's lives and establish a stable bond of trust.

Additionally, the podcast is the ideal tool to generate engagement. Most podcast distribution platforms allow you to create interactions with social networks, for example with Facebook. In this way, the podcast can become an additional means to gain new followers and share information.

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