By: Ben Morling, Account Manager
The media landscape has changed drastically in recent years, and podcasts are arguably the medium that has seen the biggest rise. According to Ofcom’s recent Media Nations Report, released in September 2024, 11.7 million people (20.7%) of the UK adult population listen to a podcast at least once a week.
That’s a huge audience, and while entertainment (48%) and comedy (46%) make up a large percentage of podcasts that are listened to weekly, more educational and informative genres such as news and current affairs (47%), and discussions and talk shows (46%) score similarly. Businesses have quickly learnt to keep up with the changing way that people consume media, and this article will explore the rise of podcasts and highlight why they have become an essential promotional tool for many companies.
The Democratisation of Audio
Audio recording, editing and production were once restricted to those with large budgets that had access to studios and Sound Engineers and Producers. As technology has evolved, so has the accessibility—and desire—to create quality audio recordings. Much like the music industry, the podcasting tools available now mean that it is possible for anybody with a laptop to record, produce and distribute podcasts.
This has resulted in an enormous amount of new podcast brands being created, but that shouldn’t dissuade you, as most barely make it past the first series. The opportunity in podcasting presents itself for those that are willing to commit the time necessary to achieve value out of it.
A long-term approach
For a podcast to really have an impact, there needs to be a clear strategy in place that looks beyond the first few episodes. It is possible for businesses to make use of a short series—such as when they have a specific focus on a niche topic—but it takes time for a podcast to truly permeate and build an audience.
Before jumping into launching a podcast, companies need to work out its aims. Are they trying to reach a younger audience? Are they trying to create a brand? Are they trying to build credibility within a particular industry? All of these reasons are perfectly valid, but it’s vital that a business understands this before any planning begins.
Credibility
Creating a reputable podcast is an extremely effective way to build credibility with your target audience. By having strong topics, consistent episodes and regular guests who are themselves experienced in the industry, you can build a brand that people will want to follow for the latest insights and to be kept informed.
Having distinguished guests also exposes you to their networks. Being a guest on someone else’s podcast is a great promotional tool for them too - so they’re likely to share it to their network.
Repurposing content
As well as making it easier to record audio, it is also much easier to edit videos quickly via new technology. Specialist podcast platforms such as Riverside even utilise AI to process long videos and quickly create short snippets that extract the key points of a podcast. While these need to be reviewed to make sure that nothing is missed, it provides businesses with a swathe of engaging clips that can be used across social media. Whether you use LinkedIn, X, YouTube, Facebook or Instagram to promote your business, podcasts give you a steady stream of content that can be used across your channels.
In a modern world where video and interaction are the most effective ways of conveying your message in a way that sticks, podcasting can be a channel that becomes a key component of your marketing mix, and gives you the opportunity to really set yourself apart from the competition.