With the increasingly fragmented media landscape, podcasts offer brands a powerful way to speak directly to their audiences, build credibility, and forge meaningful connections. To stay ahead in communications, it’s essential to understand how to harness the power of podcasts.

This edition of Muse explores the rising influence of podcasts and why they have become an indispensable tool in every communicator’s arsenal.

The rise of podcasts

According to Spotify, more than 100 million people are now regular podcast listeners, a tenfold increase since 2019. Over half a billion people have listened to at least one podcast on the platform. There are now over 5 million shows, and podcasts are available in more than 170 markets.

Finance podcasts alone have seen a 29% rise in streams year-on-year, while other categories like religion and spirituality, business and technology, and society and culture are among the fastest-growing. Interestingly, Gen Z listeners are 18% more likely to engage with video podcasts, underscoring the trend towards multi-format consumption.

Podcasts as powerful as a marketing communications tool

The strength of podcasts lies in the strong rapport that hosts build with their audiences. Spotify reported that 63% of people surveyed trust their favourite podcast hosts more than social media influencers.

When brands or products are featured in podcasts, listeners are more receptive. In fact, 45% of Millennials and Gen Z listeners trust a brand mentioned during a podcast episode because of their bond with the host. This level of trust and authenticity makes podcasts an excellent tool for brands looking to reach their audience in a credible and impactful way.

The benefits of podcasts for corporate leaders

Being featured on a podcast that resonates with their target audience enhances business executives’ thought leadership. Participating in thought-provoking discussions with trusted hosts creates a positive impression of your brand and stimulates demand for your products or services.

According to Edelman’s latest Thought Leadership Impact Report, nearly 75% of decision-makers think thought leadership content is more trustworthy for assessing business capabilities than marketing materials and product sheets. By encouraging listeners to rethink their challenges and offering valuable insights, businesses can position themselves as industry leaders, reinforcing credibility and influence within their market.

The growing number of podcast subscribers offers brands opportunities to connect with audiences in a genuine, trustworthy way. Leveraging podcasts as part of your PR strategy can elevate your brand’s visibility, build trust, and inspire action. Continue reading our next blog to learn more about tapping into the power of podcasts.