![]() Likely you’ve done some research when you were pondering whether you wanted to create your own podcast, which means (or should mean) you are a podcast enthusiast and know what’s currently capturing your ideal audience’s attention. It’s your job as a PR pro to help identify the podcasts marketing should be focused on. Paid channels don’t usually fall under the purview of PR, but reputation management does-and according to that same Super Listeners 2020 report, 49 percent of super listeners have a more positive opinion of a company that is mentioned in one of their regular podcasts. More people within the $50-$75,000 and $75-$100,000 income brackets listen to podcasts than any other income bracket. Podcast enthusiasts have disposable income to spend on products they hear about. Most podcast consumers surveyed by Nielsen (80 percent again) say they don’t mind ads or sponsorship messages because they recognize that this paid content makes it possible for their favorite shows to exist.Įdison Research’s Super Listeners 2020 report finds that 33 percent of podcast “super listeners” (people who spend five or more hours a week listening) never or rarely skip ads during episodes. Even better, because podcast consumers have a more receptive attitude to these highly targeted ads, 60 percent of listeners have bought a product they heard about in an episode and over half of listeners would consider new products or services. Digital and video ads on platforms like Facebook and YouTube are annoying enough that viewers will hopscotch between content to avoid them. The other great thing about podcast listeners is they have a different perspective on the advertisements that interrupt their shows. The majority of them (80 percent) listen to all or most of the episode. Podcast listeners are an attentive audience. ![]() We broke down these three avenues, which you may want to explore a bit more before making your own podcast. ![]() In a recent LinkedIn article, the Founder of EASTWEST Public Relations wrote, “The cheapest, easiest, and least-commitment route into podcasting could be sponsoring, participating, or being interviewed by an established podcast that has the audience you wish to target.” podcast audience could double by 2023, reaching 160 million listeners.Īs attractive as the medium is to marketers, advertisers and PR professionals, it’s not a dip your toes in kind of experiment. Producing your own podcast requires a level of dedication that may not be for everyone. But even if you’re not ready to produce your own podcast, you can still pursue it as an avenue of content generation for yourself or your clients. Findings from a survey conducted by Nielsen predict that the U.S. Millions more Americans listened to podcasts in 2020 than in 2019, and it’s expected that millions more will listen in 2021. Did you listen to a podcast this week? If you live in North America, there’s about a 20 percent chance you did.
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