Podcasts as Marketing

For a long time, podcasts were seen a niche market for indie creators, storytellers, and true crime fanatics. But today, brands are realizing something powerful: podcasts are not just content. They are community, attention, and trust at scale.

Smart brands are now treating podcasts as a core part of their marketing stack. Not just ads on someone else’s show, but owning their own storytelling, building their own audiences, and creating value that goes deeper than a 30-second commercial ever could.

Here is why podcasts are winning and some brands doing it right.

Why Podcasts Work as Marketing

Deeper Attention

The average podcast listener stays engaged for 20 to 30 minutes at a time. Far longer than a social media scroll or a YouTube ad.

Stronger Trust

Listeners feel connected to hosts. 81% of podcast listeners say they pay more attention to podcast ads than traditional ads (Edison Research, 2023).

Thought Leadership

Podcasts allow brands to showcase their expertise, tell stories, and build authority in a way that feels authentic, not pushy.

Evergreen Content

Unlike social posts that disappear in a day, a good podcast episode can keep attracting new listeners and customers for months (or even years).

Brands Winning With Podcast Marketing

Here are some companies that have successfully integrated podcasts into their marketing strategy:

Sephora – #LIPSTORIES

Sephora launched a branded podcast focused on conversations around beauty, culture, and self-expression. It connected their products to deeper emotional stories, not just transactions.

Slack – Work in Progress

Slack’s podcast dove into stories about the meaning of work and collaboration, positioning Slack as more than a messaging tool but a voice in the conversation about the future of work.

eBay – Open for Business

Partnering with Gimlet Media, eBay produced a podcast aimed at entrepreneurs and small business owners, tying directly into their target audience while offering real value.

Red Bull – Red Bull Music Academy Radio

Years before podcasts exploded, Red Bull was creating long-form audio content tied to music, culture, and innovation. Reinforcing their brand’s deep roots in youth and creative culture.

Trader Joe’s – Inside Trader Joe’s

Trader Joe’s made a behind-the-scenes podcast that peeled back the curtain on their quirky, beloved grocery chain. It deepened customer loyalty by giving fans a look into the brand’s philosophy, culture, and decisions.

How Brands Should Think About Podcasting

If you are thinking about adding a podcast to your marketing mix, here are a few keys:

• Make it valuable, not just promotional. People will tune in for stories, insights, and authenticity. Not for glorified ads.

• Focus on consistency. Podcasts are about building a relationship over time. A one-off episode won’t move the needle.

• Own your niche. Whether it is beauty, entrepreneurship, wellness, or culture, dominate a small lane first before trying to go broad.

• Amplify it smartly. Use social media, newsletters, and even physical events to drive listenership back to your episodes.

Audio is Just Getting Started

As attention continues to fragment, brands that build real voice and presence through audio will have a massive advantage. Podcasts create intimacy and loyalty that no paid ad can buy.

The smartest brands are not asking if they should do podcasts.

They are asking how fast they can build meaningful audio properties that outlast the noise.

Because in the next era of marketing, whoever owns the conversation wins.

Curated Vibes

Song of the week: “Lil’ Obsession” by BOY SODA
Apple Music
Spotify

Movie of the week: Pan’s Labyrinth

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