Why your brand should have a podcast
The way people consume content has changed dramatically, and podcasts have become one of the most powerful tools to build awareness, trust, and audience connection. They are no longer a passing trend: podcasts are now a crucial element of marketing strategies for both B2B and B2C brands.
Why podcasts matter
In recent years, podcast listening has grown exponentially, even surpassing traditionally leading countries like the United States in some markets. Listeners are not only tuning in more often but also for longer: on average, over 7 hours per week, subscribing to multiple shows and becoming loyal followers.
The strength of podcasts lies in their flexibility: unlike video, they can be enjoyed while exercising, driving, working, or carrying out daily activities. This makes them a communication channel with unique reach. Research from the BBC has shown that branded podcasts can increase brand awareness by up to 89% and interest in products and services by 57%.
Formats and opportunities for brands
A podcast can take many forms, and each format can be integrated into a broader content strategy. Examples include:
- Interviews: a series of conversations with relevant industry guests, which can also be repurposed into short audio or video clips for social media.
- Live events: leveraging conferences or activations to record episodes with speakers and ambassadors, maximizing event value.
- Stories and storytelling: sharing the brand’s history, origins, or most innovative projects with immersive sound design.
- How-to and practical guides: educational content that, unlike video, requires no visuals—just strong audio.
- Thematic insights: going beyond product to highlight consumer benefits, such as tutorials from a beauty brand or recipes and tips from a food company.
- CSR and sustainability: featuring social and environmental initiatives, giving voice to supported projects and strengthening reputation.
- Case studies and testimonials: turning client success stories into engaging audio content.
- Industry news: providing weekly updates on market trends.
- Internal communication: short episodes to train and update employees in a simple and effective way.
Why podcasts work
- Direct connection: voice creates a personal, intimate bond with listeners.
- Flexible consumption: they can be listened to anywhere, anytime.
- Multichannel strategy: each episode can be repurposed into articles, video clips, social posts, and newsletters.
- Accessibility: podcasts are inclusive and easy to access, even for audiences with specific needs.
Why act now
Having a podcast today means staying ahead, positioning your brand as a leader and trusted voice in your industry. With the right strategy, it becomes more than just a communication channel—it’s a marketing asset capable of strengthening brand identity, building loyalty, and generating new opportunities.
Want to create a podcast that truly tells your story? Contact us and discover how 226Lab can help you develop a tailored audio project that gives your brand a voice and turns listening into engagement.