According to data shared by Spotify, Poland is among the ten fastest-growing podcast markets in the world, and in the first half of 2020, over 300% more hours of podcasts were listened to than in the same period last year.
Worldwide, there was a 42% increase in the streaming of online shows, and in Europe, a 53% increase. It comes as no surprise, then, that more and more brands are deciding to use this channel to reach potential new customers.
Let's start from the beginning: what is a podcast? A podcast is a combination of two words – iPod and broadcast. Most often, it is a form of audio or video publication in which one or more people hold a conversation on a specific topic or talk about a particular phenomenon or event, with new episodes released regularly.
Why are they so popular?
Where did the popularity of podcasts come from?
Why does podcasting work as a brand communication tool?
We live in the era of smartphones and the Internet. It's hard to point to a person who doesn't use these goods. It is thanks to them that podcasts owe their popularity, and listening to them can accompany us during everyday activities, anywhere and anytime. Another reason we reach for them so readily is easy availability. For comparison, radio also offers us audio content, but there is one fundamental difference that works in favor of podcasts. Radio is broadcast live and rarely focuses on a single topic, and moreover, it often plays ads and music. Podcasts, on the other hand, are available all the time, so you can listen to them whenever you have the time and desire. Additionally, episodes last from several minutes to a few hours and cover a specific topic.
Why can they be a great brand communication tool?
Podcasting as brand building
A podcast is a great tool for building a brand and relationships with potential customers. According to IAB-Edison Research* 65% of respondents are more likely to consider purchasing a product or using a service they heard about in a podcast, 63% said their opinion of a company is more positive if it was mentioned in a podcast, and 60% admitted that if they had to choose between two products of equal price and quality, they would choose the one appearing in the podcast they listen to. It's hard to ignore this data, especially in the context of business, where podcasts are becoming increasingly important.
- Podcasting is a very interesting phenomenon. So it doesn't surprise me that more and more brands are starting their adventure with original shows. Previously, they mainly appeared as sponsors or their representatives as guests. It is a great tool for building relationships with the listener and one's own image as an expert in a specific field. It allows you to become a trusted source of expert knowledge. Your brand will grow when you provide listeners with the information they need most, and in return, they will talk about your podcast, recommend it, while also building reach and brand recognition - says Bartłomiej Foszer, expert in new marketing and video & audio production.
If you still have doubts about whether it's worth investing time in creating a podcast, consider the number of benefits that come from this form of promotion and the ability to reach new potential customers.
Summary
Poland is one of the fastest-growing podcast markets in the world, and Spotify data shows over a 300% increase in listening in the first half of 2020. This prompts brands to use this channel in communication. IAB-Edison Research studies prove that 65% of listeners are more likely to consider buying a product mentioned in a podcast, and 60% choose it when price and quality are equal to the competition. Expert Bartłomiej Foszer emphasizes that original shows allow companies to build an expert image and audience trust, which translates into brand development.
