Why Podcasts Are Making All The Noise

Ten years ago, the radio industry was on the decline, with marketers focused on engaging their customers with text, bright colours and eye-catching graphics. Radio hosts seemed to be clinging to an outdated medium while everyone was glued to a screen, but all that has changed with the resurgence of podcasts. Where once they were hard to find and follow, podcasts have been on the rise for the past few years, thanks to the introduction of Apple’s podcast app in 2012 and the full time integration into iOS in 2015.

Now, podcasts have exploded in popularity, with celebrities launching their own shows and high-end brands partnering with established podcast companies to better engage with customers. Much of this renaissance can be credited to the shifting behaviour of consumption and ease of access. As devices have gained better broadband connection, streaming services have become the norm. So, what is the big deal about podcasts and how can they benefit businesses?

Tuning into a successful formula

lore-tshirt-artA great example of a podcast riding the wave of success is a show called Lore that has partnered with the producers of The Walking Dead. Lore is a podcast that taps into a growing love of the supernatural and how people are fascinated with the darker side of history. Launching in 2017, Lore will debut as an anthology show on TV and benefit from the reach of The Walking Dead’s established audience.

Brands are collaborating with podcast companies to create helpful guides, in the case of eBay’s partnership with Gimlet Creative. Called Open For Business, the podcast is an informative guide on how to start a business and maintain it. The six part show deals with different aspects of running an organisation, such as how to hire employees and setting the right prices.

How businesses can benefit from podcasts

Podcasts can be utilised by large and small businesses because they don’t need a huge amount of investment to get started. There are a number of devices that can be used to record the first couple of episodes, ranging from a smartphone to a tablet. The conversational nature of podcasts means you won’t have to write down everything that needs to be said and there is a lot of room for creative freedom.

Podcasts are perfect storytelling tools, with listeners being able to hear your brand message directly from the source. This allows a level of connection the written word is unable to convey by experimenting with timing, humour and emotional tone.

The convenience of a podcast means listeners can multi-task and are more likely to consume information than reading a blog or watching a video in one sitting. It’s useful to break down podcasts into five or six episodes to make the most of a customer’s tendency to listen on their smartphone while attending to other tasks.

This comes with the advantage of people devoting more time to listening to a podcast. They are able to engage more deeply with what is going on by having the freedom to consume information at their leisure. To maximise their time investment it’s best to keep episodes between 15-30 minutes to increase the likelihood of customers listening in full.

Audio is here to stay

15590498_260487391036644_3595936392469095022_nThe appeal of podcasts lies in the ability to be consumed at any time of the day, highlighting the effectiveness of the audio format. Audio offers an unlimited amount of ways to tell a story, and points towards a trend of radio being more important than ever.


I’ll be appearing on Whisky And Words, a Manchester based podcast for writers who are establishing themselves. It’s hosted by Dave Olsen and it’ll be free to listen to at the end of the month. Look out for me talking about the novelette I’m working on called Shadows At Dawn, a dark western about a witch-hunter named Rueben McNab who chooses love over duty and faces the consequences of his actions!

You can listen to the first episode on iTunes.

Author: thecomicvault

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2 thoughts on “Why Podcasts Are Making All The Noise”

  1. Lore is coming to TV?? I just started listening to them last week. I’m always on the lookout for new podcast recommendations. They help me to get through dull work days.
    I’ll certainly tune in to Whiskey and Words and try to remember to listen out for your episode.
    Also, I agree that podcasts are perfect for storytelling the Welcome to Night Vale podcast is a great example of that. I’ve listened to a few episodes and loved them. The sounds and music they use sometimes creates a sense of creepiness and unease that’s perfect for the story but makes me feel so weird when I’m listening to it in the office.

    Liked by 1 person

    1. Podcasts as perfect for zoning out to. I would recommend Whisky and Words because it’s a great platform for writers who are still in the early stages and trying to build their audience. I haven’t listened to Night Vale so I’ll look into it.

      Liked by 1 person

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