Why are more and more brands are turning to Podcasting?
By Cliff Dumas
Well, first the depth of connection a brand can build with an audience through podcasting is unparalleled.
Swedish furniture giant IKEA is the latest brand turning to podcasting in a unique and innovative way. Ikea is known for its accessible design and in-store experience (who doesn’t love the meatballs). As with many businesses, the coronavirus pandemic pushed much of its sales online. So, they fully embraced its digital future by integrating a podcast strategy into their customer experience.
"The IKEA Audio Catalog" is 13 episodes (not including the prologue), each between 10 and 20 minutes long, takes listeners on an auditory tour through the furnished homes of six families, with how-to guides and to-do lists.
“The ad industry has long been obsessed with consumers’ eyes, with discourse around eye-catching work pretty much standard. But thanks to the explosion of audio streaming, digital radio and podcasts, the ears are making a comeback. Sit up and listen.”
According to Edison Research and Triton Digital’s 2021 Infinite Dial report, the percentage of Americans 12+ who say they have ever listened to a podcast is now 57% or approximately 162 million Americans. Canada’s numbers are on an equal trajectory.
At Everything Podcasts we are often asked about a podcast’s ROI. Our answer is simple, a brand podcast should never be about promoting a product or a service. We believe the goal of a successful podcast is to connect with your audience by delivering compelling storytelling that positions your core values with listeners.
These are stories told over a consistent and sustained period of time; an attempt to create a lasting relationship with your audience which ultimately deepens their recognition of and trust in your brand.
