By Cliff Dumas

More than half of the world now uses social media (58.4%). Brands have embraced social media influencers to promote their services and products for some time now but with the studies reporting the negative effects apps like Instagram and Tic Tok have had on a generation of young adults, brands are understandably re-evaluating their media strategies and social partnerships. For brands and advertisers looking for new and significant alternatives, podcasting can fill the void.

According to Edison Research Infinite Dial Report 2022, 109 million people in the U.S.—over the age of twelve—listen to one each week. In Canada, podcast listening is surging as Canada overtakes the U.S. for weekly podcast listening. Edison Research Infinite Dial Canada reports forty-three percent of Canadians 18+ listen to podcasts monthly, up five percentage points from 2021, which means that Canadians now outpace Americans (38%) and Australians (40%) for monthly podcast listening. 

With Audio content creators evoking such passion with audiences, we believe today’s most influential influencers are podcasters?

It’s not just the compelling content ranging from news and comedy to social justice and scripted dramatizations to personality-driven conversations. It’s also the curated, brand-safe environment, and the deep connection and engagement podcasts have earned with its listeners. For all these reasons, attention on the medium is growing exponentially. According to the IAB (Interactive Advertising Bureau), podcast advertising revenue surpassed $1 billion in 2021 and is on track to surpass $2 billion this year and double that by 2024!

Brand Safety

Advertisers love the immediacy of social media. Podcasts brings the same immediacy and also allows for deeper, more meaningful exploration of virtually any topic especially with episodic releases happening in real time or close to it.

You get today with podcasting a lot of the same benefits that come with other digital media. It’s measurable, attributable, and it’s easy to switch out ads because of dynamic ad insertion if the content is designed to or made available for ad inserted revenue. Podcasts also have the benefit of greater curation.

Accessible

Whether you’re exercising, making breakfast, walking the dog, or driving to work, listeners are paying attention—spending 60% more time with audio than on social media.

At Everything Podcasts, we say, “audio is Netflix for your ears”. It’s your personal time to spend with a trusted show, episode, or personality. To learn, be entertained or inspired. It’s your personal primetime where and when you want it.

Engagement

Podcasts offer an uncluttered environment allowing listeners to immerse themselves in the audio experience of their choice.