Podcasting has become a significant platform for brands to connect with their audience and drive engagement. With the rise in popularity of podcasting, it has become increasingly essential to understand the analytics of podcasting metrics and how to best promote your podcast to drive listenership.

A report commissioned by the Better Business Bureau found that businesses producing their own branded podcast have enjoyed up to 89% higher awareness.

At Everything Podcasts we believe the purpose of adding podcasting to your marketing strategy is simple; To build a connection with customers, staff and suppliers. They need to engage with you, and that’s why you are giving them lots of content to engage with.

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.

There has been a significant increase in the percentage of Americans 12+ who have at least tried a podcast at some point in their lives: That’s 177 million Americans 12+ — by comparison, that is roughly the number of Americans that used Facebook last year, according to Infinite Dial projections.

The justified condemnation of the toxic effect of social media has gripped us all and our outrage has been further fueled by the recent news that Facebook and Instagram were aware of the debilitating effects of their respective platforms causing everything from teenage body dysmorphia to political discourse.

Brands are understandably re-evaluating their media strategies and social partnerships. For advertisers looking for new options and significant alternatives, podcasting can fill the void.

Move over social media, podcasters are the new influencers in town!

One of the questions we are frequently asked is, “how long should my podcast be?” We believe great content dictates length, however we can lean on the research as a guide. Back in 2019 our friends at Pacific Content found the average podcast length, based on nearly 19 million episodes from more than 600,000 podcasts, was just a little over 41 minutes. That number has decreased over the last couple of years but the sweet spot remains around the 40 minute mark. Still, 40 minutes is a long time. Competition for attention is fierce. We are frequently attracted to the latest Tic Tok challenge, back to back Zoom calls or a seemingly endless buffet of new streaming apps. Any content choice must bring a creative A game to survive.

There are some changes to be aware of in Podland. Google states, “To best help listeners discover new podcasts on Google, Google will start enforcing new requirements for podcast RSS feeds to be eligible to appear in recommendations on Google Podcasts and other Google surfaces. These requirements will go into place on September 21st. If your podcast does not meet these requirements, it will still be available on Google, but not eligible for recommendation”.

Amazon Music only started offering podcasts in September last year, as did Audible in October. But in the time since, Amazon Music has acquired Wondery, one of the last major independent podcast networks. Amazon has positioned itself as a major player in the podcast industry.