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.

With the growing number of podcasts available, it is crucial to stand out from the crowd and reach your target audience.

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.

2021 continued to be a record-setting year for podcasting. As we enter a brand new year, what does the podcast ecosystem look like?

At the end of 2021, Spotify had become the leading listening destination for podcast consumption. The big three podcast tuning platforms (Apple Podcasts, YouTube, Spotify) also expanded share.

Advertiser and agency interest in podcasts continued to rise: Podcast advertising consideration, intention, and usage were at an all-time high according to a November 2021 Advertiser Perceptions study of 300 media agencies and marketers.

CharityVillage Connects is a 12 episode series that highlights topics vital to the nonprofit sector in Canada. CharityVillage is a resource to over 170,000 charitable and nonprofit organizations in Canada. This series, hosted by President Mary Barroll, will provide in-depth conversations with experts in the nonprofit sector.

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.

This series explores the journey of Don Briere and Carol Gwilt, resilient leaders in Canada’s cannabis legacy. Jail time, stigma, loss and bureaucracy are no match for this couple whose dedication to the plant and each other have offered hope, inspiration and compassion to thousands and helped drive the country toward legalization.

Podcasts actually predate the internet. They go back to the 1980s and were initially called ‘audio blogging.’ Similar to early bloggers, this was a way for anybody to share their experiences and thoughts with other people. However, due to a lack of means to distribute the recordings, it took another 20 years before the genre took off.