What is a branded podcast?

Posted by Terri Lydon | Oct 23, 2023

Branded podcasts are a communications tool companies, nonprofits and associations can use to focus on ideas and topics that align with their brand or product. While these podcasts certainly do mention their own brand, they don't make it the main focus. The objective of a branded podcast is to enhance brand awareness, leading to a larger and more loyal audience.

Who’s embracing branded podcasts?

Rivet360, we produce branded podcasts for numerous companies and nonprofits (feel free to check out our portfolio here). Our clients aren't are not the only ones doing this. Brands like MasterCard, Blue Apron, Sephora and Gatorade have all ventured into the world of branded podcasts.

Why are brands podcasting?

Businesses are using branded podcasts to reach their audience through a new form of communication. What they realize is that, when executed skillfully, podcasts can be something listeners actively seek out. In order for this to happen, branded podcasts have to deliver on what the listeners want – top-quality content. Listeners aren’t going to stick around for a subpar experience…not when the alternatives are just a tap way. And brands should want to attract and maintain these listeners.

Consider what we know about podcast audiences:

  • Podcast listening continues to grow: 42% of Americans aged 12 and older have tuned in to a podcast within the past month, which amounts to a staggering 119 million individuals (Edison Research).

  • Podcast listeners are loyal: 76% of podcast enthusiasts regularly follow podcasts that maintain a consistent release schedule, be it daily, weekly, or monthly (Podcast Landscape).

  • There's a demand for branded content: 41% of podcast listeners are open to content from their favorite brands-–that’s 106 million potential listeners (Podcast Landscape).

Choosing the right topic for your brand

It doesn’t need to directly promote the company's product/service. Lex Friedman of Midroll explains: “No one wants to listen to a 10-episode podcast about how great ZipRecruiter is at finding a job or helping hire the right applicant. But if we can create a show with someone like entrepreneur and author Seth Godin about what it means to be successful and being the most productive person around, that’s going to appeal to exactly the kind of people that ZipRecruiter wants to reach.” This approach is essentially an application of the halo effect in a new medium.

Key to success: In order to produce a successful podcast, first you must understand your target audience and identify ways to connect on a level that resonates in their daily lives. This can create a deeper and more lasting relationship than what can be achieved through a 30-second ad.