On average, people who listen to podcasts weekly spend about six hours and 49 minutes every seven days
Also, these audiences tend to listen to an average of six different shows each week.
Part of the growth in the consumption of audio episodes can be linked to the popularity of smart speakers
There is a lot of evidence that podcasts are growing as a very attractive content category among consumers. According to Convince and Convert, three-quarters of the population is already familiar with this concept of content. Not only that, but half the audience has heard an episode once in their life. And of the entire public, a quarter actually consumes such resources at least weekly.
For this reason, it is not surprising that many companies are starting to launch their own podcasts as part of their business strategies. Digital banking Flink launched its youth finance program, Element agency and Comscore have launched their marketing projects. Even Mercado Libre has an audio series on entrepreneurship. But why are these efforts so popular? According to Hubspot, there are three reasons behind:
Podcasts give a feeling of closeness
In general, any type of content tends to be much more authentic, and therefore more attractive, than a traditional advertisement. This, for the simple fact that people are tired of consuming advertising and expect brands to entertain them and educate them on much more interesting topics. Of course, podcasts meet these requirements, which helps solidify their appeal. But these are features that they share with other formats.
Something that is very unique about podcasts, and is directly related to this sense of authenticity, has to do with closeness. In front of a video or an image, the audio episodes help convey to consumers an idea of closeness. As if the spokesmen of the brand were speaking directly to the audience. In this way, you can create a more complex sense of familiarity to develop in other content formats.
Allows you to reach more specific audiences
Video is by far the most popular type of content. This is because it has a universal and fairly clear appeal. Anyone can enjoy a resource in which an audiovisual format is used. The foregoing gives an attractive overcrowding for brands, but it could also affect their ability to target more specialized audiences. And it is in this sense that podcasts have a clearer advantage over many other strategies.
Many audio streaming platforms that offer these content resources have developed powerful customization tools. This allows you to find podcasts that are more aligned to the interests of the audience. Not only that, but they have a better reputation as specialized content. This helps brands both to find specific audiences and to position themselves as leaders in an industry or topic that interests them.
Podcasts are remarkably versatile and flexible
A big difference between audiovisual formats and content that only requires people’s ears is that they are much easier to consume. Although a person could watch a video at any time of the day, wherever they want it, there are times when it is not recommended or safe. For example, while at work, or when people are driving. Podcasts, on the other hand, have so many more moments.
As they only demand their attention and hearing from users, they are a perfect complement to more activities. Similar to radio, podcasts can be listened to at work, on transportation, in leisure time, and even before bed without sacrificing sleep. Thanks to this flexibility, companies can not only stay with audiences for much longer. In addition, they can adjust their content much better to their routine during the day.