Podcasts have become a popular audio format that offers a wide range of interesting topics for listeners. Brands have also gotten involved and are using them to connect with their target audience and build community. But is this format suitable for every brand? In this article, we will look at the advantages and pitfalls of podcasting in online marketing and find out who might benefit and who might not.

First, some numbers…

Let's take a look at how podcasts are faring in our country. Podcasts are becoming an increasingly popular medium in the Czech Republic. According to a 2023 study by Czech Radio, more than half of internet users aged 15–70 (54%) regularly listen to podcasts, which is one of the highest shares in Europe. These figures indicate that this format is definitely not due for a decline in the near future.

One key finding was that podcast reach among the Internet population of the Czech Republic (ages 15–70) exceeded 50% (54%), aligning with the growing demand for Czech Radio’s on-demand content.

Source: https://www.mediar.cz/podcasty-posloucha-vetsina-cechu-na-internetu/

When it comes to the structure of listeners, the largest share consists of young people aged 15–24, where up to 72% of listeners regularly listen to podcasts. However, interest in podcasts declines with age, although in the 45+ group, more than 40% of people still listen. Podcasts are particularly popular among men, university-educated individuals, and those living in larger cities with higher incomes.

Source: https://www.mediar.cz/podcasty-posloucha-vetsina-cechu-na-internetu/

Although podcasts have been functioning for some time, in recent years there has been a rapid increase in new listeners. In 2023, approximately 20% of all new users began to listen to podcasts. This growth is likely to continue, driven by the increasing availability of smartphones, mobile internet, and the accessibility of podcasts on various platforms.

For brands, this represents a huge opportunity. While younger generations make up the main listener base, podcasts are becoming increasingly relevant to a wider audience. This provides space not only for creative and thematic connections between podcasts and purchasing opportunities but also for building strong relationships with listeners. It is important to offer valuable content that is thematically linked to specific products or services of the brand; otherwise, you risk that the podcast will not be effective, especially for brands with lower spontaneous purchase rates.

In the future, continued growth of podcasts is expected, which is an opportunity for brands to reach a broader audience, increase their visibility, and strengthen customer loyalty. Therefore, it is crucial for brands to focus on quality content that meets the needs and expectations of the target group, and to use this format to build a strong and engaged community.

How can podcasts be useful for brands?

Thanks to flexibility, personal connection, and long-term value of content, podcasts can be a powerful tool for brands to build relationships with customers.

So what are the main advantages that podcasting offers?

Sufficient reach within the target group

At a good price, it is a significant factor for brands when deciding. Podcasts have the ability to reach a highly targeted and engaged audience. This is also related to authentic connections with the audience. The tone of voice and form of storytelling can create a strong emotional bond, which is something that visual content on social networks or blog texts cannot offer. Additionally, brands can prioritize certain core topics and thus control the direction in which the brand is headed.

Higher engagement

Podcasts generally attract engaged listeners who actively choose what to listen to. This increases the chances of interaction and positive responses. This is also aided by non-intrusive content format, as unlike traditional advertising, podcasts offer content that is not directly sales-focused but rather value-driven, which can motivate listeners to have greater trust in the brand. Listeners can access podcasts due to their accessibility and flexibility anytime and anywhere—such as while traveling or during daily tasks.

Monetization and advertising

Brands can promote products or services in podcasts. Advertising in podcasts is usually integrated into the content itself, making it much more natural than in other digital media. Podcasts offer various options for approaching product or service promotion, so everyone can find a method that suits them best.

Long-term supply of relevant content

Each podcast can remain accessible even after its release, meaning that the content can still attract new listeners and provide the same value long after publication.

What’s the catch?

Although podcasting offers many advantages, there are also certain pitfalls that should be considered when deciding to utilize it in online marketing.

Production and time requirements can be challenges

If a brand does not have the necessary internal capacity or external collaborators to produce quality content. In addition to recording and editing, it is necessary to invest in the regular release of episodes, which requires planning and time. This investment is not a one-time affair, which can pose a problem for some brands, especially if they have a limited budget or team.

Immediate return on podcasts does not exist.

Podcasting is a long-term strategy that requires time to build an audience and gain listeners’ trust. This process can take several months. Therefore, if a brand has short-term marketing goals, starting its own podcast is certainly not a solution.

Difficult measurement of effectiveness

Another significant issue can be the difficult measurement of effectiveness and return on investment (ROI). Unlike PPC campaigns or other digital channels, where conversions and direct results can be easily tracked, podcasts are quite limited in this regard. While listening and content interactions can be measured, the relationship between listening and purchasing is not always completely straightforward.

Strong competition

Given the growing popularity of podcasts, there is also a need to face strong competition. As more brands start producing their own podcasts, the competition for listeners' attention increases. If a podcast is not of sufficient quality, unique, or thematically relevant, it can easily get lost in a sea of similar content. Success requires differentiation—this includes both content quality and correctly targeted marketing.

Minimal impact on conversions

If a brand does not have a clearly defined way to link its content to specific purchasing situations, its podcast may have minimal impact on conversions. This problem is particularly relevant for brands that sell impulsively purchased products, such as FMCG (fast-moving consumer goods), where purchasing decisions tend to be spontaneous and not always the result of a rational process.

Photo by Jonathan Farber on Unsplash

...Is it a good idea to start a podcast?

If you are a small brand, entering the world of your own podcasts may not be the best move, at least for now. Specifically in the domestic environment, where established shows with real stories, educational, or news content dominate, breaking into the top is extremely challenging. However, podcasts do not automatically guarantee success for large brands either. If they cannot create quality content that meaningfully connects their products or services with topics that genuinely interest people, their podcasts can easily fade away and miss their target.

However, this does not mean that you should ignore podcasts entirely. Advertisements in podcasts are worth considering. A study by ARN Neurolab titled “Intimacy Never Sounded So Good” showed that ads in podcasts are perceived by listeners as up to 30% more trustworthy than ads on social networks.

Instead of building your own podcast from scratch, a more effective strategy might be to utilize existing popular shows as a platform to promote your products or services. For brands with a limited budget or focused on short-term campaigns, podcast advertising presents an interesting alternative to traditional digital advertising formats.