Podcasting for Influence: Trends & Strategy
Podcast listenership is growing rapidly worldwide, with South Africa leading at 68%. The fastest growth is observed among older adults (55+), whose monthly listening increased from 22% in 2020 to 27% in 2024. Globally, podcast consumption varies by region.
Top 3 Countries in each region where Podcasts listened to:
Research & Mapping
To effectively engage with podcast audiences, we first need to map out influential voices. This analysis should consider factors such as reach, political leanings and key issues related to climate (and other relevant topics). This will help us:
- Identify key allies and potential threats.
- Pinpoint gaps in messaging and opportunities for influence.
The end goal is to create a comprehensive media landscape map similar to Ad Fontes Media, though potentially in a static format to keep costs manageable.
Currently, we can use free tools such as Listener Notes and Podchaser Alerts to search for podcasts and individual podcast episodes based on keywords and set up email alerts using those keywords.
However, this is not particularly helpful as it’s not possible to filter podcasts by nation, language or popularity. Furthermore, the free version of these tools does not give us the contacts for pitching podcasts—this is a paid service from Podchaser. Currently, this has to be done manually, as podcasters are also not picked up by GSCC’s journalist databases like MuckRack.
Potential formats of engagement
Pitching stories and spokespeople
Pitching podcasts is similar to pitching journalists, as many podcasts are hosted by journalists or affiliated with traditional media outlets. They often air on radio in addition to being available as podcasts. However, reaching independent or non-journalist podcasters requires a different approach, including tailored outreach, relationship-building, and understanding the specific format and audience of each show. There are various guides available on best practices for podcast pitching. Podcast outreach typically falls within earned media rather than digital marketing teams.
Unlike broadcast or online news segments, many podcasts conduct long-form interviews, often lasting an hour or more, which place a strong emphasis on eloquence, charisma, and storytelling. While academics are frequently featured on news-focused podcasts, we should consider whether specific spokespeople are better suited for this format—such as engaging subject-matter experts with strong narrative skills (e.g., the firefighter equivalent of Jocko Willink)—or whether media training is necessary to prepare them for the conversational nature of podcast interviews.
Forms of advertising and promotion on podcasts:
Host-Read Ads
The podcast host reads host-read ads, which are seamlessly integrated into the episode. The host may endorse the product or service, making the ad more organic and engaging. These ads create a personal connection with the audience, as the host is a trusted figure. They account for 55% of podcast ad revenue.
Pros:
- Highly engaging and trusted by listeners.
- It can align naturally with the podcast’s theme and audience.
- Personalised touch improves recall and conversion.
Cons:
- Higher cost than other ad formats.
- Requires strong alignment between brand and host.
Announcer-Read Ads
These ads are read by a professional announcer, often pre-produced and inserted into the podcast. Unlike host-read ads, they are more standardised and lack the personal endorsement of the podcast host. They account for 40% of podcast ad revenue. (Source: IAB, 2024 - IAB Report)
Pros:
- Professional, consistent, and scalable.
- Less expensive than host-read ads.
Cons:
- Lacks the personal endorsement of host-read ads.
- May not engage audiences as effectively.
Brand or Agency-Read Ads
These ads are created and produced by brands or agencies and then placed within podcasts. They account for 3% of podcast ad revenue. (Source: IAB, 2024 - IAB Report)
Pros:
- Provides complete control over messaging and branding.
- Ensures high production quality.
Cons:
- Typically less engaging compared to host-read ads.
- Limited impact due to lower audience trust.
Programmatic Podcast Ads
These ads are placed dynamically across multiple podcasts rather than being tied to specific episodes. (Source: Podnews, 2024 - Podnews)
Pros:
- Cost-effective and scalable.
- No need for disclaimers.
- Can be used for foreign-language ads in popular English-language podcasts.
Cons:
- Lower audience engagement compared to host-read ads.
- Lack of endorsement reduces impact.
Paid Partnerships with Individual Podcasts
Custom-tailored messaging and brand integration within specific podcasts, often negotiated with podcast hosts. This method allows for deeper brand integration and potential long-term relationships with podcasters.
Pros:
- More organic brand integration.
- Higher engagement compared to programmatic ads.
Cons:
- Costs vary depending on the podcast’s reach and audience engagement.
Custom Ads with Individual Podcasts
These ads involve unique formats explicitly created for a podcast, including interviews, sponsorships, and storytelling integrations. They may involve deeper brand storytelling or co-branded content, offering a more immersive advertising experience.
Pros:
- Highly customisable to match the podcast’s style.
- Can include in-depth brand storytelling.
Cons:
- Higher production costs.
- Requires close collaboration with podcast creators.
Effectiveness of Podcast Advertising
Podcast advertisements can enhance awareness by 13 percentage points, with an aided recall rate of 71%. Research indicates that 72% of listeners have visited an advertiser's website after hearing endorsements, and 62% have made a purchase based on these recommendations.
Additionally, data from Podscribe's Q3 2024 performance benchmark report reveals that longer ad reads are more cost-effective, offering better returns on investment for advertisers. While host-read ads generally perform better, their higher costs mean the cost-per-acquisition/listener is comparable to that of produced spots.
Podcast listening data by country
