In Podcasts We Trust
Trust in podcast content also has a halo effect on the adverts themselves – and therefore on a brand’s bottom line, writes Sophie Harding
Podcasts have been around for well over a decade now, but it’s only in the last few years that they’ve really entered the mainstream. And now that they’ve found their groove, growth is sky-rocketing; in the UK alone, a staggering nine million people now listen to a podcast every week, up from approximately 6 million just last summer.
So, what does the ascendancy of podcasts mean for the wider media landscape? Could it pose a credible threat to more established broadcast channels, including TV, radio, Out-of-Home and print?
Answering this question requires a deeper understanding of why podcasts have been able to capture the public’s attention, what the future of the medium could hold and, crucially, what role brands will play in charting its course.
The trust trick – why do podcasts resonate?
Recent research we conducted into the popularity of podcasts found that they were particularly appealing to a younger demographic. Amongst 18-34 year olds, for example, there was an reported uptake of 61%.
Crucially, this audience isn’t just engaging with the medium – they trust it too. Over half of this segment stated that they trust podcast hosts more than traditional TV or radio presenters, and 47% say this means that they trust the information they hear on podcasts too.
There could be several reasons for this, although the primary driver is likely to be that – by their very nature – podcasts deliver more intimate engagement than other broadcast mediums. With an absence of visual elements, the listener can focus exclusively on what is being said.
Podcast users also typically listen alone, making it seem as though they are being spoken to personally by the host(s) or party to a private discussion. In this way, the information is more likely to resonate with the listener on a personal level.
What does the future sound like?
It looks like we’ll see more finely curated and higher quality podcast content, as a result of bigger budgets. This is already starting to shine through with big name brands such as Spotify, Google, Pandora, Apple and Netflix investing heavily and upping the ante in this space. We could even see the introduction of interactive podcasts, made more immersive through selected visual elements.
Players like Entrail Media are already creating content enabling listeners to engage with pictures, maps, or quotes in order to give them a more immersive experience. Similarly, the Guardian US has launched a web-based audio platform featuring interactive content.
It’s also likely that in the next five years we’ll see new genres emerge to bring the breadth of content available in line with other mediums – from structured reality and scripted dramas, to long-form or bite-size formats, to cater to those with varying levels of time.
An increase in content will also drive demand for better navigation support. This will undoubtedly see further advances in curation, enabling listeners to find relevant content and enjoy a more seamless user experience. Google, for example, is already developing an app called ‘Shortwave’, which will not only curate but also cut existing podcast content into smaller chunks for those short of time.
The downside to all this, however, is that podcasts will eventually cease to remain free. With their popularity set to grow even more in the coming years, they will inevitably follow the same route as other broadcast channels, and move towards a paid model, either through subscriptions or one-off premium purchases.
This shouldn’t signify the end for the format’s popularity. If the content is good enough and if subscriptions are seen to be good value for money, perhaps by bundling with music packages, listeners will be on board. In any case, there will always be the option to pay less and listen to more ad funded podcast content.
Look who’s talking now – the brand story
As you might expect, trust in podcast content also has a halo effect on the adverts themselves – and therefore on the brand’s bottom line. One third of those surveyed in our recent Trends report said that they had purchased a product or service they discovered through a podcast. And with a forecast from PwC and the IAB predicting that advertising revenues from podcasts are set to double by 2020, it’s clear that marketers are keen to get involved.
For those who haven’t made their move yet, there are some key pointers to follow. The first, albeit obvious, is to get there early. Brands should be quick to identify how they will make a play for podcasts, either by aligning with existing podcast content in a way which is authentic or producing their own. There are already examples of brands doing this, with Land Rover launching its ‘Discovery Adventures’ podcast series and NatWest introducing its ‘Rethinking Business’ series.
The second is to capitalise on the trust placed in podcasts. This could be by aligning with relevant existing content – using dynamically inserted ads in carefully selected content or perhaps by using the host to voiceover your product advert. For this, it’s imperative that brands have a good understanding of the podcast’s audience, and the previous engagements they are likely to have had with the host.
Relevance in media requires a deep understanding of the audience, and podcasts are no exception to this rule. The industry will also need to keep an eye on podcast ad loads as the medium continues to thrive and devise a more consistent form of measurement for advertisers going forward.
The third is to keep abreast of the latest developments taking place in voice assistant technology. Steps are already being taken to integrate voice assistant technology into more devices, such as cars, and to make it more user-friendly through the introduction of more ‘human’ elements. These developments will no doubt make podcasts become more accessible to listeners, growing their popularity even further.
Sophie Harding is Futures Director, Mindshare UK