There is a large, diverse audience eager for audio content. According to the 2018 Podcast Trends Report, 51% of the U.S. population has listened to a podcast. Half listen at home; 22% listen in the car. These listeners are loyal, affluent and educated. And they listen often: 77% surveyed listen more than 7 hours each week. Podcast listeners are highly engaged and likely to convert into a customer or client. In fact, 49% have made a purchase after hearing about a product on a podcast.
We all lead busy lives, so capitalizing on moments to insert your message or story is a no-brainer. Because they can be accessed at the listener’s convenience, podcasts are a great way to reach the CEO or C-suite level — an audience that is time-starved. Podcasts allow you to speak directly to this elusive audience while they’re multitasking — such as when they’re checking social media, going on a run, or commuting to work. Listeners just have to plug in their smart speaker or pop in their earbuds.
With podcasts, you can publish once and play often. They can be listened to weeks, months or even years after they’re recorded. And once aired, they can be promoted through social sharing using soundbites, images, snippets, etc. It is recommended to amplify them through social media, as podcast listeners are said to be much more active on every social media channel.