Podcasting: A new generation of Influencer Marketing

Jan 2021  RadioWorks Blog

podcasting, influencer marketing

We scroll through miles of content on social media each week and spend a considerable amount of time doing so, yet a single post will likely grab our attention for a mere few seconds. This provides advertisers a very small window of opportunity to steal the spotlight.

Unlike fans of this visual medium and its influencers, fans of podcasters are engaged in a way that personalities on social media simply can’t compete with. These new influencers lock in their audience for 30 to 90 minutes at a time, with no interruption. This presents unrivalled value to brands and this powerful engagement that podcasters command, could lead to a new chapter for Influencer Marketing.

The future is certainly bright for the industry. In the UK, podcasts reach close to 16 million listeners each week, and according to Statista, reach is forecasted to grow to almost 20 million listeners by 2024. Additionally, the financial backing and major investments from the likes of Spotify and Amazon, who have spent over half a billion dollars combined, signals very promising things to come.

Suffice to say, podcasts are gaining huge traction with listeners. Its variety of content and its capacity to connect with a community of people, wherever they are, for as long as 90 minutes, is something brands should be tuning in to. This level of engagement and influence can provide advertisers a fast track to real fame. Unlike its visual counterparts, listeners are deeply invested in this long-form content. This environment is ideal for brands to thrive and by incorporating podcasts in the mix, advertisers could see a huge uplift in salience, in an otherwise overcrowded market.

Want to learn more?

Interested in learning more about podcasts and how they fit in your brand strategy? Get in touch with the team today.

  • This field is for validation purposes and should be left unchanged.



More News

As the temporary norm evolves, we’ll keep updating you with the latest news and research, and why audio is such an important tool in light of the current climate. For more radio or podcast advertising insight, call a member of the team or get in touch here.

For more industry news and views, visit www.radioworks.co.uk/latest-radio-news/


Sign up to the RadioWorks Newsletter and receive the latest radio and digital audio news, insights and trends, plus all-new sponsorship opportunities straight to your inbox.

Get in Touch

If you want to find out more about advertising on commercial radio stations or digital audio platforms in the UK or internationally – we can help!

Get in touch here and we’ll talk you through the process and deliver the best audio solution for you.



Call us to plan your campaign

0207 907 0670 / 01228 580 380

The RadioWorks Group