Podcasts have been around for years now. I was a reasonably early adopter, subscribing to the Ricky Gervais Podcast that made Karl Pilkington famous way back in 2002.
Since then I’ve found my niche with regular downloads about cricket, history, TV shows and comedy, that sync themselves to my podcast App.
As a media, it’s not rocket science. It’s a radio show. Production standards may vary, but at its core they’re normally built around interesting people for specific audiences. No matter your interest, I’d wager that there’s a podcast out there for you (I’m not saying it’d be any good)!
Like any performance based product, making it into a financially viable show depends on the audience. If your show speaks to the masses, the big marketing firms may book some advertising. If it’s small but targeted, then so will those looking to advertise be.
The most interesting thing about how the advertising model seems to work best is the host of the show telling you about the product. Rarely does this happen anywhere else. Hearing Dan Snow on History Hit tell you about the Sonos, Inc. speaker system in his house, and how amazing it is when watching a historical battle on TV in surround sound, clearly resonates in a different way than most other advertising platforms.
Is it an extension of the Influencer? Maybe, but it seems to feel more honest.
I love podcasts. I think they’ll be around for a long time. And the widening audience is bringing more diverse and interesting voices to the market.
In the next week or so, the Team at We Are Acuity will be bringing out the first in a series of conversations about marketing.
Right now you can watch the webcast of the first recording: Successful brand implementation & activation in the Food & Beverage Sector in the Webcasts section
