A new trend has emerged that is changing the game of digital marketing- influencer podcasts. This innovative approach to advertising combines the power of social media influencers with the growing popularity of podcasts, creating a unique platform for brands to reach their target audience.
What are Influencer Podcasts?
Influencer podcasts are audio shows hosted by popular social media personalities or 'influencers'. These influencers leverage their existing follower base and engage them through podcasting, discussing various topics ranging from lifestyle, health, business, to personal experiences.
One example of an influencer podcast is "The Joe Rogan Experience" hosted by Joe Rogan, a comedian, UFC commentator, and television host. In his podcast, Joe engages in long-form conversations with a wide range of guests, including celebrities, scientists, authors, and experts from different fields.
Another example is "The School of Greatness" hosted by Lewis Howes, a former professional athlete turned entrepreneur and author. Lewis interviews successful individuals from various industries, exploring their journeys, strategies for success, and personal development tips.
These real examples illustrate how influencers utilize podcasts as a platform to share valuable insights, entertain their audience, and create meaningful conversations around diverse topics.
Why are they gaining popularity?
There are several reasons why influencer podcasts are becoming a go-to strategy for advertisers:
- Authenticity: Influencers have already established trust and credibility with their followers. When they recommend a product or service on their podcast, it comes across as a genuine endorsement rather than a sales pitch.
- Engagement: Podcasts allow for deep, meaningful conversations. Listeners feel more connected to the host and are more likely to be receptive to their recommendations.
- Reach: With the increasing popularity of podcasts, brands can reach a wider audience. According to Edison Research, in 2020, over 100 million Americans listened to at least one podcast every month.
How are Brands Leveraging Influencer Podcasts?
Brands are partnering with influencers in creative ways to promote their products or services. Some common strategies include:
- Sponsored Episodes: Brands sponsor an entire episode where the influencer discusses the brand or its products in a natural, conversational manner.
- Product Reviews: Influencers use the product and share their honest reviews with their listeners.
- Giveaways and Discounts: Brands provide exclusive discounts or giveaways to the influencer's podcast listeners, encouraging them to try the product.
The rise of influencer podcasts marks a new era in advertising. As more influencers venture into podcasting and more listeners tune in, the potential for brands to reach their target audience through this medium is immense. Influencer podcasts offer a unique blend of authenticity, engagement, and reach, making them an attractive platform for advertisers. As we move forward, it will be interesting to see how this trend evolves and continues to shape the landscape of digital marketing.
