?? People pay more attention to podcasts (this is a fact)

The crumbling of Twitter. The rise of Threads. Endless algorithm changes at Instagram and TikTok, and countless other disruptive transitions to navigate.

Safe to say, 2023 has been pretty wild so far for content creators, marketing teams, and advertisers alike.

In this edition of This Week In Podcasts, we've rounded up the most important international news from the world of podcasting, with a particular focus on an astounding study about the potential of podcast advertising.

Without further ado, let's get into it!

?? This Week's Top Headline

Study Finds Podcasts Garner 44% More Mental Availability Than Other Digital Channels

• In-house media research initiative ARN NeuroLab has released research about how brands can leverage the power of podcasts.

• Their latest study, called "Intimacy Never Sounded So Good" used neuroscience and sensor technology to understand what happens to our brains when we listen to podcasts, and how these changes influence behavior.

• It found that podcasts garner 44% more mental availability than other digital channels.

• Additionally, the study found that podcast advertising was perceived as 30% more trustworthy compared to social media ads.

• ARN's Research & Neuroscience Specialist,?Dr Tribikram Thapa, says:

This latest research demonstrates that podcasts provide an exceptional audio space for uninterrupted cut-through with the added advantage of nurturing existing consumer relations and fostering new connections. This is evidenced by increased attention, high quality memories, and strong levels of trust for what listeners hear in podcasts compared to what is seen in other digital media platforms. Businesses should consider podcasts in the mix at a creative and campaign level to further brand image, increase brand connectivity, ensure brand safety, and improve brand salience.

If you would like to dive deeper into the research-backed benefits of podcasting and podcast advertising for businesses, check out the LinkedIn article our team wrote about Why You Shouldn't Sleep On Podcast Ads in 2023.

?? This Week in... Podcast Advertising

• Podcasting's top advertisers, including BetterHelp, HelloFresh, Amazon, Apple, and Google, spent $43.03 million on podcast advertising in June 2023. The most favored genre was Sport, with 11 out of the top 15 advertisers picking this genre.

?? This Week in... Podcast Platforms

• iHeartMedia, the No. 1 podcast publisher globally, and LinkedIn have teamed up to introduce new offerings to the business podcast space. The partnership's scope includes the production of new shows, opportunities to license leading business and B2B podcasts, and streamlined access to both giants' tools and resources for qualifying niche and emerging business podcasters.

?? This Week in... Podcast Marketing

• In a huge step for the broader adoption of podcast advertising, podcast marketers from around the globe have united to craft the first-ever podcast industry glossary. You can explore and contribute to the glossary here on the Sounds Profitable blog.

??? This Week in... Podcast Production

• Riverside has teased some exciting updates on their social media, including what many suspect to be an AI-powered tool called "Magic Clips" and a "long awkward silence detector". Keep an eye on your Riverside Editor in the coming days!

• Editing your audio-only podcast yourself? You might want to try this unconventional method for a faster workflow. Professional podcast editor David Devereux explains why you should edit your podcast with a PlayStation controller in Reaper.

Many of us don't have the time, know-how, or even the desire to edit our own podcast episodes and micro-content. But we still want to create podcasts. If this sounds like you, Poddster 's post-production services are probably a good fit for you. Our team of producers, editors, and content strategists can:

• edit your full episodes
• craft scroll-stopping teasers
• craft exciting highlights
• extract engaging micro-content

Want to work with us? Find out more here.

?? This Week in... Podcast Community

• You can still enter your podcast into the 2nd Annual Signal Awards! Podcasting industry leaders will judge Shows, Limited Series & Specials, Individual Episodes,?and?Branded Shows & Advertising?across categories ranging from?Best Innovative Audio Experience?to?Best TV & Film Recap. The deadline is August 11, 2023. Submit your podcast here.

• More than 700 podcasts are now participating in the Open Prefix Project, a service offering free and open podcast analytics. Learn more and contribute on their website here.

?? Poddster in the Spotlight

Bdoun Sukkar by Razan Niazi

Shot in Poddster Studios,?Bdoun Sukkar?is an unfiltered podcast that shares the experience of growing up GCC. It holds space for Razan and her guests to be honest and speak up about the things they need to learn, unlearn, and think differently about.

Poddster allows me to focus on what really matters. I literally just show up and have a good time. Recording at the studio removes a lot of anxiety about producing a high quality episode. I'm able to produce high quality content for a reasonable cost, and it provides me with emotional support and sense of community.

Bdoun Sukkar has just started its third season. If you like to keep it real and enjoy exploring life's big topics from different perspectives, this show is one you'll want to add to your library.

Watch Razan's latest episode ??

?? Your Weekend Listening Lineup

Save yourself the hassle of searching for new shows on Spotify. Here are the latest episodes from our studio that you should have queued up.

Couchonomics with Arjun by Arjun Vir Singh

Deep dive into the world of "ultra apps", fintech, and the future of digital services with Arjun's latest esteemed guest, serial innovator, and tech revolutionary, Abdallah Abu-Sheikh . Comes highly recommended by our Production Director, Helena Pavlovi? .

Brands Through Stories by Nina Seredai-Udalova

Nina speaks to Charlotte Verhaert, a strategic leadership expert with over 15+ years of experience, about why empathetic leaders are more sustainable and likely to be successful in the future. Our CEO Vuk Zlatarov was recently a guest on Nina's show, and had a fantastic experience!

Dream, Girl by Dr Sheen Gurrib FRSA

Sheen hosts rising YouTube star Nischa about her journey from being professionally unfulfilled to creating a successful channel on personal finance. This one comes personally recommended by our in-house content manager, Jessica Tamar Young , who says she laughs, learns and gets inspired with each new episode.

Biceps & Banter by Mike Harrison & Dan Meek

The boys are back with another entertaining episode jam-packed with unique takes on fitness, business, and the world in general. Our Studio Manager, Marwan Mohamed , enjoys this one!

My First Business Podcast by Naeem Parvez

Naeem speaks to Rishi Kohli about how he has learned the importance of starting small, growing gradually, and prioritizing quality before chasing rapid scalability through his experiences of founding 4 diversified businesses. Vuk Zlatarov is personally a huge fan of this show and recommends it whenever he can!

?? Thank you for tuning in!

We hope you found this first edition of This Week In Podcasts helpful, informative, and engaging.

As always, feedback is welcome and appreciated. Tell us what you'd like to see more of, whom you'd like to see featured and more.

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Catch you next week ??