Podcasts for Brands: 3 Reasons Why They Can Be Ineffective and How to Fix Them

These days, podcasts are everywhere. With the accessibility of smartphones and audio streaming services, people can tune in while going about their day. On top of that, they are budget-friendly modes of entertainment and education, allowing users to keep up with trends, expand their knowledge and even connect with others.

With these benefits, it is no surprise that podcasts and their listenership have grown exponentially. Podcasts are estimated to reach 424.2 million podcast listeners worldwide in 2022, making this an opportunity for brands to tap on for greater brand awareness and audience engagement. However, if not done right, podcasts can be ineffective.

Here are 3 possible reasons why.

#1 You are unsure of the value that your brand's podcast brings to listeners

Before launching your brand's podcast, take a step back and ask yourself: What value is my podcast delivering to my listeners? If you struggle to answer this, it is likely that your brand's podcast is not delivering real value to your listeners.

Another possible red flag is that it mostly contains self-promotional content and ad banks that prioritise the needs of your brand over your target audience. These could translate into boring content that does not provide tangible returns for your listeners.

HOW TO FIX IT:

• Make sure that your brand's podcast is tailored to and for your audience. Take time to define your target audience by conducting market research in your industry.
• Find out more about specific topics or trends that your audience wants to learn more about. Then, identify possible angles related to these topics that could be useful and meaningful to your audience.
• Last but not least, talk to your listeners instead of at them. Consider ways in which you can create more engaging conversations with your audience. This could be a challenge, rhetorical question, or story that ties back to your brand's overarching message.

Example: Variety Pack by Slack - Leveraging its brand identity as a messaging and collaboration platform that connects people and information in the workspace, Slack's podcast series offers a comedic take on office culture. It shares highly relatable stories of teamwork and innovation at the workplace whilst sharing with listeners how its software program simplifies work-life complexities and boosts workplace productivity.

#2 Your brand’s podcast is not engaging your listeners

Perhaps you have already identified the unique value that your brand's podcast offers to your audience. Yet, your podcast's performance is still far from ideal. Here are some questions that could help uncover what may have gone wrong:

• Does your brand's podcast have a story arc?
• Is it easy for your audience to follow what the speaker?is saying?
• Does your brand's podcast have an overarching theme or key message for the audience to take away?

If the answers are 'no', it is likely that your brand's podcast lacks a clear structure and engaging storyline that keeps your audience active.

HOW TO FIX IT:

• One great way to capture your listeners' attention is through storytelling, a creative skill?that transforms your brand's message into an immersive episode. Stories evoke emotions and are a memorable and personal way to close the distance between you and your listeners. Good storytelling has a clear, succinct and engaging structure with five key elements: setting, characters, plot, conflict and theme.

Example: #LIPSTORIES by Sephora Collection - Created by Girlboss Radio in partnership with Sephora, this podcast series celebrates Sephora's 40-colour-strong line of lipsticks by sharing the real-life stories of 6 influential women of what?inspires?them. It features laid-back and genuine conversations about self-image and self-confidence, where guests invite listeners on a journey down memory lane and share their favourite moments where they felt most confident and empowered.

#3 Your brand's podcast is too long

Research has shown that shorter podcasts are generally more popular than longer ones, with the average podcast length being 36 minutes. Nevertheless, the ideal duration of your podcast should be based on the profile of your target audience, the topic of discussion and the frequency of podcasting. Here are some guiding questions to help you determine the ideal podcast duration for you:

• Target audience: Do your listeners have the time or are willing to listen to a longer podcast, or are they looking for short and easy-to-digest content?
• Topic of discussion: Does the topic at hand require a detailed explanation? The recommended podcast length is 30 minutes for educational, business and self-improvement content.
• Frequency of podcasting: On the logistical front, would you have enough time to record them based on your planned duration?

Based on the above answers, consider if it's time to relook at your podcast's duration.

HOW TO FIX IT:

• Consider doing a trial of different lengths to see what works best with your target audience, e.g. 5-minute recaps of the latest news v.s. an hour-long interview to analyse a current trend. Other short podcast formats that your brand could consider include Q&As (the host answers a question posed by listeners) and focus tips (the host shares simple and digestible tips on a specific topic).
• Review the content for each podcast. Remove any repetitive points to keep the podcast succinct and punchy.

Example: 2 minutes of Zen?by Zendium - A global toothpaste brand that offers quick and simple wellness hacks for a healthy mind, body and mouth - all while brushing your teeth. Its short time frame is a huge draw for listeners who are constantly on the go.

Conclusion

In today's increasingly digital world, podcasts are definitely here to stay. There are many opportunities for brands to leverage this untapped medium to foster relationships with existing and new customers. Furthermore, podcasts offer multiple content pieces that are discoverable on other social mediums, expanding brand listenership.

Nevertheless, a successful podcast involves hard work, skill and strategy. So the next time you decide to create a new podcast, remember to:

• P – Plan with your audience in mind
• E – Engage through story-telling
• T – Time your podcast

Podcasts don't have to be boring. So, are you ready to level up your brand's podcast game?

About the writer        

Written by Inez Yong. As a Social Strategist Intern at GOODSTUPH, Inez loves bringing brands and their stories to life. She's also a major foodie who loves discovering hidden food gems.

Information is accurate as of 19 July 2022.