Podcasts: Transforming Politics, Marketing, and Business Strategy

In 2009 I taught a series of podcast classes to teachers in the Midwest. We spent the evening classes downloading Audacity, talking into Blue microphones, editing the audio, and uploading the RSS feeds to iTunes. I think we had maybe three attendees all year. Lots of extra snacks for my colleague Cate and I.

Podcasts used to be a niche hobby—a quiet corner of the internet for enthusiasts and storytellers. Fast forward 15 years, and they’ve become a global phenomenon, revolutionizing politics, marketing, and the way we connect with audiences.

I wish my crystal ball worked better.

The stats are undeniable: 136 million Americans—nearly half the adult population—listen to podcasts monthly. Globally, the audience has surpassed 505 million. Couple this with an 18% rise in podcast ad revenue this year, and it’s clear that podcasts aren’t just a trend—they’re the future of communication and branding.

But why have podcasts become so ubiquitous, and do they work for every industry?

Podcasts Are Everywhere—and Here’s Why They Matter

Podcasts thrive on trust and intimacy. They’re not just about sharing information; they create personal connections between hosts and listeners. Unlike other forms of media, podcasts feel one-on-one, as if you’re part of a private conversation.

Take Steven Bartlett’s The Diary of a CEO. Back in 2021, Bartlett confidently predicted his podcast would generate $1.2 million in revenue—and he delivered. Today, it’s one of Europe’s top business podcasts, hosting high-profile guests and sparking meaningful conversations. Bartlett didn’t just build a show; he cultivated a community, amplifying his influence across industries.

It’s not just in business. In politics, podcasts have emerged as game changers. Donald Trump’s 2024 appearance on The Joe Rogan Experience garnered 40 million views on YouTube within three days, compared to the 5 million views he typically received on Fox News. This seismic shift underscores how podcasts have outpaced traditional media in both influence and reach.

Why Businesses Can’t Ignore Podcasting

For businesses, podcasts offer unmatched opportunities:

1. Connect with Younger Audiences Podcasts attract younger, wealthier demographics who are increasingly hard to reach through traditional media. The average age of the podcast listenter is 34.
2. Content That Keeps Giving One podcast episode can power an entire marketing strategy:
3. The Trust Factor Podcasts allow businesses to showcase authenticity. When someone tunes in, they’re voluntarily inviting you into their day—a unique chance to humanize your brand.

What Formats Work Best?

Picking the right podcast format depends on your audience and goals. Here are some tried-and-true approaches:

• Interview-Based: Great for industries like tech, business, and healthcare, where thought leadership matters.
• Storytelling/Narrative: Works well for nonprofits or brands focusing on emotional storytelling.
• Educational/How-To: Perfect for sectors like finance, software, or marketing where teaching and demystifying topics can attract loyal listeners.
• Panel Discussions: Dynamic and engaging for rapidly evolving topics in entertainment, politics, or tech.
• Short-Form Snippets: Designed for busy professionals, delivering value in 5–10 minutes.

They Don't Fit Every Business: When Podcast Might Not Work

Despite their versatility, podcasts may not suit every sector:

1. Industries with Limited Digital Presence Sectors like agriculture or construction might struggle since their audiences aren’t podcast regulars.
2. Highly Visual Industries Interior design or fashion rely on visuals, making Instagram, Pinterest, or YouTube more effective platforms.
3. Niche B2B Markets Extremely specialized industries like rare earth minerals trading may not find enough listeners to justify the investment.
4. Highly-Regulated Sectors Pharmaceuticals and financial services face compliance hurdles that could limit podcasting as a communication channel.

How to Make Podcasts Work for Your Brand

If podcasting aligns with your audience, here’s how to maximize its impact:

1. Go Multi-Platform: Publish episodes on Spotify, Apple Podcasts, YouTube, and LinkedIn to capture diverse audiences.
2. Repurpose Content: Transform long-form discussions into short clips for TikTok, Instagram, and other social platforms.
3. Stay Authentic: Build trust by being relatable and telling stories that resonate with your audience.
4. Collaborate: Partner with influencers or established podcast hosts to tap into existing communities.

Why 2025 Is the Year to Start Podcasting

YouTube is doubling down on podcasts. LinkedIn is prioritizing video content. Younger audiences are leaning into this medium like never before. If you’re not in the podcasting game, chances are your competitors already are.

The beauty of podcasts lies in their versatility—they fit seamlessly into content strategies, from educating customers to strengthening brand loyalty.

Let’s Hear Your Voice

Is podcasting part of your 2024 strategy? If not, what’s holding you back? Let’s discuss in the comments—or send a message to brainstorm how you can make podcasts work for your brand.