Why Podcasts Matter for your Brand Strategy

The success of podcasts in the media landscape is undeniable: 22% of internet users listen to a podcast every week, with the average listener spending 49 minutes listening per session, as per a recent study by We Are Social. In a world where content moves at breakneck speed, this data represents a fundamental shift in how people consume media, and importantly for luxury – how they discover brands and their stories.?

To uncover how media and communications will evolve into 2025 and beyond, The Independents undertook a comprehensive consumer survey around evolving media habits, powered by our Insights team at KARLA OTTO . One stand out theme was the rise in long-form content , with the data showcasing an uptick in interest for formats such as brand documentaries, series and podcasts. With fingers pointing to long-form, how should brands craft their storytelling moving forward?

Audience Crave Aspirational Stories

One key shift unearthed in our findings was the change in who influences consumers purchase decisions. Whereas influencer marketing was once regarded as more surface level, our survey points to audiences desiring deeper stories and connections with the figures they follow.? For instance, we found that the impact? of ‘entrepreneurs and business personalities’ is predicted to grow 6.63%pt. by 2027*. The secret here lies in aspiration: consumers are seeking to follow those who have prospered and can provide actionable, aspirational tips to their community. are providing their community with actionable advice and inspirational narratives.

‘People are interested in finding out about the ins and outs of how brand founders built their empires, what exactly made their idea take off, and anecdotes they wouldn’t otherwise know,’ says Zoe Patoff , Senior Vice President, Creative and Digital Strategy at KARLA OTTO . ‘Podcasts are a very intimate form of media that allows for these stories to be told in a conversational manner.’

The Impact of Podcasts by 2027

In turn, 23.60% of our survey respondents cited podcasts as the form of media most likely to make them engage and interact with a fashion or luxury brand – a number forecast to grow a further 3.67%pt. by 2027. ‘Podcasts are profound – people can chase their own niche passions in a way that wasn’t possible before,’ notes Sunshine ’s CCO Ed Warren , “They’re also deeply personal - it’s like you’re with friends, eavesdropping on a conversation.”?

The team at KARLA OTTO calls out the ‘Acquired’ podcast series as a prime example of such narratives. Referring to the podcast’s episodes such as LVMH and Hermès, ?Karla Otto’s Alexander Werz says, ‘They go back to their beginnings – it’s the modern day fairytale.’

The podcast industry is now also making moves towards video content – adapting the format to translate into social media platforms. Spotify recently unveiled ‘Spotify for Creators’, where podcasters can share video clips and thumbnails of their recordings, tapping into the 64% of users who prefer video podcasts, according to new company figures (a jump from 43% of users in 2021).

Why It Works in China

In China, the medium is extremely powerful: our survey shows podcasts there are predicted to jump 9.32%pt. by 2027. Our experts in the region suggest it’s a format that especially resonates with younger audiences, who are willing to spend time learning more about their niche interests. There, podcasts are more about the talents hosting, which means people are more inclined to follow an influencer’s podcast than a brand’s. Popular topics are specific to a local community or niche interest – think a watch collector talking through how they acquired each piece and the story behind it.?

A Podcaster’s Opinion?

So, with the format on the rise, how should luxury brands, who are largely product-centric, lean into this audio centric method of storytelling? “I don’t think brands understand the goldmine they’re sitting on with their own story,” states Recho Omondi , who hosts the podcast ‘The Cutting Room Floor.’ “Brands need to dig deep, understand what they stand for, tell their stories (warts and all!), and build that universe,” she tells us. “When brands only skim at the top, the audience will become disillusioned – it doesn’t serve anyone,” she surmises.?

Want to Know More??

Subscribe to download our first-ever group Whitepaper, Luxury’s Great Reset – powered by KARLA OTTO – where the experts across The Independents Group decipher what luxury must do to reset and reinvigorate for 2025 and beyond, backed by unique consumer data.*.?

Reach out to us today to know more about what we do at Insights by Karla Otto and what we can offer your brand: [email protected]

*Our quantitative study commissioned for The Independents Group surveyed 900 luxury consumers in six key markets: China, France, Italy, the UAE, the UK, and the US.