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Podcasting - As one of the strongest marketing trends for 2023

Updated: May 15

Podcasting - as one of the strongest marketing trends for 2023 - Marketing Trends 2023

Podcasts have recently become an extremely popular tool in the hands of marketers. Their heyday has a great deal to do with the popularization of platforms for their consumption, such as iTunes, Spotify and Anchor, for example, an application that allows automatic distribution to many popular listening destinations.

The ease of available tools has even triggered a creative eruption by broadcasters, for whom the audio format has become an ideal asset.

Listeners, on the other hand, can today pick and choose from a wealth of topics and indulge in listening at their convenience.

Thanks to the platform, broadcasters can easily promote their voice in a wide space. Add an audio file in one place and instantly enjoy the availability of content in many places. Our "Higher Level Marketing" podcast is available on as many as 7 platforms including: Spotify, Apple Podcasts, Google Podcasts, Pocket Casts, Overcast.

The popularity of podcasts is due to many reasons. One of the most important, however, is that the audio format is the most multitasking among the formats that can be used.

This multitasking comes down, in the case of podcasts, to the seamless ability to listen to one's chosen broadcasts while exercising at the gym, playing sports outdoors (jogging, biking, skating, etc.) without the annoyance of "skipping" the intrusive ads placed during the broadcast, which are often posted on YouTube.

One of the great advantages of podcasts is also the acceptance of listeners to run long forms by broadcasters. An hour-long podcast is almost the ideal length for a broadcast. In comparison, Facebook videos longer than 30 seconds have a huge problem. On YouTube, the length of the most popular episodes oscillates between 3-8 minutes. A 3-minute podcast would be pointless for many users, as it would not be able to fill their travel time, exercise, etc.

Podcasts are also a dream tool in the hands of brands with deep expertise. This allows them to easily talk about the specifics of their business, without having to get off on click bait. When it comes to podcasts, depth of entry into a topic matters.

According to recent data:

57% of the US population listens to podcasts (Edison Research Infinite Dial, 2021),

60% of podcast listening takes place at home (Forbes, 2021),

49% of regular podcast listeners believe podcast advertising is the best way to reach them with a brand message (Edison Research/PodcastOne/Ad Results Media, 2020),

80% listen to all or most of each episode (Edison Research Infinite Dial, 2018).


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