By Bridget Halpin
There is no doubt that podcasts have been on the rise over the last year. Recent figures show that more than 1.6 million Australians download and listen to podcasts every month.
Today, brands want to stand for something bigger than selling product. They want to emotionally connect with their customers and podcasts provide the perfect platform for them to do so.
There are two ways brands are joining the podcast revolution; one being that they advertise or sponsor a popular series or one-off episodes, which target a similar demographic to their own, or, they curate their own branded podcast.
Forever New recently joined premium brands Gucci and Coach by launching its own branded podcast with the aim to immerse consumers into the brand’s universe. The medium allows the brand to reach its loyal fan base on a more intimate level and create content that showcases its core values. It provides the ability to tell a much longer story than that of an Instagram caption or eDM, which in turn, builds stronger relationships.
For an iconic Australian fashion brand like Forever New to take listeners behind the scenes to hear from business professionals, like creative directors, buyers and stylists, offers such a unique story experience and takes customers on the brand’s journey that lasts way beyond their shopping experience in-store or online.
Overall, as long as brands stay authentic and target a wide audience by touching on a broad range of lifestyle and cultural topics, I believe the opportunities for brands to maximise exposure on this medium are endless and ultimately live beyond the podcast medium itself, as we’ve seen by popular podcast Shameless bring together its massive following at many live events across the country.
Here are some podcasts I have been loving lately:
- Sibling Revelry with Kate and Oliver Hudson
- Lady Startup
- The You & Me Podcast
- Beauty IQ Uncensored
- Pretty Big Deal with Ashley Graham
- The Melissa Ambrosini Show
- It’s a Lot with Abbie Chatfield
- Your Dream Life with Kristina Karlsson
- Seize the Yay with Sarah Davidson
- The Glow Journal
- She’s on the Money
- Keep it Cleaner