Broadcast
27/2/2024
Podcast studio and immersive storytelling
Podcast and children's brand: how to enter the market?
The children's podcast sector has gone from being an independent project to one that is beginning to attract large and small brands alike, as we discussed in our article Podcast and children's brands. Nevertheless, we know that companies are struggling to figure out one thing: how to enter this market.The Calliopé team has been looking into this question, and we thought that some examples of companies that have already taken the plunge might help you see things more clearly.
The different types of podcast for children
The children's podcast may seem like a niche sector, but it's much richer than you might think - in other words, it has several niches within the niche.
The podcast for expectant mothers
Joli Bump: New chapter
Joli Bump's "New Chapter" podcast is a fine example of this niche: the clothing brand for mothers-to-be offers maternity essentials and a range of new products.
- Maternity,
- Ethics
- Durable,
- Designed in France,
- Made in Portugal.
The Calliopé team's opinion
The Joli Bump podcast helps to humanize the brand, since Marie Boyer-Aubert, the brand's creator, is also the presenter, and the testimonials from the women they meet make the brand more relevant to its mission.
The podcast for young parents
Calmosine : La Parent'Aise
Calmosine's "La Parent'Aise" podcast is designed to answer questions that young parents may have and to provide them with expert advice:
- Pediatricians,
- Lactation Consultant
- Early childhood experts.
The Calliopé team's opinion
This podcast is an excellent way for Calmosine to reinforce its expertise and justify its status as a specialist in herbal products for families.
First moments by Obaïdi
Obaïbi's mission is to help parents and their children grow up with confidence. The brand offers further proof of this.
The Calliopé team's opinion
This podcast was co-created with the experts from parenting magazine Bubble, and is an excellent way for the Obaïdi brand to assert its authority and demonstrate its expertise in educating young parents about their first times with baby.
The podcast for toddlers
There's obviously a place for brands in the children's podcast market, but what's interesting is how some brands have taken certain statistics at face value: for example, in the study below, we discover that these podcasts are most listened to after 5pm and until 10pm.
Chompers by Gimlet Media, Crest Kids and Oral B,
Extremely special, Gimlet Media's "Chompers" podcast was co-created with Crest Kids and Oral B.It's very special in that it relies on Alexa technology to accompany children, on a daily basis, as they brush their teeth.It's smart, given that adoption of smart speakers is approaching 45 million people in the USA alone.Available on all platforms such as Apple Podcasts and Spotify, the Alexa version includes additional features.Unfortunately for Gimlet Media and its partners, Amazon's rules limit the mention of these partnerships on the Alexa podcast itself.
The Calliopé team's opinion
The originality of this podcast makes it unique. It's extremely well thought-out on the part of Gimlet Media and its partners to be present in the bathroom of potential customers on a daily basis. The podcast straddles the boundary between audio content, branded content and advertising, although the limitations of advertising on Alexa can undermine all the branding work done.
Podcast for parents and children
Other brands have based their podcasts on studies of family podcasts: here, for example, we learn that 49% of podcasts are listened to because they are fun and entertaining, and 33% because the content is educational.
"Une petite souris à l'Opéra" by the Paris Opera and the Jacadi brand
Aimed at 6-12 year-olds, the podcast "Une petite souris à l'Opéra" is a first for children's podcasts in France, consisting of 6 ten-minute episodes broadcast weekly on all streaming platforms such as :
- Spotify,
- Deezer,
- Apple podcasts,
- YouTube
It tells the story of Lucie, a little mouse who dreams of becoming a dancer, with the aim of educating children about art, raising awareness and promoting French heritage.
The Calliopé team's opinion
This podcast was recorded at the Palais Garnier. It's also an excellent way for Jacadi to associate itself with art (dance, costumes, the legendary venue).
Examples of podcasts for children: Calliopé's selection
Brand
Podcast name
Description
1
Kiabi
A monthly podcast for parents. A way to talk about the world's fashion secrets, retail and sustainable style.
2
Cocottes Magazine
An inspirational podcast highlighting "imperfect moms" where moms share their stories, their tantrums without judgment.
3
Mustela
A podcast hosted by Laure, Clara, Marion and their partners about pregnancy (the cravings, the baby kicks and the occasional meltdown). An entertaining way to educate.
4
Ilado
This podcast was created by Sandra Zeller, creator of the Ilado jewelry brand. A podcast to be taken as a guide to the realm of expectant mothers.
5
Le Monde est tout petit
This podcast is dedicated to the family. It features fascinating conversations with inspiring, modern moms on topics such as pregnancy, childbirth, life as a mom and parent.
