How do you know if your target market listens to podcasts?

24.4% of French people listen to podcasts. 

They are 27.9% in the UK, 25.0% in Italy and 24.4% in Germany (Source: Marketer).

Podcasting is no longer a niche business... 

Yes BUT(because there is a but), does my brand really correspond to this communication channel?

It's a legitimate question, and we thought we'd help you decide. 

Read on if you want to know if your brand should get into audio content. 

1, 2, 3 scrollez! 

Focus on your goals

Instead of rushing headlong into this communication channel, think about your brand's objectives. 

What are you really trying to do? 

Evoking your brand over time

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In France, more than 8 out of 10 podcasts are listened to 💯% (according to Harris Media)

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The podcast allows you to : 

🔹Construct your brand values, 

🔹Tell their story, 

🔹Offering a platform to employees...

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On LONG TIME!

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Improve brand perception

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An UFO among the various communication channels, podcasts have different powers. 

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One of them is to improve brand perception. 

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And numerous studies confirm this idea. 

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For listeners, the podcast allows : 

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• 82% to be "Closer to their consumers, customers".
• 80% to be perceived as a "more innovative" brand
• 77% to be perceived as a "more responsible, committed" brand

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Convincing, persuading, selling 

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P𝗈𝗎𝗏𝗈𝗂𝗋 𝖽𝖾 𝗉𝖾𝗋𝗌𝗎𝖺𝗌𝗂𝗈𝗇 :

👉 71% of listeners believe that a podcast has already changed their mind about brands (CSA/Havas study).

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𝖯𝗈𝗎𝗏𝗈𝗂𝗋 𝖽𝖾 𝗋𝖾𝖼𝗈𝗆𝗆𝖺𝗇𝖽𝖺𝗍𝗂𝗈𝗇 :

👉 7 out of 10 listeners ready to buy a product or service after listening to a podcast

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If this is one of your objectives, then yes, podcasts are one of the communication channels you can use.

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Refer to the competition

One thing's for sure: your competitors won't waste their time betting on a medium that doesn't make any money...

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For example, if you're in the luxury sector, you'll find that 100% of the TOP 5 luxury brands have switched to the 🎙️ podcast.

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@Gucci, @Channel, @Hermes, @Dior, @LVMH... All these luxury houses have their own podcast. 

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Finding unexploited areas

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In the world of audio content, certain sectors are under-represented. 

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So there's potentially a place for us... 

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In the luxury goods sector, for example, a quick analysis is all it takes to realize that there are untapped categories: 

• Luxury cosmetics,
• Haute Joaillerie, 
• Tableware, 
• Luxury hotels.

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Acast Barometer n°12, October 2022.

https://podmust.com/podcast-natif-france-barometre-acast/ 

Analyze audience figures

To understand whether podcasting is right for your brand, there's nothing better than a little analysis of audio industry figures. ‍

Reaching out to young, urban people with children

If your product or service is aimed at young people who live in large conurbations and have children... then you've hit the jackpot! 

‍Asthe figures below show, the audience for the audio format is made up of :

📊 45% of under-35s VS 39% in 2020 (Acast)

📊 48% of CSP+ VS 37% in 2020 (CSA, Havas Paris and Podinstall)

📊 50% of adults live in urban areas (CSA, Havas Paris and Podinstall). 

📊 33% of households with child(ren) VS 28% in 2020 (CSA, Havas Paris and Podinstall). 

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Hyperconnected

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Analyze podcast industry trends

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The mass arrival of female influencers

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Influencers and content creators don't do just anything. 

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Enthusiasts of content that : 

• The buzz, 
• Become top trend 
• Find their audience. 

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These "new media" are now investing heavily in the podcast sector. 

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This is the case with : 

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• Léna Situations and her podcast Léna Situations and Canapé six places
• YouTube artist Tycia and her podcast +33 Tycia
• Alohalaia, Tinka and Léa Jplf 
• Chloé with her podcast The Ginger Chloé with Tania Makeup Plus and Vos cops en parlent
• Juliette Katz and her PodKatz podcast

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What we can imagine is that the younger generations, already adept at audio content, will follow suit... And settle in. 

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Conseil de Calliopé : 

Research influencers in your sector. Have they started podcasting? Yes, then there's definitely a niche. 

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The explosion of audio on social networks

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Audio already existed before COVID19, but the pandemic accelerated things... Especially for social networks. 

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Clubhouse's audience exploded overnight. 

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As a result, other social networks have followed suit to promote audio, such as : 

• Twitter with Twitter Spaces
• Reddit with Reddit Talk

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And today, 43% of Generation Z have most often discovered products via Clubhouse and Twitter Spaces ( Hubspot survey). 

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Changing consumer behavior

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Sitting in your living room with the TV on, you listen with one ear and with the other your eyes riveted to your smartphone or tablet.

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Sound familiar? Well, it's called multiscreen, and it's growing all the time! 

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This phenomenon is also present in our daily lives, and that's where podcasts come into their own...

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Yes, because unlike a YouTube video... For 85% of listeners, it allows them to do other things at the same time. 

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So if your audience is "hyperproductive", podcasts are an interesting channel to develop for your brand. 

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