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

24.4% of French people listen to podcasts. The figure is 27.9% in the UK, 25.0% in Italy and 24.4% in Germany (Source: Marketer). So podcasts are no longer a niche affair... 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 go into audio content.

1, 2, 3 scrollez! 

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Focus on your goals

Instead of rushing headlong into this communication channel, think about your brand's objectives. What are you really trying to achieve?

Evoking your brand over time

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

* Telling your brand values, 

* Tell their story, 

* Provide a platform for employees to...

On LONG TIME!

Improve brand perception

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

One of them is to improve brand perception. And numerous studies confirm this idea. 

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For listeners, the podcast allows : 

• 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

Convincing, persuading, selling 

Power of persuasion: 71% of listeners believe that a podcast has already changed their mind about a brand (CSA/Havas study).

Power of recommendation: 7 out of 10 listeners are 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...

For example, if you work in the luxury sector, you'll find that 100% of the TOP 5 luxury brands have switched to podcasting. @Gucci, @Channel, @Hermes, @Dior, @LVMH... All these luxury brands have their own podcast.

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Finding unexploited areas

In the world of audio content, certain sectors are under-represented. So there's potentially a place for us... 

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.

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

The mass arrival of female influencers

Influencers and content creators don't do just anything. 

Enthusiasts of content that : 

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

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

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This is the case with : 

• 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

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. 

The explosion of audio on social networks

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

Clubhouse's audience exploded overnight. 

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

• Twitter with Twitter Spaces
• Reddit with Reddit Talk

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

Changing consumer behavior

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.

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

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

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.