Podcast on Entrepreneurship: What motivates all entrepreneurs to start their podcast?

With 26% of entrepreneurs turning first to the Internet for advice (study: TSheets by QuickBooks), it's hardly surprising that there's so much entrepreneurial content on social networks. However, the phenomenon is no longer confined to Twitter, Linkedin or Youtube, as the podcast sector is now seeing the daily emergence of podcasts on the subject. Yes, because not a day goes by without a start-up, a SME or a major corporation thinking about launching its own entrepreneurship podcast, and spoiler alert... They're right. Give me a few minutes of your time to show you why these brands have done the right thing by getting into podcasting. 1, 2, 3 scrollez...

An optimized audience for the entrepreneurial podcast

Of the 4.6 million listeners to native podcasts every month, 60% are under the age of 35, and the latest BPI study shows that 51% of French people under the age of 30 are in an "entrepreneurial dynamic", i.e. they are :

• Company manager,
• Planning to set up a business
• Intend to become self-employed.

Fascinated by entrepreneurial content, this audience is clearly looking for information, education and inspiration. Obviously, webinars, youtube and Linkedin will be consulted, but the entrepreneurship podcast can be listened to while doing something else. This highly competitive advantage makes the entrepreneurship podcast one of, if not THE content to consider in a strategy.

An audience with purchasing power

In the USA, 45% of podcast listeners have a household income of over $250,000.

In France, 41% of podcast listeners are CSP+ (Socio-Professional Categories)This indicates that podcast listeners have, on average, a much higher income than the general population. I don't know about you, but to me, this sounds like an audience that could be a fan of podcasts on entrepreneurship.Not convinced? No problem.If you dig a little deeper into the statistics, you'll find that AMONG audio content fans :

• 59% are parents,
• 28% live in the Paris area,
• 39% in other cities with 100,000 inhabitants.

Once again, it seems to me that this may represent an audience eager to :

• Free business advice,
• Inspiration to create or expand your business
• meet bold entrepreneurs who, in their own way, are shaping the world of today and tomorrow

An audience that's not likely to die out

Driven by government action, media promotion and simple administrative simplicity, business start-ups are on the rise in France. Freelancers are more numerous, the word startup has entered common parlance, and the entrepreneur is no longer just a businessman from a family that has always been in the business, suggesting that betting on an entrepreneurship podcast isn't such a big risk, given the ever-growing share of the pie.

An audience receptive to entrepreneurial podcasts

Unlike video, most audio content is used to learn new things. As I write (January 2022), 3 out of 4 podcast listeners log on to "learn new things".

Education-related audio content for :

• Becoming an auto-entrepreneur
• Becoming an entrepreneur
• Becoming an entrepreneur

And therefore very popular with podcast listeners.

An audience looking for niche content

Some figures, such as those from Spotify (below), show that over 1.2 million new podcasts were added to the Swedish platform in 2021.

As was the case with Google searches and Youtube videos, audiences are now turning to much more niche content. For example, where yesterday's entrepreneurs might have been content with general content on entrepreneurship, today they'll be looking for content that's more specific to their educational needs:

• Its theme (optics, industry, tourism)
• Its challenges (finding customers or building customer loyalty)
• Your progress as an entrepreneur (recent and looking for pitfalls to avoid, or older and looking for ways to generate more growth)

The entrepreneurial podcast represents an additional source of revenue.

I don't need to spell it out for you: native podcasts are becoming increasingly popular with advertisers. Today, very few native podcasts start their programs without featuring an advertiser. For brands, this is a godsend! Purchase intent increases by 14% when you integrate advertising into professional podcasts, compared with 9.3% for sports and 7.3% for comedy. In contrast, purchase intent is only 9.3% for sports podcasts and 7.3% for comedy podcasts, so it's a way of adding an extra revenue stream, not to mention listeners who become customers, for a brand.

The entrepreneurial podcast is a new communication channel

I'm not making this up, right now, 54% of small business owners say communication is the most essential skill for success (FreshBooks 2019 Study)Available on platforms like:

• Apple podcast,
• Spotify,
• Deezer,
• Stitcher,
• Podcastaddict
• Podcast app,
• Overcast,
• TuneIn,
• Google Podcast

And even on Youtube... Podcasting is now considered an innovative communication channel. In this case, podcasts can help you improve your communication skills and become a better entrepreneur.

Avner UZAN