Types of podcasts: which format should you choose for your brand?

Types of podcasts: which format should you choose for your brand?

You know that your brand needs to speak up in audio, maybe even in video. Podcasts are no longer a gimmick, but a channel in their own right for capturing attention in a world saturated with images. In 2025, audience growth is clear: more and more French people are listening to native podcasts every week, and the medium has become part of their reflexes for information, entertainment, and education.

But when it comes time to take action, one question always comes up: of all the possible types of podcasts, which one is right for your brand, your teams, your customers, and your candidates? And how can you avoid launching yet another interview podcast with no clear angle, which will get lost in the flood of content on streaming platforms?

The answer does not lie in a miracle format, but in alignment. The right format is one that combines four dimensions: your objectives (brand, business, HR, internal), your resources (time, budget, guests), your corporate culture, and the actual habits of your audience. A Podcast agency like Calliopé is precisely what you need to orchestrate this alignment, from ideation to distribution.

This guide provides a simple overview of the main types of podcasts, then helps you choose based on your goals, resources, and experience with the medium, before delving into the trade-offs between audio and filmed podcast, frequency, duration, concrete examples, and a plan of action.

Types of podcasts: mapping formats

When we talk about "types of podcasts," we often mix up editorial formats and technical features. To get a clearer picture, it helps to start with the main categories found in branded podcasts.

The first classic format is the interview. A host welcomes a guest for 20 to 30 minutes, asks a structured series of questions, and alternates between anecdotes, examples, and key messages. This is the simplest format to set up and the one your audience is already familiar with. In B2B, it works very well for getting customers, partners, industry experts, or executives to talk. What makes the difference is not the interview format itself, but the specific angle you choose: behind the scenes of a profession, common mistakes, feedback, difficult decisions, lessons learned.

Next comes the round table discussion. Here, you invite several speakers to discuss the same topic, with a moderator who gives everyone a chance to speak and keeps the discussion on track. Round tables are well-suited to complex or sensitive topics that benefit from being illuminated by multiple points of view: energy transition, inclusion, major HR issues, digital transformation of a sector. This type of podcast provides depth, but requires more preparation, tight moderation, and more careful editing to maintain the pace.

Some types of podcasts rely on a single voice. This is the case with solo formats or columns, where an in-house expert, executive, or brand figure speaks directly. These podcasts are often shorter, lasting between five and fifteen minutes, and have a more editorial or educational tone. This format is very useful for setting out a vision, making technical concepts accessible, nurturing an already captive community, or complementing longer formats. It requires less logistical effort in terms of guests, but demands high-quality writing and microphone skills.

Other formats rely on the chemistry between two recurring voices. The duo or co-presenter format allows for a more relaxed, conversational tone, while maintaining strong brand consistency. We often see a pairing of "expert and journalist" or "manager and employee," which allows for a combination of internal culture and external perspective. This type of podcast works well for long-running series, where the audience returns as much for the topic as for the relationship between the two hosts.

At a more ambitious level, there are narrative or documentary formats. We are no longer satisfied with real-time exchanges: we write a narrative, record several voices, alternate between interviews, voice-overs, soundscapes, and archives. This is the ideal type of podcast for telling a story of transformation, deciphering a complex subject, or following an emblematic project episode after episode. The result is highly immersive and distinctive, but the production is more demanding in terms of time, organization, and budget.

You can go even further with audio fiction. In this type of podcast, you create a story, characters, and situations that embody your issues: customer relations, safety, health, diversity, innovation, commitment. The brand appears in the background rather than being explicitly mentioned. Fiction remains marginal, but it is a powerful tool when it comes to making an impression, particularly for one-off communication campaigns or sensitive internal messages.

Finally, there are all kinds of "snack" formats, designed to be consumed very quickly: capsules lasting a few minutes, answers to specific questions, short tips, definitions, quick profiles of employees. These types of podcasts are not intended to be in-depth, but rather regular and reusable. Each capsule can become a LinkedIn post, a short video, or a quote in a newsletter. They work particularly well when backed by a longer main format, which serves as the backbone of your editorial line.

This map is not exhaustive, but it provides a clear overview of the main types of podcasts that you can combine, adapt, or develop over the seasons.

Types of podcasts and objectives: lead generation, branding, HR

The first common mistake is choosing a format because "management likes it" or because another brand in the industry does the same. Instead, the choice should be based on your objectives.

If your priority is brand awareness and image, you would be wise to turn to podcast formats that tell stories, embody your brand, and give substance to your messages. Documentaries, narrative series, interviews with recognized experts, and conversations with opinion leaders allow you to position yourself at the heart of an ecosystem rather than just talking about yourself. In this case, the podcast becomes an editorial medium in its own right, on the same level as a magazine, report, or video documentary.

If you're primarily looking to generate leads, nurture your sales teams, or accelerate the sales cycle, the most useful types of podcasts aren't necessarily the most spectacular ones. The episodes that work are those that answer specific questions your prospects have: how to solve a particular problem, how to make a project successful, what mistakes to avoid, how to do it step by step. Customer interviews, user feedback, and conversations with your product experts then become living demonstrations. Each episode can link to a more advanced resource, a demonstration, a diagnosis, an appointment booking, and be integrated into a nurturing journey.

When it comes to HR and employer branding issues, certain types of podcasts are particularly well suited. Employee profiles, career series, and behind-the-scenes looks at internal projects show the reality of the workplace, the diversity of profiles, the management culture, and possible career paths. Podcasts can also be used to support change, explain strategic decisions, or restore meaning in complex organizations by giving a voice to those who experience change on a daily basis.

You may also have more educational or thought leadership objectives, particularly if you are a B2B company, training organization, or institution. In this case, the most relevant types of podcasts are often hybrid: regular episodes featuring expertise (columns, duos, interviews), punctuated by more narrative special series around an annual report, sector study, or strategic highlight.

In summary, you don't choose a format because it's "trendy," but because it's consistent with the action you expect from your listeners: to discover you, consider you, contact you, apply, or better understand what you do.

Choose your podcast types based on your resources

Even with clear objectives, reality always catches up with strategy: the types of podcasts you are considering must be compatible with your resources.

In terms of time, it is useful to ask yourself honestly what your teams will be able to handle over time. A well-prepared monthly interview format, coordinated and managed by a podcast agency is often more realistic than a weekly audio magazine that relies solely on your internal resources. Consistency is more important than your initial ambition: your audience will forgive you for a simple format, but not for a series that abruptly ends after three episodes.

When it comes to budget, not all types of podcasts are created equal. A simple audio production, with a host, a guest, and consistent branding, is obviously more accessible than a multi-voice documentary series filmed in several locations, or a complete filmed podcast setup with a set, multiple cameras, and social media coverage. The cost varies depending on the level of editorial requirements and the depth of the production: number of episodes, writing, preparation, travel, sound design, distribution, media plan. To get an idea of the costs involved, you can refer to the estimates provided on the prices page: the idea is not to set a single price, but to help your internal contacts understand why a "premium" type of podcast requires more resources and what it offers in return in terms of differentiation, image, and content lifespan.

Guests are the third key variable. The more you depend on external personalities, the more fragile your schedule becomes. Some types of podcasts rely on a mix of inspiring guests and segments led by a regular host, which allows for flexibility while ensuring strong editorial value. Other formats, which are very internal, mainly involve your teams, which limits scheduling constraints but requires thorough preparation by the participants.

In short, choosing your podcast types also means accepting to make compromises. It is better to have a slightly less ambitious format that is solid and sustainable over time than a spectacular format that is impossible to maintain beyond the launch.

Audio podcast vs. video podcast: which type should you choose?

The question of filmed podcasts comes up repeatedly in briefings. Platform usage has evolved, and marketing departments want video content to feed YouTube, LinkedIn, TikTok, and Instagram. Calliopé has developed a dedicated offering for filmed podcasts to support this shift.

The starting point, however, remains audio. A good audio podcast, well designed, well presented, with real attention paid to rhythm and sound quality, already offers a very powerful experience. It remains easier to produce, more comfortable for the participants, and less restrictive in terms of sets and lighting. Certain types of podcasts are particularly well suited to this format: sensitive internal formats, emotional testimonials, intimate discussions, and content that needs to be recorded under flexible conditions (remote, multi-country, very busy schedules).

Filmed podcasts add a visual layer that can multiply their reach. By offering them in video format, you gain a presence on key platforms such as YouTube and can easily create short clips, carousels, and subtitled snippets for social media. In certain markets, seeing the speakers reinforces the credibility of what they say, especially when it comes to topics such as finance, investment, sports, luxury goods, or expert advice.

But filming isn't just a matter of placing a camera in front of a microphone. You have to rethink the staging, framing, lighting, duration, body language, and use of complementary images and visuals. It also requires an extra level of preparation for the participants, who are not always comfortable in front of the camera. Some types of podcasts lend themselves naturally to this, such as interviews or round tables, while others—audio fiction, very intimate formats—are better off remaining purely audio.

In practice, many brands adopt a gradual approach. They start with a mastered audio format, take the time to validate the concept, the promise, and audience reception, then switch to a filmed podcast for all or part of the episodes. Others choose a mixed format: audio only for most episodes, video for certain highlights (launch, iconic guests, events).

The right choice therefore depends on your visibility goals, your resources, and the type of relationship you want to build with your audience. The important thing is not to sacrifice the listening experience for the sake of video.

Frequency and duration: finding the right rhythm for your podcast

Another set of decisions concerns the pace and length of episodes. Here again, the type of podcast influences your choices, but there are a few guidelines that stand out.

Over time, studies on the podcast market in France show that the average attention span is around 30 minutes for native content. For a branded podcast, aiming for episodes lasting between 20 and 35 minutes is therefore a good compromise: long enough to establish a point, short enough to fit into a commute, a workout, or a cleaning session. More narrative formats can go beyond this, provided that particular attention is paid to pace and structure.

Conversely, "snack" formats, which are three- to ten-minute capsules, are useful when they meet very specific needs: a frequently asked question, practical advice, or hot news to analyze. They do not replace a main format, but rather enrich it and provide daily content for your social media and newsletters.

On frequency, the 2025 stats show an increase in overall consumption, but they do not dictate a single pace. The right question to ask is: what frequency can we maintain for a year without breaking the chain? A weekly episode may be consistent if you have an editorial team and a podcast agency working closely with you. A bi-monthly or monthly episode is often more realistic for a first season.

The key is to clearly announce the frequency, stick to it, and integrate the podcast into an overall editorial calendar. A monthly episode can have a wide reach if it is included in a newsletter, shared on LinkedIn, broken down into video clips, and promoted on your website. The podcast should be thought of as a pillar of content, not an isolated channel.

Types of podcasts: concrete examples from brands

To understand how different types of podcasts come to life, the best way is to look at the client cases supported by Calliopé. Each project illustrates a specific way of aligning format, objectives, and resources.

With Dior Talks, the House of Dior uses podcasts as a powerful tool for premium brand content. The series gives a voice to those who make up the House—designers, artisans, artists, and employees—to tell the story, values, and DNA of Dior over time. The chosen podcast format combines conversation, storytelling, and inspiring speeches in a recurring format that strengthens ties with customers, fans, and international communities. The podcast becomes a natural extension of the brand's universe, with editorial and sound standards on par with luxury content.

On a different note, The Hublot Fusion Podcast shows how a player in the sports and luxury goods industry can use the interview format to bring together a global community. The series is based on conversations conducted by a journalist with sports legends and brand ambassadors in several languages. The podcast format chosen is that of a lively, engaging expert talk show, which allows the audience to be expanded beyond soccer fans to include all those who are passionate about performance and pushing themselves to new heights.

The Banque de France is a great example of how snack formats and in-depth formats can complement each other. Calliopé has designed two complementary channels: On Parle Cash, with short educational capsules that make complex economic concepts much more accessible in just a few minutes, and On Parle Cash+, with longer interviews between a journalist and an in-house expert to explore topics in greater depth. This is where several types of podcasts intersect: educational clips, expert interviews, and analysis series. The format shows how the same editorial universe can be adapted into several formats to appeal to different audiences without losing overall consistency.

Finally, Perspective, the documentary series created for Bouygues Immobilier, shows what a podcast can become when it fully embraces the narrative format. The brand wanted to speak out about the city of tomorrow, to both the general public and professionals. Calliopé therefore created a character who investigates his own environment and interviews experts to understand how we will live, work, and travel in the years to come. This is a type of embodied documentary podcast that combines storytelling, in-depth reflection, and investigation, positioning the brand in a societal conversation rather than a purely corporate one.

These cases are just a glimpse of the possible formats: internal podcasts, business and HR series, documentaries for large industrial groups, short videos for schools and training centers, hybrid audio and filmed podcasts. They show that there is no "best" format per se. The real question remains the same: which combination of podcast types best serves your context, objectives, and constraints, drawing inspiration from what has already proven successful for other brands? To learn more, you can explore the examples on the Calliopé website.

Take action: define your brand podcast type

Once you have clarified your goals, your resources, and your intuition about the types of podcasts that appeal to you, you need to structure your plan of action.

The first step is to formalize a clear concept. This means defining an explicit promise to the listener, a specific target audience, an editorial scope that is neither too broad nor too narrow, as well as a tone and sound identity. This concept must be solid enough to last for several episodes, but flexible enough to accommodate your brand's news. This is often when the support of a podcast agency makes all the difference, challenging your initial ideas in light of what actually works in the market.

The second step is to outline an initial pilot season. Rather than aiming for an "endless" podcast right from the start, you can begin with six to ten episodes, with a detailed plan: types of podcasts chosen (interviews, narration, short segments), episode topics, initial guests, production and broadcast schedule. This framework reassures internal teams and provides a solid basis for measuring results.

The third stage involves organizing production, recording, editing, and broadcasting. Depending on the choices you make—audio only or filmed podcast, in-studio or on-site, in person or remotely—the requirements will vary. This is Calliopé's core business: identifying the right approach, putting together technical and editorial teams, managing the project, and letting you focus on what you know best, namely your content and your messages.

The fourth step is to plan for reuse and measurement. Each episode of your podcast is an asset that can feed into your blog pages, social media, newsletters, marketing materials, and internal communications. Defining from the outset how you will cut, subtitle, illustrate, and rebroadcast this content significantly increases your return on investment. Similarly, it is important to identify the right metrics, based on 2025 stats and market benchmarks: listen rates, completion rates, subscriptions, traffic to your site, leads generated per episode, applications, and qualitative feedback.

If you want to speed up this process, the easiest way is to request an express consultation, for example by contacting the Calliopé team directly. In just a few exchanges, a specialized podcast agency can help you prioritize your objectives, validate the most relevant types of podcasts for your brand, and give you an idea of the prices , and establish a concrete roadmap for the next six to twelve months.

FAQ – Types of podcasts & brand formats

What is the ideal length for an episode?

For a branded podcast, a duration of between 20 and 35 minutes remains the most comfortable range. It allows time to develop a topic, let the conversation breathe, and establish a soundscape without losing the listener along the way. Longer formats are possible for documentaries or highly immersive series, but require additional work on the pacing. Shorter podcast formats, such as capsules or columns, can be relevant if the promise is very specific: one question, one answer, one clear piece of advice.

Should we publish an episode every week or every month?

The best frequency is one that you can maintain without sacrificing editorial quality. A weekly schedule may be appropriate for very short podcasts or for brands that are already well established in the medium, with dedicated teams. For most companies, a bi-monthly or monthly schedule is more realistic and sustainable. The important thing is to treat your podcast as a commitment to your audience: if you announce one episode per month, it must actually be released every month and promoted across your ecosystem, on your website, social media, and newsletter. An excellent monthly episode that is consistent over time will have more impact than a weekly series that stops after a few weeks.

Is it better to have a solo format or episodes with guests?

A solo format offers a high degree of control: you are not dependent on guests' schedules, you can record several episodes in a row, and you have complete control over the tone. It is ideal for certain types of podcasts where the voice of a brand figure, expert, or executive is expected. Guests, on the other hand, bring social proof, diversity, and often a different energy, especially when they are customers, partners, or experts from your ecosystem. Most effective formats combine both: solo episodes to set out the vision, interviews to enrich the angles, and round tables for the highlights.

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