Digital audio: podcasting is in vogue

Podcasts are on a roll! Thousands of new episodes are released every day, and listeners are eagerly awaiting them. Branded podcasts have built up a loyal following, with the release of some shows as eagerly awaited as new episodes of the Saturday Night Trilogy, back when platforms like Netflix didn't exist!

Deciphering a worldwide success and reflecting on its future.

Why are podcasts so popular?

Thanks to digital audio, it's now possible to listen to your favorite radio show or podcast anytime, anywhere. Numerous listening platforms, both free and paid, allow you to broadcast native podcasts, i.e. podcasts created from scratch by a brand or an individual. Spotify, Apple Podcast and Google Podcast are among the most popular, hosting thousands of podcasts. There's something for everyone: entertainment, children's stories, moving testimonials and documentaries. There's something for everyone - or rather, a podcast for everyone's ears!

Today, all brands can broadcast a branded podcast to differentiate themselves from their competitors and implement an audio marketing strategy. Podcasting enables brands to create a bond with their audience, showing another aspect of their brand content, differentiating it from their other communication channels. Most listeners admit to being more sensitive to a brand's products once they've become loyal to that brand's podcast. The podcast has become a powerful marketing tool, and it's also inexpensive to produce.

A podcast agency like Calliopé can support you from conception to promotion of your corporate podcast.

The future of digital audio

Around 140 million podcast episodes are listened to every month in France. Which suggests that podcasts have a bright future ahead of them! Digital audio is part of French people's daily lives, as they listen to native podcasts, reruns of radio programs and audiobooks. Available at any time of the day or night, these audio media provide information, culture and entertainment at all times. If we look at podcast trends for 2023, we see that niche podcasts are likely to grow strongly this year. As the digital audio market grows, new podcasts need to stand out from the crowd.

But it should be seen as an opportunity for brands to find a niche concept that matches their sector of activity, and to reach out to a truly engaged community.Podcast advertising is also gaining ground in the podcast market. And by whispering in the ears of their customers or prospects, brands increase their chances of turning this audio marketing tool into a genuine sales channel.

To ride the wave of branded podcasts, contact the Calliopé agency, which can take charge of the design, production and promotion of your new communication tool.

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Margot BURON