Strategy
28/3/2025
Brand podcast: the benefits for your company in 2025
30 years ago, the best place to connect with your customers was in their car! The first thing they did was turn on the radio, before turning on the ignition.Today, before taking the bus, the car or the shower... these same customers start a podcast.Beautiful, isn't it?Yes, only brands have understood this, and today there are over 800,000 active podcasts.In other words, without promotion, your podcast will have little chance of reaching the ears of your listeners.But for you, we've put together 4 central techniques to get your branded podcast noticed! Let's get started!
1. Add podcast to all directories
To see your branded podcast appear on iTunes, you have to submit it(And the same goes for all other directories).We won't lie, the process is simple but(yes because there is a but...) it takes time...Nevertheless, I have good news for you if you want to see your podcast appear on :
- Google Podcast
- Spotify
- Deezer
- TuneIn
- iHeartRadio
- SoundCloud
- Podbay
- Podtail
And above all, if you're interested in knowing the criteria for submitting your podcast to these directories... We've created a complete article on the subject: Where to broadcast a branded podcast?
2. Invite personalities (and be invited)
Invite guests to your podcast
Let your guests know as soon as your branded podcast goes live. You can create a template and even automate it. Keep in mind, however, that the more personalized your message...the better(if only for your brand image)!Some guests will also want to add this interview to their websites(Especially if your podcast or brand showcases them).
The Calliopé team's hack to promote its podcast
Contact the people you've mentioned in your show!Sometimes certain guests aren't available when you want them for your branded podcast.That doesn't stop you from contacting her after you've published the episode.Pull up the quote where you talked about their expertise and ask them if they'd be willing to share your show on social networks.Warning: this usually only works if everything you said was positive, of course!
Get invited to podcasts
Brand manager? Communications Director? Marketing Director? Introducing yourself as a guest on another show is a great way to showcase your brand's expertise and content to aligned, qualified listeners - especially if it's a podcast with an audience complementary to your own.
3. Promote your branded podcast via social networks
Personalize posts on each social media channelWhat works on Instagram doesn't necessarily work on Twitter(and vice versa).Each platform has its own type of user who expects different content.For example, we can say:
- Facebook tolerates longer posts and more in-depth discussions.
- Twitter is for short updates.
- Instagram is optimal if a video is added.
So do me a favor and don't post the same thing on every social network. Personalize, personalize, personalize!
The Calliopé team's hack to promote its podcast
Of course, these few tips are not enough. So, if you want to go further, we've prepared several comprehensive articles for :
Create a teaser episode with audiograms
The audiogram is a marketing technique that allows you to promote your audio content in a visual way.It's the combination of an image, a sound wave and an audio track.Use it to promote your podcast!
The Calliopé team's hack to promote its podcast
Add a transcript of the clip (like subtitles), so that users who scroll their social networks without sound can read your podcast.
Promoting your podcast on YouTube
Whether you're planning to launch a podcast or already produce one, YouTube is one of the best ways to get your show in front of new listeners.What's more, YouTube has clearly understood that podcast interest is now being invested on a large scale in new, specialized audio features.Create YouTube Shorts videosInsteadof simply adding your podcast to YouTube, you can create shorter 1 min sound clips.This way you'll captivate YouTube users who consume longer videos as well as those who prefer shorter clips.
4. Advertise your branded podcast
+202 million French podcasts were downloaded in March 2022. That's +27 million more than the previous month (Source: Mediametrie)It also means (unfortunately for you)... That the competition for listening time is intensifying...Here are a few solutions that should help you attract more listeners.
Advertising on social networks
Facebook, Instagram, YouTube, TikTok or Snapchat, all these social networks have their own advertising platform.The advantage? They all offer the possibility of targeting an audience based on their interests.You can exploit this technique in 2 ways:
- Simple method: buy ads pointing to your podcast (larger group, less qualified, risks costing more).
- More advanced method: buy ads linked to individual episodes (to target only listeners interested in a particular topic/guest you cover in your episode).
Influencer marketing advertising
Brands using influencer marketing earn around 18 euros for every euro invested (Source: Oberlo).currently under-exploited by podcast industry players, influencer marketing is an effective solution for finding, attracting and retaining new listeners.
The Calliopé team's hack to promote its podcast
Keep in mind that this podcast marketing technique requires a certain degree of reciprocity, so if you want to work with an influencer, first think about what you can offer them in return! I insist, what are you going to offer in exchange?
Advertising on podcast applications
Advertising on podcast apps is another very effective method.It's even ideal to use Spotify Ads to find listeners who are already fond of podcasts.Spotify Ads target free Spotify users (without subscription), in two ways with targeting by :
- Interests, based on users' previous listening habits (fitness, podcasts, health and lifestyle...).
- Temporality, at the moment when users are listening to a playlist (sport moment, focus moment...).
Advertising on Google AdWords
Every marketing director's dream is to place their advert at the Super Bowl, the World Cup or... on the first page of Google.And it's precisely in the podcast sector that the use of AdWords, Google's advertising platform, is on the increase (but there's room).Choose the search terms your podcast's users are looking for, and place your ad on what they're looking for to attract them to your audio show(unlike a Facebook ad that interrupts their scroll session).
