Influence marketing: The Advantage of Your Branded Podcast

80% of consumers have already made a purchase following a recommendation from an influencer.

(Source: Rakuten Marketing)

That's right! Whether you drink Pepsi like Michael Jackson (Hi-hi!), wear Nikes like Michael Jordan (Dunk!) or sip a Nespresso with class like George Clooney (What Else!), influencer marketing has seduced you... and will continue to seduce you.As a new medium, the branded podcast is no exception to the rule, and choosing the right speakers is more than essential to the success of your influencer marketing strategies.I can seeyou shaking your head: "You're very kind, but how do we go about it? Well, that's exactly what we're going to look at today, so sit back, prepare some notes and mint tea (they're the best) and read on! 1, 2, 3 we're off!

ContentsThe right solution for every challenge!

1. Making my branded podcast legitimate
2. Creating buzz with my branded podcast
3. Transmit concrete information to my listeners
4. Reach new audiences with micro-influencers
5. Promote my in-house expertise or highlight my brand's DNA
6. Telling great stories in a 100% narrative format

Who should be on your podcast? And why?

46% of consumers follow influencers for recommendations (Source: Rakuten Marketing) Yes, but not just any influencers! Every influencer - from the nano to the star influencer (Yes, even Kim Kardashian) - has three audiences:

• Those who love him for the values he conveys,
• The one who hates him for what he represents,
• The one that totally ignores her.

So, before thinking about the right influencer for your branded podcast... Think about the objective you're trying to achieve via your audio content.

1. Make my branded podcast legitimate

Legitimacy, like respect, has to be earned! And tackling certain subjects such as ecology, feminism or racism is extremely risky without this famous LEGITIMITY! So, if your aim is to :

• Reinforce your brand's legitimacy on certain issues,
• Convey a sense of expertise about a concept,
• Establish your authority on a theme.

We advise you to call on external personalities: journalists, recognized experts (academics, scientists, authors) to give voice to your brand podcast.

Not concrete enough? Our Sonopolis case study :

To highlight the major achievements of Bouygues Bâtiment France Europe, the Calliopé agency has drawn on the voices of stakeholders: end-users, architects and BBFE trade experts. So, for this podcast episode about the renovation of the Hôtel Crillon, who better than Tristan Auer - the renowned architect involved in the project and Alain Tayar Deputy Managing Director of Bouygues Bâtiment Ile-de-France Rénovation Privée - to take the floor and tell us all about this incredible project?

2. Create buzz with my branded podcast

"Tell me who you hang out with, and I'll tell you who you are!"Although old school, this old quote works particularly well in this case. The principle of "by association" works wonders when it comes to enhancing branded content: when you're looking for buzz, sharing and virality for :

• Get people talking about your branded podcast,
• Reach as many listeners as possible,
• Explode podcast listening rates.

There's no better way to achieve this than with a public figure or star influencer.

A case in point? When the ObjectifCode brand wants to reach 16-25 year-olds

The podcast, which involves influencers with different audiences, is a key asset. These influencers bring with them a large community to boost the program's performance:

3. Pass on concrete information to my listeners

Like a tutorial, a brand can seek to reveal in concrete terms the mechanisms, techniques and processes that have brought it to where it is today, thanks to the podcast.Often favored, this medium has the advantage of being able to stretch over several tens of minutes or even several hours.Enough to send some pâté (or tofu for vegans) in terms of knowledge transmission or actions to be taken.Highly sought-after, this content is in opposition to :

• Full of platitudes: that only deal with subjects on the surface,
• Which lack depth when it comes to explaining the famous "how",
• Which provide only the most superficial keys to a complex problem.

A "concrete" example (yes, I'm staying on topic) would be Stan Leloup's Marketing Mania podcast, which regularly invites experts in a niche field (not necessarily the best-known) to deliver concrete content.

ADVICE FROM THE CALLIOPE TEAMThe aim of this type of formatThe listener learns something every time he or she listens to your podcast. You'll gain stronger positioning and incredible loyalty.

4. Reach new audiences with micro-influencers

Micro-influencers have the advantage of a more loyal audience... And one that's ultra-engaged!The scores are clear: the engagement generated by micro-influencers exceeds that of star influencers like Nabila. No "superfluous" subscribers, daily curiosity seekers and/or voyeurs who are only there for the beautiful curves of instagrammers (we see you!).Calling on a micro-influencer for each episode of your brand podcast means draining a new, ultra-engaged community each time.So, rather than burning your budget in one go with a Norman makes videos, you bet on "long tail" influencers who will know how to generate you of :

• The niche audience,
• Ultra-engaged listeners,
• Potential customers who actually take action.

ADVICE FROM THE CALLIOPÉ TEAMBonus on the nano-/micro-influencers aspect: keep in mind that these influencers are less solicited than the biggest influencers. The Calliopé team guarantees that this is a winning bet, because they will be :

• Really involved in the project,
• Be real sources of hyper-adapted proposals for your content or its distribution,
• They know all about the audience they've built and that you're so interested in!

For your to-do list, start with the idea of creating a unique partnership with them and constantly listening to their needs. Your strategy will be enriched!

5. Leverage in-house expertise or highlight my brand's DNA

"Employee advocacy is a fast-growing trend. The voice of a company's employees is generally more influential than the brand itself, so if your brand's objective is to :

• Valuing in-house expertise,
• Enhance your brand's DNA,
• Enhance your employer brand to attract new recruits.
• Involve your "internal influencers" in your brand podcast.

During the podcast, they may be asked to share with listeners :

• Success stories that enhance your image (and theirs!),
• Expert content that demonstrates your know-how,
• Office anecdotes to make your employer brand sexy.
• As the icing on the cake, proud to have been featured in their company's podcast, they will share their participation with their network (family, colleagues, friends...).

You'll be able to reach new targets, close to those of your employees... Ideal if you're thinking of recruiting new talent or dealing with a bad buzz that's hurting your brand, for example.

6. Tell great stories in a 100% narrative format

It's the story of life... Ingonyama nengw' enamabala... The eternal cycle... Ingonyama nengw' enamabala (to be sung with a high-pitched voice)For this, let's turn to the voice professionals, actors or voice-over artists, who have mastered the art of telling stories, bringing moments to life and conveying emotions.A voice timbre that matches your brand image (which can even enrich your brand book) is the big plus that will turn your podcast from one of millions into a unique podcast that people want to listen to every day.

If you're a brand or about to launch a campaign with influencers, we've got a must-readfor you!

Avner UZAN