Branded podcast: the 3 trends of 2022

In 2021, not a day went by without some podcast-related news (And covid 🤯)Spotify became the #1 podcast platform - ahead of Apple Podcast -, luxury podcasting exploded (see: Why did these luxury brands get into podcasting?) and the Calliopé agency has accompanied a record number of brands since its inception.(A little advertising doesn't eat gluten!)So it's cool... audio content has hit the big time in 2021!

But what will happen in 2022?

As you can see, this is not the time to take stock of the branded podcast... But rather to prepare for the future. In this article, I'll give you some news from the front to help you better manage your investments, know where to place your audio marketing efforts and catch the audio train at the right time. So if, like me, you like to look ahead to prepare your marketing actions... Follow me, towards 2022.

Contents

1. Trend 1: Podcast advertising will become mainstream
2. Trend 2: Podcasts will be optimized for voice search
3. Trend 3: The advent of event podcasting and live streaming

Trend 1: Podcast advertising will become mainstream

Everyone hates advertising... Everyone, that is, except perhaps a certain medium. Don't believe me? I'll give you a little hint to get you started:

Advertiser discussions around podcast advertising have increased by 34% in 4 yearsAre you stillnot convinced? Keep reading, we'll have a look together.

Podcast advertising: popular with listeners

Influencers can go to hell(literally). Yes, you read me right! According toKantar's Media Reactions 2021 study, podcast advertising is now consumers' preferred advertising medium - ahead of influencer content - across all digital channels.

Compared to 2020, podcast advertising is perceived as :

• Better quality,
• More relevant.

Podcast advertising budgets set to soar

Popularity means greater investment...because when a brand sees that :

• 80% of listeners listen to most of a podcast episode without skipping commercials.
• Around 62% of listeners consider new products and services when they hear about them through podcast advertising.
• +19% podcast advertising revenue compared with 2019.

I don't know about you, but if I were an advertiser, I'd be increasing my budget in 2022! And that's exactly what's happening, as podcast advertising budgets are exploding.

Trend 2: Podcasts will be optimized for voice search in 2022

Stop talking about SEO and start talking about VSEO

It's official: voice search optimization now has its own name: VSEO.And I don't know about you... But I think it's great for marketers! Firstly, it confirms the idea that the podcast is here to stay. By change, I mean :

• Amazon's Alexa,
• Google Home,
• Other smart speakers and IOT devices.

And yes! Because they're here to stay. The proof: 50% of Internet searches will be done by voice by 2020. Faster, according to Backlinko, and more efficient... Voice search is no longer limited to Geeks. And interacting more often with voice-controlled devices no longer makes you look like a madman.

Google begins the shift to VSEO

SEO is going vocal, and Google intends to play its part. In 2019, the search engine has announced that it will include podcasts in its search results. This will give Internet users the opportunity to :

• Listen to a podcast directly from the search page
• Save a podcast for later listening.

But that's not all: Google Podcasts -and recently Spotify - can now automatically transcribe podcasts on its platform. On the one hand, this will make things easier for podcast creators. On the other, it will enable listeners to search for podcasts using keywords. This is why we firmly believe that "podcast referencing" will be one of the trends... if not THE TREND of 2022.

Trend 3: The advent of event podcasting and live streaming

As on Instagram, live streaming video has developed at breakneck speed. In fashion, for example, live shopping has taken brand/influencer partnerships by storm. The natural evolution of things on social networks? Whatever the case, according to marketer Neil Patel, live streaming already represents a $70.5 billion industry by 2021... And it's outstripping all other formats.

And it's not just video that's changing. In fact, listeners are now showing an interest in "live podcasts", as can be seen from the evolution of Google searches.

The live podcast allows you to publish more :

• Interactive,
• Engaging,
• Recommended by podcast platforms.

At Calliopé, we are convinced that this format will continue to be used to create live content such as :

• FAQ sessions (Questions and Answers),
• Competition,
• Discussions and exchanges,

But the pandemic - and its prolongation with variants - has given rise to another format that is likely to remain: the event podcast.

Live event podcast

In 2019, the event podcast became popular... Very popular. Up to $55 million.and the truth is, South African or Congolese variant, this phenomenon isn't likely to stop. Yes, because these events allow you to network more "humanly" with :

• Influential speakers,
• Fellow podcasters,
• Niche brands.

But also, live event podcasts can generate a new source of revenue. And you, what's your prediction for the podcast industry in 2022?

Avner UZAN