Strategy
20/12/2024
Branded podcasts: give your company a unique voice
More than 900,000 podcasts were created in 2020... That's three times more than in 2019.(Source: https://www.sortlist.fr/blog/etude-contenu-audio-2021/)And the truth is, there are several explanations for this phenomenon in the audio format...If we look at what is now called the corporate podcast or corporate audio content, we quickly realize that the trend is similar.But then, what happened? Why are companies flocking to corporate podcasts to talk to their employees? Is it too late, or is it still possible to get started? We've drawn on some great sources to guide you through the corporate podcast, which we think you'll enjoy.1, 2, 3 scroll down.
Why is the corporate podcast exploding?
Pandemic accelerates podcast listening
"The corporate podcast to continue creating links".
On the Acast platform, the number of podcast listeners in France reached +26% between the start of the Covid-19 pandemic and mid-May 2020, reaching 19 million monthly listens.And these figures coincide with other studies such as the one byHavas Paris, with 13% of weekly podcast listeners starting during the lockdown.Another factor behind the corporate podcast explosion is that 29% of British listeners have increased their podcast consumption to combat "Screen Fatigue". This seemingly trivial fact from Magna Global and Spotify is at the heart of the podcast boom during and after the pandemic, because the advantage of podcasts over video, for example, is that listeners don't need to be focused on their screens.
The corporate podcast to be present where your audience is
Brand audiences are now podcast friendly
According to the figures for orality in France :
- 59% of employees know about and consume podcasts
- 49% listen to at least 1 podcast a week
Better still, the corporate podcast is seen as a medium for the future, with 59% of employees believing that their consumption of podcasts will increase in the coming years.
Corporate podcasts for the modern employee
Now adept at work, a fan of multi-screening and accustomed to multitasking, the modern employee has changed (thanks to covid, among other things).Corporate podcast: an all-terrain mediumWhen you look at the statistics, it's easy to see why corporate podcasts appeal to listeners.First of all, they're "smartphone friendly".Smartphones make listening easy, thanks in particular to easy-access music streaming platforms and the ability for audiences to access a show's replay.
Credit: Nielsen Q1 2018 Podcast Insights
(Source: https://www.podcastinsights.com/podcast-statistics/)
It's also a medium of "movement". In other words, the corporate podcast can be listened to while doing something else, which is why the modern employee is now a multitasker (or so he thinks):
- At home (doing the dishes),
- In transit (in transport),
- Back to work,
- Other (at the gym
Credit: Nielsen Podcast Listener Buying Power Database
(Source: https://www.podcastinsights.com/podcast-statistics/)
Last but not least, podcasts offer a new, simple and attractive format, and are now considered the best medium for learning. For companies, podcasts are an incredible communication tool - allowing in-depth treatment of subjects - to educate their employees.
(Source: https://bloggingwizard.com/podcasting-statistics/)
Advice from the Calliopé team:
As a company considering the creation of a corporate podcast, there's one thing you need to bear in mind: we're now talking about "audio first" content! In other words, this content is designed to :
- Audio first,
- Mobile listeners (who listen via their smartphones),
- To be listened to on demand (via episode replay, for example).
This audio-first content is then, and only then, adapted and distributed on a multi-channel basis. In concrete terms, to reuse content on different platforms, we start with audio and enrich it with images and text....
The corporate podcast to boost your employer brand
63% of employees are willing to listen to their employer's podcasts, yet only 15% of employees say that their company produces podcasts, so the podcast coporate offers a boulevard for brands looking to develop their employer brand.
Podcasts to improve the impact of internal communications.
The study by the Observatoire de l'oralité is unequivocal: 77% of employees believe that a podcast strategy implemented by their company could improve the impact of internal communication, making podcasts more than just a marketing tool - they're also an HR tool for uniting employees. In detail, according to the Observatoire de l'oralité study, employees expect the following from HR podcasts: :
- Technical or training content (80%)
- A statement from management (74%)
- Expert interviews (64%)
- Thematic reports (62%)
- Personality portraits (50%)
According to the same study, the internal podcast must :
- Educate employees (85%)
- Stimulate employee motivation (82%)
- Communicate effectively (82%)
- Engaging employees (70%)
- Embodying the brand (59%)
The corporate podcast for finding talent
Recruiting talent is a difficult task for today's brands. And here again, the corporate podcast is one of the solutions, if not THE SOLUTION, simply because podcast listeners are university graduates or students.
(Source: https://truelist.co/blog/podcast-statistics/)
(Source: https://bloggingwizard.com/podcasting-statistics/)
What's more, podcast listeners are also executives. Those profiles that are so hard to find, so hard to poach, and so hard for brands to get their hands on.
