What is a native podcast?

According to a Harris Media study, 5.8 million French people listen to native podcasts at least once a week. This new audio format appeals to listeners, who can access it at any time of day. But what exactly is a native podcast? How can brands get closer to their target audience? The Calliopé agency, creator of branded podcasts, deciphers this new phenomenon.

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A native podcast straight from your imagination

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As you'll have gathered from our article on the origins of podcasts, this new tool has become an integral part of the daily lives of millions of French people. There are two types of podcast: replays of radio programs and native podcasts. The latter are created by independent individuals, brands or podcast agencies such as Calliopé.

A native podcast is an audio program that the brand or agency invents from scratch. It is not attached to a radio station or TV channel. This gives brands the freedom to create their own style. Native podcast formats include :

- the solo podcast: the host is alone and has to hold on to his audience until the end of the show!

- co-hosted podcasts: several hosts discuss a topic chosen together;

- guest podcasts: interviews or discussions that allow you to enter into the intimacy of the interviewee, establishing a bond of trust with your audience.

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A communication tool dedicated to your target

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Today, podcasts are a marketing tool to be taken into account in your communication strategy. Its format gives companies the freedom to launch their own podcast. The audience for their podcast can be made up of customers, partners or employees, but it also has the capacity to reach a much wider target audience.

The brand podcast offers users a more personalized experience with the brand. You can discover a previously unknown facet of the brand, learn more about its history or the sector to which it belongs. Indeed, according to the Yougov 2022 report, podcast listeners tune in for information and even training. They have a real expectation of learning from this fun format that can be listened to anywhere, anytime. You can also opt for an investigative format to analyze a real or fictional fact, or produce a narrative podcast with stories for young and old alike. At Calliopé, we produce our own podcast " Le Café de l'audio " on current events in this fast-growing sector.

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Calliopé, the brand podcast agency

To create your own branded podcast, Calliopé guides you, taking into account your objectives, needs and budget. Together, we define your podcasting strategy, finding the editorial line that's right for you and unearthing the rare pearls who will accompany you on this wonderful adventure (technicians, actors, etc.). The Calliopé podcast agency will also take care of the production of your podcast, as well as its promotion so that it can find its audience. Still have questions? Visit our FAQ page for answers, or contact us directly!