Podcasts Engage Audiences More Deeply and for Longer Periods
Podcasts or videocasts are not performance campaigns, and the results of these actions are not seen immediately. So how can a brand effectively create a podcast, staying true to best practices?
The editorial team at aboutmarketing.pl invited our Strategy Advisor and PR Expert, Damian Jemioło, to discuss the role of podcasts in the context of modern trends in content marketing.
In a conversation with Wojciech Samborski, Damian points out that although podcasts require more commitment from creators and listeners, they offer significant benefits, particularly in building audience loyalty.
Unlike short formats like TikTok or YouTube Shorts, podcasts create a deeper, more lasting connection with the audience, as they allow for longer engagement with the content and more detailed exploration of topics.
Jemioło emphasises that podcasts, while seemingly more labour-intensive, are an extremely effective tool for brands aiming to build an authentic relationship with their audience.
Long, engaging content fosters emotional connections with listeners, which translates into loyalty and trust. Moreover, longer formats allow for fuller and more diverse content delivery, something unachievable in short, quick video formats.
Another advantage of podcasts is their growing popularity. In times when people increasingly value authenticity and uniqueness, podcasts offer the opportunity to develop content tailored to the needs and interests of niche audience groups.
Additionally, unlike other media formats, podcasts can be consumed almost anywhere, increasing their accessibility and reach.
Jemioło also points out that success in this form depends not only on regularity but, most importantly, on the quality of the message and storytelling skills.
Podcasts are a great tool not only for brands, but also for individual creators who want to build an engaged community around themselves or their ideas.