Podcasts have conquered more and more people over time. According to the latest Deezer survey, from 2019, the consumption of this content format grew by 67% in Brazil in the last year. The explanations for this increase vary between a greater number of influencers producing podcasts or the characteristic of being an easy medium to reach the public, since it is possible to consume it at work, doing housework, driving, among other examples. Given all this potential, what you can see is that the podcast can be an excellent digital marketing tool for your brand.
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As it does not require a super structure to be carried out, just a good microphone, topics that interest the niche and interesting guests, the podcast does not require a bold initial investment, so that your brand can share information and raise good debates. With that, it is also very important that the brand sees the podcast as an opportunity to show all its expertise, mastery over a subject, which in the future could lead to business partnerships and new product ideas, for example.
Podcast: engagement and personality for the brand
One of the most outstanding characteristics of the podcast audience is that they tend to listen to everything until the end. From this, the engagement barrier becomes much lower. For new listeners, they can also listen to past podcasts if the topics covered haven't become stale.
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In addition, the podcast is yet another way for the brand to gain personality and become even more human. Listening to the same podcast with a certain frequency creates a closer bond with the audience, which becomes familiar with the presenters, creating a bond that can last for years. Therefore, a much greater level of trust is achieved by the market and the final public with the brand.