Did you know that podcasts have become an attractive format for generating valuable content for your business or personal brand? Read on to find out why.
What are podcasts?
The term “ podcasting ” comes from the union of the word “IPod” (the audio playback device from the Apple company) and the word “Brodcast” (dissemination of information).
It was first used in 2004 with the intention of allowing people to listen to podcasts through an Apple-branded device.
Today, this is no longer necessary, as podcasts can be listened to from multiple technological devices and applications. In fact, by 2015 there were already social media marketing service approximately one million apps for downloading podcasts either through Google Play or iTunes.
Today, podcasts are defined as Internet radio programs, which can be presented in two formats: audio and video.
The first is usually accompanied by a reference image of the content or its authors and the second, by a video showing the people who lead the podcast, speaking in front of microphones.
However, we can find podcasts that handle both styles (audio and video) to reach the largest number of audiences and take advantage of several communication channels at the same time.
This quality is what makes them so attractive to audiences, because they can be listened to at any time of the day, while cooking, working, exercising, etc.
Podcast, a world of possibilities
By 2019, there were more than 700,000 active podcasts, published in 100 different languages. These figures lead us to believe that, all over the world, more and more people are joining the world of podcasts, especially in Spanish-speaking countries.
According to studies conducted by VoxNext, Latin America is positioning itself as an important audience for podcasts.
There is a great diversity of podcasts and each of them can be classified according to the topics they address, for example: sports, general culture, entertainment, marketing, etc. However, the podcasts that have generated the greatest interest among users are usually about culture and society, health, comedy, news, politics and business.
Podcasts in your digital marketing strategy
46% of podcast consumers are between 18 and under 35 years of age, meaning almost half of listeners are young adults.
With the world of digital marketing becoming increasingly competitive and with most buyers in that age range, podcasts have become an important tool for connecting and building loyalty with those audiences who are constantly looking for information and who sympathize with companies and personal brands that can provide it to them.
According to an infographic by Music Oomphn , 69% of people who listen to podcasts say they discovered new products and services through them, meaning podcasts are a great platform for promoting different types of products.
In this sense, podcasts can become a great complement to your marketing strategy, if your goals include providing attractive content to a more closed audience, with whom you can interact through comments, subscriptions and perform a more assertive analysis of the content offered to the community.
This is a great advantage to expand your digital presence, strengthen your brand, create important alliances, give a competitive advantage to your business and provide content on different platforms adapted to the needs or interests of your users.