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Are podcasts useful for brand promotion and authority building?
In addition to providing information and entertainment, our followers consider podcasts as a great tool for brand promotion.
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2 min to read
Written by:
Katarina Peroković
In a new Vox Populi poll, we delved into the world of podcasts. We use the term, which comes from the English words “iPod” and “broadcast”, for audio or video episodes dealing with a certain topic. We wanted to know how popular podcasts are among our followers on Instagram and LinkedIn, and what their opinion is on using podcasts to promote products and services.
Easily accessible and a good source of information
Firstly, we were interested in whether our followers on social media listen to podcasts. On Instagram, this is done by as many as two-thirds of respondents, while on LinkedIn, that number is slightly lower (44%). Most respondents consider podcasts to be an easily accessible form of content. At the same time, the majority of respondents on Instagram, as many as 82%, consider podcasts to be a good source of information. When it comes to our audience’s preference for podcast content, a roughly equal number of respondents enjoy listening to informative and entertaining podcasts.
Advertising is still in its infancy
In the next part of the survey, we covered the use of podcasts to promote products or services. When it comes to brands, only 22% of Instagram survey participants use the format to promote their products or services. It is interesting that 89% of participants know of brands that do use podcasts to promote their products or services. Two-thirds of Instagram followers believe that advertising on podcasts is profitable, while on LinkedIn, about half agree.
An excellent tool for building authority and expertise
At the end of the survey, we wanted to find out if our followers think that advertising in podcasts can be effective. The results showed that the majority of respondents consider podcasts effective for promoting products or services. Also, the vast majority of respondents on both Instagram and LinkedIn (86%) believe that they can help build authority and expertise in a particular industry. Three-quarters of Instagram respondents also consider them effective at driving audience engagement, and the majority (87%) also consider podcasts effective at building a loyal fan base.
