Ep 74. Why now is the right time to use audio in your communication mix

Communication Strategy That Works podcast

Another podcast about a podcast I hear you cry? Latest research carried out by a number of organisations, including Guardian Newspapers, The Literacy Trust and Buzzsprout, indicates that not only does podcast advertising command the highest levels of attention of any media channel, but podcast listens are up, people are more engaged in brands that have podcasts, and young people are also turning to podcasts.

The Guardian study found 65% of listeners paid attention to podcast adverts - more than adverts on TV at 39% and adverts on the radio at 38%.

And by all accounts, if it's worth spending money on, then the medium is worth exploring, whether paid or unpaid?

Aside from this, I am a huge advocate, and I am even imparting this info to you on a podcast as I know you are more likely to engage with the content.

And whilst there is lots of research out there on podcasts, it is a fairly new medium in that it's different to radio, for example, so all research is taken with a little bit of caution.

So, today I run over some of the reasons why it's essential to explore audio as part of your communication mix, as it is growing much-needed, whether that's in-house or external communication.

Let's dive in!

Links mentioned in this episode

The Guardian research on podcast advertising April 2022

BuzzSprout research May 2022

Statistica forecast UK listeners

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