The Podcast Trend: Why Podcasts Are Captivating Audiences

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Podcasts are becoming the entertainment and information source for millions globally, and their popularity is especially noticeable as we dive deeper into 2024. As a modern, on-demand audio platform, podcasts offer information, entertainment, opinions and inspiration that align perfectly with today's fast-paced lifestyle. Audiences are loving it!

At our Digital Marketing Agency, we've been producing podcasts for our clients at our studio in Vaughan. We also launched our own series, "Coffee with the Collective," to showcase the different brands we work with at the agency. This allows us to develop a deeper connection with our target audience, share expert insights and authentic opinions, and build a community centred around our brand values. Now, let’s get into the specifics! Here's why podcasts are the trendsetters of 2024:

Reason #1: CONVENIENCE

Picture this scenario; you're jogging through the park, doing home errands or commuting to work, and simultaneously listening to a dramatic story, learning about business or catching up on the latest tech innovations. This is the convenience of a podcast; they fit seamlessly into daily activities, allowing listeners to multitask without missing a beat.

As a brand, the convenience of podcasts for users gives you a massive opportunity to reach your target audience. Being such a trending platform, there is just such a huge opportunity to grow here.

Reason #2: dIVERSITY

Whether it's the psychological intricacies discussed in "The Hidden Brain" or the business strategies outlined in "How I Built My Brand," podcasts cover an expansive range of subjects. There's truly something out there for everyone, from history lovers to tech enthusiasts. I personally love the fact that I can go to Spotify or Apple Podcasts and look for something unique every day. Sometimes I’ll listen to a horror podcast, or I’ll swap to a podcast interviewing Drake. Time-to-time I’ll want to learn a bit about gut health. Sometimes, I’ll need some motivation. Regardless, I always find something to listen to because of the huge diversity available.

So if you own a brand and are thinking of starting a podcast but are unsure if your niche is too unique or “boring,” just remember — there is such a diversity of podcasts available.

Reason #3: Personal Connection

Imagine having coffee with Michelle Obama or discussing psychedelics with Joe Rogan. Podcasts often create this intimate setting, making you feel part of a private conversation. This personal touch transforms listening into a more engaging, community-building experience. What I like the best, personally, is when the audio is just so crisp and perfect — it really makes me feel engaged and want to continue listening as I work out or while I’m driving to work until I reach the end of the podcast.

Now, if you own a brand, it’s important to keep this in mind in 2024. Personal branding is massive — people want to know everything about you. It’s all about transparency. Podcasts give you that opportunity to actually have an opinion and share it. By being you, and being honest and telling real stories, you have the chance to showcase your authentic self. This helps build personal connections with your target audience which can result in community building, a huge brand awareness tactic.

Reason #4: Expertise

What I love about podcasts are the hosts, specifically the ones that are experts in their niche. Listeners gain access to expert knowledge and experiences that you would not hear elsewhere. Personally, I lost interest in talk shows a long time ago — my interest lies in podcasts. Rather than listening to celebrities and big public figures, instead, I get to hear podcasters from all around the world give unique insights. Whether it is a podcast about real estate, law, or even science, there are so many experts that we get the opportunity to listen to. I find that there are so many experts with their own unique insights; it's eye-opening to hear different opinions!

If you have a brand and have a specific niche you focus on, whether it is medical, real estate, law, business, or more, podcasts are a great opportunity to showcase your expertise. Especially when you own a service-based business. Podcasts give you the opportunity to build your personal brand, as I mentioned — you get a chance to actually showcase your real expertise and build trust within your community. If done correctly, it can result in lead-generation opportunities which is something a lot of brands want (obviously)!

Reason #5: Social Media Content

A huge advantage that we’re seeing in social media with the use of podcasts is the fact that people love to watch the video version of the podcast. The short-form content of the video podcast gives your brand the chance to get the most popular clips and promote them on various channels like Instagram, TikTok, YouTube Shorts, and more.

If you have a brand, this gives you the chance to promote the podcast itself through video, so you can build a connection, get your audience intrigued and get them to listen to your full podcast. We do this for client podcasts on a daily basis, and it has shown amazing results, as they reach huge audiences through video content, which, in turn, drives more listeners to their actual podcasts.

Studio by BxC

As mentioned earlier, our team at Bold x Collective actually has a studio in Vaughan, which is located in the Greater Toronto Area. We have a podcast space with excellent sound quality, 4K camera quality and fantastic lighting. This podcast studio gives your brand the opportunity to get your entire podcast recorded and processed professionally. If you need the extra boost, we also help you distribute it to your digital channels.

Additionally, because we are a digital marketing agency, we assist clients with their strategies. Sometimes, clients will want to start a podcast but don’t know exactly where to stop. That’s where our strategist comes in and helps you figure out your niche, your target audience, topic ideas, producing intros and outros, plus so much more. Our clients certainly love the one-stop shop for all your studio needs!

Ready to Start Your Podcast?

In 2024, we’re seeing a significant shift in digital marketing – podcasts are so in! If you own a brand and have been thinking of starting a podcast, now is the time to start. There is just such an excellent opportunity to start this podcast focused on your niche as we work towards differentiating your brand. Take this as a sign to get that podcast started! Need that extra strategy and production assistance to get started? Get in touch with Bold x Collective — we’re your one-stop shop to help you get everything started.

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