They say some people have a "face for a podcast" — and while probably not the best comment to be on the receiving end of, podcasters may have the last laugh when it comes to the future of marketing.
Whether it's ugly laughing while listening to your favourite bestie duo, staying up to date with the latest celebrity gossip, upskilling from masters in their field, or indulging in the latest true crime thriller — the growing thirst for a good podcast has become an integral part of daily life. And as with most trends, this growth provides serious opportunities for marketers to leverage.
While podcasts have often been given the "dark horse" reputation in marketing — classed as underutilised and undervalued — the question remains: do podcasts have a place in the future of marketing? Spoiler alert: the answer is a resounding yes.
Connection is the new king
Why have podcasts become the greatest thing since sliced bread? It's surprisingly simple — the power of connection. Since the dawn of time, the human experience has been largely characterised by the need to belong. Podcasts tick these essential boxes in a way few other media formats can.
Whether you listen for a laugh, to be inspired, or to learn something new, the core idea remains the same: we crave that familiar feeling of being part of a community of like-minded people. We look forward to weekly releases from favourite content producers, and a seemingly intimate connection is what keeps us coming back for more.
"Where podcasters go, their fans will follow. Through collabs and strategic pairings, brands can quickly bask in the same popular glory as their content creator counterparts."
So what does this mean for marketers? If connection is what people want, this provides an opportunity for brands to align themselves with chosen podcasts, tapping into these coveted relationships and piggy-backing off their success. The hard work has essentially been done for you.
Social proofing at its best
When was the last time you tuned into a weekly episode that didn't mention a product recommendation? Podcast channels have unintentionally doubled as Google Review's long-lost cousin. Be it a makeup item, a new restaurant, a book or a playlist — it's rare these days that a podcast is free from product chat, and equally a marketer's dream.
We've seen it in podcasts like Happy Hour with Lucy & Nikki, where the duo share their unfiltered, calling-a-spade-a-spade favourite products of the week. Low and behold, every weekly release is followed by their cult entourage flocking to their Facebook group, debriefing on the week and getting their hands on the "it girl" product. With 83% of consumers recommending brands they follow on social media, honest and relatable conversation about products is simple social proofing at its best.
Multiple ways to get involved
If getting behind the microphone isn't your style, that's completely fine. There are multiple entry points for podcast marketing:
- Sponsorship ads: Slot an ad into a relevant podcast. We've all heard the Hello Fresh ads interrupting our listening experience mid-walk, or creators halting conversation to promote the latest sponsor. Streamlined, highly targeted ad insertions are commonplace — and effective.
- Banner advertising: A simple banner design featured on listening platforms can yield brand awareness benefits through in-app promotion without any audio production at all.
- Start your own: If you have genuine expertise and a story worth telling, launching your own podcast positions your brand as a voice of authority in your niche.
It's time to start marketing like it's 2026 and beyond. If you haven't considered podcasts in your marketing endeavours to date, you'd be sorely mistaken to continue neglecting such a valuable channel. Be it joining arms with a fan favourite, making a debut yourself, or dipping your toe in with a sponsorship — there's really no reason not to consider podcasts as part of your marketing mix.