Podcasts and Influencer Marketing


When we think about influencers and creators, the idea that comes to mind is people who post their content on Instagram, YouTube, and even TikTok. While it’s often not our first thought, podcasting is a type of content creation that is on the rise and depending on the brand’s target demographics can perform very well at attracting new customers.

So far in 2022, 38 percent of people over the age of twelve are monthly podcast listeners, with 62 percent reporting having ever listened to a podcast. Podcasting should not be ignored when it comes to influencer marketing. Here are a couple of reasons why turning your lens toward podcasters can be beneficial to your brand.

Niche Audiences

Just like YouTube influencers, podcast creators serve a niche group of people. If you can think of a topic, there is likely a whole podcast theme, or even just an episode dedicated to it. Finding podcast creators that have audiences that match with your brand is easy and more effective for marketing.

Easily Accessible and Mobile

Podcasts are more readily accessible to those who want to multitask. Many people listen to podcasts while on their daily commute, working out, or doing things around their house. If they are multitasking, they will be less likely to skip an ad read. Podcast listeners are normally very loyal and will know the days creators typically release new episodes. Listeners will look forward to streaming it, as it has become a part of their week-to-week routine.


The audience is also important because they are loyal listeners. Week after week, audiences will return to podcasts they like to listen to. This means that if you have a long-term partnership with a podcast influencer, listeners will consistently hear about your brand. In a report from Super Listeners from 2020, podcast listeners reported that they felt podcasts contained less advertisements than other media. They also reported that when there was an advertisement, 33 percent of them rarely or never skipped past them.

Because of the loyalty of listeners, they will be more likely to trust the host when it comes to brand partnerships. According to Semrush, 60 percent of listeners looked into a product after hearing about it in a podcast. Additionally, 40 percent of listeners felt that podcast ads were “less intrusive” than other types of ads. When audiences don’t feel pressured, or like their content is being interrupted, they are more likely to listen to the advertisement. This could be due to the structure of podcasts. They tend to be more conversational, meaning it feels more organic when an ad read occurs.

Podcasting creators are just another group of influencers to keep an eye on. Many influencers get their start elsewhere and finally land on podcasting. Sometimes, the following from their past endeavors helps creators get a jumpstart, but their podcasts truly take off once their audience becomes loyal listeners. Because of the intimate nature of podcasts, listeners feel like part of a community. Audiences will support creators they feel personally attached to, meaning partnerships with podcasters will result in success.

Share This Article:

Download Our Mobile App

Partner With Us:

Grow Your Revenue with Brand Partnerships

More Posts:

Transforming Digital Media: AI and Content Creation

AI is transforming the digital landscape.

This revolution is not just a passing trend but an evolution that’s here to stay.

By leveraging AI in content creation, businesses and professionals can now produce high-quality material quickly and efficiently. It’s like having your own personal writer who never gets tired or runs out of ideas!

Top 5 Things Influencers Should Know Before Working With Brands

As influencer marketing continues to soar in popularity, brands are increasingly turning to influencers to promote their products or services. This being said, there are several key considerations that influencers should be aware of to ensure a successful and mutually beneficial partnership. In this blog post, let’s explore five crucial things influencers should know before working with a brand.

Understanding the TikTok Algorithm

Understanding the TikTok algorithm can feel like trying to solve a complex puzzle. Some argue that understanding the TikTok algorithm is the key to making it big on TikTok. The difference between blowing up or fading away is grasping how the algorithm works. Let’s explore how you can use the algorithm to your advantage.

Instagram Threads: Twitter’s Rising Competitor

In the rapidly evolving world of social media, Instagram Threads has emerged as a direct competitor to Twitter, aiming to revolutionize how users interact and share content with their inner circles. This standalone app from Instagram presents an interesting challenge to Twitter’s longstanding dominance in the microblogging and real-time communication sphere.

Performance Partnerships
for Creators & Brands