Podcasts are changing the media landscape by providing an open space for creators and audiences to meet on equal terms. As podcasts garner increased trust and loyalty from listeners compared with other types of media, could they be a future space where brands can talk directly to customers?
Max Milner is a content development manager at ACAST, the UK’s leading podcast distributor.
Jesse Lawson is a freelance LGBTQ+ focused podcast producer.
Tom Rasmussen is a writer based in London. Their recent book, First Comes Love, is a personal and analytical look at the history, present, and future of marriage and other formations of relationships.
With its acquisition of Gimlet Media and Anchor, Spotify is setting its sights on becoming the go-to destination for podcasts. It’s a sign of the medium’s growing influence as brands seek ways to tap engaged and young audiences who want immersive narratives that can hold their attention.
Limited real-life interactions in lockdown have led many people to seek out online communications that allow for deeper, more intimate connections. Audio offers a welcome break from screen-based social media, but how can brands best harness this medium to stand out?
Throughout the pandemic, many Britons turned to radio for a sense of comfort and security. Yet while the likes of BBC Radio 2 and Capital FM may play popular music, they’re not popular among all listeners. How are independent stations gaining ground with audiences outside of the mainstream?
Spotify is making it easier to connect podcast creators with their audiences with polls, Q&As, and comment sections. By making podcasts interactive, Spotify is tapping into people’s desire to be part of online circles especially after a year of social and political turmoil.