Beyond entertainment: why podcasts are a high-impact tool for branded and executive communication

The Technology Now podcast gives concise, 20-minute discussions of emerging technologies – or philosophical questions about those technologies. IRL Podcast has a mission to make the internet a healthier place. Then, there’s the AI Podcast, tackling this technology’s extensive possibilities one use case at a time, from healthcare to holograms. Had enough of the tech talk? You can relax with science fiction podcast LifeAfter, or practise a few minutes of mindfulness with Radio Headspace.    

We all know that there’s a dizzying array of podcasts out there. But something else links the ones mentioned above: they come from brands, not individual personalities. Radio Headspace is from meditation app provider Headspace, of course; LifeAfter is by General Electric; Technology Now comes from Hewlett Packard Enterprise; IRL is from Firefox creators, Mozilla; and the AI Podcast is from NVIDIA, whose chips are powering the AI revolution.    

This isn’t a secret. The brands are typically upfront about their involvement, and some brand executives even make appearances on episodes. But neither is their role purely promotional. They are genuine approaches to their subject matter. Sometimes, the brand’s messages or products are weaved into the narrative. In other episodes, they aren’t mentioned at all.    

You might have preconceptions about podcasts – such as that they’re for individual enthusiasts to discuss politics or true crime. Forget that. Today, brands are in the mix. In fact, at a time when authenticity and a ‘human touch’ are prized commodities in executive communication, podcasting is taking on increased importance.

At the same time, although podcasts are globally ubiquitous, they are still an untapped opportunity in many industrial sectors, especially when we talk about B2B. Mobility is one example. Search online and you’ll find no shortage of podcast episodes discussing the future of automotive, but many of them are from general insight providers, like Deloitte or PwC, rather than from actual industry brands. Clearly, mobility companies have an opportunity to claim their share of voice in the podcast space.

So, should your brand take the step into podcasting?    

There are two trends to consider here. The first is industry-specific: with mobility in a state of fundamental transformation, there are complex and existential issues that need diving into. The podcast format works well for that, since it’s long-form but still delivers good listener retention. (Even if you’re in a different industry, this may still be the case for you.)    

Secondly, there’s the global shift in how we want to hear from brands. People respond to people.  You’ve probably heard that already. Stakeholders don’t want to be talked at by a faceless corporate machine – they want to hear from real people who understand their needs and goals, and who have something to offer them.    

This has always been true to some degree – and right now in mobility, it’s never been more important to communicate what you stand for. But in recent years, it’s become even more critical – driven first by the COVID pandemic making us realise the value of close human connection, and secondly by AI, which has turbo-charged our ability to publish content at scale but also raised questions about authorship and authenticity.    

Audiences need reassuring that they are really hearing what a person has to say, not something algorithmically generated or pasted from a press release.

That means executives can’t get away with repeating identical talking points – they’re expected to bring their own personalities and values into the mix. So they’re leaning into more personal formats such as videos, or LinkedIn posts that blend their personal and emotional responses into business issues. Transparency and trust are the goal – and that’s why we shouldn’t neglect podcasts, because this is where they excel.     ‍

Podcasts take work, but deliver authenticity    

Much like a pre-recorded video, podcast episodes are built around direct addresses from real personas, but they have the added advantage of being conversational. Dialogue can only be scripted to a limited extent – a natural and unrehearsed ‘flow’ is usually favoured, especially when guests are involved. This gives a sense of intimacy – like pretences are being cast aside and we are getting a peek behind the curtain.    

At first, this can feel unnatural or even off-message. But overcome your fears, and your reward is credibility and distinctiveness, in a way that’s arguably unmatched by any other format. In a world where a lot of messaging sounds the same, a podcast will always have your unique imprint on it. It’s not perfectly polished, but it’s something better: it’s real.    

The catch? Podcasts take a lot of work. Or, at least, they do if you want a podcast that’s interesting enough to get people listening. Stylised messages that sound impressive in other formats might sound unnatural when read out in a podcast. This needs to be designed as a podcast first, with content that’s unique to the format. Plus, you need a structured plan for content, guests and production.    

Is that really possible for executives and marketers who already have full schedules? And is it really worth the effort? We’ll discuss some practical tips and time-savers in another article!