Founder at True Native Media. Sold 60k+ podcast host-read endorsement ads for brands and agencies. Host of The Podcast Advertising Playbook.
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Influencer marketing isn't a new concept—far from it, having existed for decades. But is it still relevant? The evolution of influencer marketing to include multi-platforms has paved the way to combine new outlets, increasing the ever-growing relevance. We've seen a trend in influencer marketing: the continued movement from text and images to audio and video content. As influencers create connections across various platforms, it is effective for brands to advertise on these platforms. An influencer channel of note is podcast advertising.
Podcast advertising provides a natural native ad experience. Over half of podcast ads are host read. A host-read ad is an ad that is written, created and read by the host. The host typically receives the product and then creates an ad read highlighting the brand's unique selling proposition. There is no doubt that host-read podcast ads are influencer marketing, yet brands may not naturally think to include podcast advertising in their influencer campaigns. This oversight may be a significant missed opportunity.
According to a recent Ad Results Media and Edison Research study, podcast listeners exposed to an ad are 74% more likely to visit a company or product's website and 65% more likely to purchase a product or service.
Audio is the ultimate learning medium. When we want to communicate a clear message, we often use an audio format such as a telephone call. We've all received email messages that seem a bit vague or communicate an incorrect message. Text is flat and one-dimensional; speaking removes ambiguity because it is a multi-sensory media that we receive as low-resolution. Our brain scans the message and fills in the gaps to create meaning and a mental picture. A mental picture is more powerful than one supplied to us because we have generated the image. Applying this information to podcast advertising, it is clear why the medium can create such compelling results.
The best way to include podcast advertising into your influencer campaign is to consider which hosts you may already be working with who have podcasts. As mentioned, we see an increasing number of influencers who have podcasts. Working with an influencer to set up a multi-pronged campaign that spans their social, YouTube and podcast will allow a brand to capitalize on the crossover audience, creating greater awareness of the product and expanded reach.
Hang out where your customers are hanging out. What are your customers' favorite podcasts? Survey your customers, find out which shows resonate with them and then approach those podcasts with influencer marketing campaign requests. Find look-a-like audiences once you've identified which podcasts your customers listen to. Identifying the look-a-like audience will give you the ability to scale your podcast ad buying.
Lean into the influencer aspect of a podcast campaign. Make sure that the show host likes your product and is willing to try the product and create compelling ad reads. If the ad read doesn't resonate with your potential customer, it will not result in increased sales. Remember that influencer marketing is about partnership. If there are opportunities to share an ad read or promote your partnership with the influencer, closing this loop will solidify the relationship and encourage the influencer to go above and beyond to promote the product.
Don't forget that small isn't a bad thing for influencer marketing. Podcast hosts that have a smaller but engaged audience can, in some cases, be more successful than larger shows. Small shows attract loyal fans because the listeners are there because they like the host. The audience may resonate with the host and, at the very least, is entertained by their content.
Podcast advertising as an influencer medium is largely untapped. Not only is influencer marketing still very relevant, but the changing landscape is confirmation that exploring new outlets such as podcast advertising will boost your current influencer campaigns and provide the ad results you seek.
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