What are the benefits of businesses using podcasts?
By the end of 2018, there were 18.5 million podcast episodes around the world. This figure rose to 29 million by the end of 2019. Where will this number rise to by the end of 2020?
Businesses are beginning to recognise this growing medium and are now turning to podcasts to communicate. In this blog we will share the 7 reasons why major companies such as McDonalds, eBay, Microsoft and General Electric use podcasts and why you should too.
Typically, companies need to spread their message in as many ways as they can, across many different social media platforms to engage the largest number of consumers with their brand. But on the other hand, they also need to share important information internally with their staff. Whether this is training, wellbeing, or just company updates in general, this would normally be done with a weekly/ Monthly newsletter.
- More engaging
Podcasts are a much more engaging internal form of media than a standard written company update. Unlike text, spoken and heard information can also help to make sure this content interpreted in a way it was intended. This means that audiences are getting a sense of authenticity. For business to consumer, there are many different kinds of content that can be produced such as product talks about newly released items or subjects in the news or even customer questions or experiences in a comedic way. These podcasts can also be an informal chat between colleagues at the company so there for are much more engaging as funny moments may happen naturally that wouldn’t be there within a word document. - More Personal
Businesses are looking for more ways to be more personable towards their customers and clients. Producing a podcast is perfect for this as it gives a voice and a personality to the company that consumers can relate to. Instead of reading about new products, consumers can hear the excitement in the voices of the business. Just like the radio, if your business releases regular broadcasts, your consumers will become familiar with the presenting style, voices and content of your podcast bring them back time and time again. - Flexibility
One of the best features of a podcast is the flexibility in where the consumer listens. Podcasts are available on computers, smart phones, tablets, smart watches and smart TV’s. This means that these podcasts can be listened to anywhere at any time. In the car on the way to work? Connect your phone to the Bluetooth and keep updated on the commute. Quiet period in the office? Have a podcast running in the background on your computer. Doing the housework? Listen to a podcast through your smart tv while you work. Even on the treadmill at the gym, the opportunities are endless. There isn’t just flexibility with where the user can listen but also what they can listen to. If your company has just completed a conference that has been filmed for playback on a website, Just take the audio, upload it and hey presto you now have a podcast version for the replay that again, people can listen to anywhere. They don’t have to be sitting down watching a video for an hour and a half. People listening can learn anywhere, anytime. - Simplicity
Creating a podcast is as simple as you want it to be. Yes, you can produce high end podcasts in soundproof studios. However, you can record a podcast today from anywhere! With the advent of new technology, we’re able to record your podcast remotely. All that is recommended is some chairs, a table and four walls. We can have people dial in to the podcast to speak to the hosts, introduce audio clips from previous videos or even play pre-recorded audio questions from listeners live. - Cost effective
Even at the high end of producing a podcast show, this is still significantly cheaper than producing video content to convey the same message. For businesses with smaller media budgets this is a perfect solution. - Improving Public speaking
Public speaking can be daunting for anyone, however, if colleagues are used to talking on a podcast, this will improve their communication skills and help them convey their message more effectively when speaking publicly at an event or within the company. - Accessibility
Finally, we come to accessibility. Podcasts are great for colleagues or consumers who may have a visual impairment or learning difficultly that impacts their ability to read content produced by you. This could also be used for colleagues or consumers where English may not be their first language. This could become a platform for businesses to host multi-language podcasts delivering media updates.
Podcasts are on the rise in popularity as they are more engaging and personal than a written piece of content that is too long for video. Podcasts are flexible in the way that consumers listen and what they listen to. Podcasts are easy to set up and produce as well as being a cost-effective way of communication and or training. Then finally, accessibility is an added bonus with podcasts helping to give information in a way that is accessible to those who have vision impairment or learning difficulties.
If you’re interested in speaking to our creative team at Tailwind Group regarding your first Podcast email us at contact@tailwind.group or call us on 01234 780166