WHY PODCASTERS ARE IMPORTANT TO YOUR INFLUENCER MARKETING

Most people associate influencer marketing with YouTubers, Instagrammers, and more recently, TikTokers who work with brands to promote goods and services in exchange for payment. However, when structuring their influencer marketing campaigns, firms could gain greatly by shattering this assumption and stepping outside the box.  

Podcast marketing Chicago is more than just a way to promote your business. It’s a medium that allows you to connect with your customers on an emotional level and build trust.  Podcasts have become a big part of the marketing strategy for many companies.

One of these is podcast collaborations, which need to be a component of any effective influencer marketing plan. These influencers are typically well-liked and dependable individuals who are perceived as having a large influence since their listeners frequently tune in during their treasured "me time." The audio's vivid story attracts and maintains listeners' interest, and the podcast experience is incredibly personalized. In fact, the typical podcast listener only completes 80% of an episode, which lasts on average around 39 minutes. 

Podcasters not only organically correlate with the goals and objectives of most influencer marketing initiatives, such as product discovery, tutorials, endorsements, and cultural relevance, but also hold their audience's attention for a lot longer than an Instagram post or TikTok. In fact, 68% of listeners say that "learning something new" is their main motivation for listening to podcasts. Compared to TV (39%), social media (38%) and online publications (20%), this percentage is significantly higher.

There are four main reasons podcasters are essential in your influencer marketing initiatives, in addition to the willingness of podcast audiences to hear from businesses.

1. Sincere recommendations

Podcasters welcome and cherish brand relationships because their listeners are so enthusiastic and committed to them. In fact, 64% of podcast listeners say they value the assistance their favorite podcast receives from marketers. The fact that 45% of podcast listeners think the hosts of the shows they frequently listen to genuinely use the goods and services they discuss on their shows is even more astounding. Podcasting is arguably the only media format where consumers are as amenable to the incorporation of brands into the material they find engaging.

2. More Accurate Measurement

Influencer marketing has always been difficult to assess, and while improvements have been made in terms of delivery and attribution, they still fall well short of the standards set by performance marketing channels. Measurement of influencer marketing's return on investment is still a major difficulty, according to 38.9% of marketers, according to Talkwalker's Global State of Influencer Marketing 2019 report.

Promo codes, vanity URLs, surveys, and pixels are the main measurement tools available for monitoring the effectiveness of host live-read endorsements. Ad Results Media believes that the best measurement solutions catch the signals from one or more of the four measurement methods, and the results are then evaluated in light of your company model, technological capabilities, and campaign goals. 

3. Dimension and Control

There are more than 2 million distinct podcasts, with 48 million episodes total. That much stock is a lot! And 80 million Americans listen in each week, according to the Infinite Dial research. Because podcasting has much more control over placement, content, and brand safety than traditional influencer marketing strategies, podcast partnerships are a great improvement over those strategies. 

4. Targeting Specialized communities

Almost everyone and everything has a podcast available to them. Both conventional influencers and Podcast Influencer Marketing are excellent ways to authentically associate your company with particular communities or hobbies. Since these communities are inherently niche, the best way for a brand to exercise influence is through a partnership with a reputable or credentialed third party, creating a lasting connection with your target audience by acknowledging their varied interests and providing sponsorship to their favourite podcasters.

We think that paid relationships with podcasters can add a priceless variety to your efforts and boost your favorability and recall as influencer marketing evolves beyond the #ad Instagram posts. To learn more about influencer marketing, read our blog or contact us through our website.