The way we consume content has changed drastically over the past decade, and podcasts have been at the forefront of this shift. Once a niche form of entertainment, podcasts have now cemented themselves as a powerful tool for storytelling, education, and, crucially, marketing. But as we move further into 2025, one question persists: Is podcast marketing still a viable growth strategy for brands?
With new digital marketing trends emerging all the time – whether it’s short-form video, AI-driven personalisation, or immersive content experiences – some may wonder whether podcasts have had their time in the spotlight. But the numbers tell a different story.
According to the latest statistics, podcast listenership continues to grow. In the UK, 32% of adults listen to podcasts monthly, and this number is expected to rise. More importantly, podcast audiences are engaged, loyal, and open to advertising. So, if you’re wondering whether podcast marketing is still worth your time and investment, the answer is a resounding yes. But as with any marketing channel, success depends on strategy, execution, and understanding your audience.
In this article, I’ll explore why podcast marketing still works, how it has evolved, and how brands – whether personal or corporate can harness it effectively.
Why Podcast Marketing Works
1. The Power of an Engaged Audience:
One of the biggest advantages of podcast marketing is the deep engagement of its audience. Unlike social media, where people scroll past content in seconds, podcast listeners actively choose to engage. They listen during commutes, workouts, or downtime, often with undivided attention – a rarity in today’s distraction-heavy world.
A recent study showed that 80% of podcast listeners consume most or all of an episode, which is unheard of in most content formats. Compare this to the average watch time on a YouTube ad or the fleeting nature of a TikTok scroll, and you start to see the value.
For brands, this means two things:
- Your message is far more likely to be heard in full.
- The intimate, conversational nature of podcasts makes audiences more receptive to marketing messages.
2. Niche Targeting: Reaching the Right People
Podcasts have a unique ability to reach highly specific audiences. Unlike mainstream media, which casts a wide net, podcasts cater to dedicated, niche communities. There are podcasts about everything – from digital marketing and self-improvement to obscure hobbies and specific industries.
For marketers, this is a goldmine. Instead of spending big money on broad advertising campaigns, brands can target listeners with high intent – people who are already interested in a specific topic.
For example, if you’re a fitness coach, appearing on a podcast about strength training instantly puts you in front of an audience who cares about what you have to say. If you’re a financial advisor, partnering with a podcast on wealth management means your message reaches engaged listeners who are already thinking about their finances.
3. Trust and Authenticity: The Podcast Effect
In today’s marketing world, trust is everything. Consumers are increasingly sceptical of traditional advertising, and brands need to work harder than ever to build credibility.
Podcasts naturally lend themselves to trust-building. Why? Because podcast hosts have established relationships with their audiences. Listeners tune in regularly, often feeling like they “know” the host. When a host endorses a product or service, it carries far more weight than a traditional ad.
Research supports this idea:
- 67% of podcast listeners say they trust podcast ads more than other digital ads.
- 54% of listeners are more likely to purchase from brands they hear about on podcasts.
This isn’t surprising. Unlike pop-up ads or interruptive commercials, podcast marketing feels organic. When done right, it doesn’t come across as a sales pitch – it feels like a recommendation from a trusted friend.
The Different Ways Brands Can Use Podcast Marketing
If you’re sold on the power of podcast marketing but unsure how to get started, let’s break down the main ways you can leverage this channel.
1. Sponsorships and Advertising
The most straightforward way to market through podcasts is sponsoring an episode or running an advert. There are typically three types of podcast ads:
- Pre-roll ads – These play at the beginning of an episode.
- Mid-roll ads – These appear in the middle (often the most effective placement).
- Post-roll ads – These play at the end.
Unlike traditional advertising, podcast ads often feel personal and engaging. Many podcast hosts read the ads themselves, giving them a natural, conversational feel. Instead of a robotic sales pitch, the ad comes across as a genuine endorsement.
Helping organizations around the world
2. Guest Appearances and Thought Leadership
One of the best ways to build your personal brand and increase visibility is by appearing as a guest on relevant podcasts. This allows you to share your expertise, tell your story, and reach new audiences without spending a penny on ads.
Podcast interviews are particularly powerful for thought leadership. If you have knowledge or insights to share, being interviewed by a respected podcast host can instantly position you as an authority in your field.
To get started, identify podcasts that align with your niche and audience. Then, pitch yourself as a guest, highlighting the value you can bring to their listeners.
3. Starting Your Own Podcast
If you’re serious about leveraging podcast marketing, starting your own podcast is a great long-term strategy. While it requires more effort than sponsorships or guest appearances, it gives you complete control over your messaging, audience, and brand positioning.
Having your own podcast allows you to:
- Build deeper relationships with your audience.
- Create long-form content that adds real value.
- Position yourself as an industry leader.
- Repurpose podcast episodes into blogs, social media posts, and email content.
The key to a successful podcast? Consistency and value. Choose a niche, commit to regular episodes, and always put your audience’s needs first.
Is Podcast Marketing Still a Good Investment in 2025?
Without a doubt, yes. But the way brands approach podcast marketing needs to evolve.
Here’s what’s changed:
- The podcast space is more crowded than ever. Simply launching a podcast isn’t enough – you need a unique angle to stand out.
- Audiences expect high-quality production. Gone are the days when people tolerated poor audio quality. If you’re starting a podcast, invest in good sound equipment and professional editing.
- Shorter, more engaging formats are rising. While long-form content still works, bite-sized episodes (10-15 minutes) are gaining traction.
Despite these shifts, the core benefits remain the same: podcast marketing offers engaged audiences, high trust levels, and incredible targeting opportunities.
If you’re looking for a way to grow your brand in 2025, podcast marketing is still one of the best long-term strategies available.
Conclusion
The key to success? Choose the right strategy for you. Whether it’s sponsorships, guest appearances, or launching your own show, find the approach that aligns with your goals and audience.
And if you’re serious about harnessing the power of podcasts for your brand, now’s the time to start. The podcast space is growing, but there’s still room for those who bring value, authenticity, and a fresh perspective.
Ready to Harness the Power of Podcast Marketing?
Podcasting remains one of the most powerful ways to build authority, engage deeply with your audience, and drive meaningful growth. Whether you’re looking to start your own podcast, secure high-impact guest appearances, or refine your strategy, I can help you make it work for your brand.
