More and more organisations are using podcasts. But how do you create one that really fits your brand? During the online event on on-brand podcasting, Judith Meinders - online consultant at Insiders and founder of a podcast studio - took us into the world of audio, strategy and storytelling. Couldn't attend? No worries! In this recap, you can read the key insights as well as practical tips.
Why podcasts are interesting to use
Although many companies still rely on familiar formats such as social campaigns, they often neglect audio. This is striking because it is precisely a powerful medium. In 2021, people spent 31% of their media time on audio, but only 8% of marketing budgets went to it. This presents a great opportunity for organisations to stand out. Here are the reasons why podcasts are such an interesting choice:
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Good score on brand recognition
Audio scores no less than eight times better on brand recognition than visual media. You are literally between your listener's ears, which directly reinforces your brand.
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Long listener attention span
Podcasts are listened to by an average of 80%, even if they are longer than half an hour. This is because you can listen to podcasts while doing other things, such as walking, driving or cooking - times when other media are often absent. This keeps listeners connected for longer.
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Favourable competition
Although there are around four million podcasts worldwide, this is relatively limited compared to the billions of Instagram accounts and TikTok profiles. So there is less competition in the podcast world. Especially when you consider that many podcasts have now fallen silent. Did you know that only 400,000 shows published a new episode in the past 90 days? So a great opportunity to capitalise on.
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Growing group of listeners
The popularity of podcasts is growing rapidly, with half of the Dutch now listening regularly. What was once mainly popular with people over 40 is now increasingly being discovered by younger people too. This makes podcasts a relevant medium for a wide audience.
From bucket list destination to experience
The vast majority of all podcasts consist of convivial conversations. Nothing wrong with that, of course, but so much more is possible. Especially when it comes to storytelling. During the event, Judith mentioned a striking example by researcher Egbert van der Zee, from the talk podcast De Grote Podcastlas.
Egbert tells about a cruise ship that docked in Venice. The water literally washed over the quay, affecting the environment. A powerful example of how tourism - fuelled by popular images on social media - can engulf a place. We share the same hotspots en masse, making more and more people want to go exactly there. Whereas we say we are looking for tranquillity, authenticity and special destinations.
Stories like Egbert's can break that pattern and give listeners new ideas. The episode is therefore definitely recommended for anyone working in or with tourism.
Inspiring podcast cases
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Listen to The Journey
KLM's podcast 'The Journey' shares inspiring stories of travellers with transformative experiences. Like the woman who turned her life around after a mugging and became a Buddhist monk. KLM did a lot of editorial work to carefully select these stories and linked them to images and text on a landing page. This enhanced the brand experience and created a rich experience.
Tip: Find an interesting domain for stories that resonate with both your brand and your audience.
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Listen to The Province
'The Province' is a Visit Groningen microcast featuring short stories of about five minutes. A legend about Bob Dylan cycling to a pub in northern Groningen while he had to return to town for a gig the same day is an example of how they bring special places to life. Microcasts are quick to produce and perfect for everyday use, making them cost-effective. They are easy to embed on your website or platforms like Spotify.
Tip: Think about the format before choosing topics and speakers.
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Read more about Oudeschip
Tom Tieman created a listening walk in the Groningen village of Oude Schip, which focused on the stories of the village. The walk attracted 85 people each day, showing how a creative podcast can put even an unknown place on the map.
Tip: Use a podcast to highlight hidden places and offer a unique experience.
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Listen to The Last Dance
'The Last Dance' by Frans Pollux tells the story of Oeve, a German man who announced in his regular café that he was incurably ill and would go to Gran Canaria to spend his last days. Pub-goers collected money for his farewell, but it later emerged that he might not be dead. This led to Frans' search for the truth. The podcast created not only curiosity, but also a physical pilgrimage to the café in Roermond. This highlights the power of a story to make an impact both online and offline.
Tip: Tell stories to both arouse curiosity and enhance physical places.
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Listen to Lagelieder
The podcast 'Lagelieder' explores old folk songs and the stories behind the lyrics. Michiel van de Weerthof travels across the Netherlands to restore the heritage of forgotten songs. This podcast helps regions revive their cultural history and stories.
Tip: Give creators artistic freedom for surprising and authentic effects in the content.
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Listen to 750 years of choral singing
On the occasion of the 750th anniversary of St John's Cathedral in Den Bosch, Judith created an audio tour that brings the cathedral's rich history to life. The tour tells stories about the building's history and music and makes the venue more accessible to visitors.
Tip: Make sure your audio is effectively integrated into the physical space to enhance the experience.
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Listen to Trust Nobody
'Trust Nobody' is a podcast that built a community around fans of the television programme 'Who is the Mole?'. This even led to group trips to locations from the show, increasing fan engagement. The podcast demonstrated the power of long-term content to create a loyal community.
Tip: Use a long-term podcast to build an engaged community and actively grow your fan base.
Together, we bring your destination to life
Whether you already have an idea or are still looking for a hook: start with your brand. What do you want to get heard? What stories are already out there? And what format fits them? These are good questions that can help you do this. Do you need help shaping your concept? Judith is happy to think along with you.
Schedule a meeting with Judith