PODCASTING:
Brand accessory or brand strategy?

Do good and talk about it

Why do we listen to podcasts? Simply because they're digital, new, simply exciting? In the spirit of “the medium is the message”? According to current studies (Online Audio Monitor 2020), these are not the (only) reasons. We listen to podcasts because they go beyond traditional brand communication. Because they offer more than what can be found on websites or in brochures about a company or product. Because — when done well — they address topics that go into detail and thus create audible added value.

For brands, they are therefore a way to subtly package values and messages and convey them through an interview, a comment or a story. How is my product created? Where do my raw materials come from? Who are the people behind it all?

That is why podcasts can also open up new potential for B2B companies. Current and future customers have the opportunity to get to know another side of the brand of their choice. And by the way, employer branding factors are strengthened by being able to provide potential applicants with a certain insight.

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For an authentic brand experience, it is becoming increasingly important to give relevant topics a voice.

After all, auditory platforms are becoming increasingly important as a brand mouthpiece — not least due to the stay-at-home-culture of the pandemics. Digitalization, technologization, instrumentalization — nothing new per se. However, the retreat to people's own homes and and everything that happens between their walls is increasing the pressure for brands to adapt. And this is not just about new media and new channels, but primarily also about new ways of reaching out to target groups and a new way of building closeness.

Perception is therefore changing, but the goal remains: brands must be able to remain personal and establish closeness, especially when it comes to emotional issues. At the same time, to convey content that is important.

“Podcasts are very popular right now and we don't just want to ride the trend wave of increasing digitalization with our own podcast. We have also considered how we can stay in touch during these difficult times when little is possible on a personal level. We hope to find lots of exciting topics and produce episodes. ”
Bettina Busch, managing director of the Eckhard Busch Foundation

Podcasts serve both levels: as audio media, they are expressive and eloquent, and they provide quick access to content — therefore also to the brand — via the sense of hearing. At the same time, they offer quick access to content and to those who act behind the scenes — and give the brand a voice as presenters, interviewers or narrators. A human voice, mind you. One that speaks to the consumers without trying to sell anything to them directly.

When we remember a famous German WDR campaign claim, “getting into your ear and staying in your head" might as well get an additional "pulls the strings of your heart" at this point — because where there is meaning, there is also emotion. And where there is a sensory experience, there is also a brand experience.

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Brands speaks. “Generation headphones” listens. Audio works.

In Germany, more than 70% of the population aged 14 and over use online audio services. Podcasts are experiencing enormous growth across all age groups and even traditionally not entirely podcast-savvy target groups (cue: 50+) enjoy the advantages of the format. Every fourth German regularly listens to podcasts — and counting. Primary reason to tune in? Topics that are not discussed (as extensively) elsewhere.

In addition to the podcast as an innovative channel and the brand as a trusted sender, it is primarily the content that provides value, inspires or makes the target group think.

Podcasts like REDSEELIG show how it works. There are real people here with real emotions. At the same time, there are also real solutions. And a connection to the brand, in this case the foundation, which, as the speaker, combines all of that.

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