Discover in this article the power of influence podcasters hold, impacting purchase decisions and outshining social media influencers.
According to the “A New Era of Influence”, survey conducted in the United States by Magna and Vox Media, podcasters' influence is greater than that of other creators. Among the 2,000 respondents, 68% report feeling a deep connection with the hosts of their favorite podcasts.
Both Gen Z and Gen X consider podcasters more influential than digital social media content creators. Less than half of all respondents said influencers affected their thoughts and beliefs, while 75% mentioned that a podcaster was able to achieve that.
A new form of influence
The term “podcast” is a combination of the words “iPod” (a popular audio playback device) and “broadcast,” and it originated in the early 2000s. But it was only in recent years that the format became widely popular.
A survey conducted by Globo in collaboration with Ibope revealed that, since 2020, 57% of the Brazilian population has taken up podcast consumption. Social isolation caused by the covid-19 pandemic and the greater availability of content fueled this increase.
Diversity and convenience
People have many reasons to listen to podcasts. The diversity of content is huge and allows for connection, since hosts are known for storytelling and conducting interviews, not to mention that people connect with people.
In addition, this medium can be listened to anywhere—on public transport, at the gym, or while doing something else. Depending on the platform the listener chooses, data consumption is low, which also makes it easier to consume.
Listeners turn to podcasters looking for guidance on their personal or financial life, health advice, fitness, and personal development. And, of course, pastime and entertainment too!
Impact on purchase decisions
According to the survey, nearly 70% of respondents agreed that they pay more attention to ads on podcasts compared to those on TV or social media. And more than half of participants said they made a purchase or acquired a service after seeing advertising on a podcast.
Establishing strategic partnerships with podcasters relevant to your target audience is an effective way to increase brand visibility. It also builds audience trust and drives growth. Leveraging listeners' deep connection allows you to promote products and services authentically to a highly engaged audience.
