why podcasts?
The Numbers
- A meteoric rise in podcasting has seen it become the fastest growing digital medium. from 2017 to 2020, podcast listenership increased by 54%, and has now reached an estimated 15.6 million people in the United Kingdom
- This rapid accleration will continue, with the media market forecasting that this number will reach 20 million by the year 2024. That's an explosion approaching television engagement numbers, yet the costs of engaging with customers on television are astronomical compared to creating audio content
- Investment in podcasting is at an unprecedented rate, and 75% of media and advertising agencies in the UK plan to increase investment into podcast advertising
- The tech race between amazon and google is doing for audio what youtube did for video. The medium will take another quantum leap once 'smart' speakers become truly smart, when audio will be ubiquitous, making it much easier to access podcasts wherever you are
- Audience engagement will soar due to algorithm based distribution, when podcasts will be recommended to people who have listened to similar content, wherever they are in the world.
Internal Communications
Boosting Your Brand
The idea that podcasts increase brand awareness and trust is no longer speculation. A study by neuroscience researchers at Neuro-Insight has found that brand mentions in a podcast deliver 16% higher engagement and recall than the surrounding content. The conversational nature of the podcast increases listener engagement, which was shown to elevate brand favourability and purchase intent.
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Most users are engaged in simple tasks while they listen, such as household chores and exercise. The study showed that this actually increased engagement, emotional intensity, and long term memory of the podcast. Until now, people engaged in such activities were untouchable in terms of advertising opportunities, with the traditional moments being when people sit to watch TV. This means that podcasting offers a unique way to reach people, with the research stating that the increased focus and emotional intensity involved while listening beat TV advertising benchmarks by 22%.
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So whether you want to strengthen your internal communications or bring your ideas to the world, audio is the smart choice. Neon Peaks will help you deliver an authentic message, so that your signal cuts through the noise of the digital landscape.
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With more people working from home than ever before, podcasts are becoming a key tool for companies to connect teams, share their stories, and communicate ideas in a way that feels more personal than any other medium.
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People need a connection to a voice. You can read all day, but the tone and sincerity from a leader's voice can instill confidence in people and their teams that cannot be replicated in other digital forms.
Podcasts allow for clear communication of ideas, stories, and up to date information without the need to be chained to a desk all day. People get tired of reading, and podcasts allow them to feel connected, wherever they are, whatever they're doing.
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​Share company strategy, publicly or privately. Inspire with a leadership series. Give a voice to employees to share their stories and victories. Keep team leaders in the loop with private access podcasts. Share presentations. Create a digital learning experience. Or simply tell the world about your product or service.
Whatever your goal, podcasts are a great opportunity for any company to make an impact, stay connected, and put a voice to your message. Let the power of audio strengthen your community in a time of dislocation. With Neon Peaks, your voice matters.