Individuals of all ages, levels, backgrounds and nationalities adore listening to podcasts.
Viewers numbers are at an all-time excessive, with world podcast listeners forecast to hit 424.2 million by the top of 2022. So, it’s not stunning that podcast influencer numbers are on the rise, too.
There are hundreds of thousands of podcasts obtainable on-line, too. Rephonic, an all-in-one podcast outreach and analysis instrument for savvy entrepreneurs, has greater than 2.5 million podcasts in its database, with 424,194 of them actively recording on the final depend.
Podcasts are listener-friendly and moveable — they go anyplace your telephone goes. Which means a podcast host may be in your ear on the fitness center, within the tub and on that lengthy commute dwelling from work.
So, how can an influencer advertising and marketing technique assist your model?
Let’s discover out.
What’s a podcast influencer?
Few podcasts enchantment to mass audiences. As a substitute, most podcasts cater to a distinct segment. Podcast influencers are hosts who’ve constructed up a substantial variety of loyal, extremely engaged followers.
For instance, Gary Vaynerchuk speaks to some 270,000 enterprise individuals and entrepreneurs on daily basis.
And Brandon Gaille, The Running a blog Millionaire, has constructed up a fan base of 21,000 bloggers, all tuning in to the weekly podcast to be taught concrete methods on constructing and monetizing their blogs.
Listeners of those in style podcasts obtain new episodes to make sure they don’t miss a single one. They binge-listen to the podcast’s again catalog and are extremely possible to purchase from manufacturers and sponsors aligned with the present.
Why use a podcast influencer for advertising and marketing your model?
Podcast subscribers like to be taught. In accordance with Edison Analysis, 74% of podcast followers say studying new issues is their high motive for listening to podcasts. They’re involved in listening to “the story behind” — whether or not that be a model, a celeb, an occasion or a motion.
So, it’s no shock that the highest influencers have visitors with attention-grabbing, heartwarming or controversial tales to inform. These visitors could make the rankings soar on the podcast charts — excellent news for podcast sponsors and entrepreneurs, in addition to the host.
Podcast listener numbers are increasing — particularly on the micro-level
Podcasts are overwhelmingly in style within the US, with roughly 80 million Individuals listening each week. That’s a rise of 17% in a single 12 months.
What’s extra, many individuals tune in a number of instances every week, with Edison survey respondents reporting that they listened to greater than 6 hours price of episodes per week in 2020.
Nevertheless, when you’re trying to associate with one of the best podcast influencers, it’s essential to focus on the correct influencer degree on your model.
For instance, when you’re not a big-name superstar your self, you’re unlikely to be a magnet for a macro podcaster (one with hundreds of thousands of weekly podcast subscribers). As a substitute, search for “micro” or “nano” podcast influencers.
Extremely engaged listeners
Micro podcast influencers have a loyal, lively fan base in particular niches.
Some use comedy to unfold their message. Many influencers interview thought leaders and specialists of their area of interest, whereas others have visitors only a few steps forward of the listeners of their journey.
Listeners tune into these weekly podcasts with out fail. They really feel like they’ve shaped a bond with the host and their visitor — as in the event that they’re a part of the dialog.
Give it some thought; what number of instances have you ever nodded settlement or voiced your opinion out loud whereas listening to a podcast?
Micro-influencers are very conscious of their viewers’s belief, too. They have an inclination solely to advertise merchandise, companies, and types they genuinely use and admire. It’s’ the other of superstar advertisements on TV or social media — everybody is aware of they’ve been paid mega bucks to advertise that model.
However, if a podcast influencer tells their viewers, “hey, that is how I take advantage of this product and that is the way it helps me,” many listeners will put that model on their radar.
When the identical downside arises for them, that answer is already ‘entrance of thoughts.’
That’s why it is smart on your model to align with podcast influencers the place you’ve an viewers in frequent.
Nice conversion price
Greater than half of all avid podcast followers say that podcast advertisements are the easiest way to succeed in them, in keeping with Edison’s 2021 Tremendous Listeners Survey.
It was tough to place a determine on podcast advert or sponsorship ROI and much more difficult to know if being a podcast visitor had a measurable impact.
Nevertheless, in 2022 there are numerous methods to measure your conversion price. For instance, you should utilize promo codes, lead pages and questions like “how did you hear about us?” to trace these clients who’ve come from a podcast.
ROI must also be considered by way of model publicity. Listening to a model in lots of episodes can cement it as an actual buy possibility for podcast followers.
Get everlasting model publicity
Podcasts are evergreen.
That’s one other big plus when utilizing the podcast influencer business. It signifies that the episodes in your sponsorship season or the interviews you recorded with these 5 podcast influencers will probably be discoverable for years after they had been made.
What’s extra, they’re more likely to be obtainable on Apple Podcasts, Spotify, iHeart and a number of different podcasting platforms.
So, even when the podcaster isn’t at present recording, new listeners can discover the present and binge-listen to the again catalog — together with your episodes.
Simply discover your audience
However, how do you discover these podcast influencers which might be one of the best match on your model?
That’s the place Rephonic steps in to assist.
Rephonic’s search instrument helps you sift by means of greater than two million podcasts to search out those that would give you the results you want. Its superior filters allow you to specify the class, podcast listener numbers, location, viewers engagement and extra to provide you with a listing of appropriate exhibits.
It even offers their contact data and direct hyperlinks to every podcast’s episodes and social media platforms.
Understanding the numbers, listening to podcast episodes and trying out the feedback and engagement stats on social media are three necessities if you’re selecting the highest podcasting influencers who can be appropriate for model partnerships with you.
Conclusion
These are 5 of probably the most highly effective causes it’s best to contemplate podcasts when considering of influencer advertising and marketing.
Podcasts are arguably one of many hottest media in the meanwhile. Many companies nonetheless consider social media platforms or the present most profitable YouTuber after they hear the phrases ‘influencer advertising and marketing marketing campaign.’
However you may get forward of the sport through the use of Rephonic to search out podcasting influencers and attain out to them together with your pitch or proposals.
Revealed March eleventh, 2022
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