April 22



Audio podcasting grew exponentially during 2020 due to the pandemic and “lockdowns” and this new behaviour has not shown any reason for decline. Year on year the number of podcast downloads has increased by 20% in 2022, with people downloading an average of 3.8 hours of content each week and an average of 5.6 episodes.

More brands are understanding the unique connection they can achieve by offering “added value” content to their customers across all sectors of business.

Podcasts help to build a personal connection which is closer than the written word and its convenient to listen from your phone whilst doing something else, like exercise, travelling, cooking.

People often ask what is the ideal length of a podcast, and this will depend on your audience and quality of content. If you are producing unique content that has the wow factor or in-depth content then 45-90 minutes is probably the right length but more common listening time is 15-20 minutes.

Podcasting can be more personal and for owners of businesses, as it offers a real opportunity to connect with clients and build a relationship that fosters repeat business and referrals. You can share your passion and story of the business and the product or service you are offering. People buy from people and so audio is a closer relationship with your client giving you the opportunity to talk and influence them directly without “selling” overtly.

Consistency however is key. Listeners will rely on there being another episode to listen to and lack of consistency can be the killer. Being in for the long haul is crucial to building an audience and you need to commit for more than three episodes.

Want to know more about how to start and professional support to record and produce a podcast that will engage with your target audience?

email Penny.williams@bigplangroup.com


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