Podcasts are a highly effective medium for creators aiming to strengthen the sense of connection their followers feel toward them—which can be difficult to accomplish in the limited timespan offered by TikTok videos or Instagram Reels. Roughly half of U.S. adults reported listening to a podcast in 2022 in a survey from Pew Research Center, and one in five said they tune into a podcast “nearly every day.” And in a recent study from IPG Mediabrands agency Magna and Vox Media, 75% of consumers pointed to podcast hosts as the most influential force driving their actions and life decisions—including, notably, their purchasing habits.
“The difference of this new kind of wave of creators is that they truly understand how Gen Z and younger millennials are au fait with shopping from brands built by creators,” said Crystal Malachias, senior VP of global growth and innovation at marketing agency R&CPMK. “And as much as creators themselves are changing in terms of their business acumen, audiences and consumer habits and beliefs are changing, too. They feel more affinity with these creators, and most will want to support them in their endeavors, because they admire them so much. And they admire them for more than just being on the silver screen, per se.”
R&CPMK has seen a growing “trend toward the diversification of content and the diversification of revenue streams” among creators in recent months, said Aaron King, VP of influencer, growth and innovation at the agency. Similarly to how people can click through channels focused on different topics on a TV, more and more creators are expanding their online presence to new mediums, such as podcasting, or simply to additional social media platforms, and offering a new experience to their audience on each of these channels, he said.
Broadcasting company SiriusXM has also witnessed this shift in creators who got their start in short-form video entering the audio space, said Kelli Hurley, SiriusXM’s VP and global head of revenue partnerships, in an email. Najjar’s podcast, “It’s Me, Tinx,” for example, was launched through the company, and comedy podcast “Therapy Gecko,” in which creator Lyle Drescher dons a gecko costume and green face paint as an “unlicensed lizard psychologist,” is sold and distributed by SiriusXM, Hurley said.