25. Podcasts as a Simpler Way to Connect

Practically Social

The 2021 Social Media Trends Report by HubSpot and Talkwalker is out, and while it includes multiple TikTok mentions, two predictions stood out for Jeff. The report says to expect to see a rise in newsletters and podcasts – a return to “old-school marketing” – as brands shift to a simpler way of engaging consumers. Jeff and Charlie talk about the report’s reference to podcasting and this takeaway: “Even if creating your own podcast may not be suitable, it’s become such a broad market—there will be one out there suitable for a brand relationship. Interviews and sponsorships give you an opportunity to connect your company to a pre-nurtured, defined audience.” It’s true, podcast audiences listen closely to “their” shows. Earbuds provide an intimate connection, and the more niche your podcast is, the more you should value the presence of each listener. During the cool tools segment, the guys talk about SparkToro, promoted as a way to “instantly discover what your audience reads, watches, listens-to, and follows.” Thanks to Josh Greene of The Mather Group for that bit of knowledge, shared during his SEO, wikipedia and digital agency’s 5-year-anniversary webinar series.