Podcasts have gained popularity among Millennials and Gen Z's who enjoy listening on their commute or during the slow workday. The variety of podcast content has hooked some of us to listen to what we are interested in.
This popularity paved the way for another form of digital marketing, thus the birth of podcast advertising. As creators find ways to improve their audio content, and the audience is also searching to listen to the good stuff, this particular digital marketing landscape is filled with opportunities to grow more and more in the years to come.
What Is a Podcast?
Some describe the podcast as 'Online Radio on Demand.' A podcast is somewhat similar to traditional radio; there are station (or channels) with different programmes. Thanks to online streaming technology, the big difference here is that the audience is not forced to listen to what the channel plays, but they can choose what program or episode they want to hear any time, anywhere. Also, they can download each episode to listen again in offline mode.
Many streaming services have embraced this medium, like Apple Podcast, Youtube, Spotify, and SoundCloud. Multiple new podcast channels have been popping up for the past few years, including Thai content creators.
As 'Online Radio on Demand', the audience can select programmes and topics they want to hear to their liking. That means the audience who listens to your podcast is more or less interested in the content. Imagine how much sliding in some adverts related to the topic can drive your digital marketing effort.
How Has Podcast Picked up Steam in Thailand?
Due to the variety of formats, from language learning to niche channels, and more Thai content on the market published every day, the podcast could fill the gap in Thai people's busy lifestyle.
The average podcast episode length is just enough to listen to while driving or taking a break, and the content is often boiled down by the creator, making it easy to grasp the idea without paying too much attention. That is why new-gen Thais love this streaming radio format.
What Is in It for Podcast Advertising?
- Diversity of advertising formats
You can make any advertising via podcast promotion, from soft tie-in to direct hard sale. Or you can become a supporter for other content creators to build brand awareness in each episode. Still, suggest that the programme you pick to sponsor should relate to your product or services; otherwise, listeners will press skip.
- High engagement rate
The majority of the podcast audience tend to listen during their commute, or when they have their time alone at the office, so external distraction is supposedly minimised. They often choose to listen to what they are interested in, which contributes to higher engagement than other voice media.
- Surprisingly high conversion
Due to the audience's nature to listen to what they like, they tend to pay more attention to the content and are less likely to be annoyed by podcast advertising as long as it is relevant.
A study by Adobe Analytics on 1,000 American samples reports that 60% of listeners continue to search for brands they mentioned in a podcast, and 25% of them purchase those products. 1 in 3 out of people exposed to podcast advertising said these ad spots attract their attention more than other forms of advertisement.
- Various platforms to listen on
There are many platforms for listening to podcast feeds. Apple Podcast is designed solely to serve this. Spotify and SoundCloud have also stepped into the ring with dedicated podcast sections. For some, Youtube and TikTok can also work as a podcast player. Youtube Premium allows the audience to listen seamlessly with the video in the background. These alternatives can sometimes outperform the main platforms as they hold a more extensive audience base.
Accenting the Trend With Spotify
The Swedish streaming giant Spotify has proactively advanced in the podcast industry. They invest hundreds of millions of US Dollar to win the market share by continuously buying podcast content studios, podcast producer, and platform developers.
Spotify has been developing new features, such as the early 2020 Streaming Ad Insertion (SAI), an ad performance tracking tool that shows impression, frequency, and audience insights. This tool has proved to be essential for brands to analyse podcast advertising on this platform in more detail. All the while, content creators can cater the right content to the right audience.
In mid-2020, Spotify had surpassed Apple Podcast in 60 markets worldwide, offering unique features, such as in-app poll and simultaneous response between listeners and the podcast host to maximise audience engagement.
Recently in April 2021, Spotify introduced subscription plans for original contents, much like Slate Plus. The creators can join free of GP for the first two years. Subscription price varies by each programme, from 2.99, 4.99, to 7.99 USD per month.
Recommended Thai Podcast Channels for Digital Marketers
Marketing Oops! is a marketing media giant in Thailand with more than 700,000 followers. The channel touches every topic related to marketing in the Thai environment. There are 4 main programmes:
- Brand Life : talks about brand's stories and techniques in growing and managing a brand
- China Market Insight : focuses on marketing techniques to succeed in the Chinese market
- Influencer Marketing : talks about Influencer Marketing and its techniques in different perspectives
- MarTech : updates on Thai audience insight and technological advancement related to marketing
Each episode ranges from merely 7 minutes to as long as 40 minutes long.
Ad Addict is another excellent advertising podcast in Thailand. Supposedly if you are familiar with Thai advertising, you cannot miss this one. Ad Addict shares stories about the happening in the advertising landscape in this region and touches on the marketing and business industry. They talk about new advertising techniques, tips and tricks, and global insight to help advertisers stay up to date in the industry.
The average episode length is around 5-20 minutes long, with some episodes diving deep and longer than that.
Mission to the Moon is another renowned business-focused that discuss inspiration that brings you to the moon. There are currently more than 1,000 episodes for you to listen to about business management, marketing insights, and industry updates to keep from missing out.
An episode could be 20-40 minutes, with short programmes that are only less than 5 minutes long.
One of The Standard's subchannel, The Secret Sauce discusses every aspect it takes to run a successful business, improve oneself as a model leader, and keys to success at every episode's finale that the audience can modify for their lives.
Episodes range from medium length 20-minute episodes to full-blown 3-hour episodes for enthusiasts.
Frequently Asked Questions
What can you do to get more podcast listeners involved?
Ask them to submit a catchphrase, review, or something you can talk about on your show.
How can you succeed as a podcaster?
To stand out you must either have a deeper knowledge base than your competition in your niche or a far deeper (and genuine) curiosity but preferably both.” - Dov, Leadership and Loyalty
What advice would you give to other podcast producers?
You have to make great content from day one. Create consistent high-quality content and focus on making it good instead of worrying about growing it first.
What makes a good podcast episode?
It has to hit these three qualities: Valuable: Your listeners need to gain something from the episode. Unique: Your podcast’s point of view adds something new to the conversation, however slight. Your podcast needs to capture and sustain an audience’s attention.
What are the best ways to improve your podcast?
Instead of leaping on the latest digital marketing trend, focus on creating value through strong relationships and quality content.
How can I keep listeners coming back?
Create An Email List. An email list is a great way to let people know about new episodes, ask them to subscribe, do a giveaway, and more.
Need Help With Podcast Marketing for Your Brand?
If your brand looks for a successful Podcast Marketing Strategy on this potential medium, our team at Sphere Agency is here to help you create the right content that speaks to the right listeners. See our Content Marketing Services and Contact us today!