My introduction to podcasting

When I first heard about podcasting I thought it was more about reciting information like an eBook rather than insightful and entertaining information. It was only when podcasting hit mainstream and became for many artists a channel of promotion that I began to take notice and tune in to the audio format. However I didn’t want to just listen, I wanted to also be involved, which took me onto starting my own podcast with some friends where talk Hip Hop and interview artists in the UK and around the world.

The stats

It seems that whilst the world was tipped on its head this year and society as we knew it came to a halt. One of the industries that was mildly affected was Podcasting. In fact, it seems to have grown with recent figures stating that the number of shows have increased to over 1,500,000 and the total number of episodes to be over 34 million. To put that into context, the population of the UK is approximately 67 million so there’s almost 1 episode for every 2 people in the UK. And in the UK alone there has been an increase of 24% in the number of people that listen to podcasts each week in the past year.

You may have also seen recently that Joe Rogan signed an exclusive deal with a little-known company called Spotify believed to be worth £82 million. This could be seen as further evidence of the predicted growth in podcast listeners in the future. 

Podcasting for marketing

In a society where we are constantly on the move and it feels like our attention span is declining – podcasting on demand allows brands to tell their story anywhere, at any time.

This helps to establish authority in your industry and create brand advocates along the way. It is an entertaining but intimate form of media where in order to consume you need to focus and in focusing you can enjoy it. This is where well placed brand mentions can lead to a listener really connecting with a product or service. In the US 69% of podcast listeners agreed that podcast ads made them aware of new products or services. 

Ad Placement

One of the biggest challenges for brands when marketing through podcasts is measuring the return on sales. You could either go down the route of referral codes or just focus on growing brand awareness. According to podcast platform Acast, 76% of podcast listeners said that they have followed up on an ad or sponsored message from the show. A study by the Interactive Advertising Bureau (IAB) and PriceWaterhouseCoopers found that revenues from programmatic audio ads in podcasts grew 85% from 2016 to 2017.

The most common podcast cast ad formats include:

  • Pre-roll 15 seconds before podcast starts
  • Mid-roll 30-60 seconds during podcast
  • Outro Brief reminder before podcast ends
  • Native ad Podcast hosts reading ads

Top tips for starting a podcast

  1. Choose a niche or topic for you podcast that you’re interested in and there’s lots to talk about. There’s nothing worse than listening to someone that clearly isn’t interested in the what they’re talking about. Also the needs to be enough to talk about as well as variety within the topic in order to keep the listener interested.
  2. Take time to ensure the production of the episode is up to scratch — you want to ensure that the listener has a good experience and can clearly take in all the content when digesting the podcast.
  3. Plan the episodes – make sure you’ve done your research on the guest or topic for the episode. It is good to have a list of questions or points that you want to cover to move the conversation along as this will ensure that the conversation is interesting and flows well.


  1. Joe Rogan (Do you even podcast if you haven’t listened to an episode)
  2. Darknet Diaries – True stories about hacking, data breaches, and cyber crime
  3. The Twenty Minute VC: Inspiring interviews with Entrepreneurs, Startups and Venture Capitalists
Aidan Grant
Account Executive