Share of Ear

By: Gregory Pride

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Observing the Share of Ear report, the obvious takeaway is that podcast listening and awareness are all significantly on the rise. This year, more than half of the survey respondents knew what podcasting is, and that is very important. What that means is that now is a better time than ever before for a company or individual to start developing a brand via podcasts. There are a few possibilities for how a brand could be grown through this medium, but they require dedication and a great deal of patience.
The first, on the individual side, comes from the information about education. Podcast consumers are starting to become more and more like mainstream America, according to the study, so podcasts about very mundane or specialized topics could actually have an audience now. Shows about video games, movie reviews, or other aspects of pop culture could allow an individual to reach out to the market and gain a wider audience.
The biggest value for businesses is that podcasting allows them to reach out to consumers in a venue where they can’t easily grab their attention: the car. By creating a weekly or monthly show about topics of interest to their customer base, they’ll be able to expose consumers to their products while they’re just driving around. As long as the show is actually on a topic that the customers enjoy, this will be a great opportunity for businesses.
Most importantly, podcasting is a venue that’s constantly growing. The trend is rising upwards in every aspect, and individuals building themselves up or businesses growing their brands need to hop on the trend before the market is too flooded for them to gain ground.