The varied value of branded podcasts

With millions to choose from, the average American podcast listener selects just seven episodes per week to enjoy, according to Edison Research’s Infinite Dial 2020 report. Despite this level of discernment, and stiff competition from media companies and throngs of independent producers, more and more brands are striving to earn a coveted spot in your podcatcher lineup. 

Question is, are they making content worthy of your time, or mostly hoping to sell you something? Vanity projects for corporate executives (Ulta Beauty X and American Salon’s “Beauty Matters!”) and formulaic shows that sound like a cable TV series without the video (Kraft Heinz’ “Table Stakes”) don’t make a great case for branded podcasting’s value. 

Less on-the-nose approaches (23&Me’s “Spit” and Charles Schwab’s “Choiceology with Katy Milkman”) are showing how brands can use their expertise, connections and resources to contribute meaningful content to the form.

Certainly brands have the ability to reach audiences with straightforward ad copy, and make their leaders available as guests on other’s podcasts, so why go to the trouble of creating their own? Public radio veteran and co-founder of the consultancy Podcast Allies, Elaine Appleton Grant, is helping organizations like the American Academy of Pediatrics and the Environmental Defense Fund utilize podcasts as an effective communications tool. 

“Done right, done well, podcasts can be incredibly valuable for both for-profits and non-profits as a different way to reach audiences. As long as they’re providing valuable info, podcasts are compelling and can get listeners’ attention for half an hour or more,” Appleton Grant says.  

A growing number of podcast awards, including the upcoming Discover Pods Awards (final voting is October 19 – 30, winners announced November 2), are recognizing branded podcasts as its own category, presumably because of the obvious promotional nature. However the distinction raises questions. Should celebrities and sports figures who are household names, popular social media platforms and established traditional and new media companies be considered brands? Should non-profits and social movement podcasts be branded? 

This year, iHeartRadio listed five nominees in its branded podcasts category, and awarded “NBC’s Songland” the winner over REI Co-Op’s “Camp Monsters”, MailChimp’s “Going Through It”, 23&Me’s “Spit”, and Nike’s “TRAINED”.

Adweek defines its Best Branded Podcast as an award, “Recognizing the best in audio storytelling or thought leadership through a podcast created by or for a specific brand. Key factors include audio quality, unique value for listeners, engaging narratives and measurable business results.”

Measurable business results is likely the top differentiator for branded podcasts. As a communications tool, podcasting may be as simple as delivering messaging in an audio format listeners can access on-demand, but if that messaging includes even a subtle call-to-action that could lead to a sale (think “The Catch & Kill Podcast with Ronan Farrow,” which came out after his book of the same name), increased sales becomes the assumed objective.

After all, high quality podcasts take a lot of work and require the expertise of a team of well-paid contributors. Brand managers want to know the potential return on investment before green lighting a marketing, communications or public relations expense. If awards hosts require proof of measurable business results, you can bet the company’s C-Suite does too. 

Still, some branded podcasts seem to be committed to not coming off as a sales tactic. The aforementioned “Camp Monsters,” produced by outdoor recreation retailer REI Co-op, is a storytelling series in the tradition of scary tales told around the campfire to kids before bedtime. At no point does the narrator, Weston Davis, weave in references to gear sold by REI, or pause to read an ad. Perhaps the strategy in this case is to creatively promote the activity and not the equipment; to sell the sizzle instead of the steak.

Other brands have made podcasting a component of their Corporate Social Responsibility initiatives. Retail chain Target teamed up with WNYC Studios to produce a six-episode series called “Future at Heart” in line with its CSR, sharing the stories of people and organizations fighting for a better future. 

The global food company Danone has an interview podcast called “Value(s) Inside the Food Revolution” that discusses the company’s approach to sustainability, including its work with packaging and regenerative agriculture. The show description points out the podcast is aimed at potential investors who want to include socially responsible companies in their portfolios. 

If a best practice for all podcasters is to define who their prime audience is and create content with those listeners in mind, does transparency about a brand objective make the information in the podcast any less valuable? For most brands, we can only guess at their motives from the style of their shows.

The new podcast series “Who We Are”, produced by Vox Creative for Ben & Jerry’s ice cream company, is described as a chronicle of systemic racism in America providing context for today’s racial equality movement. Clearly the goal of this series is not to sell more ice cream, but to bring more attention to the cause, and educate more Ben & Jerry’s fans. 

Founders Ben Cohen and Jerry Greenfield are longtime social activists, so while the podcast’s intent is on-brand, it runs the risk of turning off some customers. In this sense, podcasting provides an opportunity for courageous brands to take a stand on their own soapbox, with no expectation of a boost to their bottom line.

With today’s so-called cancel culture, brands must weigh the potential negative consequences of publicly supporting politically controversial causes through podcasting.

Inspirational themes are a popular approach for less edgy brands: 

PepsiCo’s “In Your Shoes with Mauro Porcini” seeks to celebrate some of the world’s most innovative minds with discussion about their creative journeys.

Girlboss Radio and Sephora Collection’s “#LIPSTORIES” showcases the success of six influential female founders, creatives, entertainers and thought-leaders.

Bank of America’s “That Made All the Difference” interviews big names like filmmaker Ken Burns and Khan Academy’s Sal Khan about what inspired them to pursue their dreams.

Coach’s podcast “Dream it Real” is meant to encourage young people to pursue making their dreams a reality.

MailChimp’s “Going Through It” applauds the resilience of notable black women who overcame adversity in their lives, while “The Jump with Shirley Manson” is a conversation between pop stars about their experiences in the music industry.

Facilitating Insider views of industries may position brands as thought leaders:

Diageo’s “Bar Chat” is hosted by witty British bartender Tristan Stephenson who chats with industry experts and leading bartenders from around the world.

Barneys New York shares fashion stories told by provocative and clever industry influencers in its “The Barneys Podcast”.

Nike Training Club Pro’s “TRAINED” is a conversation between trainer Ryan Flaherty and top athletes and fitness experts.

Inside Trader Joe’s tells the story of the specialty grocery store chain’s origin and evolution. 

When Coca-Cola made its podcast “Total Refresh,” said to be produced by employees for employees, available to anyone with an interest in “a peek behind the curtain,” they may have been hoping to attract new employees or showcase their culture to enhance corporate image.

Some tech companies seek to inform listeners through creative concepts that relate to their industry, but deemphasize the commerce perspective:

Nokia Bell Labs “Future Human” explores the collaboration between artists and engineers to create technology that empowers people to do more.

Dell Technologies “Trailblazers with Walter Isaacson” looks at digital disruption brought about by innovative thinkers who challenged the status quo.

What might be described as self-help in the workplace is a topic other brands are tackling:

TED’s “Work Life with Adam Grant” takes the organizational psychologist’s perspective on how to approach one’s professional life, as told through the stories of people who have developed winning strategies.

LinkedIn’s “Hello Monday with Jessi Hempel” shares the ideas of well-known business leaders and thinkers on how to make work more meaningful and fulfilling.

While brands ultimately exist to provide solutions for problems and establish transactional relationships with customers, branded podcasts can serve as the organization’s voice to help make a more intimate connection with followers, encourage stronger engagement and a build a sense of community. 

Beyond that, branded podcasts create more opportunities for production companies and independent audio storytellers and other creatives. Freelance sound designer and mixer Hansdale Hsu is finding more podcast projects thanks to companies like Netflix, National Geographic, Barney’s, TED and Coach.

In addition to the paychecks, it’s nice to be positioned for professional recognition. When The Webby Awards named “Overheard at National Geographic” best Science & Education podcast of 2020, Hsu shared in the pride of those who work on that podcast. The series producers had hired Hsu to create its theme music and sound design when it first launched. “It’s also fun when friends text or email saying I heard your name in the credits!”

Hsu said, “It’s a great opportunity to create something unique that supports the topic and story the podcast is telling. I don’t think music will make or break a branded podcast, but it certainly helps engage the listener and make it memorable.”

Making engaging and memorable podcasts should be the goal of all producers, regardless of who’s covering the costs. The best branded podcasts may be designed with a business result in mind, but they also provide artful and meaningful content that brings value to listeners’ lives.