As a $21.1 billion industry, influencer marketing is well established at this point. When people think of influencer marketing, they think of Instagram, TikTok, and YouTube. But, brands and advertisers are missing a huge opportunity by only focusing on these more traditional influencer marketing platforms.

In this article we discuss why podcasters are the best influencers for brands, and we share how to get started in influencer marketing on podcasts with Podchaser Pro.

Table of Contents:

• Why Podcasters are the Best Influencers
  • 1) Podcasts Have a Huge and Growing Audience
  • 2) Podcast Listeners Trust their Favorite Hosts
  • 3) Podcast Advertising is Still Largely Untapped
• How to Get Started Influencer Marketing on Podcasts with Podchaser Pro

Why Podcasters are the Best Influencers

1) Podcasts Have a Huge and Growing Audience

You’ve probably heard a lot about how popular podcasts are, but have you seen the data? It’s more impressive than you might think.

183 million Americans have listened to a podcast, which is 64% of the adult population. Not only that, but every month an average of 104 million Americans listen to podcasts, up from 67 million in 2017. That’s one third of the country! Roughly the same number of Americans who watch football every week.

2) Podcast Listeners Trust their Favorite Hosts

While there is some aspect of performance inherent to podcasting, by and large, the opinions people share on podcasts are their honest beliefs. This authenticity is a major appeal of podcasts for the audience, and has come to be one of the mediums biggest strengths for businesses as well.

The numbers don’t lie: Kantar’s Global Ad Equity Report ranked podcasts as the #1 medium for audience receptivity to advertisements. Plus podcasts have the strongest attentiveness compared to any other medium channel, 48% higher than TV and 100% better than digital video. And lastly, podcasting has a whopping 60% higher ROI than any other channel.

3) Podcast Advertising is Still Largely Untapped

Here’s where it gets really surprising. There are 2.3 million English speaking U.S. podcasts, but up until now, 44% of US podcast ad spend has been directed towards the top 500 podcasts.  

You may think this is because advertisers are flocking to the few podcasts with the biggest audiences, but the top 500 shows only account for 12% of podcast listeners. That means advertisers are missing the opportunity to reach 88% of podcasting’s audience. There’s still a ton of room for podcast advertising to grow and for brand to reach more podcast listeners.

How to Get Started Influencer Marketing on Podcasts with Podchaser Pro

If you’ve dipped your toe into advertising, or have been running campaigns for a while now – you know just how much work it can be to effectively advertise on podcasts. Without Podchaser Pro, finding accurate podcast data and contact info for just one show can take hours, or even be impossible.

But with Podchaser Pro, the process of finding, vetting, building hit lists, and contacting takes a matter of minutes. Plus you can monitor the industry with features like keyword alerts, airchecks, and transcripts.

Check out our Pro for advertisers page and read our 5 Steps to Streamline Podcast Planning