Branded podcasts that aren’t boring
From snackable soundbites to authentic ingredients – this week, we’re taking inspiration from Waitrose when it comes to the recipe for podcast success.
Want your brand podcast to go viral? Better get Florence Pugh ready for a guest spot.
Okay, that’s certainly not the main idea we should take away from Waitrose’s super-successful series ‘Dish’. But, as those of us with social media feeds can affirm, it’s getting traction that most branded podcasts can only dream of.
Dish’s popularity might be partly due to its celebrity guests, who share their favourite snacks, grocery shopping habits and cooking tips. But there are still a few more insights for anyone dabbling in audio.
Make it feel organic (figuratively speaking)
Branded podcasts need to feel authentic – and not just like extended ads. Try to find the sweet spots of your brand’s expertise and where audiences are looking for content. For Waitrose, the message is “we really care about food – and we’re interested in what everyone thinks about it too”.
Keep it human
We think podcasts work best when they prioritise real conversations and connections. Prepare your focus and interview questions carefully, but avoid the urge to stick to your script word-for-word. You're much more likely to generate unexpected insights that provide value and encourage real engagement.
Make it shareable
How can you boost the ROI of your podcast? Think about the best ways to share it across channels. Highlight reels, soundbites and well-chosen clips for socials (vertical video works well here) can all boost reach. And even if you don't gain podcast listeners, you'll build brand awareness by spotlighting key takeaways.
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Want to find out how to implement a best-in-class editorial strategy that connects your organisation to your always-on audience? Contact Gabrielle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.