Why Aren’t More Brands Starting a Podcast?

Over 1 Million active podcasts and growing.

A steady number of new listeners getting more into podcasts every day.

A fun, innovative way to reach your audience. 

These are just a few of the many advantages that podcasting offers brands looking to engage with their fan base.

So, with that said, why aren’t more brands starting a podcast? 

With the growth of the podcasting platform exploding, you’d think that more brands would be jumping on the bandwagon.

My belief is that they will. It’s just going to take time like anything else of our generation.

Let’s go back to the beginning of when things changed: the evolution of the Internet.

Print ads, radio ads, TV ads, billboards – they all gave you an address and phone number as a means of connecting with a business. As the Internet evolved, the brands that realized where things were shifting started offering their websites as a means of connection. And the brands that thought the internet was “just a fad” resisted the need for a website…until they absolutely couldn’t anymore.

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Then, Web 2.0 came along and the Internet became a social environment. Early sites like MySpace and Friendster changed the game, then networks like Facebook and Twitter improved upon that framework and took connectivity to a new level. And some of those ads that had shifted to featuring a website started to include references to their Facebook page or Twitter feed. And those who resisted and kept saying Facebook was nothing more than a site where people post what they’re having for lunch couldn’t see the power these networks delivered.

How about blogs? Back in the early 2000s, blogs were mainly utilized by writers and creative types as a means to keep thoughts collected and to leverage instant publication. It wasn’t accepted as a platform that could benefit businesses…until it was. Creative professionals recognized how a blog could be used to share news, information, and industry innovations any time they wanted…no waiting for approvals or publication from major platforms. They could publish in real time and, if the content was solid, the major platforms would pick it up from there.

The point is this: I don’t think it’s a question of brands not seeing the value of podcasting. I just think it needs to continue to gain mainstream velocity like websites and blogs and social media did.

So what does this mean for you as a brand? It means podcasting, while insanely popular, is still at a point where you can get your show off the ground and be ahead of the curve in your niche! People are making podcasts part of their daily routines more and more every day, so getting your brand message in a person’s ear through a solid podcast NOW will put you in a great position when other companies in your industry catch up. 

So don’t ask yourself why more brands aren’t starting a podcast. Because eventually, they will. Instead, ask yourself – why is MY brand not starting a podcast? 

Instead of being part of the trend, be forward-thinking. Set the trend.


I covered this in Episode 23 of Pod Theory. You can listen below and subscribe to the show wherever you listen to your favorite podcasts!

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