Over the past three years, Europe has seen an unparalleled evolution of the podcast as a communications channel, an exciting prospect for advertisers looking to engage loyal and engaged consumers. In Spain, two out of five people listen to podcasts at least once a month. In fact, four out of ten Internet users claim to have listened to a podcast in the last month, according to data from the iVoox Observatory.
According to this latest report, podcast consumption in our country has doubled in one year. 42.5% of users listen to them daily, reaching an average of 9.5 hours of listening per week compared to the 18.9 hours per month recorded in 2021. Its consumption has become a daily habit in the lives of 42.5% of listeners.
How to make a podcast for your company?
Part of the popularity of the podcast comes from the fact that anyone can create one, because of the ease of production required today. But, first of all, the first thing to think about when thinking about a podcast is the message you want to convey. What are we going to talk about? Of services, of a product or of a particular brand?
On the other hand, who are we going to address? Are they customers, employees, subject matter experts, the general public? Finally, what format are we going to use? For the general public, elements can be taken from journalistic genres, such as an interview with a guest or a chronicle.
For employees, storytelling and fiction formats can be adopted to dramatize business situations, sales, complaints handling, etc.
