Skip to content
Workland
Home Locations Solutions Member Stories Bookings Blog About

Should you consider getting your brand into the audio content game?

Workland

December 10th, 2019

Share

The recent research from Podcast Insights says, there are over 750,000 different podcasts. In Estonia, there are nearly 300 podcasts created and many more are popping up every day. The most popular genres of podcasts are society & culture, business, comedy, news, politics and health.

Although it might seem that the podcast landscape is on a full swing there's still space for the newcomers believe Jaan Erik Elgula and Mihkel Noot, authors of the podcast Visa Ring. "There's always space for audio content related to the films, music and culture in general," says Mihkel who together with Jaan recorded their last episode "Charlie's Angels (2019) / Cutthroat Island (1995)" in Workland Maakri podcast room.

More and more people use audio as a distraction from too much visual stimulation, they just need a break from the screens. We can see this in the explosion of podcasting, audiobooks and voice assistants. Unlike any other type of content, audio can be easily consumed on the go or while multitasking. Podcast listeners listen to an average of 7 episodes per week consuming an average of 6 h 37 min of audio content.

The research shows that:

  • Young people (age 18-44) make up 67% of the podcast audience, most active listeners are in the age group of 25-44.
  • The podcast audience is amazingly gender-balanced (52% men vs 48% women).
  • Podcasts attract wealthier and educated people.
  • An interesting trend is that podcast listeners are also active on social media and are more likely to follow companies and brands on social media platforms.
  • In the sense of advertising, 69% of the people agreed that podcast ads made them aware of new services and products.
  • 61.2% of podcast listeners spend more time every week listening to podcasts than they do watching TV.

If you look at the characteristics of the people consuming podcasts, it most probably matches your businesses target group, thus we recommend strongly to start thinking about your brand audio marketing strategy.

Other Blog Posts

Members in Workland Quadrum
How to enjoy working in the summer?

Although most people associate summer with time off, the holiday usually lasts only a few weeks up to a month. What about the rest of this season? Even when working, you want to spend it in a special way and perhaps escape to nature, attend events and enjoy the good weather during the week too. If you work from home, you might feel the urge to leave during the weekends; however, why not change the environment on weekdays too? We are big believers in changing the environment; it just gives that extra splash of creativity and fuels productivity. Here are five tips on how to enjoy working in the summertime and change the scenery in an effective way.

Workland

July 12th, 2022

Evelin Org - Workland Vabaduse
How your personal brand could support your business

The world has become human-centred, and companies are looking for personalities and value creators. However, the company’s real value lies not only in its assets, know-how and experiences, but equally important is the image of your company, its owners, managers and employees in the heads of your potential and existing customers, i.e. the brand.

Workland

January 4th, 2022

Vasily Savin
Your Next Read: Book Recommendations for Managers

It is no secret that life-long learning and gaining knowledge and skills is the most direct path to business success. So if you’re a leader looking for new information on management topics or perhaps need just some motivation for action, we have great book recommendations for you! Vasily Savin, a member of Workland and leader of the Talech team, shares his picks from the management and leadership section that will add to your skills!

Vasily Savin

April 13th, 2022