Podcasts allow you to reach a younger audience.
Posted: Tue Dec 17, 2024 4:46 am
While both of these audio tools are relatively new to the business world (Clubhouse is less than two years old, in fact), both have attracted large, engaged audiences.
And, while each audio tool is very different, they serve similar purposes.
►Podcasts, at their core, are meant to inspire and spark interesting conversations around a variety of topics, including crime shows, celebrity interviews, health and fitness, or business and entrepreneurship (to name a few).
►Clubhouse operates on a similar principle: fostering lively conversations skype database and debates around a variety of niche topics. As Clubhouse founders Paul Davison and Rohan Seth have said, “What we love most is how voice can bring people together.”
That message — of the importance of voice in bringing people together — is as true for podcasts as it is for Clubhouse.
Which leaves many marketers wondering: Which is more worthy of my time?
►We'll explore the pros and cons of investing your time and resources into podcasts versus audio chat rooms like Clubhouse, and which is ultimately a better long-term decision for your brand.
►Clubhouse vs. Podcasts: Which Should Marketers Use?
To start, let’s explore a recent survey I conducted on which audio activities people prefer: listening to podcasts, listening and participating in conversations on Clubhouse, or neither:
As you can see, the majority of respondents, 75%, prefer to listen to podcasts or do neither. That leaves Clubhouse as a preference of only a quarter of respondents.
To be fair, podcasts have been around longer than Clubhouse. In fact, the first podcast was created in 2004, and as of April 2021, there are now over two million podcasts available.
Plus, one of the main benefits of listening to a podcast is that the content is available on-demand, meaning I can choose when to download and listen – it’s not live, like Clubhouse. This allows listeners to have complete control over what topics they consume and when.
►A listener might choose a pre-recorded episode of a crime show while commuting to work, for example, and another episode about parenting on their way home.
There are some important benefits to using podcasting as a brand awareness or lead generation strategy:
49% of US citizens aged 12-34 listened to a podcast in the past month, followed by 40% of those aged 35-54 and 22% of those aged 55 and older.
► Podcast ads are powerful.
A Nielsen report found that podcast ads generate 4.4 times better brand recall than display ads, and 61% of consumers who heard a podcast ad were more likely to purchase the featured product.
► Podcast gives you greater reach.
55% (155 million) of the US population has listened to a podcast, up from 51% in 2019.
► The podcast is long-form content.
Some of the most popular podcasts are longer than an hour: Morbid: A True Crime Podcast (currently #8 on Apple’s top charts) episodes range from an hour to an hour, 45 minutes; Armchair Expert with Dax Shepard episodes run about an hour, 30 minutes each. This gives you plenty of opportunities to increase brand loyalty and, ultimately, conversions.
And, while each audio tool is very different, they serve similar purposes.
►Podcasts, at their core, are meant to inspire and spark interesting conversations around a variety of topics, including crime shows, celebrity interviews, health and fitness, or business and entrepreneurship (to name a few).
►Clubhouse operates on a similar principle: fostering lively conversations skype database and debates around a variety of niche topics. As Clubhouse founders Paul Davison and Rohan Seth have said, “What we love most is how voice can bring people together.”
That message — of the importance of voice in bringing people together — is as true for podcasts as it is for Clubhouse.
Which leaves many marketers wondering: Which is more worthy of my time?
►We'll explore the pros and cons of investing your time and resources into podcasts versus audio chat rooms like Clubhouse, and which is ultimately a better long-term decision for your brand.
►Clubhouse vs. Podcasts: Which Should Marketers Use?
To start, let’s explore a recent survey I conducted on which audio activities people prefer: listening to podcasts, listening and participating in conversations on Clubhouse, or neither:
As you can see, the majority of respondents, 75%, prefer to listen to podcasts or do neither. That leaves Clubhouse as a preference of only a quarter of respondents.
To be fair, podcasts have been around longer than Clubhouse. In fact, the first podcast was created in 2004, and as of April 2021, there are now over two million podcasts available.
Plus, one of the main benefits of listening to a podcast is that the content is available on-demand, meaning I can choose when to download and listen – it’s not live, like Clubhouse. This allows listeners to have complete control over what topics they consume and when.
►A listener might choose a pre-recorded episode of a crime show while commuting to work, for example, and another episode about parenting on their way home.
There are some important benefits to using podcasting as a brand awareness or lead generation strategy:
49% of US citizens aged 12-34 listened to a podcast in the past month, followed by 40% of those aged 35-54 and 22% of those aged 55 and older.
► Podcast ads are powerful.
A Nielsen report found that podcast ads generate 4.4 times better brand recall than display ads, and 61% of consumers who heard a podcast ad were more likely to purchase the featured product.
► Podcast gives you greater reach.
55% (155 million) of the US population has listened to a podcast, up from 51% in 2019.
► The podcast is long-form content.
Some of the most popular podcasts are longer than an hour: Morbid: A True Crime Podcast (currently #8 on Apple’s top charts) episodes range from an hour to an hour, 45 minutes; Armchair Expert with Dax Shepard episodes run about an hour, 30 minutes each. This gives you plenty of opportunities to increase brand loyalty and, ultimately, conversions.