Branded podcasts are the new branded blogs

In a bid to create cult-like followings around their brands, large corporations are launching their own audio shows. Case in point: Walmart has one.


November 10, 2017

Case in point: Walmart has one.

The podcast craze is showing no signs of slowing: this year, 112m Americans — and nearly half of those age 12 or older — will listen to one, and industry ad revenue is up 85%.

Now, in a bid to create cult-like followings around their brands, large corporations are launching their own audio shows.

Move over, T. Gross

Earlier this year, Walmart announced it would produce its own podcast, “Outside the Box,” focusing on “sustainability, American manufacturing, [and] the workforce of the future.” It was so popular, they’re now working on a second season.

This past summer, eBay’s “Open for Business” podcast, co-produced with Gimlet, took the #1 spot on iTunes’ business podcasts list, and GE’s sci-fi show, “The Message,” generated millions of downloads.

A golden opportunity

Many of these “branded” podcasts are far removed from the products or services these companies are actually selling. But we’re now in an age where the line between ads and media is rapidly blurring, so this kind of subliminal content is par for the course.

It’s also a smart move. Podcasts tend to reach a desirable demographic (young, upwardly-mobile professionals) at a particularly desirable time (their commutes). That means their average listener has money and attention to spend — the marketer’s holy grail.

Daily briefings, straight to your inbox

Business and tech news in 5 minutes or less

Join over 1 million people who read The Hustle

Psst

How'd Bezos build a billion dollar empire?

In 1994, Jeff Bezos discovered a shocking stat: Internet usage grew 2,300% per year.

Data shows where markets are headed.

And that’s why we built Trends — to show you up-and-coming market opportunities about to explode. Interested?

Join us, it's free.

Look, you came to this site because you saw something cool. But here’s the deal. This site is actually a daily email that covers the important news in business, tech, and culture.

So, if you like what you’re reading, give the email a try.