The popularity of several podcasts expands into branded products & platforms
Trend - As the popularity and engagement around podcast platforms grow, brands are starting to get involved through unique product and service partnerships. These tactics not only help to connect brands with more specific audiences, but it showcases the brand's willingness to tap into rising media and content platforms.
Insight - Consumers have an appreciation for more authentic brand initiatives as they outgrow and lose trust in the more traditional methods of engagement that brands tend to offer. Inserting these branded initiatives into parts of consumers' routines and rituals allow consumers to actually choose the marketing content they're engaging with–thereby establishing trust between the brand and the customer.
Insight - Consumers have an appreciation for more authentic brand initiatives as they outgrow and lose trust in the more traditional methods of engagement that brands tend to offer. Inserting these branded initiatives into parts of consumers' routines and rituals allow consumers to actually choose the marketing content they're engaging with–thereby establishing trust between the brand and the customer.
Workshop Question - How might you integrate emerging consumer content and media platforms into your business model?
Trend Themes
1. Branded Podcast Partnerships - Brands are partnering with podcast creators to expand reach and engagement, allowing for more authentic brand initiatives to be inserted into consumers' routines and gain their trust.
2. Screen Time Reduction Initiatives - Podcasts for children are seen as a way to reduce screen time and keep children entertained in an increasingly screened-in world.
3. Marketing Through Multimedia Collaboration - Brands are partnering across media and content platforms to expand reach and engagement through unique product and service partnerships.
Industry Implications
1. Technology - New retro podcast recording equipment opportunities would draw in prosumers who are looking for effective technology to record their personal social media accounts or for use when producing professional online content.
2. Beauty & Personal Care - Pairing skincare products like Talika's Eye Decompress with a relaxation podcast encourages consumers to make time for themselves and engage in a few moments of self-care.
3. Alcohol - Partnering with popular podcasts like 'Spittin' Chiclets' allows for the creation of new products like New Amsterdam Vodka's Pink Whitney to engage with a growing and passionate fanbase.
6 Featured, 54 Examples:
74,179 Total Clicks
Date Range:
Nov 17 — Mar 20
Trending:
Mild
Consumer Insight Topics:
