Podcast highlights from the Digital News Report 2021

The Reuters Institute Digital News Report 2021 has just been released today, looking at digital news consumption across the globe and specifically this year, how COVID-19 has affected this.

The report is one of the most comprehensive of its kind, surveying 92,000 online news users from across 46 markets.

We use this report religiously to keep up to date with podcasting trends and statistics and regularly refer to it in our podcast workshops.

One of the questions we’ve been asked over the last year was that, as many podcasts were listened to on the commute to and from work, would it be fair to assume the number of people listening to podcasts had decreased during the pandemic as people were forced to work from home.  However, other research we refer to in our workshops proved this not to be the case, with listening actually increasing in many cases.  The Digital News Report also confirms listening hasn’t dropped at all, stating that 31% of people listened to a podcast in the past month.

In some regions, that listening figure is much higher, with Ireland topping the chart at 41%, followed by Spain (38%), and then Sweden, Norway, and USA (all 37%).

Here in the UK, the report states that only 22% of people have listened to a podcast in the last month. However, it goes on to comment that the lower number reported in the UK could be due to the fact that many people are listening through public service radio apps, such as BBC Sounds, and therefore perceive this as on demand radio as opposed to podcasts.

On top of this, due to the pandemic, there has been a growth in video podcasting due to recording podcasts online through tools such as Zoom. In fact, we’ve experienced this with our own csuite podcast and many of the podcasts we record for our clients, including Octopus Energy, SAP and Compass Pathways plc.   Having the video version of the podcast widens the range of options for distribution, such as uploading the content to YouTube, and further confuses the definitions of podcasts for researchers and survey respondents.  In fact, YouTube (26%) has overtaken Apple (22%) as the most popular platform to consume podcasts in the US according to the report. 

Finally, whilst we recommend promoting your podcasts through social media, PR, promotion and paid social, the report states that the majority of people still discover new podcasts through recommendations from friends and family.

Full details of our podcast workshop can be found here.

Image by Michal Dziekonski from Pixabay 

Using B2B Podcasts to engage with the c-suite – Interview with Jon Tipple, FutureBrand

I was recently invited to present a seminar in The Network One’s Business Growth for Agency CEO’s series, one of a number of mini series they run for Agency Owners, CEO’s and Managing Directors. 

The theme of this particular series was looking at client acquisition, and The Network One’s owner, Julian Boulding, asked me to talk about how B2B podcasting can be used to build relationships at c-level from companies you want to engage with and help generate new business.

Ahead of my session, I recorded interviews with two of Audere’s agency clients who we produce podcasts for.

This first one is with Jon Tipple, Global Chief Strategy Officer, FutureBrand.

We’ve produced six podcasts for FutureBrand to date, recorded in partnership with our csuite podcast, but that are also hosted on their own FutureBrand podcast channel, with two more already in the planning. 

When we were first approached to record a podcast about their FutureBrand Index, we were asked to simply to record an interview with Jon discussing the findings of the report.  However, we suggested that the opportunity would be far more valuable to them if they invited senior executives on to the podcast from those organisations that they were keen to engage with and create the content together.  The result was a fascinating discussion between Jon, Jeremy Waite, IBM’s Chief Strategy Officer and, Kerry O’Callaghan, VP for Global Brand at GSK, who also kindly allowed us to record at GSK’s offices (job titles correct at time of recording).

In my chat with Jon for The Network One, he shared his thoughts on why our strategy for B2B podcasting works for FutureBrand. 

Jon said that clients are more interested in hearing from each other than from agencies and so the more you are able to facilitate that conversation and use that content with other clients, the richer and more informed you become as an agency and more valuable you become as a partner. 

He talks about how the value is in the qualitative data and therefore you should create KPIs that are more meaningful to the business as opposed to just measuring things that are easy to measure, such as the number of plays.  For Jon, it is more about how they have built relationships with influential people at some of the major global organizations they want to work with and in fact, he can point to three or four examples where FutureBrand have gained more business with existing clients, grown their presence in a particular sector or category, or have won new business.

Thanks so much Jon for giving up your time to record this.

2020 Podcast Highlights

Here are a few clips from just some of the podcasts we’ve produced in 2020.

We would like to say a massive thank you to our wonderful clients who have trusted us to help tell their stories during such a difficult year, either in partnership with our csuite podcast, or for their own branded podcasts.

Let us know if we can help you with your podcast strategy in 2021 by dropping us a line via the contact form.

SME Business Awards

Audere win ‘Leaders in Audio and Video Content Marketing, 2021’ Award

We are proud to announce that we’ve been recognised as ‘Leaders in Audio and Video Content Marketing, 2021’ by The Business Elite Awards 2021 which are handpicked by SME News!

SME Business Awards

SME News Magazine look to celebrate enterprises who consistently provide the best services & products for their clients. They nominate businesses through internal research, they then analyse each recipient, shortlist and select.

The businesses and individuals are selected based on their innovations, achievements and advancements from the past 12 months.

The Importance of Social Business

Incredibly, it’s six years this week since we produced Show 4 of the csuite podcast which was on the topic of Social Business, so we decided to get our own Sophie Atherton to investigate what’s changed in that time . . .

In episode four of the csuite podacst, a Social Business was defined as ‘an organisation whose culture and systems encourage networks and people to drive business value’.

Running a Social Business does not just mean handing all social media responsibilities to the Marketing department to deal with and leaving it there.  Used properly, social media can have a positive effect on the public profile of an organisation and could be utilised by all departments to promote the business.  Additionally, it could provide transparency for stakeholders, and it can be a useful tool to highlight the values of the business.  It should be deeply embedded into the culture of the organisation as a highly cost-effective way to engage with consumers and vice versa. 

Studies have shown that 90% of people use social media to communicate directly with brands.  Modern society has placed much emphasis on popular opinion, and many people consult social media profiles to inform their choices.  Social media is a vastly accessible way to leave reviews, to complain about products or services, or simply to gain the attention of an organisation and its followers.  Businesses can exploit this hugely useful – and free – tool to gain instant feedback, and for the opportunity to take quick action as and when necessary.  It could be used to gauge popular opinion on new initiatives before they hit the market and help with decision-making.  Other studies have shown that 74% of consumers use social media to make a buying decision. The use of social media and a large social media presence is therefore vital to business, and should be incorporated into all aspects of the organisation to allow cohesion between its online and offline profile. 

Some aspects of a social business have changed since we recorded this episode of the csuite podcast, back in 2014. One example is the new social media platform TikTok, which in that time, has gained over 800million users worldwide and is now the most downloaded app on the Apple Appstore. It is hard to imagine that less than 6 years ago it was unheard of! How will Social Media look in another 6 years?  And can business continue to keep up?  It is important for business to constantly evolve and ensure they are up with the latest trends and using the most contemporary of platforms.

Social media campaigns can positively impact communities and brands.  The 2020 ‘Black Lives Matter’ movement is an example of an effective social campaign that increased awareness of an important contemporary issue, and highlights the power of social media. #BlackLivesMatter was used 48 million times in 10 days across various online platforms, and there have been 12 billion views of the hashtag on TikTok. This not only demonstrates the scope and scale of social media, but also how quickly news spreads. YouTube pledged $100 million to support black creators and artists, which proves the hugely positive impact social media can have.  Of course, this can work negatively;  in the past there have been hacked social media accounts, accidental leaks of private information, even Twitter’s CFO accidentally tweeting private information to the public, meant for a private message!

In the 2014 csuite podcast, Ben Smith, founder of prmoment.com, observed that the practical implication of using social media is the method of integration into a business.  However in 2020 businesses have pretty much got that down to a T. The main concerns are trying to keep the message consistent and brand-appropriate throughout all posts and platforms.  In the podcast, Andrew Grill, who at the time of recording was the Global Social Business Partner at IBM, questioned whether brands take social media seriously, and if they simply use it to ‘pump’ their content without any real value.  It might be necessary for businesses to consider appropriate training for members of staff responsible for social media posts to ensure each post has meaning and value.

Unlike teenagers and influencers, followers aren’t everything when it comes to social media with businesses.  Large followings don’t necessarily lead to more sales as they aren’t necessarily targeted. Reaching the right demographic would have a far greater impact and this could be achieved through specific hashtags, or even the use of cookies to gather information on user preferences.

In short, while Social Business reaches wider audiences and potential consumers with low costs and seamless content, in order for it to be effective it should be integrated within the business, with all employees involved and aware of its capabilities.  Owing to the transparent and immediate nature of social media, businesses are able to highlight their values and culture, while maintaining open relationships with consumers and stakeholders.

References:

https://www.businessinsider.com/youtube-pledges-100-million-to-support-black-creators-2020-6?r=US&IR=

https://www.oberlo.co.uk/blog/tiktok-statistics

https://www.oberlo.co.uk/blog/social-media-marketing-statistics

https://blog.hubspot.com/blog/tabid/6307/bid/23865/13-mind-bending-social-media-marketing-statistics.aspx

Podcasting for Healthcare Marketing

In this talk, Russell Goldsmith and Zuleika Burnett, Executive Director, Creative and Innovation at Havas Life Medicom, update the talk they gave at Cannes Lions in 2019 on the ‘Power of the Spoken Word and benefits of podcasting for healthcare marketing’, which they presented to the team at Havas Health & You in the US.

Power of the spoken word – Podcasting for Healthcare Marketing from Audere Communications on Vimeo.
The session features clips from two csuite podcast interviews:

  • Haiyan Zhang, who was Innovation Director, Microsoft Research at the time of the recording, talks about ‘Project Emma‘ and the wearable device initially created to help a specific person suffering from Parkinson’s, Emma Lawton, to compensate for the intentional tremors in her hands
  • Praful Akali, Founder & MD of Medulla, and Pooran Isarsingh, a terminally-ill patient from India at the time of recording, who sadly passed in 2019, discuss their campaign ‘Last Laugh’, which won a Cannes Lions award for the The Indian Association of Palliative Care.

They share updated stats on podcast listening, and crucially own research, carried out on our behalf by Yolo comms, where we look at how many UK listeners are listening to healthcare podcasts, the topics they listen to and why they listen.
They also talk about BBC’s ‘You me and the Big C’ and give their thoughts on why it’s built such a loyal community of listeners, plus share an interview with healthcare podcaster, Petra Velzeboer on why she thinks her listeners listen to her mental health podcast ‘Adversity to Advantage

The Power of The Spoken Word

I’ve taken the csuite podcast to Cannes Lions since 2016 and in that time have had the pleasure of chatting to 49 of the most inspiring speakers, judges and award winners who were at the event.  My guests have come to the festival from as far and wide as South America and India to Canada and Australia and have included agency leaders, brand owners, a social roboticist, a music producer, a spoken word artist and a body architect, with their ages ranging from Young Lions Award winners to an 86-year-old terminally-ill patient.

But what’s been consistent in all those interviews is that every single guest has had a fascinating story to tell … in their own words.
And therein lies the power of podcasting.
With no cameras filming the guests, coupled with the fact that we’re not broadcasting live, and perhaps thanks to the odd glass of rosé too, each interviewee immediately relaxes, resulting in an informal chat that allows them to be themselves, delivering authentic and engaging stories, whilst educating and hopefully entertaining the listeners at the same time.

Chatting with Zuleika Burnett (left) and Lucy McRae

Global podcast listenership has exploded since my first trip to Cannes.  Podcasts are easy to access and subscribe to on a mobile device and there are topic areas for everyone.  People listen in the car, in the gym, on the commute, out walking or running, as well as at home or at their desks of course.  And with radio stations now podcasting their programming, or creating exclusive content as a podcast, plus popular celebrities hosting their own shows too, podcasting is forming an increasing part of our daily media diet.
This has opened up a huge potential for brands to be using podcasts as a credible medium and so this year I’ll be presenting at Cannes myself alongside Zuleika Burnett, Executive Director, Creative and Innovation, Havas Life Medicom.  We’ll be looking at how the most difficult narratives can be harnessed to deliver healthcare stories as podcasts and how brands can rise above the noise of the other 500,000+ active podcasts to reach their audiences.
Russell Goldsmith & Zuleika Burnett are presenting on the Healthcare Insights Stage, Palais II on Monday 17th June, 12:45-13:15

Audere Communications & ADAMA Agricultural Solutions win Gold at the Corporate Content Awards

We were thrilled to have gone one step further than last year’s awards and progress from a Silver to Gold at the 2019 Communicate magazine Corporate Content Awards, that recognise excellence in creative content, corporate storytelling and communications.
The Corporate Content Awards benchmarks the use of narrative to call corporate audiences, across owned, earned and bought media. Held at the De Vere Grand Connaught Rooms, in central London, the 2019 event welcomed attendees from a variety of companies and agencies, all vying for the coveted prizes on offer.

Audere Communications took home the Gold for Best Use of Audio, presented to us by the evening’s host, Comedian, Suzie Ruffell, for our Arable Aware podcast series that we produce on farms around the UK for Adama Agricultural Solutions, and so thanks must go to the team at Adama for all their support in making the shows happen – Abbie Bieny, Alison Bosher, Andy Bailey and David Roberts. Taking Silver in our category was The Church of England and the Bronze went to AstraZeneca

On the farm, recording ArableAware for ADAMA UK


You can listen to all the previous shows of the series on Adama’s website.
Andrew Thomas, publishing editor of Communicate magazine and founder of the Corporate Content Awards, said, “the Corporate Content Awards has been a fantastic celebration of corporate storytelling. It’s been a celebration of the stories companies have told, of the ways they’ve told them, and the methods they’ve used to get their audience’s attention. The second year of the Corporate Content Awards has been a massive success, and those who won certainly have much to be proud of.”
Following the awards night, we produced an episode of the csuite podcast with Communicate’s Publishing Editor, Britany Golob and two of the other Gold winning campaigns.

That Original Podcast

Originally written for the PRCA to help promote the course we’re running with them on The Power of Podcasting …  written on 29th December 2018 …
 
I’ve just returned home from driving my daughter, Tara, back to Surrey University in Guildford (such a good dad) after Christmas in time for her to prepare for her New Year’s Eve party.
The journey time on a Saturday morning was around an hour each way – perfect for listening to two episodes of ‘That Peter Crouch Podcast’, my new favourite podcast.  The only issue being that my daughter is not the biggest football fan.  England Summer World Cup fever aside, as well as being dragged along with me to Spurs a few times when she was younger, I think it’s fair to say that the thought of spending an hour in the car with me listening to a podcast that features three blokes chatting about footie for an hour wouldn’t be that appealing.
But here’s the thing.  Whilst the podcast features Peter Crouch, a player who will go down in Tottenham folklore as the man who headed us into the Champions League back in 2010, and of course centres around him being a footballer, the show is about everything around football, not necessarily the game itself, and it’s funny, very funny. With episode titles such as ‘That Nights Out Episode’, ‘That Team Bus Episode’ or ‘That Fashion Episode’, the show is set up for Crouchy to share anecdotes about things that went on away from the pitch that, at times, are hilarious.
Tara enjoyed it.
The car is in fact one of the most popular places to listen to podcasts – stats range from 22% of podcast listening in the US (Edison Research, March 2018) to 35% whilst driving/travelling in the UK (RAJARLtd’s MIDAS Autumn 2018) to as much as 41% of the 52% of adults that said they listen to podcasts (Audere Communications, January 2018), although I wonder how much is a shared listening experience.
So why bring up Peter Crouch?
Well, back in June 2018, Techcrunch reported that Apple Podcasts now hosted over 550,000 active podcasts, and a quick search for ‘Football’ on iTunes, as you can imagine, results in loads of podcasts to choose from. But the reason why the ‘That Peter Crouch Podcast’ works so well, and I take on board the fact that it has BBC 5 Live to help it in terms of reach, is because it’s original.
And therein lies the challenge for any brand wanting to take advantage of the incredible opportunity that the growing popularity of podcast listening brings.  How do you come up with something new and different and then rise above the noise of all those other shows that are already out there with loyal subscribers?
It’s why I try and encourage the organisations that we partner with on our csuite podcast to be as original as our format will allow us, be that in where we record the show, from busy conferences with the background noise of the exhibition area providing atmosphere, to ICCO’s House of PR in one of the cabanas on the beachfront at Cannes Lions, or simply in the diversity of guests we have in the studio or range of topics we cover that impact businesses.  Those topics have, in the last year, moved from just focussing on Communications and Innovation to cover key areas such as Social Mobility, Financial Inclusion, Diversity and Mental Health & Wellbeing.

Recording the csuite podcast in the ICCO House of PR at Cannes Lions


Similarly, when we were brought on board by Adama Agricultural Solutions to produce ArableAware’, a niche podcast aimed at farmers and agronomists, we of course researched what was already out there, but decided to create a magazine style show that, despite it being audio, we record on farms around the UK.  Doing so enabled us to chat to farmers whilst walking through their crop fields, that sparked conversations that we simply wouldn’t have thought of having had we stuck to a script in a studio.  It’s also allowed the specialists from Adama to visit their customers around the UK and we’ve built a community of listeners who now email us inviting us to come and record the show on their farms too.  It’s been a huge success beyond just creating some content for their target audience to listen to.

On the farm, recording ArableAware for ADAMA UK


So, whether you are just setting out on your podcast journey or looking to adapt your existing show with new ideas and formats, try to think about how you can offer something a little unique, that will encourage listeners them to hit that subscribe link and hopefully give you a decent rating and review to help you up the podcast charts too.
Book a place at Russell’s Power of Podcasting Workshop that he is running with fellow PRCA Trainer, Jayne Constantinis on Wednesday 20th March

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