This article reports data and trends on podcasting in Italy and comes from the summary of the speech "Podcast and influencer marketing: a new frontier" by Francesco Tassi during the Web Marketing Festival 2021.
In fact, I have wanted to create my own podcast for some time and this intervention has convinced me to do so , because the voice and podcasts are proving to be a "media" that creates a very deep relationship with the public, and which is still relatively under-served.
If you already have a podcast, write the link to your content in the comments, it can be an inspiration to those who want to create one!
The relationship market
You may have noticed that many contents in digital marketing have the primary purpose of attracting people's attention.
The media (even the serious ones, sigh) need visibility and end up in clickbait articles.
Brands have to be super creative to stop people from scrolling through a social feed.
E-books, guides and the like are now widely used content in most sectors, and information abounds, abounds, abounds.
This slide, which at first glance seems like a useless theoretical map, if mentally matured contains a profound truth: today more than ever people ignore advertising stimuli and seek relationships before purchasing.
If once the market functioned on the buying and selling of land, today it is moving towards the creation of relationships that are the breeding ground for sales.
If you think about it, the rise of influencers and creators (e.g. the new famous faces of Tik Tok) are based on building a relationship through the diffusion of formats that excite, entertain or inform while entertaining people.
Even the ads on Tik Tok don't look like ads, they look like Tik Tok, and they are often co-created with creators who, in fact, have a relationship with their audience.
If we combine the search for a non-commercial relationship with moments of listening to podcasts... Boom! Here it is revealed to be a "place" where you can build a real relationship with an attentive community, not distracted by other stimuli and ready to receive you.
The relationship market is based on these characteristics:
Long engagement times: it is based on the creation of long-lasting relationships
It is based on the activation of active niches of enthusiasts
It is based on the quality of the relationship with the audience, not on large numbers
It is based on authenticity
Trust by consumption channel
And what is the channel in which people have the most trust and therefore the most suitable for building a relationship?
Yes, "the voice"! We trust what we hear more than what we see.
Podcasting in Italy
Here are the numbers relating to podcasting in Italy:
... and I remind you (as already described in this article on how to advertise on Spotify ) that listening moments are often "screen-free moments" in which attention to audio content is very high.
So high that the average podcast listening time is a whopping 24.5 minutes . Still not convinced about the attention span of podcast listeners?
Tools to get started with podcasting
To start publishing your podcast, here are some tools and useful information (recommended by Damiano Crognali during the WMF and which are the ones I will also use to launch myself into this "new" media):
Anchor : hosting platform (yes, like websites, podcasts also need to be "uploaded" somewhere to be distributed) to record, edit podcasts and publish them on the main podcast distribution channels (Spotify, Apple Podcast, etc.). An alternative reported at the Web Marketing Festival by Damiano Crognali is Spreaker .
Headliner.app is used to create audiograms from your podcast, that is, to publish a video (essentially a static cover + possible transcription of the lyrics) that plays the podcast. The purpose is to increase its shareability, especially on social media.
Have I convinced you to get started? We'll "talk" soon then!
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