Make good use of podcasts to help you tell a good story to your target audience

This article was originally published in Economic Daily

In the blink of an eye, the time sequence has entered April, when spring is blooming. Are you worried about finding effective marketing tools and channels? Today, I would like to recommend a marketing tool to you, which is podcasts. Not only can it create value for the audience, it is also an effective marketing tool that can help companies target target audiences and obtain a good return on investment.

The growth of Taiwan’s podcast market

According to the “[2021 Annual Sound Economy Report](https://medium.com/soundon/soundon-2021-%E5%B9%B4%E5%BA%A6%E8%81% B2%E9%9F%B3%E7%B6%93%E6%BF%9F%E5%A0%B1%E5%91%8A%E6%9B%B8-%E5%8F%B0%E7%81%A3 -podcast-%E7%94%A2%E6%A5%AD%E6%95%B8%E6%93%9A%E5%88%86%E6%9E%90-9ada3f9c8a9 1)” shows that the number of podcast programs and the total hours of content production in Taiwan have a steady upward trend in 2021, with the total listening volume growing by more than 200%, and the average listening volume of each program increasing by 160% compared with the beginning of the year.

This data tells us that not only is this a golden age for creators, podcasts are also a marketing tool that business owners should pay attention to.

To be honest, podcasts are not new, but as a marketing tool, they are underutilized. Podcasts are a great marketing tool because they can help brands reach specific target audiences. I started running the podcast “Vista’s Little Voice” in January this year. I have recorded nearly 70 episodes now and have received support from many listeners!

Judging from the SoundOn report, the average length of a single episode of domestic podcast programs is 27 minutes, of which 11 to 30 minutes of programs account for 40%, and 1 to 10 minutes of content account for 22%, showing that listeners have a high demand for short content and listening behavior is fragmented.

Although podcasts are currently blooming, competition in the podcast field is not high compared with other social media.

For example, there are about 80 million Facebook fan pages, while there are only 70,000 podcasts. Especially during the epidemic, everyone spends more time indoors, which also contributes to the trend of podcasts.

Podcast’s unique advantages

It is worth noting that podcasts are not just a brand promotion tool, they can also create specific value for listeners through storytelling. Not only can listeners gain a sense of belonging, but they can also find their favorite topics from a variety of programs and become part of the podcast community while interacting.

Although Facebook, YouTube and Instagram are gaining momentum, they cannot replace podcasts. This is because it conveys meaningful dialogue through the medium of sound, which can easily create a loyal fan base and make listeners happy to share the content with their friends.

As long as a business owner can lock in a certain niche market and continue to create and share content, it will naturally be easy to discover potential customers and find close friends.

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