These days podcasting has become the medium of choice for anyone looking to gain a loyal following. Seemingly overnight, popular podcasts turned some hosts into celebrities, and scores of established celebrities started podcasts of their own to harness the power of the creator economy. This year the Golden Globes even gave an inaugural "Best Podcast" award to actress and comedian Amy Poehler for her pod "Good Hang with Amy Poehler."
For this reason, it's not surprising that professionals are turning to podcasting as a tool for business growth—according to Riverside, an average of 27,000 new podcasts launch daily. However, success may be harder to achieve than many would think, as an Amplifi Media study found 92% of podcasts do not make it past 10 episodes.
The Importance of Podcast Identity
In a competitive market, success can depend on having a unique identity and attractive niche. Alex Cooper, host of “Call Her Daddy,” is the “founding mother” of this principle. Launched in 2018, Cooper’s marketed her podcast to a predominantly young female audience, providing an outlet for taboo and controversial conversations around sex and relationships. Cooper’s authenticity became her brand, and gave her runway to scale the podcast, branching into mental health, politics and even celebrity culture. She even hosted an exclusive interview with presidential candidate and former Vice President Kamala Harris in 2024—a benchmark for election media.
Connecting With the Target Audience
Podcasting requires a serious time commitment for research, scripting, guest coordination, editing and marketing. For the best return on investment, hosts need to understand their target audience and produce content that reaches them and keeps them engaged. Despite betting on the Duchess’s celebrity brand, Meghan Markle’s “Archetypes with Meghan” flopped after one season, with critics finding it too scripted and lacking any real memorable moments. Markle released only 12 episodes over two and a half years, which could have further contributed to Spotify’s decision to end the $20 million partnership. While one successful episode may be a win, consistency is necessary to establish a loyal audience and gain algorithmic traction over time on streaming platforms. ("Archtetypes" has since found a home on Lemonada Media.)
Lessons for Communicators
These lessons are applicable to nearly all professionals, who face higher barriers to entry without the advantage of celebrity status. Strong brand positioning and clearly defined strategic objectives are necessary to cut through the noise and gain listeners. Is the podcast's goal to infuse humor into the profession, and is there room for it? Are you more interested in confronting emerging issues in the field? Whether showcasing company culture and expertise, or attempting to build a steady pipeline of new business, the strategy must be more than “going viral.” Episode after episode, the podcast team will be working to build credibility and keep the audience engaged—and growing.
Poorly executed podcast production is a waste of resources and can risk diluting a brand. When a podcast misses the mark, it can cause potential clients to question the expertise of the hosts. The good news is that when done right—with a sound strategy, focus on storytelling and an ongoing commitment—podcasts are an invaluable asset that can be repurposed into blogs, social media posts, email blasts and media pitches, further reinforcing service line credibility in your industry. This also allows for an even broader reach to prospective clients across various channels.
While there can be pressure to adopt every new medium in the digital age, true value comes from choosing channels that best support short and long-term business goals, rather than blindly embracing the latest trend. Sometimes the most sound business decisions live off-air.
Haley Kinney is an Integrated Public Relations Specialist at Horowitz Agency.