I’m a big fan of the podcast. I was addicted to Serial. My Dad Wrote a Porno was one of the funniest things I’ve ever listened to, much to the amusement of my fellow commuters. Going back a few years, I remember being in hysterics with Ricky Gervais, as he teased Karl Pilkington with Stephen Merchant. I loved that the content felt real, personal, intimate. Almost like you were eavesdropping on a private conversation.

But what does this mean for brands and branded content? The key here is authenticity. As soon as it feels like it’s overly selling, the audience will switch off. So brands need to think carefully about how they curate the podcast. They will need to conduct a listening exercise first to understand what their audience really wants to hear about.  Even involve your customers in the creative process.

There are so many channels to choose from now, it can be overwhelming deciding which one is best. But with the podcast, you truly have the ear of your customers.

It’s the nature of podcasting that it allows people to be themselves. Away from the artifice of TV, the brevity of social media and the compliance spider web of conventional broadcast people can say what they mean, in a way that they mean it, for as long as they like.