3 Reasons Why Brands Should Use Podcasts to Reach Gen Z
Posted on Oct. 30, 2023
By Gwendolyn Wojtkun
Stock image of podcast recording equipment. Photo by Jean Balzan.
In recent years, podcasts have become an increasingly popular medium. As of September 2023, DemandSage reports that there are 464.7 million listeners worldwide, and this number will reach more than 500 million in 2024.
Podcasts are changing the way individuals consume media. As a current college senior, I have a unique perspective on the rise of podcasts among Generation Z.
For brands wanting to tap into the Gen Z market, here are three reasons to consider starting a podcast.
1. Reaches a wider audience
One advantage to podcasting is its ability to reach a broad audience. Unlike traditional media, such as radio and television, podcasts can be streamed whenever and wherever.
By the end of 2023, the U.S. will have over 160 million podcast listeners. This number is only growing.
Data received from Exploding Topics.
Growing Demographic
The Pew Research Center reports that those ages 18 to 29 are more likely to listen to podcasts than other age groups. Speaking as a 21 year old, I listen to podcasts more often than I listen to music.
After going to classes and finishing assignments, the last thing I want to do is read; podcasts eliminate that issue.
Podcasts share newsworthy information, tell compelling stories and keep listeners updated on trends without reading endlessly. Maybe most importantly, they still help listeners learn something.
Stock image of a woman listening to a podcast on her laptop. Photo by Andrea Piacquadio.
Podcasts also grant listeners the freedom to multitask. Individuals can feel productive while listening to podcasts and completing activities such as walking to class or cleaning their room.
Brands can capitalize on Gen Zers’ ability to multitask. By providing listeners with engaging content that does not require their full attention, brands can help their consumer base grow.
2. Easy to share
With the rise of podcast listeners, podcasts have great potential as a marketing tool, especially among young adults.
A second advantage of podcasts is how shareable they are. Listeners can easily recommend and send podcast episodes to family or friends, allowing brands to benefit from word-of-mouth marketing.
Having shareable media is crucial for Gen Zers. Sharing TikToks, Instagram posts and random articles has become a primary communication method between my friends and me. When sharing a podcast can be done with the press of a button, it is more likely to be passed along and talked about.
Stock image of a person on their phone. Photo by Cottonbro Studio.
Podcasts can also be cross-promoted across multiple social media channels. Social media plays a crucial role in Gen Zers finding a podcast. Roughly 73% of Gen Z listeners say that a podcast clip on another social media platform led them to listen to the full podcast.
Gen Zers trust social media. In fact, most of the information Gen Zers gather is from social media. Brands can use this trust and engagement to their advantage and build stronger relationships with listeners.
3. More conversational
There are many different types of podcasts, but the ones that feel like conversations keep listeners wanting more.
Focusing on a conversation-based podcast does not mean brands have to create new content. Recording an already-written blog post and bringing in different employees to chat about it is still engaging.
As a Gen Zer, I want to take action. I want a fun listening experience that still educates me on newsworthy topics. Introducing podcasts as an owned media channel allows brands to engage with Gen Z on what matters to them.
By tailoring their media to what Gen Z listeners are interested in, brands can expand their audience and influence more people.
Stock image of a podcast conversation. Photo by George Milton.
About the author: Gwendolyn is a senior at The Ohio State University studying strategic communication. In her free time, she serves as an account associate for The PRactice, Ohio State's student-run PR agency, and is co-president of the Ohio State Club Dance Team.
