Why Podcast, Why Now?
Why podcast? Why now?
The answer is simple.
The podcast is not only one of the most effective mediums available, but also one of the most underrated tools in any brand manager’s toolkit.
In a digital world crowded with so many different social media platforms serving up a never-ending scroll of video, carousel posts, Substack memberships and more, you might reasonably wonder: Do we need another channel?
The answer is, quite simply, yes — because podcasting is different.
Those in the know may already be familiar with the incredible efficacy the podcast medium offers when it comes to:
building trust in your audience
growing brand affinity
moving your audience into action
cultivating a community
The stats don't lie
In 2025, there are more than 584 million podcast listeners worldwide, a number expected to keep growing year after year.
But proportionately in the UK, the branded podcast market is still relatively unsaturated.
77% of listeners trust brands associated with their favourite podcasts.
This makes them the perfect platform for building brand credibility and making deeper audience connections. Unlike a social post that vanishes in hours, podcasts have staying power.
The content is evergreen and people tune in week after week, often listening to most, or even all of an episode.
That kind of attention is rare in today’s scroll-driven world. People hearing a voice regularly also develops familiarity; familiarity breeds recognition, and recognition fosters affinity and trust.
49% of listeners take action after listening - either making a purchase or following the call to action that the host/guest proposes. Podcasts prove to be a key lever to pull if you want to educate or inspire your audience into active participation with your brand.
80% of each episode on average will actually be listened to by your audience. The engagement rate, retention maximisation, and lack of drop off beats all other forms of social media hands down, meaning you have a much higher chance of landing multiple messages, as well as more complex or nuanced topics through longer form content.
The evidence is compelling. Whether it's a personal brand you're building, you’re an entrepreneur or an in-house brand manager - this is a medium you don't want to sleep on.
Capture your target demographic’s attention
51% of adults aged 16 and older in the UK consume podcasts monthly and that number jumps to 61% for 16-34 year-olds.
This could make the podcast the perfect place to engage Gen Zs suffering from burn-out and fatigue on the social media apps and Gen Xers looking for informative expert led content that feels credible in a world of (what can sometimes seem to them) to be unverified information.
As podcasters and podcast advocates here at Good Form - both myself and my co-founder Melissa Legarda - exec producer of the Eastern Hunnies podcast - have created, produced and launched successful Top 20 charting, award-winning podcasts ourselves and have witnessed firsthand their powerful ability to build a loyal community quickly.
There's nothing quite like having an opportunity to connect with your audience regularly through open conversations about what truly matters to you both, to align yourself with relevant brand ambassadors via great guest selection, and to build authority and leadership on a topic.
Fourty one percent of listeners spend at least an hour per week consuming podcast content - a highly engaged audience returning week on week!
My podcast, Mixed Up, with its billboard in Leicester Square, London
Elevate your personal brand
I would go so far as to say podcasting has been the single most powerful tool for building my personal brand to date.
It has aided me realising my dream of becoming an author, allowing me to skyrocket my personal profile in a short amount of time.
It’s also become an invaluable platform for marketing my book - providing me with free ad space to reach a captive audience that’s already invested in my work and trusts my voice. And the same principle applies to you: whatever product you choose to launch as part of your personal brand, a loyal, engaged audience makes all the difference.
But don’t just take my word for it, if the stats and my personal testimony still don’t have you convinced - I invite you to settle in with a cuppa and explore some of the standout podcasts listed below. Each one is a masterclass in how a brand can use audio storytelling to build trust, spark connection or action, and create lasting impact.
Podcasts to take notes from:
Bella Freud's Fashion Neurosis
A unique format asking guests to assume the patient/ psycho therapist dynamic with the guests reclining on the coach. It explores how fashion choices reflect personal identity and emotional states.
Listeners say they appreciate the intimate and thoughtful discussions. It has apparently resonated with audiences who are now seeking depth and authenticity in fashion-related content and from the brands they love.
It’s achieved No.1 in the UK fashion and beauty podcast category and is in the top 2% in terms of audience engagement. Vogue named it one of the best podcasts of 2024!
Waitrose’s The Dish
Presented by broadcaster Nick Grimshaw and Michelin star chef and restaurateur Angela Hartnett this podcast is an oldie but a goodie. The Dish invites you to join a weekly dinner party for hilarious, unfiltered chat. It held the No.1 spot in the Apple Food Charts: for over 20 weeks.
67% of listeners reported shopping more frequently at Waitrose after listening to the podcast while brand perception was so positively impacted that 86% stated that Dish positively influenced their view of Waitrose.
Bumble’s Branded Podcasts
Bumble may have recently fallen foul of a lot of scrutiny around more recent marketing campaigns, but one thing we can look to the brand for is their excellent first-mover example when it comes to use of the podcast. Their podcasts have employed emotionally true storytelling that audiences can relate back to their own dating experiences to great effect.
By sprinkling humour into what has become something many agree to be a challenging endeavour the brand offered a human centric view on the landscape of finding love - positioning themselves as more than just ‘the tech’ and a means to an end. They seized the opportunity to be topical and bring in relevant cult topics and themes like astrology. Their podcasts have been a smart tactic to leverage influencer ambassadors and tap new audiences. By using a known host or trusted expert they positioned Bumble in the trusted friend category.
Kai’s Only Feelings Are Real
A strategic move from the fashion brand to deepen connections with audiences by exploring themes of identity, relationships, personal growth and emotional well-being through intimate conversations. Guests wear Kai pieces and are interviewed by the founder on culturally relevant topics that align with the ‘in tune’ ‘finger on the pulse’, authentic, ‘your confident bestie’ empowering personality of the brand. The brand is all about self expression and the podcast nails that in tone and topic. It positions Kai as much more than a fashion label - a cultural leader and conversation starter brand.
Your Favourite Auntie’s Podcast
Your Favourite Auntie, hosted by journalist Marjon Carlos, is a fresh, conversational advice show that feels like stepping into your favourite aunt’s living room. Each episode blends cultural commentary, hard-to-hear advice, and interviews with notable voices in fashion, media, and entertainment. The honest conversations touching on relationships, identity, pop culture, and the intersections that shape our lives.
The show is a masterclass in personal brand - positioning host Marjon Carlos not just as a journalist or media figure, but as a trusted voice - someone relatable, stylish, smart, and emotionally grounded. By leaning into the “auntie” persona, she creates an identity that’s both authoritative and accessible, striking a balance few personal brands manage well.
This isn’t just a podcast - it’s a branded character. The show becomes an extension of Marjon’s values, tone, worldview, and aesthetic. Over time, that builds deep audience loyalty and opens up authentic opportunities for partnerships, live events, merch, and more.
My award-winning podcast featured on British Airways’ High Life In-Flight Entertainment System
How to launch a successful podcast
Whether you’re building your personal brand or leading marketing for a company - why not join our webinar next month on ‘How to Launch a Podcast’? This is your chance to learn how to launch the podcast you’ve been stalling on - the one that will build trust, spark engagement authentically, and drive results.
Because the real question isn’t “why podcast?”
It’s, “why not podcast now?”
If you’d like to learn more about launching your own successful podcast - sign up for our webinar masterclass next month here.
