In Your Ears – Why Podcasts Are a Game Changer for Brand Storytelling
According to Statista (2024), over 500 million people worldwide now listen to podcasts, a number that continues to grow each year. Podcasts have evolved from a niche hobby into a mainstream activity, becoming a trusted and personal form of communication for millions. Scroll through any platform today, and you will find that everyone has a podcast, and for good reason. Former First Lady Michelle Obama invites listeners into meaningful conversations on The Michelle Obama Podcast, where she discusses relationships, wellness, and community with her signature warmth and honesty. Oprah Winfrey continues to inspire with The Oprah Podcast, a series of compelling interviews and reflections that spotlight the human experience, offering wisdom, vulnerability, and meaningful takeaways from esteemed guests. Meghan Markle challenges stereotypes placed on women in Archetypes, while Keke Palmer’s Baby, This Is Keke Palmer blends humor, pop culture, and personal life lessons.
Even the realms of journalism and sports have discovered their voice through podcasts. Former news figures like Don Lemon (The Don Lemon Show), Joy Reid (The Joy Reid Show), and Katie Couric (Next Question) are utilizing this format to discuss current events, identity, and deeper cultural conversations more candidly and accessibly. Meanwhile, athletes are sharing insights about life beyond the game: Knicks stars Jalen Brunson and Josh Hart explore teamwork and everyday experiences on Roommates Show, NFL siblings Jason and Travis Kelce bring playful banter and player perspectives to New Heights, and retired NFL veterans Ryan Clark, Channing Crowder, and Fred Taylor discuss personal growth, masculinity, and mental health on The Pivot Podcast.
With so many voices entering the space, you might expect the market to feel saturated, but it does not. Podcasts continue to feel refreshing, intimate, and engaging. Why? Because they offer what so many other formats lack: a genuine, human connection.
The Intimate Power of Audio
Podcasts not only deliver content but also foster personal connections. Whether you’re walking, stuck in traffic, or doing the dishes, a podcast feels like someone is speaking directly to you. This intimacy is what makes the medium so special (WARC, 2024). That connection becomes even stronger when the voices come from people we admire. In sports shows like “New Heights” or “The Pivot Podcast,” athletes speak openly about their struggles, including injuries, losses, and their identities beyond the game. Whether it’s football, basketball, or track and field, audiences hear vulnerability firsthand, which fosters empathy and relatability. Celebrities like Oprah Winfrey offer a unique yet equally powerful approach. On The Oprah Podcast, she engages with authors such as Ocean Vuong, who discusses the emotional foundation of his novel The Empress of Gladness. Vuong shares how his work is rooted in honoring the lives of ordinary people whose stories often remain untold, deepening the listener’s emotional investment not just in the book but in the human experiences behind it.
Podcasts also align with our modern lifestyles: we are constantly multitasking. People can listen on the go, during chores, or while exercising (Sprout Social, 2024). Yet, unlike scrolling or swiping, podcasting encourages us to pause and listen, a rare invitation to slow down in a fast-paced world.
Why Brands Are Embracing Podcasts
It is not just celebrities and athletes who are embracing the podcast format; brands are, too. As companies seek ways to foster deeper relationships with their audiences, podcasts have emerged as a powerful tool for authentic communication. According to Agility PR (2025), podcasts enable brands to shift away from overly scripted, promotional messaging and adopt a more personal, unscripted tone that fosters trust and authenticity. This shift toward genuine, conversational content resonates strongly with today’s consumers, who crave transparency and emotional connection.
Also, podcasts foster deeper engagement with their audience. A listener who invests 30 minutes in a branded podcast interacts with the content far more meaningfully than someone who quickly scrolls past a social media post. As noted by the Worldcom Public Relations Group (2025), this level of time commitment translates into stronger brand awareness and loyalty. Podcasts also provide brands with the advantage of niche targeting, allowing them to speak directly to specific audiences, such as wellness enthusiasts, small business owners, or tech innovators, without the pressure of appealing to a broader audience.
Additionally, podcasts provide narrative freedom that traditional advertisements often lack. Instead of being confined to a 30-second spot, brands can utilize the podcast format to share longer, more immersive stories that delve into their values, experiences, and the people behind their mission. This ability to create meaningful content positions brands as storytellers and thought leaders, not just sellers.
What Makes a Brand Podcast Work
A great brand podcast does not focus on selling; it’s about building relationships through storytelling. The most successful podcasts share these qualities:
- Relatable content – Stories that reflect the experiences or aspirations of listeners.
- Consistent messaging – A clear thread that connects episodes to brand values.
- Memorable hosts or guests – Strong personalities who connect with their audiences and keep listeners returning.
- Emotional impact – Stories that evoke feelings in listeners—curiosity, inspiration, joy, or reflection.
Real-World Examples That Inspire
Many major brands are demonstrating how podcasting can enhance their identity and foster trust.
- Trader Joe’s gets playful and transparent with Inside Trader Joe’s, offering behind-the-scenes access to decisions, products, and store culture.
- ABC’s The View: Behind the Table podcast gives fans off-air stories from co-hosts, deepening emotional investment in the personalities viewers already follow.
- Shopify’s Commerce Chefs build thought leadership by highlighting stories of e-commerce entrepreneurs, positioning Shopify as more than a tool; it’s a community builder.
- Ford’s Bring Back Bronco traces the cultural journey of the beloved Bronco, blending nostalgia with modern innovation and reframing Ford as a heritage brand with a storyteller’s heart.
- Lululemon’s Sweat Life podcast enhances its brand lifestyle by featuring athletes, creatives, and wellness leaders who talk about movement, mindfulness, and mental resilience.
These podcasts do not advertise products. They invite listeners into another realm, allowing the audience to connect with the brand, its values, and its people on a personal level. That emotional resonance fosters lasting loyalty.
Spotlight: NYWICI’s WomenHeard Podcast – Elevating Women’s Voices in Communications
- Title: WomenHeard
- Origin: Launched in 2016 as Coffee Break with NYWICI, rebranded to WomenHeard in 2021.
- Hosts: Julie Hochheiser Ilkovich and Georgia Galanoudis
- Series: Changemakers added in 2023
- Formats: Career interviews, live event recordings, and topic-based specials.
As podcasts continue to reshape storytelling across different industries, a notable example is the WomenHeard podcast by the New York Women in Communications (NYWICI). Julie Hochheiser Ilkovich launched the podcast in 2016, recognizing that the expanding podcast format offers a modern, personal way to amplify women’s voices in communications. What started as Coffee Break with NYWICI evolved into WomenHeard in 2021, with a new Changemakers series—hosted by Georgia Galanoudis—added in 2023.
WomenHeard offers NYWICI members and listeners genuine, insightful interviews with women at all stages of their careers in the communications field. The show not only provides career advice but also shares stories of leadership, resilience, and inspiration. Here’s what the co-hosts shared during a recent conversation:
Q: What inspired the creation of the NYWICI podcast?
Georgia: The podcast started in 2016 to provide insight and education for the NYWICI community, especially around women’s career stories. It’s meant to show that professional paths aren’t always linear and to spotlight the diverse journeys women take in communications. Julie, my partner, was there at the beginning and helped launch it. I joined later.
Julie Hochheiser Ilkovich: Podcasts were very new at the time, and my vision was to have NYWICI join the conversation in this modern, evolving form of communication. The podcast officially launched in 2016 as an opportunity to make career advice more accessible to the NYWICI community and to provide a platform for more women to share their stories.
Q: How is the podcast structured? Are there different series or formats?
Georgia: There are two types of NYWICI podcast episodes. Julie hosts one series, and I host the other—mine is called Changemakers. Those episodes tend to feature senior, seasoned women in the industry. We explore their origin stories and leadership journeys.
Q: What makes the NYWICI podcast stand out, especially in a crowded podcast space?
Georgia: We’re not focused on PR or business tactics—we focus on the women behind the work. Their stories, what makes them tick, and how they’ve navigated their careers. It’s about the people, not just the profession.
Q: Who is the core audience for the podcast?
Georgia: It’s mainly the NYWICI community members, aspiring professionals, and allies. But many people discover us because they’re interested in a particular guest or company. For example, someone might listen if they want to learn more about the CMO of JPMorgan Chase or a leader they saw speak at an event.
Q: What themes or topics do episodes cover?
Georgia: Some episodes have specific themes, like scholarship winners or cultural moments. But in general, we always try to uncover each woman’s personal story, especially how their background shaped their leadership style. We always ask our guests what advice they’d give to others.
Q: What does the production process look like?
Georgia: We work with a producer named Liz, who handles all the editing and technical work. Therefore, it’s a streamlined and collaborative process.
Q: How do they choose guests for the podcast?
Georgia: There are three main ways:
- Some guests reach out to us.
- Our committee recommends names.
- We often feature Matrix Award winners, past NYWICI board members, and scholarship recipients who’ve gone on to have impressive careers.
Q: What has been one of the most memorable moments on the podcast?
Georgia: I love it when guests open up. One of my favorite episodes was with Kristi VandenBosch, President of OLIVER Agency, because I know her personally. But I also love the ones where women truly share who they are—those stories foster connection and community. That’s the heart of what this podcast is about.
Tips for Starting a Brand Podcast
If you are thinking about launching a podcast for your brand, keep these tips in mind:
- Start with your audience – Know who you are speaking to and what matters to them.
- Invest in production – Good sound and editing matter; make it a pleasant listening experience.
- Share stories, not pitches – Focus on human experiences and insights, rather than merely your product.
- Promote with care – Leverage your website, social media channels, and email to enhance visibility (Sprinklr, 2024).
Why Podcasts Are the Future of Brand Storytelling
In a digital world where attention is fleeting, podcasts provide depth, emotion, and connection. They allow brands to be more than just logos; they become voices that people trust and welcome into their daily lives.
Amid the decline of traditional media outlets and cable programming, podcasts are emerging as a new avenue for communication. They offer a direct, flexible, and intimate platform for storytelling, unfiltered by gatekeepers and free from broadcast schedules. As audiences move away from legacy formats, podcasting is stepping in to fill the void, evolving into not just a content channel but a cultural force.
Still, it is fair to wonder: if podcasts are always in our ears, will the medium endure over time, or will it eventually fade under the burden of oversaturation? The answer may depend on how well creators and brands continue to innovate, prioritize human connection, and adjust to evolving listener behaviors. As the podcasting space continues to grow, the brands that thrive will be those that understand it’s not just about talking; it’s about truly connecting.
References
Agility PR. (2025, January 22). AI in public relations: The new frontier in 2025. https://www.agilitypr.com/pr-news/pr-tech-ai/ai-in-public-relations-the-new-frontier-in-2025/
Sprinklr. (2024, December 20). PR trends: How AI is revolutionizing communications. https://www.sprinklr.com/blog/pr-trends/
Sprout Social. (2024). Why brands are investing in podcasts. https://sproutsocial.com
Statista. (2024). Number of podcast listeners worldwide from 2019 to 2025. https://www.statista.com/statistics/1122766/global-podcast-listeners/
WARC. (2024). The effectiveness of audio in brand storytelling. https://www.warc.com
Worldcom Public Relations Group. (2025, January 10). AI predictions for public relations in 2025. https://worldcomgroup.com/insights/ai-predictions-for-public-relations-in-2025/
