When so much of social media is built around content that lasts seconds, why are podcasts continuing to grow?

Part of the answer is convenience. Podcasts can fit around commutes, workouts and everyday tasks, giving audiences the freedom to listen when and where it suits them. But there is something else at play too: conversation.

Podcasts give people time. Time to explore an idea, hear different perspectives and get to know the people behind the conversation. And for brands, particularly those operating in specialist industries, that can be a powerful thing.

So, what is it about podcasts that keeps audiences listening?

Why are podcasts still so popular?

Over the past few years the increase in podcast listeners has soared, with an estimated 15.5 million listeners in the UK in 2025, 83% of those listeners agreeing that they enjoy the convenience that podcasts offer, as well as the wide variety of topics available (1).

From sport and culture to business and technology, there is now a podcast for almost every interest, profession and niche. The format itself can vary too, from solo shows and co-hosted conversations to interviews and panel discussions.

That variety means audiences can find both a subject and a style that works for them.

For brands, this creates an opportunity to move beyond simply broadcasting a message and instead create something people actively choose to spend time with.

The power of conversation

Unlike other content found on social media, podcasts often feel more authentic and conversational.

Rather than scrolling through content, the audience feel as though they are listening in on a conversation or that they are part of one. This stems from hosts being able to build relationships with the listener, especially if the user tunes in weekly, or daily, depending on the hosts schedule which creates a sense of loyalty (3). This is something that podcasts favour over short-form videos as the speaker has more time to connect with the audience.

That is particularly valuable for brands where people and expertise are central to the proposition.

Take professional and financial services. These are industries where trust matters, but where the subject matter can sometimes feel complex or difficult to bring to life in a short social post. A podcast gives experts the space to explain, challenge and explore those subjects in a more natural way.

And importantly, it gives the audience the chance to hear the person behind the expertise.

Content that fits around your audience

Podcasts also work because they fit into people's lives rather than demanding their full attention.

Listeners can tune in whilst commuting, exercising, eating or just completing daily tasks (4). This brings a level of flexibility from podcasts and as users’ day-to-day lives become busier, they can fit the episodes around their day rather than requiring their full visual attention which is something that visual content needs. Research show that 43% of users listened to podcasts whilst at home, whilst the other 57% was split between commuting or daily tasks such as housework (1).

That flexibility makes podcasts particularly well suited to busy audiences.

It also means brands can create a different kind of relationship with their audience. Instead of asking someone to stop scrolling and look at a piece of content, a podcast can become part of their routine.

Why podcasts work for specialist industries

For specialist brands, one of the biggest challenges is finding ways to make complex subjects interesting and accessible.

A short social post might communicate one statistic or insight. A podcast can ask why it matters.

It gives an expert the opportunity to unpack an issue, share their experience, challenge another perspective or explain a complex subject in their own words.

This can work particularly well across areas such as financial services, insurance and professional services, where audiences are often looking for expertise but don't necessarily want to consume it in a formal or overly technical format.

Podcasting can help put personality around that expertise. A conversation about a complex industry issue becomes an opportunity to hear how someone thinks, not simply what they know.

And that distinction can make a brand feel much more human.

What can a podcast do for your brand?

A podcast elevates your brand by building credibility as it allows the audience to connect with individuals behind the company.

It also gives your brand the opportunity to demonstrate expertise while humanising your company with real personalities at the centre. Utilising podcasts creates a platform to create deeper conversations around industry topics, something that could be particularly beneficial for brands in the financial services industry.

For financial services and other specialist industries, this can be especially useful. The opportunity isn't to make a complex subject simpler for the sake of it, but to make it more approachable, relevant and engaging.

One podcast, lots of content

Beyond the initial podcast, there is a lot of opportunity to create plenty of content including social posts, blogs, quotes, video clips, carousels and more.

One conversation can serve as a content engine, seamlessly integrating into your brands wider content strategy rather than a standalone piece of content.

The value of a podcast does not stop when the episode ends but instead creates more content and potential reach for your brand.

Is podcasting right for your brand?

A podcast isn’t necessarily right for every brand, however where there is expertise, interesting people and something worth speaking about it can be an effective tool to use.

Before starting your own podcast, there are some important things to consider:

1. Audience: Define who you are speaking to, but most importantly would they engage with a podcast.

2. Purpose: Clarify why you want to start a podcast. This could be to build brand awareness or to create a community feel.

3. Format: You need to choose an episode structure, e.g., solo host/interviews

4. Hosts: Who would be a great fit to be your podcast’s host? Someone to represent your brand and engage your audience.

5. Consistency: Commit to a schedule (weekly/monthly)

6. Content strategy: How can the podcast fit in with your wider marketing strategy.

How brandformula can help

Here at brandformula we have the expertise to shape your idea, develop the format, create the content and turn each conversation into content that works across channels.

If this is something you feel could be a great fit for your brand, get in touch to see how brandformula can support you.