Podcasting as a communication strategy: The growing investment of brands in the audio format

Abstract

In an environment saturated with visual stimuli and fleeting advertising messages, brands are now turning to a new channel of proximity: the podcast. Seen as a modern evolution of radio, the podcast has become a powerful marketing tool, where authenticity and storytelling take center stage. This article explores the growing investment of brands in this audio format, highlighting how global names such as Lexus, Dior, and Sephora use podcasts to build deeper and more lasting relationships with their audiences. Based on concrete data and successful case studies, the analysis focuses on the impact of both podcast marketing and brand podcasts on brand awareness and consolidation in the market. More than just a trend, podcasting is becoming a strategy potentially more effective than social media advertising, thanks to its emotional tone—where each episode is an opportunity to tell stories, humanize brands, and win over listeners.