internal communication become powerful through podcasting
introduction
It has revolutionized our way of consuming information: the podcast is becoming the trendy medium for reaching, questioning, educating, and moving. With 2 podcasts per minute being created worldwide (according to a Chartable study), this format is capturing the attentive ears of the curious and attracting more and more brands. Analysis.
podcasts, between intimacy and memorability
Nomadic and sensory, digital audio has the enchanting quality of feeding on the power of emotion and imagination, unlike visual content, which reveals itself immediately. More than ever, we are transitioning from a society primarily based on image communication to a society of voice communication!
As Loïc Mabily, Production Director at Cheese Naan, told us in our magazine HUMAN FIRST, “the podcast has this very important evocative power, minimalist, sober, also moving, almost contrary to video anchored in the spectacular and gigantism.”
Riding the wave of multitasking, podcasts are consumed everywhere, all the time: 69% of podcast listeners use this content while on the move, whether driving or on public transportation, during workouts, or while walking! “Factually, the podcast now fills ‘available’ attention time,” notes Loïc Mabily.
It’s also a star in memorability: 74% of listeners remember the advertiser’s name when they hear it in a native podcast, which is 4.4 times more than with any other medium, according to the CSA and Havas Paris Institute (2019). It’s worth opening your ears wide.
how brands are transforming their marketing through podcasts
“Without visuals and videos, podcasts appeal to all the senses of the listener: focused and captivated, they become more receptive to the message and therefore more engaged. This is a boon for brands trying to carve out a place in an already image-saturated market by going against everything we thought was true: attention spans less than three seconds, content often streamed without sound, and declining attention.
Podcasts, on the other hand, (re)emphasize the power of oral communication and listening without distraction.
As a perfect tool for brand content, podcasts improve brands’ natural referencing (since 2019, podcasts have been indexed by Google), while being less costly than videos and with hosting on streaming platforms remaining free. In short, it’s a win-win!”
SOMFY x Gardeners, reviewing the award-winning corporate podcast
“When SOMFY approached us to work on the topic of cybersecurity for its 6,500 employees, we quickly thought of the podcast. Our idea? Completely rethink the brand’s storytelling by instead offering an exciting techno-thriller, in 4 episodes, following the famous hacker (imagined by our creatives), Jack Stones. From the depths of his prison, this 2.0 gangster reveals the secrets of his greatest hacks and raises awareness about the importance of anticipating cybersecurity threats.
This large-scale operation, “Don’t let the hacker in,” deployed internationally across all brand touchpoints, was awarded twice at the 2022 Ours de la Com (Silver Bear) and the 35th Grand Prix COM’ENT 2022 (two Gold trophies in the categories of “Internal Digital Communication Award” and “Internal Communication Device Award”).
This distinction celebrates the boldness and originality of this project while reaffirming the proven impact of audio.”
Teaser de la campagne "Ne faites pas entre le hacker"
article author
Published in june 2022
Co-founder/leader of the agency Gardeners and the Gardeners Group, responsible for strategic consulting and creative direction.