by By Jane Nyman
Today I am here to talk about the influencer-to-podcast pipeline.
Why are so many influencers creating podcasts?
One can only guess, but here are a couple of my suspicions…
Long Form Popularity
Audiences are becoming tired of short-form content and are wishing for the classic long-form Youtube video. Furthermore, many audiences of influencers enjoy “putting on a Youtube video while I clean” or “listening to my favorite Youtuber on the bus.” Followers miss the ability to virtually “hang out” with the influencers they follow. And, a podcast gives an authentic outlet for influencers to do just that.
Two Birds… One Stone
Why not dominate two media platforms? Podcasts are no longer exclusive to NPR and Joe Rogan. Beauty podcasts, crime podcasts, recipe podcasts, the doors are opening too many different kinds of people to share their niche passions voice! (and that reason is why I listen to podcasts, I feel more connected to someone when I can hear their voice). This is also a strategic tactic for the ability to cross-post on multiple platforms. Podcasters will post a trailer of their recent episode on TikTok and leave it on a cliffhanger which requires viewers to check out the podcast to find out more. Example from Fool Coverage’s podcast below…
Brand Partnerships
Money and fame. Well, when you put it that way it sounds worse than it is. Certain brands fancy a podcast partnership more than other socials (I am talking to you Hello Fresh). Influencers have experience in brand partnerships so when pairing with brands for podcast episodes— they know what to do. It is not these influencers’ first time around the block Furthermore, podcasts are a way for influencers to feature big-name guests and connect them to their personal influencer brands. Networking at its finest!
We may never know the true reason why all these influencers keep creating podcasts but in the meantime check out my top three influencers’ podcasts below…
Some of My Favorite Influencer Podcasts
Fool Coverage— a mix of Laura Lee’s southern hospitality and her silly sidekick— Manny MUA. This podcast discusses influencer and pop culture happenings.
Pretty Basic— Alisha Marie and Remi Cruz come together to relive the 2014 beauty guru era and have some pretty great guests to match— Ashley Tisdale, Meghan Trainor and Emma Chamberlain.
Circle Time— Kelsey Kreppel, a preschool teacher and an influencer— this woman does it all. With humble beginnings, she breaks down the fourth wall between influencer and audience.
Connect with Jane on LinkedIn here.
Hi Jane!
I really enjoyed this blog post! As a podcast enthusiast myself, along with producing my own podcasts, I think that they’re definitely on the upswing. People like feeling that they’re in on the conversation, and podcasting has a level of personality that other journalism just doesn’t have. It’s cool that influencers are taking advantage of this platform, but I also think it needs to be used responsibly (look at what happened with Joe Rogan and the COVID misinformation).