Brands shouldn’t ignore podcasters when thinking about influencer marketing campaigns.

Brands shouldn’t ignore podcasters when thinking about influencer marketing campaigns. While young consumers have become accustomed to mindlessly scrolling social media, podcasting is a profitable platform for reaching young shoppers. Unlike most social media influencers, podcasters benefit from a captive audience as listeners are tuning in during their personal “me” time. The average podcast listener finishes 80% of an episode, and according to YPulse, 44% say they listen to ads featured on podcasts. One advantage of ads in podcasts is that they feel more real, as hosts or influencers often give a deeper glimpse into how they’re benefiting from a product or service, and listeners care about their opinion. Measuring the success of an ad is also easier for podcasts with tracking tools like promo codes, surveys, vanity URLS, and pixels, so brands can know how podcast hosts are influencing their sales. (AdAge)