Why are the brands throwing a stamperer?

Wen | Shixin

Editor |

Following the talk show actor and KOL for the anchor, the big brands who love to be a podcast now are the major brands.

These brands that are keen on podcasts involve all walks of life, including "Star Radio" with three and a half meals of consumer brands, "empty island LANDING" of the tourist attraction, as well as the female topic of the luxury brand GIADA. "Read". The concept of brand podcasts already exists, but in 2022, the Chinese podcast industry ushered in a big outbreak of brand podcasts.

From a business perspective, podcasts have not only become the focus of the brand's launch. It seems that there seems to be a new answer to the commercialization of podcasts that has been repeatedly discussed in the past year: the hotness of the brand podcast has shown more possibilities of the commercialization path of the podcast.

The question also appeared: Why did the brand pay so much attention to podcasts? Why can brand podcasts be the focus of the development of the industry? From a macro perspective, what kind of development will the podcast industry usher in?

Brand podcast, new air outlet in the field of podcasts

For senior podcast audience Xiaoyang, in fact, the process of broadcasting commercialization is more "subtle". For the audience, the "prosperity" perception of podcast business is not obvious.

Different from the medium -short video content platforms such as Douyin and B Station, or social media such as Xiaohongshu and Weibo, podcasts are the content medium that pays more attention to companionship and content depth. path.

In the cognition of many people, the commercialization of audio media such as podcasts is still in the form of oral advertising during the radio period. In the middle of the content or music, a brand advertisement or advertising scenario drama is inserted. For preliminary cognition, and for the emerging form of podcasts, this slightly early business model is not applicable. The time that takes more than an hour requires the "fluency" of audio content. Advertising "is undoubtedly interrupted the audience experience.

So how does the brand enter the content area of ​​podcasts? The hottest concept now is "brand podcast".

The brand podcast is the brand's own producer or participating in the production of podcast programs, that is, the "brand background" to the podcast show.

Xiaoyang Shen was touched. When using the small universe and other podcast apps daily, she rarely felt the existence of oral advertising, but the brand podcast has become an important existence in her subscription list. For Xiaoyang, a large part of the subscribing brand -related podcasts are related to "knowledge". She mentioned to the Hedgehog Commune that a brand podcast he often pays attention to: the "financial investment knowledge APP" knowledge and behavior "podcast" knowledge and action small " The tavern.

Zhixing Tibetan is a more typical brand podcast. It is produced by knowing and knowing. It is a podcast program that shared investment and wealth management related knowledge. Currently, the subscription volume in the small universe exceeds 65,000. It is the most well -known investment podcast program on the small universe one. There is a long time to know how to be a brand podcast. The first episode of the program was launched in January 2021 in the first year of "Chinese Podcast". So far, 57 episodes have been launched.

In the early stages of the program, the program format of Zhixing tavern was relatively fixed, and basically exported the content of the form of interviews or interviews with employees or interviews with financial management, economic KOL or related fields.

Beginning in 2022, the content of the Zhixing tavern has also changed, such as discussing around fixed topics or events, or output content in the form of reading clubs. Xiaoyang is one of the loyal listeners of the Zhixing tavern. Due to the needs of financial management, she found this podcast program in the small universe and continuously learned about financial management knowledge. At the same time, she became one of the users with knowledge and lines.

As mentioned earlier, for many users, the process of commercialization of podcasts is "subtle", and brand podcasts often do not "open up". "Many of them may not directly hang their own brand names, or It is clearly mentioned in the show every time, but it is always mentioned in the content of the show. "

Many brands of podcasts are required to be such "low -key". The podcast program "Organization Evolution" launched by Feishu, "large and small radio stations" of large and small coffee, and "Star Radio" with three and a half meals and a half meal. From the content of the program, it is difficult to find them. "Business background". For example, the three -and -a -half "Star Radio" invited a number of well -known anchors such as Yang Dayi and Jiang Sida to participate in content creation. Essence

Brand podcasts are becoming an important part of the field of podcasts. More and more brands, enterprises, and institutions choose to enter the field of podcasts. The chief operating officer of the podcast company, Yang Hedgehog Commune, has always introduced that since mid -2021, every month, every month to each month, every month, every month, it is directed to each month. The number of companies or brands of JustPod inquiries increased significantly, and most of them eventually landed as brand podcasts.

Logic of brand podcast: depth content matches the audience

JustPod is one of the earliest companies in China to focus on the field of podcasts. In 2018, Yang Yi and another founder Cheng Yanliang founded JustPod in Shanghai. Unlike many podcast companies that first do the content of the content, in the words of Yang Yi, justPod was born for commercialization from the beginning. Essence

"One of the great reasons for the registered company of JustPod was that we already had two corporate customers at the time, and we could already provide them with content production services, so we need to set up a company." Yang Yician said that compared to many start -up companies first first The financing re -expanded business, "It is a 'already has service products, customers, and positive cash flows, and the logic of the establishment of a company' is required." From the time of 2021, the broadcasting customer industry ushered in the "outbreak". The discussion has never stopped, but most of the discussion basically revolves around the way to seek commercialization from the content, and JustPod does the opposite of its way. When most broadcasting companies make the C -end of the C -end, the content advantage is established. They have already started B -side services outside the original content and nurtured their podcast programs through corporate service revenue.

In other words, JustPod has explored the way to commercialization of podcasts early, and their most important B -end corporate services are to help companies or institutions make brand podcasts. Their customers include many industries such as the Internet, finance, and automobiles. Well -known companies such as GGV Jiyuan Capital, BASF, Tmall International, Santun, and Huatai Securities are all JustPod customers.

In Yang Yi's view, companies in the field of broadcasting customers are roughly divided into three types: professional service enterprises, large -scale comprehensive enterprises, and new consumer brands.

The first is professional service enterprises, such as VC financial institutions, consulting companies, accounting firms, knowledge payment companies, etc. They have established market competitiveness with professional knowledge content, so podcasts have become their output professional content, established brand influence New channels. "They have to send reports such as reports, post -research newspapers, etc. They need to output content through the media to establish their own authority and differentiation, but the more popular forms are not suitable for such content output, such as short videos. Compared with comparison, compare It is difficult to show their professional content in a short way. "

Podcasts perfectly solve their content output needs. Each episode of the program from 45 minutes to one hour of audio can well explain the professional content clearly and form a relatively complete content logic chain. "Matching" becomes their attention Important reasons for podcasts.

For large -scale comprehensive enterprises, podcasts have become new exports for marketing and establishment of brand cognition. Yang Yi mentioned Tmall International they once served. With a new perspective for these enterprises, the media itself pays more attention to the depth of content, and the form is more novel.

"They also do some other dissemination when they get audio audio, such as putting it in the WeChat public account, or intercepting content to make a video form." The same logic even attracted chemical companies like BASF. For these For large -scale comprehensive enterprises, podcasts are more like a content pool. They can not only excavate new stories and values ​​of the brand, but also support the overall marketing behavior.

The new consumer brand is more about the audience behind the field of podcasts. At present, the user portrait in the field of podcasting is relatively clear: the white -collar workers in first -tier and second -tier cities are the main, and the stickiness is high. According to a set of data released in early November 2021 50 hours.

High net worth and strong viscosity, new consumer brands such as three and a half to see the high degree of matching of podcast audiences with their target consumers, so choose podcasts as important brand content launching points, and establish brand cognition in the hearts of users through in -depth content. Build a new brand story. In addition to brands, new consumer brands are also important subjects for podcast advertising.

It can be found that no matter what kind of enterprise, the reason why they choose to enter the bureau brand to see their content output capabilities, long audio, depth content, companionship, story nature, the reason why podcasts can become brand darlings are still their own darlings, it is still them. The ability to "establish cognition" is playing effect.

JustPod played a "key" role in it, leading the brand into the broadcasters of the Podcast.

According to Yang Yi, their corporate services are mainly divided into several types. The first is to "connect" between the brand and the podcast show. When the brand has the needs of launch or cooperation, it integrates the podcast programs of different styles of content. The specific planning of the content will be involved in the content; the second is to establish a more comprehensive cooperative relationship with the enterprise, and from a professional perspective to help them produce audio content or brand podcasts.

Third, it is more oriented to consult services. From the multiple values ​​of the podcast to the enterprise to what brand of broadcasting content or other forms of audio products for the company, JustPod can help enterprises formulate audio strategies, and can further provide further provision from planning creation to publicity and promotion as a whole Link to landing service.

In Yang Yi's view, they have to do questions about companies and brands, so that they can truly understand what podcasts are, what can podcasts and even audio bring to the brand.

"Podcasts and brands are more of a" co -dance "relationship." He interpreted the commercial development of podcasts like this, which represents "promoting each other and moving forward together."

Enterprise, pushing player of podcasts

In June 2022, a podcast program called "Are We Meet" attracted a lot of attention because its label was "sound love". This show was co -produced by the three small universe anchors of random, Little Linlin, and Bellara. As the host of the show, they invited three men and women to guests to "know each other by not looking at each other, only communicate with each other, and choose each other. Choose each other. "For the selling point, the" variety show "with the sound of love as the medium of love was opened.

As a new podcast show, "Are We Meet the Meeting" "fire" in the small universe, which has attracted the attention of many media. For the field of podcast fields that are based on sharing and round table night talks, The new program is undoubtedly exciting. In this industry, "exploring new possibilities" has always been a issue that many practitioners have been paying attention to.

In fact, the sound variety show has not just appeared. As early as 2021, Himalayan had customized the variety show "Wisdom" to JustPod.

As a predecessor of the audio variety show, Yang Yi appreciated the appreciation of "Are We Meet". In his opinion, this is a fresh attempt for the content of the podcast, but also mentioned the pain point of the podcast market. "This sound love looks like a lot of sound, but from the platform subscription volume, we have not yet exceeded four digits."

As a variety show of Internet celebrity podcasts, as of the end of the whole season, the subscription volume of "Are We Meet" is still less than 5,000, and the subscription volume and voice volume is difficult to achieve "positive correlation".

Yang Yi observed this "contradictory phenomenon" from the overall development stage of the podcast market. UGC content, although the program has the concept of innovation, the exquisiteness of the show and the professionalism of planning still have more room for development. In addition, whether the quantitative indicator of subscription volume itself can accurately reflect the value of an innovative project, it remains to be discussed.

From a more macro perspective, the "early stages" and "exploration" nature of podcasts are more reflected in the audience in the field. In his opinion, this is still a "accumulation" process. He mentioned short video platforms such as station B and Douyin. In his opinion, short videos, as an emerging media form in recent years, are also continuously accumulated through UGC content. Users Based on the continuous expansion of the number, the content of the content is broken and the attention of the people.

He believes that for the field of podcasts, many "basic" things have not been done yet. The more potential podcast program form is a question we are still exploring. "

At the same time, Yang Yi also believes that for the development of podcasts, the power of enterprises cannot be ignored. In his opinion, in addition to podcasting companies and UGC content creators, companies may be the most important driving force in the industry.

"Although the subjective purpose of the enterprise is not to promote the development of podcasts, their resources are more concentrated and the goals are clearer." This "some targeted" brings opportunities for the new state of many podcasts. "Through corporate cooperation, everyone discovered that the original podcast can also make documentaries, can do special films, and can be a professional narrative program." This kind of enterprise has promoted the innovation of content innovation of podcasts, and it also occurred in the European and American markets a few years ago.

"The biggest problem of Chinese podcasts is the supply side." Yang Yi believes, "Many popular mainstream sowers themselves are launched by brand institutions. The vacancy of the content. "

This may also be the reason why the brand podcast ushered in the prosperity. The nature of the podcasts and the audience won the favor of the brands, and the brand's entry also provides potential motivation for the development of the content of podcasts. However, we need to notice that the podcast industry not only needs to innovate and broaden the market in content, form, and explore a more mature business model. It is also important to promote the industry. In terms of areas, the realization of long -term business models can promote the steady development of the industry.

According to Xiaoyang's observation, although oral advertisements are rare, in many podcast programs she are concerned about, they can often see the sponsorship of enterprises or platforms for single -stage programs. New consumer brands and Internet content platforms are regular customers of advertising.

Yang Yi also expected more on advertising. "Brand podcasts and corporate services are done well. Maybe only one of our companies can make this money, but if the advertisement can be done well, everyone in the industry can earn it. To money, this is a prerequisite for the prosperity of this industry. "

- END -