It seems like in the last few years nearly every celebrity, business and entrepreneur started a podcast. The world of podcasting has grown exponentially in the last few years, and from this massive group several front runners and podcast styles have emerged as dominant.
One style of podcast that has become quite successful is the “branded” podcast. Branded podcasts are the type of program where a company uses the podcast medium to entertain and educate listeners while also furthering its brand recognition. Branded podcasts can be a real marketing goldmine when done well.
Some companies have tried and failed, while others have really hit the mark. There is no right way to start a branded podcast. In fact, the top 10 most interesting branded podcasts are from companies that vary significantly, and use vastly different methods of engagement in order to entertain the listener.
Slack Variety Pack
“The Slack Variety Pack” podcast was one of the pioneers of the branded podcast. Shortly after its launch in 2015, it was called “the World’s Most Ambitious Branded Podcast” by Contently.
“The Slack Variety Pack” uses fascinating and engaging stories that involve work relationships and communication to pull the listener in. This method helps to keep the listener intrigued, without them feeling like they are being fed a 30 minute advertisement.
Instead, listeners get a pleasant and upbeat mental picture of effective teamwork and a good work culture (cores of Slack’s brand) through the art of storytelling. Slack saw the potential in the podcast medium, and was one of the first to successfully integrate their branding ideals into engaging audio.
Radio HeadSpace
Mental health has become increasingly important over the last few years, and the mental health market has grown in toe with this need. HeadSpace is a company whose mission is “to improve the health and happiness of the world.” The “Radio HeadSpace” podcast is a daily, often short, podcast that tries to shed light on this mission.
Many “Radio HeadSpace” episodes are about 4 minutes long, which can be highly effective at reaching those with limited free time and short attention spans. This popular podcast is also daily, making it a great way to constantly stay in the forefront of the listener’s mental health and memory, while only occupying a few minutes of their mind each day.
The Sauce
McDonalds is not a company to pass up a marketing opportunity. “The Sauce” is a podcast that has helped launch its golden arches into millions of ears worldwide. “The Sauce” is a tongue and cheek podcast told in the investigative style that many true crime podcasts have made famous.
The catch is that the podcast centers on, you guessed it, dipping sauce. This fun and award winning podcast offers entertainment while never letting the listener forget that McDonalds has some delicious food they should probably go out and get right away.
The Message
There is nothing subtle about General Electric’s presence in our daily lives. Its podcast “The Message,” however, is a very clever, unique and entertaining approach to a branded podcast. When you think of General Electric, science fiction is certainly not the first thing that will pop into your mind, but that’s exactly what “The Message” is.
“The Message” is a great example of how a company can create something that is very outside their wheelhouse in order to reach new listeners and potential customers. “The Message” is engrossing entertainment, rather than scientific business. Within the content and advertising, however, there is real science and marketing that GE has carefully placed for these new ears to consume.
Rise and Grind
ZipRecruiter launched the “Rise and Grind” podcast in 2018. Rise and Grind is hosted by Shark Tank’s Daymond John, and at its core it aims to awaken people into performing at their greatest potential. The show’s teaser explains, “We all Get the same 24 hours. It’s about how you use them.”
ZipRecruiter is a popular employment marketplace and job listings search engine. The “Rise and Grind” podcast follows a storytelling model with motivational true stories and several meaningful interviews sprinkled within its content to pull in and motivate its listeners.
It does what all of the best branded podcasts do, which is engage the listener while drilling home their own branding in an approachable manner. Instead of drilling the idea of looking for a job on their website, the podcast seeks to inspire the listener to seek the most out of their potential. Sure, that likely means applying for a new job, but they are smart enough to not hammer that point too hard.
ZipRecruiter, launched in 2010, has seen the potential reach in podcasts and continues to run with it. In addition to starting Rise and Grind, ZipRecruiter also advertises on many of today’s most popular podcasts.
#LIPSTORIES by Sephora
Even though you can’t see makeup through podcasts, the makeup and beauty world has successfully launched a plethora of successful shows. Perhaps the most notable is Sephora’s podcast “#LIPSTORIES.” This podcast is less about the makeup Sephora sells, but rather about the concept of self-image in general.
“#LIPSTORIES” is hosted by Kristina Zias, and she is often joined by fascinating individuals, who all discuss beauty, self care and many of the pillars that make the Sephora brand tick, but without any overt and off-putting salesmanship.
The Daily
“The Daily” is one of the most popular podcasts out there. Presented by “The New York Times,” this podcast has a wide variety of topics, but they always relate somehow to the news of the world.
“The Daily” has been wildly successful in engaging a new generation and segment of readers, where they may have otherwise missed them. All the segments involve journalists who work for the Times, and the podcast does a great job showcasing the work and integrity involved in producing quality journalism.
The McKinsey Podcast
“The McKinsey Podcast” is an inside glance at this major management-consulting firm. This podcast is very successful in using its own company and experiences as examples to relate to major issues and moments in the workplace today.
From race to COVID-19, “The McKinsey Podcast” covers it all. What’s more, is that throughout each episode the company is able to show more about its own practices in its own words.
TGIM
“TGIM” by Shopify is a podcast that aims to take a new approach to the Monday grind. TGIM debuted in 2016, and was geared specifically at attracting the ambitious entrepreneurial type. Each episode delves into different aspects about what it takes to make magic happen in your own business.
Trained
Nike’s podcast “Trained,” aims to train its listeners in all sorts of ways. The show often has special guest interviews with athletes, doctors, psychologists and other professionals. This podcast looks at the life, competition and the art of the game from all angles, and invites listeners to go on the journey.
The aim of this podcast is to help its listener “play a better game, run a better race, or just live a better life.” In other words, the podcast aims to achieve exactly what Nike’s brand always aims to achieve.