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🎙The Power of Sound: How Audio is Reshaping Brand Recognition in Podcasts

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Podwires Team
October 15, 2024

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🎙️TODAY’S BRIEF

  • 🔥 Revolutionizing Podcast Search: ABC's Innovative AI Trial Unveiled

  • 🚨 Podcast Insight: The Power of Sound: How Audio is Reshaping Brand Recognition in Podcasts

  • 🌏 Podcast Elsewhere: Australian Podcast Industry Celebrates Innovation and Growth at ACRA Awards 2024.

đź‘‹ Hi, Podsky!

Miguel here! We're excited to share the latest study from Veritonic, which we think you'll find really interesting! It says that although 50% of podcast listeners engage much better with sound identities than with visual branding, 58% said that audio elements are more memorable to them.

This just goes to show how sound can revolutionise brand experiences! This shift in consumer behaviour not only changes how marketers do their strategy, but also puts audio right at the core of building enduring connections with audiences. We've got lots more information on this and other news in today's newsletter, so be sure to check it out!

And a big thank you to all our long-time subscribers and new supporters! Podwires is on a mission to help independent podcast producers, and we're here to help you succeed. With over 1000 podcast producers on our marketplace, we've got the tools and expertise to make your podcast dreams a reality. Plus, our podcast toolbox is packed with the latest and greatest podcasting tools. Let's make great podcasts together!

As always, contact us via email, and don't forget to sign up for this newsletter here if you haven't already. Encourage a friend to subscribe as well!

Today’s issue takes 10 minutes to read.

Let’s dive in on today’s newsletter. - Miguel

⬇️Listen : A comprehensive summary of the latest developments in podcasting, based on insights from the Podwires newsletter. Powered by AI.

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ABC
🔥Revolutionizing Podcast Search: ABC's Innovative AI Trial Unveiled

Image: ABC

In a first-ever trial, the Australian Broadcasting Corporation is applying artificial intelligence to transform podcast discovery. The ABC applied generative AI to enhance the titles and descriptions of thousands of podcasts in its catalog and, in the process, perhaps change how millions of listeners find and engage with audio.

ABC, a pioneer in podcasting for Australia, for one month trialed this AI technology with the involvement of 10 audio teams from all its departments. According to Andrew Davies, Impact and Strategy Manager, Audio-On-Demand, in this trial he, along with Craig McCosker, the Group Product Manager for Future Focus, tried to make podcasts easier to discover through better titles and descriptions done by artificial intelligence.

The Key Points:

  • AI tool used: Microsoft Copilot

  • Experiment duration: One month

  • Number of participants: 10 audio teams of News, Content, and International departments

  • Task/Topic: Podcast title and description generation

  • Average of suggested titles usefulness: 2.3 out of 5

Why it matters: Finding a new podcast is like finding a needle in the haystack, and the ABC are seeing if computers can make podcast titles and descriptions sexier-wrapping that needle in shiny. This could help people discover and listen to podcasts made for them, with this innovation making it easier for anyone to explore fantastic audio.

Our Analogy : Podcast titles and descriptions are, in concept, the book covers of the audio world. Just as a catchy book cover might help a reader reach for a volume, engaging podcast titles and descriptions prompt listeners to hit play. The ABC is, in effect, attempting to create an AI "book cover designer" for podcasts that will help each show pop on the digital bookshelf that is the internet.

Our take: As podcast producers, this AI experiment heralds great prospects for our industry. Though the technology still isn't perfect, it does show promise for helping to craft compelling titles and descriptions, an exceptionally difficult task. That can save us time and extend the reach of our podcasts further because we would focus on quality content creation. Whatever the level of automation, human creativity and judgment are required in order for our podcasts to ensure distinctiveness of voice and continue to resonate with the respective target audiences.

🗞️ TL;DR - PODCAST NEWS

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PODCAST INSIGHTS

Podcast Marketing Revolution: Why Sound Trumps Visuals for Brand Engagement

Image: Veritonic

Veritonic has just unveiled, in a pioneering study, the power of sonic branding unwrapped within the podcasting industry. Although 50% of podcast listeners reportedly engage much better with sound identities compared to visual branding, 58% said audio elements are more memorable to them. It's crystal clear that sound revolutionizes brand experiences. This shift in consumer behavior not only fundamentally changes how marketers do their strategy but simultaneously sets audio right at the core of building enduring connections with audiences.

Hundreds of podcast listeners in the U.S. took part in this research, wherein 64% of those asked claimed to show more brand loyalty to those with cohesive sound identities across multiple platforms. This data underlines how audio elements can play a greater role in informing marketing strategies-particularly within the podcast domain.

Here are five key bullet points:

  • 50% of podcast listeners engage with sound identities more than visual branding

  • 58% find sound elements more memorable than visual elements

  • 64% feel more connected to a brand if its sound identity is coherent.

  • 64% find a brand more recognizable if it maintains similar sounds across all touchpoints.

  • 51% said that a brand's sound identity affects their emotional perception of the brand much more than the visual identity.

Why it matters: Sound is becoming more important than ever in how we connect with brands. With increased podcast listenership and voice-activated devices, the audio is taking precedence over visual appeal. Therefore, businesses have to make a conscious decision when thinking about the sound in their ads and products; these can be an aide to people in remembering and feeling connected with their brand. This would translate to listeners having a more pleasurable and memorable experience with the brands they come across in daily life.

Our Analogy: Consider the sound identity of a brand to be similar to that one familiar voice when one hears it on the phone. Similar to the way one is able to identify a friend or member of their family simply by the sound of their voice without one seeing them, a well-crafted sonic brand may instantaneously elicit thoughts about a certain company or product. Now, envision this voice changing every other time one called; it would be perplexing and not as memorable. This itself is one reason brands are focusing on the creation of consistent sound identities across all their platforms, from podcasts to TV ads and app notifications.

Our take: As producers of podcasts, we believe this sonic branding trend presents some great opportunities for our industry. We can work with brands to develop distinctive, memorable audio experiences that connect with our listeners. A strong focus on sound identity could drive more innovative and interesting podcast ads, possibly extending revenue streams for producers. Moreover, it puts a high value on quality audio production.

Full report below 👇️ 

Sonic Branding1020.33 KB • PDF File

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PODCAST REVOLUTION
PODCAST TOOLBOX

  • 📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.

  • 🎙️Rode - is an Australian-based audio technology company specializing in the design and manufacture of microphones, headphones, audio interfaces, and audio software.

  • 🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.

  • đź“Ľ Tubebuddy - is a complete tool for YouTube channel management and growth.

  • 🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.

DISCLAIMER This podcast toolbox includes affiliate links If you decide to make a purchase using them, we may receive a small kickback which helps to support the newsletter which allows us to operate it. Thanks in advance!

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