Podcast Influencer Marketing in 2025: Why Brands Can’t Afford to Miss Out

Kacey Clarke
Oct 7
4 min read

Podcasting has grown from a niche format into one of the most trusted and effective marketing channels for brands. With global listenership constantly on the rise, podcasts now reach millions of highly engaged listeners who are tuning in, not just for entertainment, but for trusted voices and recommendations. This means that podcasting is no longer experimental, it’s essential.

Podcast creators have built their market edge by cultivating deep, authentic relationships with their listeners, evolving podcasting into a distinctly powerful and opportunity-rich marketing medium. For brands, this means new opportunities to build awareness with loyal audiences, boosting trust and delivering measurable results. Let's break down some of the reasons your brand can't afford to miss out.

Why Start Podcast Advertising?

Podcast consumption is booming, making it one of the fastest-growing digital advertising channels, with brand investment continuing to climb. In a time of traditional ad fatigue, audiences are turning to podcasts for high-engagement, screen-free media that feels more personal and relevant (CMSWire). For brands, this makes podcasts the perfect channel to cut through the noise and connect with audiences in a more authentic way.

One of the key benefits of podcast advertising is the unique combination of intimacy, trust, and attention that podcasts maintain. Research by Wondery shows that 57% of listeners pay more attention to brands that support their favorite podcast, and 54% say they trust those brands more than others.

This creates a high-impact environment where brand messages resonate more deeply than in other ad formats.

But Why Do Podcast Ads Build More Trust?

One of the biggest podcast advertising benefits lies in the relationship between podcasters and their audiences. Unlike traditional ads, podcast hosts are trusted voices, often seen as friends or advisors by listeners. Audience trust is transferred from creator to brand when a podcast host promotes them, with listeners tending to see the brand in a more positive light.

According to an Acast x Nielsen study, 80% of surveyed listeners trust recommendations from their favorite podcaster, with host recommendations trusted almost as much as those from friends or family members. This significantly outranked other voices such as traditional radio hosts and celebrity ambassadors, outlining higher ad engagement.

Performance Compared to Other Ad Formats

Unlike display ads and social posts, podcast ads are typically consumed by listeners and skipped far less frequently. Listeners are engaged, screen-free, and attentive. Many also take action after hearing an ad, such as visiting a brand’s website, searching for a product, or even making a purchase.

A 2025 online study of over five thousand participants by Sounds Profitable saw that, of those who took action following exposure to an ad, podcast listeners ranked the highest, with:

27% researching the brand
33% noting down a promotional code
28% discussing the product with others
22% making an immediate purchase

Monthly usage of ad supported media channels also saw podcasts at the top, with 31% of those surveyed consuming them. Additionally, the Guardian found that adding podcast advertising to the media mix for marketing campaigns boosts trust and memorability by 18%.

For brands, this means that podcast ads don’t just get heard, they stick.

Why Brands Should Act Now

Podcasts are more than a trend, they’re part of a distinct online culture, with podcast audiences growing significantly year after year.

At a time when trust in mainstream media is declining, and traditional ad fatigue is rising, podcasts stand out as trustworthy, relevant, and engaging. This makes them an essential channel for brands looking to expand reach, build brand loyalty, and drive conversions.

Around one third of listeners surveyed by Deloitte’s digital media trends study claimed to tune in to podcasts specifically to follow a host they like, with ad influence shown to be significantly more impactful than through other mediums.

By aligning with trusted hosts, brands can:

Build credibility and positive brand associations.
Reach audiences who actively engage with ads.
Boost overall campaign performance and trustworthiness.

Podcast advertising is one of the most effective investments that brands can make to increase awareness and drive results. As listener numbers grow and podcast ad performance continues to outpace traditional formats, don’t be the people left behind.

How to Navigate the Podcast Advertising Space

With so many shows across niches, formats and genres, the podcast landscape is rich, but can feel intimidating. That’s why many brands partner with specialized podcast advertising agencies like PAWW. With expansive insider knowledge and industry relationships we can:

Identify shows that align with your brand values and mission.
Match campaign goals with proven performance insights.
Maximize ROI by reducing guesswork.
Accelerate growth with optimized placements.

By aligning with the right creators, brands can benefit from the relationship hosts have with their fans, sparking real full-funnel results from awareness to conversion.

Final Thoughts

Podcast influencer marketing in 2025 is about activating strategies that bring brands closer to audiences than ever before. It is about taking advantage of a rapidly growing and under-utilised channel to truly connect with the demographics that your brand targets.

For marketers ready to expand their customer base and reach audiences that are increasingly leaving traditional media, podcasting is the medium to watch, and invest in.

Want to see how podcast ads can drive results for your brand? Need help navigating the podcast advertising market? Our team specializes in connecting businesses with the right shows and audiences.