With the rise of the creator economy, 40% of marketers are leveraging the power of influencers.

The strategy has proven to be successful with 63% of marketers reporting that influencer-generated content performs better than brand-directed content. 

Why? 

Influencers bring a sense of relatability and trust to audiences that can be challenging for brands to establish on their own. 

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The power of influencer marketing 

Influencer marketing has taken off in recent years because instead of coming off as a promotional tactic, when done well, it feels more like a recommendation from a friend. 

In fact, 63% of consumers are likely to buy products from an influencer they follow, and 66% of Gen Z and Millennials say they trust influencers’ opinions the same way they do personal recommendations from friends.

In this way, the impact of influencers goes beyond just creating brand awareness—it fosters lasting relationships with consumers. When influencers share their experiences and endorsements, it resonates on a personal level that traditional advertising often can't achieve.

Podcasts + influencer marketing = A match made in heaven

Typically when we think of influencer marketing, our minds go straight to Instagram and TikTok, but some of the most effective influencer marketing campaigns happen on (you guessed it) podcasts.  

In this blog, we’ll be diving into why so many brands are turning to podcasts to enhance their influencer marketing strategy and how you can leverage these tactics to:

• Help build connections with your target audience
• Establish and grow thought leadership content
• Enhance lead generation efforts 

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Where podcasts and influencers overlap

There are a few ways companies can incorporate influencers into their branded podcasts. Here are three of the most common:

Inviting influencers onto your branded podcasts

One way to enhance your influencer marketing strategy is by inviting an established influencer to guest on your podcast. There are many benefits to this, including boosting your show’s credibility, building a connection with the influencer and their management team, and (of course) tapping into their loyal fanbase. 

Hiring an influencer to host your branded podcast 

While many brands opt for an in-house host–like a CEO or C-Suite executive–others are opting to hire an influencer in their niche, while there are pros and cons to both approaches, hiring an influencer eliminates the need for professional coaching, brings some social credit to your series, and brings an established audience to your podcast from the beginning. 

Podcast hosts turned influencers 

Last, but certainly not least, there are the podcast hosts turned influencers. Unlike the two methods above, this tactic certainly relies on the long game and is hard-won. However, with a lot of consistency, dedication, and value-packed discussion, it’s certainly doable. 

Podcast hosts in particular have a lot of sway over their audience with 83% of Gen Z listeners saying their favorite podcasters feel like friends and 62% of listeners making a purchase after hearing a host-read sponsorship. 

So while it takes a lot of time and commitment to build this kind of community, it’s worth it in the long run. 

Alex Cooper, the host of Call Her Daddy, is a great example of a podcast host turned influencer. By keeping her takes on dating and life unapologetically real, she’s built a fanbase that feels like friends and has made waves far beyond the series. For instance, she’s hosted events at the Olympics and built her own podcast network, Unwell.

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Why brands use podcasts in influencer marketing strategies 

Now that you understand a bit more about how brands are choosing to incorporate influencers into their podcasts, let’s dive into why the medium has proven to be so effective. 

Here are some ways in which audio outperforms other influencer marketing channels:

Thought leadership

For 76% of brands, establishing thought leadership is a main goal when launching a podcast. And it’s easy to see why: podcasts offer space for deep, meaningful conversations that showcase expertise and insights, positioning brands as leaders in their fields. 

In fact, almost half of these brands say podcasting is a better tool for building authority than other channels.

With influencers sharing their knowledge on a branded podcast, brands can offer real value to listeners, making it easier to earn their trust and attention. 

Reach younger demographics 

Younger audiences are tuning out traditional media and looking for unfiltered, authentic conversations—which is exactly what podcasts deliver. Even public figures like Kamala Harris and Donald Trump are appearing on popular shows like Call Her Daddy and This Past Weekend with Theo Von to connect with young listeners. 

For brands, having the right influencer as a guest can make all the difference in reaching this demographic. Studies show that 61% of Gen Z listeners use podcasts to stay up-to-date on social issues, so brands that feature relevant voices are more likely to resonate.

Engagement and connection 

By leaning into podcasting’s raw, relatable format, brands are given the opportunity to build real relationships with their audience. Unlike a quick social media post or blog, podcast episodes create space for longer, more engaging conversations – which last for over a half hour on average.

Adding influencers into the mix allows you to humanize your brand and tap into an already highly engaged, loyal audience in a way that feels genuine, and on a platform they already trust. 

More precise lead generation

One of the biggest advantages of blending influencer marketing with branded podcasts is the potential for highly targeted lead generation. Unlike traditional ads, which can often feel impersonal, branded podcasts with influencer guests allow brands to reach specific, highly engaged audiences who are already invested in the voices they trust. 

82% of brands cite gaining higher-quality leads from influencer marketing because of this precise targeting, and 72% of brands report lead generation as a primary benefit post-launch.

Convenience 

Another benefit of podcasts is their convenience—listeners can tune in while they’re on the go, whether they’re commuting, working out, or doing household chores. 

This ease of listening shows in the stats: 71% of people say they tune into podcasts because they can multitask. With this in mind, it’s no surprise that 79% of listeners prefer tuning in on their phones, making podcasts the perfect companion for an on-the-go lifestyle.

Because listeners are already primed for multitasking, branded podcasts with influencer guests become a go-to choice for engaging audiences wherever they are, creating impactful touchpoints without requiring a dedicated screen or uninterrupted attention.

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Best practices for blending influencer marketing and branded podcasting 

As we’ve established, branded podcasts are a great medium to expand your influencer marketing strategy; however, just inviting any influencer to your company’s show isn’t going to set you up for success. 

Here are some things we always suggest to brands opting to partner with influencers on podcasts:

• Identify relevant influencers: Select influencers who align with your brand values and target audience (or the audience you’re looking to break into). Ask yourself questions like: does this person mean something to our listeners? What’s the added value of having them on our podcast? 
• Align goals and expectations: Clearly communicate your objectives and expectations with influencers before the collaboration. Discuss what success looks like for both parties, ensuring alignment on promotional efforts, content quality, and audience engagement.
• Create authentic collaborations: Audiences are very discerning, which is why we always suggest approaching influencers with opportunities that feel natural and authentic. Collaborate on episode topics that allow influencers to share their insights and experiences genuinely, creating a more relatable and engaging conversation.
• Make cross-promotion easy: Encouraging guests to share their podcast episodes can be difficult – especially when they’re busy influencers. Make the process as seamless as possible by providing them and their team with custom graphics, video clips, and sample social copy.
• Measure engagement and impact: Use analytics tools to assess how influencer collaborations impact your podcast’s performance. Track metrics such as listener growth, engagement rates, and audience feedback. 
• Foster long-term relationships: Build lasting partnerships with influencers rather than seeking one-off appearances. Ongoing collaborations can lead to more profound connections with your audience, as listeners become familiar with and trust recurring guests.
• Incorporate storytelling: Encourage influencers to share personal stories that relate to your podcast's themes. Authentic storytelling can captivate your audience, making the content more relatable and memorable.

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How to find influencers to feature on your podcast 

If you’re interested in featuring influencers on your podcast, here are three ways to start setting up your partnership:

Working with a full-service podcast agency

If your brand is serious about podcasting and has the budget, we suggest partnering with a full-service podcast agency. Their skilled teams of podcast pros will handle all aspects of your series – from conception and production to distribution and promotion. 

On top of highly skilled teams, podcast agencies have expansive networks and add a layer of credibility when reaching out to the big names you’ll want on your brand’s show. 

Influencer marketing platforms 

Influencer marketing platforms are designed to help businesses streamline their influencer marketing efforts, making it easier to connect with the right influencers and manage campaigns efficiently. 

These platforms help you discover influencers who align with your target audience, manage outreach and campaign logistics, track performance metrics like engagement and reach, and handle payments. Popular options include Aspire and Upfluence.

Podcast guesting tools

If you don’t have the budget for a full-service podcast agency but still want to stick with podcast-specific services, there are a couple of tools dedicated to podcast guesting. 

We suggest checking out:

• Podchaser’s Podchaser Connect feature (now owned by Interview Valet) connects podcasters with guests, providing analytics to support strategic collaborations.
• MatchMaker.fm allows you to find guests or offer yourself as a guest on other shows. The platform is free to use and connects easily with your LinkedIn or Facebook accounts for quick setup.
• PodMatch matches ideal podcast guests and hosts for interviews based on interests, expertise, and audience alignment.

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Examples of influencers in branded podcasts 

Let’s dive into some examples of companies leveling up their podcast strategy by partnering with influencers: 

Northwestern Mutual, A Better Way to Money 

Northwestern Mutual tapped into the power of influencers in their podcast A Better Way to Money. Episode two features TikTok sensation, Kat Stickler, who boasts over 10 million followers. She came on the podcast to discuss financial planning amidst life’s milestones. 

She opened up about her personal journey, sharing how her money mindset has evolved from starting her business to raising her daughter. By combining her influence with expert financial advice from the show’s hosts, the episode brought financial literacy to a massive audience in a relatable, approachable way.

Banfield Pet Hospital, Not Just Fluff

Not Just Fluff is a podcast tailored for pet parents seeking top-tier care and understanding for their four-legged friends. The show provides actionable tips and smart advice from pet professionals who understand pet care.

When it came to selecting a host, Banfield opted for Hannah Shaw, a well-known animal educator and animal lover who specializes in prenatal kittens and feral cats. Because listeners already trust Hannah, she helps to emphasize the human side of animal care.

Nuclear Energy Institute (NEI), Fissionary

From addressing the urgent challenges posed by climate change to enhancing energy security, Fissionary looks at the pivotal role of nuclear energy in shaping our world. Through engaging discussions with experts, researchers, and influencers from diverse backgrounds, the podcast invites listeners to envision a future powered by clean nuclear energy. 

Some of the notable influencers they’ve had on their show include Grace Stanke, Miss America 2023 and nuclear engineer, and  Dr. J’Tia Hart, a Survivor alum and nuclear engineer. 

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Are you ready to leverage the power of branded podcasts and influencers?

By strategically blending influencer marketing with podcasting, brands can reach specific, highly engaged communities in a format that feels personal and convenient for listeners. Whether inviting influencers as guests, hiring them as hosts, or nurturing podcast hosts into influencers, there are numerous ways to incorporate these voices in ways that resonate.

For brands ready to take their influencer marketing strategy to the next level, podcasts offer the perfect combination of depth, reach, and authenticity. With the right partnerships and thoughtful execution, branded podcasts can be a game-changer for driving growth.

To learn more about how Quill can bring your branded podcast to life and expand your influencer marketing strategy, get in touch with our team of audio experts.