In 2025, branded podcasts have solidified their place as a cornerstone of modern marketing. 

With more brands competing for consumer attention than ever before, branded podcasts, also known as “company podcasts,” offer a unique opportunity to connect on a human level. At this point, you’ve probably heard the phrase “connect on a human level” many times, but let’s break it down. 

Podcasts connect on a more human level compared to other traditional marketing channels through their ability to craft authentic, relatable interactions with audiences. Through a podcast, you can showcase real voices and stories, giving audiences a glimpse behind the “brand curtain” and seeing the personality and tone of your company. 

It becomes a one-on-one conversation rather than a sales pitch. 

And some of the most successful companies have embraced a new approach to not just podcasting but to their overall content strategy: putting leaders front and center rather than the brand. This human-first strategy is redefining how businesses engage audiences and amplify reach.

So let’s get into what it is and how brands are taking advantage. 

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Why podcasts are winning attention in 2025

We shared a bit above as to why podcasts bring that human element to your brand but really, why do you need one? Are there other ways or channels to achieve this? 

Let’s dive into why marketers are choosing podcasts in 2025: 

1. The audio boom

Podcasting’s growth continues to climb, with listener numbers and advertising revenues breaking records year over year. 

The Infinite Dial reported that 67% of US citizens have listened to a podcast (up from 64% in 2023) and 47% listen monthly. This also brings weekly listeners to 98 million, making the U.S. podcast audience just below the 100 million mark for weekly listening. For any marketer reading, this is clearly a big audience and one you need to take advantage of. 

Additionally, 50% of listeners feel positive about a brand’s involvement in a podcast and 86% of brands reported increased brand affinity as a result of their podcast. 

2. Consumers crave authenticity

In a world saturated with brand messages and sales pitches, audiences are drawn to authenticity. 

This isn’t surprising. Just think about yourself, would you rather come across:

1. A brand’s pitch to you on why their B2B marketing platform is better than the competition
2. A story about how a marketer struggled to grow their B2B platform but after discovering “X” insight about their audience, everything changed

Personally? I’m taking option B. Podcasts support this approach by showcasing real voices, stories, and experiences. They create intimate listening experiences that foster trust and build loyalty.

3. The human connection advantage

Audiences connect more deeply with individuals than with corporate entities. 

Research by Sprout Social found that 70% of consumers feel more connected to a brand when its CEO is active on social. And 72% of consumers feel similarly when employees share information about the brand online. 

The phrase “people follow people” has never been more relevant. Podcasts humanize brands by positioning their leaders and employees as relatable, credible voices.

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How businesses are leveraging branded podcasts 

Now we know why brands are investing in branded podcasts, but let’s explore how exactly they’re doing this in 2025. 

Branded podcasts for human-centric storytelling 

Brands are increasingly using podcasts to towards narrative-driven content that places the listener at the heart of the experience. By prioritizing storytelling over self-promotion, brands can create a deeper emotional connection with their audience.

This approach often involves highlighting the experiences of employees, customers, or industry partners rather than the brand itself. This could look like featuring an employee’s personal growth journey or a customer’s success story. But overall, this path can be intimidating since you’re not constantly making the connection between the content and the brand. 

But that’s a good thing. We promise that the consumer will be able to make that connection themselves and in return, you’re creating content someone actually wants to listen to.

Branded podcasts for thought leadership

Let’s all say it together, what do brands want in 2025? Thought leadership. Why? Because it’s the way forward to stand out from competitors and build loyal audiences. 

And not surprisingly, branded podcasts are an incredible way to achieve this. For this section, I’m going to reference a conversation our team at Quill had with Steve Pratt, author and co-founder of the Department of Differentiation. He explains: “Podcasting gives you time and attention that you can't get on any other type of media format. Big ideas and helping people understand things require more than 30-second soundbites—they require a platform like podcasting.”

Steve also advocates for creating content that reflects a brand’s values and expertise without being overtly promotional, the “from you, not about you” approach. He shares, “When your content becomes about your brand, it comes off as selfish to the audience,” he notes. Instead, focus on delivering value by addressing your audience’s needs and interests. This strategy ensures the content feels authentic and generous.

Branded podcasts for community-building 

Brands are increasingly using podcasts to cultivate strong communities around their content. By encouraging listener interaction through Q&A segments, social media discussions, and live podcast events, companies create an engaged and loyal listener base that feels personally connected to the brand.

Some brands are taking community-building a step further by offering exclusive podcast content through memberships or premium subscription models. This might not be relevant to all brands but as a marketer, try to open your mind to some unique opportunities that a podcast can provide when it comes to community. 

Branded podcasts for employee engagement

Good company culture increases revenue by 4x yet 85% of employees are not engaged in the workplace.  

When employees have a voice, they feel a greater sense of belonging and recognition. Many brands are using podcasts as a platform to feature employees, allowing them to share their industry expertise, career journeys, and insights. This not only cultivates a sense of pride within the organization but also highlights company culture to external audiences in a genuine way. 

Engaged employees are more likely to stay with a company long-term. Branded podcasts, whether internal or external, that highlight company achievements, industry trends, and personal success stories contribute to a more informed and inspired workforce, ultimately improving retention rates.

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Actionable steps for marketers

So whether your brand has an existing podcast or you’re on the path to launching one, the benefits of an audio strategy are clear. As a podcast agency ourselves, we’ve worked on countless branded podcasts and learned the ins and outs of what makes a stellar show. 

So below, we gathered a few of our top tips and mindsets when it comes to building and growing yours: 

1. Establish a strong foundation: Clearly define your audience, set measurable goals, and choose a format that aligns with your brand’s voice and expertise. Partnering with a podcast agency can help streamline production and ensure a professional execution.
2. Tap into existing voices: Leverage the insights and experiences of your team, employees, and customers to make your podcast relatable and engaging. Authentic voices add credibility and create deeper connections with listeners.
3. Create engaging, value-driven content: Focus on what your listener wants to hear – not what your brand wants to make. Each episode needs to educate and/or entertain your audience. Avoid overt self-promotion; instead, focus on meaningful discussions that position your brand as a trusted authority.
4. Utilize data to optimize performance: Use analytics tools like CoHost to track key metrics such as listener retention, engagement rates, and growth. Adjust content strategies based on these insights to continuously improve your podcast’s impact.
5. Take an omnichannel approach: Maximize reach by repurposing podcast content across multiple channels, including blogs, social media snippets, and newsletters. Consider paid promotion or guesting on other shows to expand even further.‍
6. Measure ROI beyond downloads: While downloads matter, also track brand awareness, audience sentiment, and business opportunities generated from your podcast. Use listener feedback and industry recognition as indicators of success.

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Examples of branded podcasts doing it right

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Countermeasures by Emergent 

Emergent, the pharmaceutical company, launched Countermeasures: The Opioid Crisis. The podcast explores communities that have been hit the hardest by the opioid crisis, sharing stories from advocates, public health experts, and those who have lived experiences with it. 

The podcast is meant to be a resource and a way for listeners to connect and relate to stories shared. Emergent removes themselves from the conversation and focuses on each episode's voices.  

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The Partnership Economy by impact.com 

Quill’s work with impact.com on The Partnership Economy podcast highlights how podcasts can contribute to thought leadership. The podcast provides audiences with valuable insights and advice on the future of partnerships. And the result? Enhanced brand perception and thought leadership that drives real engagement.

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Behind the Review by Yelp

We all love a good Yelp review and this podcast takes advantage of that. In Behind the Review, the Yelp team hears reviewers’ and business owners’ stories about the reviews they’ve given or received. Although the content is still focused around Yelp, they’ve positioned it in a way that’s not only entertaining but doesn’t come off as sales-y. 

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A Better Way to Money by Northwestern Mutual

What’s the topic of many conversations or taking up the headspace of most individuals? Money. Hearing from expert guests, A Better Way to Money answers all your finance questions about saving, spending, and splurging. Northwestern Mutual has done a fantastic job at creating content on a topic that can be sensitive for many while keeping it valuable and entertaining. 

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The human-first approach

Branded podcasts have evolved from a marketing experiment to a powerful content strategy, helping brands foster deeper connections, showcase thought leadership, and create engaging narratives that audiences actually want to hear. 

The key to success in 2025 lies in authenticity and trust—producing content that provides real value, rather than just another corporate message. Brands that embrace this approach will not only capture attention but also build loyalty and long-term engagement. 

Whether you’re using podcasts to establish thought leadership, strengthen employee advocacy, or cultivate a community, the brands that put people before promotions will be the ones that thrive in the audio-first era.

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