Summary

Introduction

I.      Literature review

I-1.     The podcast, a digital content marketing tool

I-1-1.     Definition and different types of podcasts

I-1-2.     Broadcast Features and Platforms

1.       Tailor-made content

2.       Different distribution channels

a)       Audio streaming platforms

b)       The usual communication channels: blog, e-mail, social networks, etc.

3.       On-demand content becoming an important part of marketing and communication

4.       Unlimited benefits and opportunities

I-2.     Evolution of podcasts 2019 to 2022

I-2-1.     The key numbers

I-2-3.     Different factors explaining this evolution

1.       Arrival of the covid19 pandemic

2.       Need to belong/parasocial relationships

3.       Need to connect by sound more than by image in a world where information is mainly visual

I-2-5.     The very characteristics of this medium

1.       Intimacy and authenticity

2.       Imagination and the effect of storytelling

II.    Methodology

II-1.       Qualitative study

1.       Choice of qualitative study

2.       Semi-structured interviews

II-2.       Quantitative study

1.       Data collection tools

2.       Sample

III.      Présentation des résultats

III-1.      Results of semi-structured interviews

III-2.      Investigation results

IV.      Recommendations

IV-1)     Theoretical contributions

IV-2)     Managerial contribution

Conclusion

Références bibliographiques

Introduction

With the increasing number of mobile Internet users, as well as the diversity of formats available in the new personal electronic devices allowing access to Internet networks, the strategy of the radio offer is changing from radio frequency to radio based on the World Wide Web. . This transition from analog to digital technology began in the 1990s and significantly changed traditional radio in the production, broadcast and reception aspects; In the same way, it allowed the enrichment of audio as an essential medium of radio, in a medium benefiting from multimedia convergence, generating what is now called cyber radio, which changed the concept radio with a new fragmented programming formula that replaces the offer of single and continuous broadcast programs, and the massive audience (Béjot, V. (2020). This multimedia makes it possible to enjoy a large amount of information in different formats, among which the podcast or the radio on demand stands out, which does not require a radio program for its broadcast. The podcast can be used for different sound purposes and, in turn, allows the search, the asynchronous listening and downloading from the web via mobile devices; the type of download is not a limitation for access to radio products due to the advantages of the bandwidth available to the mobile Internet today, home and institutional Internet today.

Almost 20 years after its invention, podcasting has left the independent scene: the richness of the available offer as well as the low barriers to entry in terms of production have made it popular. The democratization of technology and access to information have made this universe, along with many others, a space made up of diverse voices and varied genres: traditional media that have inaugurated sections or segments in these formats; celebrities and public figures, who have used this channel to communicate with their audience; major content studios that have explored this branch of the business; independent producers who oscillate between podcast networks and personal self-managed projects.

The most important event that promoted and propagated this industry was streaming and the consumer frenzy that resulted from it. The arrival of the iTunes application on the iPhone and the rise of new social networks changed the rules of the game. Young audiences discovered for the first time digital radio formats that adhered to traditional format and content standards. The audiobook was another audio format that also experienced exponential growth, positioning itself in 2017 as the branch with the strongest growth within the publishing industry. The second big change in the podcast scene was the entry of Spotify into the market, which generated the greatest growth ever (Dollé, E. (2020).

With these changes, traditional media conglomerates and mainstream brands have been drawn to the potential of the industry: a way to reach new audiences. Suddenly, the vertical began to be profitable thanks to advertising sales. Podcasting is going through the celebrity era right now. Artists, influencers, public figures, political activists have come together as content creators. These data allow us to assume that the industry has just entered its mature phase.

These different observations lead us to take an interest in the context of this work on the subject of podcasts and social media. To deal with the subject, we will be interested both in the documentary analysis which will serve as the basis for our literature review as well as in a quantitative and quantitative methodology.

     I.         Literature review

I-1.The podcast, a digital content marketing tool

Podcasting – the act of making a podcast – is a relatively new phenomenon in content production and a direct consequence of the so-called “digital revolution”. Its origin dates back to 2003, when journalist Christopher Lydon and fellow programmer Dave Wilner managed to syndicate audio files in the MP31 format online; however, it would not be until the following year that British journalist Ben Hammersley baptized it with this name in an article in The Guardian newspaper (Adgate, B. (2019).

But what is really the definition of the podcast? this is the question we will answer in this first part.

I-1-1.             Definition and different types of podcasts

Podcast is content in a digital audio file that users can access from different distribution channels, such as Spotify, Google Podcasts, iVoox, iTunes or Apple Podcasts, among others, and listen to it whenever and wherever they want. , via any device (computer, laptop, mobile phone, smart speakers, tablet, etc.) and even in the car, thanks to a connection from the mobile phone to the stereo. The word podcast comes from the contraction of the English acronym POD (Public On Demand) and broadcast (transmission). That is to say the transmission at the request of the public. A less widespread version, but also accepted as valid by many, is that which indicates that the term POD comes from the iPod, in relation to its portability.

Bouton, R. (2020) defines it as the distribution of multimedia files through a syndication system that allows to subscribe and use a program that downloads it so that the user can listen to it. We also use the definition of Brachet, C. (2009) that podcasts are a series of regularly updated multimedia files that can be placed on a number of devices and distributed over the Internet via a subscription service.

As mentioned above, this idea of ​​distributing audio files on the Internet is not new. In fact, audio downloads have always been a common practice in social settings. What differentiates podcast or podcasting from the rest of digital audio or video files is the ease of publication, ease of subscription and ease of use on multiple platforms (Filliol X. (2016). Andlauer B. (2018) defines the subscription process as the possibility of being syndicated, subscribed and automatically downloaded when content is added, while Brulhatour F. (2019) defines it as a digital file sharing activity.

This ease of subscription means that the popularity of podcasts has steadily increased since its inception in 2004. Proof of this is the decision by the editors of the New Oxford American Dictionary to nominate “Podcast” as the word of the year. 2005 in the United States. The word was chosen to reflect the increase in digital audio files on the internet of all kinds that can cover topics such as education, cooking recipes, conversations, cultural notes. Already in a marketing study by Lewin (2009), the number of podcast users worldwide in 2009 exceeded 17.4 million and it was estimated that in 2013 this figure would reach 37.6 million users. In August 2015, a Google search returned 225 million entries for the term podcast (and more).

Currently, podcasts lead to a fragmentation of audiences, a diversification of the content offer, the multiplication of multiple production centers, sometimes linked to a single individual. It uses various channels—podcast aggregation sites—to distribute the content produced, as well as its presence on websites and social networks to increase its visibility and strengthen its relationship with its audiences.

• Experts often say that one of the aspects that must be taken into account when creating a podcast is defining the target audience, for which it is essential to know the types of podcasts that exist. The reason is obvious: each type of podcast has its own audience.
• Entertainment podcasts: this is the most common, the goal is to make people laugh, to tell curious things, or mystery. They serve to disconnect from everyday life, to distract us;
• News podcast: provides news in a given area on a regular basis. Within this type, the most abundant are those of technology, but they can relate to any other subject. It’s a format that doesn’t have to be newsworthy. Its main objective must be to regularly provide information or news in a given field;
• Educational podcast: generally, they give timeless and lasting information, they illustrate on a certain subject and they train the listener on a specific subject. By its nature, it has a pedagogical approach, resolving concerns and offering insights on a specific topic;
• Persuasive podcast: they instill an idea in the listeners. Some examples might be those dealing with religious issues or a political party.

I-1-2.             Broadcast Features and Platforms

There are often debates and exchanges on the merits of considering the podcast as a radio production or of associating it with a radio work. In this sense, it is clear that podcasting and radio share constitutive characteristics, such as the elements of radio language: words, music, sound effects and silences. So, from this point of view, the two are closely related, given their similarities and differences.

The penetration of the podcast into the menu of innovative content that digital media seek to offer has not gone unnoticed. The fact that the production of a sound piece is less expensive than the audiovisual content plays in favor of a format that allows it to conquer larger and new audiences. In the case of radio stations, in an effort to give content a second life and allow it to reach audiences who may not have heard it during the original live broadcast, they have begun to include podcasts on different distribution platforms. Thus, podcasts have different characteristics :

• Enables close contact with restricted audiences or audiences with specific interests through the Internet;
• Content is easily digested, even when other tasks are running simultaneously. It is the best alternative to learn new subjects and expand knowledge;
• They bring words to life: texts can be cold and impersonal, while podcasts give voice and bring readers closer together;
• It is a free audio file that allows you to broadcast content, in a simple way and on the web platform in audio;
• Staying in time: they can be heard, whatever the season;
• The audios are distributed via an RSS file, so it is possible to subscribe and use a program to download and listen to it whenever the user wishes;
• Audios can be published on a website or a blog, or even on popular platforms such as iTunes, Spotify, SoundCloud or Ivoox.

These different characteristics thus give users the possibility to distribute tailor-made content through different distribution channels, to distribute content on demand which becomes an important part of marketing and communication, as well as different advantages and unlimited opportunities.

1.     Tailor-made content

From the listener’s perspective, the selection of podcasts to subscribe to requires active participation, unlike the process of listening to conventional radio. Choosing a podcast involves an initial process of choosing content which, of course, depends on the interests of the listener, as well as when and where to listen to that content. Listening to podcasts often takes place via Smartphones, primarily through individual audio consumption (Kantar Media’s (2022). In this sense, compared to conventional radio, podcasts provide a listening experience with a level of intimacy higher for the listener. In fact, there is a double privatization of the sound experience; both on the consumption side and on the production side, since, in the case of independent podcast authors, their recording occurs frequently in the domestic space. According to Dollé, E. (2020), these circumstances result in a greater openness of the authors and their guests, favoring a more relaxed public exposure. In this context, podcasting promotes a sound language of greater intimacy between the author and his listeners, characterized by a more spontaneous presentation of the content, often following a sustained dialogue between the author and his listeners, author or author and their guests ( Kaufer K. (2021).

2.     Different distribution channels

We live in an era characterized by the importance of information and technologies that have an impact on society in general. The communication media are axes of the construction of the information network, and the media have used a globalized, virtualized and digitized world to disseminate their content through different mechanisms and channels. These forms of communication have been overwhelmed by new digital narratives that make it possible to produce and broadcast a story on multimedia channels, and that the public can access specialized content at any time.

The human being is also part of this ecosystem, as a subject of communication, which must remain connected in real time, through the media, journalism, convergence, digital formats and the Internet. Bouton, R. (2020) analyzes this model of communication in the networked society based on the exposure of people to a sea of ​​informative content for their personal use, work, consumption and entertainment habits, which allows subjects to appropriate information individually, and which generates a personal cloud of habits and attitudes around the different forms of mediated communication.

For podcasts, audio streaming and traditional communication channels such as blogs, emails or social networks are the main communication channels.

a)    Audio streaming platforms

In recent years, technological development and the invention of new channels on the network have generated new patterns of consumption of audiovisual content among users and, in turn, the appearance of new terms such as “streaming” or “creator of content”, which are the order of the day. If we talk about streaming, we can refer to two different meanings that this term can have:

• On the one hand, it is possible to refer to the technology that allows users to watch a video or audio signal (or both at the same time) from a page or application that is on the network without the need to download said content in its entirety (Giusti, J. (2019). The digital audiovisual signal requires a download of packages to view the content, but, however, it will never be stored on the device of the user who has viewed the content.Many companies use this technology to offer their services, platforms such as Netflix, HBO or Spotify are among the companies that exploit this technology, position themselves in the audiovisual market, generate millions of benefits and participate as the main participants in the evolution of the forms of consumption of audiovisual content by users, by offering them content without downloading where and when user wishes;
• On the other hand, we find the term Live Streaming or Streaming, which refers to the retransmission of multimedia content (audio and video signals) through the live network, that is, the transmission of an event in the same time it is happening (Giusti, J. (2019). Live Streaming is booming in all areas and even more so with the arrival of Covid19 which has forced the search for leisure and entertainment alternatives for the world’s population while respecting security measures. This alternative has been vital and is becoming more and more important, giving rise to live broadcasts of all kinds: concerts, sporting events, congresses, presentations, theatrical performances, etc. It is about offering the viewer what is happening at that precise moment.

b)    The usual communication channels: blog, e-mail, social networks, etc.

As Andlauer B. (2018) points out, in the last ten years the podcasting phenomenon has become an ecosystem that does not require large investments in infrastructure and, at the same time, podcast creators are people of high professional level. In line with Wattecamps, M. (2019), it would seem that the podcast is intended mainly to be downloaded and listened to on computers or walkmans because of their means of communication and their producers, they have had a considerable impact within the society. A few years ago, podcasting was still a nascent market that was born as a distribution technology and requires time and effort from all agents to build it. Currently, thousands or even millions of podcasts are broadcast online and more mainly through blogs and social networks.

• Blogging

The most successful blogs have been from the start either companies that have been recognized for their previous presence in the media, or users who have become specialists in a subject, who find in a blog a space where they can disseminate or express their opinions and ideas. This same phenomenon is transferred to podcasting. With the popularization of digital audio file players such as the mp3 format, the idea of ​​subscribing to a podcast to download episodes that will be played when the user chooses has become more attractive (Mchugh, S. ( 2020).

The episodes of a podcast are syndicated and stored in what is called a host, the web space where the digital audio files are stored and from which each user can subscribe and download the episodes that interest him. The files, on the other hand, can also be downloaded from the author’s website, and from there they offer the option to download them. The user is going to need an aggregator, software that offers, in an orderly manner, all the content coming from the host and presents it to the user in the form of a stream, that is to say ordered via the RSS or ATOM formats, frequently updated content syndication formats. These types of formats were first widely used by the media, but quickly became the most effective tool for users to follow their favorite blogs and podcasts without having to constantly travel to the main source, the host ( Mchugh, S. (2020).

• Social networks

Beyond the very nature and functionality of podcasts and how they affect the transformation of communication, it is obvious that social networks are an inseparable part of the content distribution strategy. According to March, V. (2019), social media, as the very foundation of public relations, builds relationships. Social networks are intrinsically interactive, communicative and social. Podcasting involves three essential components: capturing, publishing and distributing electronic/digital content (Brachet, C. (2009). In short, social media refers to any technology that facilitates the dissemination and exchange of information via the Internet.

In recent years, the expansion of the podcast has not focused solely on news and entertainment. The podcast, as a communication channel, has been used by many for its potential. Without going any further, more and more companies are opting for the podcast as a new corporate communication channel. Despite the fact that the website and social networks, beyond the relationship with the press, remain the preferred channels, use cases can also be observed in companies (Kaufer K. (2021).

In addition, other podcast distribution strategies can also be mentioned, as they can complement live broadcasts:

Tableau 1 : Other distribution channels

Source : BDM (2022)

3.     On-demand content becoming an important part of marketing and communication

On-demand consumption is a sign of the times. And that’s a key identity of podcasts. The fact that they are hosted on content distribution platforms allows users to select or download to listen to them when and where they want: on the way to work, while cleaning, on the train or in the car. This has led to a certain loyalty from listeners to content, which is no longer massive, but segmented. According to Brulhatour F. (2019), it is a new way of consuming content. It should also be noted that the podcast has grown in popularity with more selective listeners when it comes to being informed or entertained.

In this context, different types of users can be observed. Knowing the profile of the potential users of the content that we put into circulation is of paramount importance. So far, some general characteristics of podcast listeners are known. They are known to be mostly between the ages of 25 and 40 and have a college education, and are believed to have loyalty to the content they consume (Mchugh, S. (2020). The media has taken interest in cover the phenomenon of podcasts The publication, both in blogs and in general information newspapers and publications specializing in new technologies, of a great deal of information echoing podcasting has contributed to making this new technology known.

Currently, for individuals as for professionals, podcasts are in fashion and it is something that everyone knows. Many users don’t have enough time to read blog posts, so they prefer to consume multimedia content that fits and combines perfectly with the rest of their tasks. For this reason, many companies adapt blog content into a podcast or video podcast to reach more users and create much more dynamic content. That being so, because podcasts offer quality content to users and have become a digital marketing tool with great potential to drive traffic and get qualified leads. With a podcast, businesses can do content marketing and solidify inbound marketing strategy to build brand image, drive traffic, and build loyalty. For this, many advantages are available to them (Adgate, B. (2019):

• A text may be cold, but podcasts put words to voice and bring listeners closer to the company;
• It positions the company as an expert on the subject of the podcast, much faster than other content formats;
• With podcasts, companies engage. They can improve the relationship with customers and get new ones. It is an effective way to generate a community and build loyalty. Podcasts also help encourage listeners to subscribe and listen to the podcasts the company uploads;
• It is a format that does not interfere, they decide when to consume it and where. It’s nothing invasive;
• It is at a lower cost since no sound equipment is needed to be able to edit it;
• There is less competition. There aren’t many companies that create podcasts for their consumers, unlike blogs and YouTube channels, which number in the thousands;
• It’s more and more fashionable, it’s a trend. It’s not very popular yet, but it’s a format with a lot of potential;
• Create a brand identity. This type of content helps in branding and the audience remembers it easily. Also, if the content is of high quality, the company can become a reference while gaining the trust of listeners.

• From corporate radio to branded podcast

The presence of audio as a communication medium for organizations is not new, especially in advertising. However, as Giusti, J. (2019) points out, if we go further and refer to audio branding as a strategic use of sound, which fits into an overall and integrated conception of the brand, we must emphasize the novelty of the phenomenon. The author proposes a typology which differentiates three blocks: advertising (music, advertisements, jingle); brand identity (sound logo, sound claim, brand/corporate voice, brand/corporate song, product sound design); and branded content (music events, music 2.0 platforms, corporate radio).

The use of podcasts is beginning to become widespread in business strategies (Chang, S. et al. (2020)). Technically, podcasting is the result of digital audio and web syndication, which makes it possible to subscribe to new content that is automatically downloaded and can be played later on different types of devices. This technology allows the listener to decide when, where and how to listen to the content. From a creative point of view, with minimal technical requirements, a person or an organization can create their sound content and distribute it on the Internet. In recent years, podcasting has entered a second era in which podcasting networks marketing sponsorship and advertising, and specialized production companies are emerging (Chang, S. et al. (2020).

The evolution of podcasting also means its irruption in the field of public relations, as a unique technique with multiple possibilities for the communication of organizations. And beyond business information, in recent years companies such as eBay or Microsoft have launched fictional or entertainment podcasts, a type of product, according to the principles of entertainment persuasion theory (Mchugh , S. (2020).

Therefore, the podcast has become a new communication channel that companies should not lose sight of, since it can be used as a tool to access young audiences and promote certain products or publicize certain areas through content marketing. 

• Connection between companies and celebrities with their followers

Thanks to the fact that one of the advantages offered by the podcast is that it can be listened to on any device via the Internet, it becomes a powerful tool for content marketing. The growth of this trend has caused many companies, speakers, celebrities or people who have something to share to turn to it as a fundamental element to connect with their followers. In the same way, the incorporation of the podcast in the communication of companies can create bonds of trust and strengthen the bonds with their consumers and develop their networks of leads. An important point is to generate themes related to the service lines of the companies, periodically creating content that leaves integrated information about the products in a simple way.

Audio marketing has revolutionized the digital market in 2019, this is happening because ever-changing consumer behavior is forcing businesses to adopt new marketing strategies relevant to their behavior, such as creating podcasts.

If yesterday reading a five-minute article on a blog was something much more accessible than reading a physical magazine, today listening to this same content in audio format is much more practical than reading. And it is because we are currently in a scenario in which consumption is totally linked to technology, accessibility and practicality. Therefore, podcasts appear as an option that guarantees the listener the connection with all these points.

4.     Unlimited benefits and opportunities

Beyond the similarities and differences between the podcast and the radio, we understand that the podcast came to break with the classic structures and patterns of content production and the modes of circulation and consumption. As for the mode of production, the podcast allows for new narrative forms, new formats and new aesthetics, which generally coexist with radio classics. Obviously, the podcast offers enormous freedom to work, create, combine sounds and experiment with new ways of telling stories, using all the resources and elements of sound language (Wattecamps, M. (2019).

On the other hand, the podcast has different durations. Two-minute or one-hour tracks can be listened to. Radio’s ever-limited times aren’t a limit for podcasts. The appearance of the podcast has also made it possible to address interesting subjects affecting a wide universe of people who generally do not have places in traditional or so-called hegemonic radio stations, or who are not treated in the desired depth. Thus, it is possible to find as many thematic podcasts as there are tastes and interests on the surface of the earth: humor, cinema, genre, cooking, sport, politics, economy, health, technology, history, curiosities, tutorials, etc.

Podcasting therefore allows anyone who has something to say to do so by simply picking up a mobile phone to record the content, edit it in combination with other resources and distribute it on networks and platforms. In this sense, we can say that the podcast is becoming more democratic, without neglecting possible limitations that relativize the concept, in terms of lack of access to technology or Internet connection.

Tableau 2 : Summaries of different podcast characteristics

I-2.Evolution of podcasts 2019 to 2022

It used to be that the podcast was a budding entertainment product that only big fans in the tech world knew about, giving them the opportunity to talk and comment on the topics they considered themselves experts on. However, these online broadcasts were made as a hobby, they did not bring them any kind of economic benefits, at least not directly. However, in the middle of the last decade, audiovisual streaming platforms appeared, Netflix and HBO in the lead. The objective was clear, to seduce the Internet user in a country with an audiovisual sector decimated by piracy. Today, no one dares to question the success of streaming content, to the point that it is rare to see a person under the age of 60 who does not subscribe to at least one of these platforms. And that’s where the podcast saw the opportunity.

The podcast sector is evolving and gaining followers over the years, especially since 2019. This fact has been influenced, on the one hand, by the aforementioned success of audiovisual platforms and their attractive subscription models and, on the other hand , due to the technological revolution brought about by the appearance of smartphones, the increase in the supply of quality content, immediacy, personalization or accessibility at more competitive prices. And now, as 2022 begins, the take-off of audio content at all levels is a reality. As of 2019, nearly two-thirds of modern consumers would rather listen to podcasts than watch TV. This tells us that most consumers today are far more likely to consume engaging content through podcasts than other forms of media, as long as that content remains relevant to them.

Although the invention of the podcast as a communication tool dates back some 20 years, it was not until 2018 that major players in the digital media industry, such as Spotify and Apple, made business decisions that have laid the foundations for building an international market. Thus was established what could be considered a symbiotic relationship between the platforms and the content they host, the technological innovation of the former being essential to the development of the latter. Since then, the practice has continued to evolve.

                               I-2-1.         The key numbers

Source: Edison research (2022)

Studies conducted by Edison research have shown that 38% of the American population aged 12 and over listen to podcasts at least once a month. Although the statistics are significantly lower than those of the year 2021, these are still significantly high compared to the number of listeners during the year 2000. The strong increase in the audience during the year 2021 is largely explained by the periods of confinement and the decline for this year 2022 can be explained by the return to ordinary life, school, work, etc.

Illustration 1 : Podcast growth is happening across all ages

                               I-2-2.          

                               I-2-3.         Different factors explaining this evolution

1.     Arrival of the covid19 pandemic

For the media, the crisis generated by the Covid-19 has not been overlooked. Moreover, it was the time when great opportunities arose, not only to reinvent itself, but to keep its content up to date.

This Coronavirus crisis has been an opportunity for certain digital media to be able to rethink the dynamic through communication strategies such as the podcast. As a result, podcasting began to spread widely, in some cases amateurishly, but mostly through some digital media outlets that used this type of syndicated audio as a supplemental resource.

The coronavirus pandemic has been an important scenario that has given podcasts a more interesting direction, due to the impact it has had on the lives of all people in the rest of the world and has changed the way whose communicative content they consumed, both from conventional communication media, but mainly from the Internet. If the podcast was already becoming popular before the Covid-19 confinement, this health crisis has undoubtedly become an opportunity to investigate possible changes (positive or negative) and new scenarios in the way production took place.

For example, a survey conducted by calliope-agency has shown a clear increase in podcast consumption by the public.

Illustration 2 : Confinement as an accelerator of listening and discovery

According to this illustration, a large majority of listeners saw their listening frequency increase during periods of confinement and 13% of weekly listeners began to take an interest in them during confinement.

2.     Need to belong/parasocial relationships

Despite the concern of many podcast creators during the lockdown, who periodically expressed on social media their concern that, with the removal of transport, the consumption of on-demand programs would decline. However, it was clear that the audio boom has maintained the indomitable upward trend that it has been describing for years. One of the reasons for this strong increase in audience is in particular the lack of human contact during periods of confinement, which has resulted in significant needs for belonging and social relations. Indeed, when the coronavirus forced people to lock themselves in their homes, many people found a sense of normalcy in some podcasts thanks to their ability to generate parasocial relationships and resolve the desperate need to control something.

Moreover, a study conducted by union des marques confirmed this trend, as many other studies also testify. According to this study, around 46% of French people increased their audio listening frequency during and after confinement compared to the period before. For example, during a month of confinement, 4% of additional listeners are registered. In this growth of hearing, podcasts are considered primarily as a means of entertainment rather than a source of information (uniondesmarques.fr).

Illustration 3 : Evolution of the digital audio market by type of player between 2020 and 2021

Source : decriiipt.intuiti.net  

3.     Need to connect by sound more than by image in a world where information is mainly visual

The main advantages of podcasting over simply placing audio files on a web page are incentive, i.e. the ability for a web program or service to remember to visit the sources from time to time and search for new files to download to listen to. Compared to streaming, or retransmission of sound via the Internet, podcasting offers independence, mobility and freedom of schedule. In other words, it can be heard on any portable device that plays MP3 (or your chosen format), anywhere, without coverage limitations or internet connection, and at any time, since it is registered. In other words, podcast listening can be done with other activities without causing any clutter. It is also this facility that has allowed this practice to evolve greatly in recent years. The success of podcasting is closely linked to that of portable music players.

                               I-2-4.          

                               I-2-5.         The very characteristics of this medium

1.     Intimacy and authenticity

The podcast is audio content available on the internet, which can be listened to on a smartphone or computer. This concerns both the “replay” of a radio program and sound creations designed to be broadcast directly online, without going through the airwaves. These are the so-called “native” podcasts. And they are the ones who have the wind in their sails.

Studies are flourishing to measure trends and listener profiles. 5.3 million French people now regularly listen to native podcasts according to Méta-Media, the media analysis blog of France Télévision. The latest Médiamétrie barometer records an increase in monthly listeners of nearly 50% between September 2019 and September 2020. As for the targets, the studies converge to say that this medium makes it possible to reach young people (15-35 year olds represent two-thirds of the audience according to Médiamétrie). But the format is progressing and becoming more popular with all age groups.

Embodied by a voice, the podcast is the medium of immersion, of the personal. Addressing the individual rather than the crowd, it creates an intimate link with its targets and creates a unique listening contract.

With the brand podcast, an intimacy is created, which requires the brand to break with its usual communication codes. Still underused by brands (except banks, tech, insurance), this “intimacy” media has reached its audience and its maturity with confinement. Now is the time to preempt this new space for a brand. Once again, the keys are strategy and creativity to allow a brand to establish itself in its new field of expression while respecting its codes while meeting the expectations of different audiences. And this is true for brands in direct contact with the end consumer, but just as true for industrial and B to B brands. Podcasting therefore makes it possible to create a stronger and more intimate connection with the listener, which leads to an increase in brand engagement.

2.     Imagination and the effect of storytelling

The podcast consists of an elaborate recording with sound and musical effects that tells a fictional story. It is suggested to support certain elements with the voice of a narrator who can generate closeness with the listener. Sound effects and music stimulate the imagination and the creation of mental images, which can vary in intensity for each listener.

   II.         Methodology

Research methodology is the organized process of collecting and analyzing information to better understand the phenomenon of interest. During research, the critical step is the data collection step. It requires maximum attention from the researcher, as the data forms the basis of all the research undertaken. This methodology describes a framework for conducting research, detailing the methods used to collect the data as well as the research strategies adopted.

When considering the methodology of this research, we must take into account that the novelty of the object of study requires considering a series of methods that respond to the different questions that we pose in this study. It is also necessary to take into account the interdisciplinarity that the subject requires, since it is necessary to handle notions from very diverse fields: communication, sociology, technology, IT or even business. Similarly, communication research and its development on the Internet are marked by a theoretical evolution and a combination of different methodologies.

For our object of study, we considered that the best methodological tool is the method a combined method of qualitative and quantitative.

              II-1.          Qualitative study

In order to deal with our topic on podcasts and social media, it seems wise to us to first conduct a qualitative study, in particular semi-structured interviews with a sample of professionals working in the field of marketing. The objective of this qualitative study is then to identify the different characteristics and advantages of social media, and in particular of the podcast in the optimization of the marketing strategies of a company.

1.     Choice of qualitative study

Given the nature of this work, our study was partly based on a qualitative study. In management sciences, qualitative analysis is seen as “a discursive process of reformulation, explanation or theorization of a testimony, an experience or a phenomenon” (Coutelle, 2005). It is multidimensional and is used to study phenomena in their natural setting with the use of interviews, analysis of archives, observations and surveys with a view to interpreting phenomena in terms of the meaning provided by the actors (Denzin & Lincoln 2005; Guba & Lincoln 1994).

Qualitative research design supports the interpretive philosophy of developing a correlation between subjective phenomena constructed as experiences are interpreted to analyze data. Therefore, exploratory research using a qualitative approach was adopted. In addition, a methodological link between data collection and analysis was established by conducting semi-structured interviews. In an effort to weave research questions with a review of the literature, interviews have proven to be a feasible method of obtaining the perspective of professionals in terms of marketing and social media.

The interviews thus constitute the second component of the hypothetico-deductive methodology for the development of the qualitative study and will be used to compare the theories with the practices in the companies.

2.     Semi-structured interviews

Qualitative data collection takes many forms, but interviews and observation are among the most widely used. The use of semi-structured interviews aims to explore a universe in depth. We are looking for the richness of the content, its depth, its quality and its diversity. We therefore work with small samples.

In-depth interviews are conducted with marketing and/or communication managers to obtain information on the strategy, objectives and actions of the companies vis-à-vis the use of podcasts as a marketing and communication strategy.

Respondents were deemed to have sufficient knowledge and experience in the factors relevant to this study.

Our semi-structured interviews will provide a better understanding of the reality of digital transformation in companies and the use of podcasts in marketing strategies. We thus carry out interviews with the professionals concerned by the implementation of marketing strategy.

To do this, our sample consists of about ten professionals working in different companies and the questions asked. Through these different questions, three hypotheses will be tested:

• Hypothesis 1: Podcasts influence consumer choices
• Hypothesis 2: Podcasts can become a sustainable marketing strategy for companies

              II-2.          Quantitative study

As part of our work, we also mobilize a quantitative study, because this best corresponds to the nature of our subject. Quantitative methods use a number of mathematical and statistical analysis tools with the aim of describing, explaining and predicting phenomena. According to Hlady Rispal (2002), the principle of quantitative methods is that of the construction, reconstruction or refutation of theory. Many scientists argue that quantitative research is superior because it uses statistics, experimentation and surveys which seem to provide more scientific rigor and objectivity and therefore provide more theoretical insights (Guba & Lincoln 1994) .

Quantitative data is usually collected for the purpose of statistical analysis using surveys, polls or questionnaires sent to a specific section of a population. Retrieved results can be established across a given population. The goal is to build a representative sample of consumers, or rather podcast listeners. Our sample consists of about fifty people.

1.     Data collection tools

For this, the data collection tool is a questionnaire intended for a sample of consumers. The surveys relating to this research work were carried out using the open questionnaire method with the objective of evaluating the change in consumer behavior after the health crisis. Two main reasons explain our choice for this approach. First, we chose the questionnaire survey method because this method allows us to collect the maximum number of response elements from the survey population. To do this, it is necessary to draw up a questionnaire beforehand which must include questions likely to evoke with the interlocutor the different aspects of the subject treated. In fact, in the social sciences, with the technique of surveys by questionnaire, the questions must imperatively be elaborated a priori, as specified by Rodolphe Ghiglione and Benjamin Matalon (1998), “by definition, in a questionnaire, all the questions are formulated in advance and the interviewer must ask them without adaptation or explanation. It is on this condition that the responses of the different subjects can be considered comparable, that they can be counted and that they lend themselves to statistical analysis” (p. 102).

As Isabelle Parizot (2012) points out, “The main interest of the questionnaire survey is to gather a large amount of information, both factual and subjective, from a large number of individuals – the representativeness of this sample allowing the results obtained from the respondents to be inferred from the entire study population. The objective of such surveys may be to measure the frequency of characteristics (situations, behaviors, opinions or attitudes, etc.) in a given population, but, in the humanities and social sciences, they aim above all to analyze the relationships between these characteristics” (p. .93).

Thus, this method leaves the field open to the interviewee to express his opinion, which in turn makes it possible to collect the maximum of elements of answer to the question asked.

After passing the questionnaire to the sample and collecting the responses, the analysis of the elements collected was also carried out according to the rules inherent in surveys by closed questionnaire. In this regard, we also referred to Chauchat (1988) who suggests that “the answers obtained to a question are analyzed according to the thematic content analysis method. The principle of this procedure is to establish a system of classification of the answers according to criteria adapted to the objectives of the research. The actual analysis takes place in several phases” (pp. 221 – 222). These phases are, mainly, the restoration of the corpus, the development of an analysis grid and the categorization of questions by group according to each part of the survey carried out.

2.     Sample

During this part, we decided to target all people of all ages and all socio-professional categories who listen to podcasts and who are likely to listen to this kind of media. We are going to favor this target, because it will allow us to better understand the habits and expectations of the public with regard to the content of podcasts. For this, we called on our network via various social networks: Facebook, Instagram, Twitter and Linkedin and in private groups.

 III.         Présentation des résultats

As part of this empirical study, we first decided to conduct qualitative research that focuses more on the side of professionals who have the function of developing their company’s marketing strategies, especially among those who are used to using digital media to communicate with their target audience.

            III-1.          Results of semi-structured interviews

• How do you define podcasts?

A podcast is an audio file that can be downloaded and listened to at any time. For some, it can be defined as a discussion blog, a subscription to a discussion magazine via the Internet. Also according to some interviewees, you can find all kinds of podcasts, although the most widespread use is in language learning or in the way radio stations offer their programs on demand to Internet users. “Its use has extended to training, tourism, entertainment, cultural or scientific dissemination, etc. The imagination has no limits. And of course, this also has its application in marketing.” ^[1]

Figure 1 : What is your company doing about it?

Figure 2 : Have you considered the possibility of including a podcast as a digital marketing strategy?

• What do you see as the benefits of podcasting for businesses?

According to our first interviewee, analyzing this system from a marketing point of view, podcasts are only communication tools with our customers, and their main potential lies in relocation, without the constraints of traditional radio and television broadcasts.

“Its best innovation is that it is no longer necessary to be connected to a computer to be able to listen to them. Thanks to the development of new technologies, new mobile phones and the appearance of applications facilitating their management, the use of podcasts is growing. Most phones today are multimedia and support playback” ^[2].

For our second interviewee, the uses that can be given to podcasts are very diverse. For example “we can create a channel in which we upload company newsletters, products, services. In this way, we can offer our customers newsletters, in audio or video, of the main novelties of our product, in a useful and comfortable way for them” ^[3].

Furthermore, our second interviewee states that podcasts also serve as a communication channel within the company: “On the other hand, we can develop an internal communication channel within the company for suppliers or employees. This format with a video podcast can be a training support for the training of new salespeople which accompanies or even replaces internal training by avoiding the costs of travel, accommodation and those induced by the conduct of training”^[4].

“When podcasts are produced and distributed by companies, we speak of Branded Podcast: we transmit more or less explicit commercial content to create a relationship with our audience and transmit our brand values”. ^[5]

Tableau 3 :  Les avantages du podcast pour les entreprises

• What do you think are the reasons why podcasts are useful for marketing?

Sound content of various types has become a valuable resource for content marketing lately. Indeed, this is what was confirmed by the majority of the people we interviewed as part of this work.

Tableau 4 : Why podcasts are useful for marketing

The use of podcasts has a surprising scope: “Indeed, the use of podcasts makes it possible to promote the company, its products and more broadly the personality of our brand and to position it positively in the minds of consumers”^[6].

“As a result, this audio content is not directly instrumental for sales, but it can be very useful in reaching out to our audience and better communicating our brand authenticity.” ^[7]

“The web provides us with an incredible amount of information and content of all kinds every day. Among them, podcast, a streaming audio product, is becoming more and more popular with users” ^[8].

“Capable of capturing the public’s attention and easily conveying a large amount of information, podcasts have also attracted the interest of companies in recent years, who have seen them as a valuable resource for improving corporate communication“^[9].

• What do you think has propelled the development of podcasts in recent years?

When we asked this question to the professionals we interviewed for this work, we got several answers:

“The wave of listeners that started in 2019 – a true year zero for podcast broadcasting – is mainly due to the distribution of Spotify, which, by acquiring Gimlet, quickly confirmed itself as a leader in the podcast sector. »^[10].

“The most successful content is accessible for free. In general, the most popular topics are business, sports, culture, society and current affairs” ^[11].

“The podcast is not a new way to create content since it has been around since the 2000s. Although it has taken time to position itself as a major asset to add value when creating content in our digital marketing strategies, today we can say that there are billions of people consuming this audio content. Well, the video format, like my YouTube channel, will never go away, and supplementing it is always a good idea” ^[12].

Podcast content can be very diverse, although particularly important categories tend to be social and cultural, business, comedy, current affairs, politics or health.

            III-2.          Investigation results

Figure 3 : Age categories of respondents

As shown in the figure below, the majority of the people we interviewed in the framework are between 15 and 3 years old (55%). 30% are 31 and 50 years old and the remaining 15% are over 50 years old.

Figure 4 : Do you ever listen to podcasts?

60% of the people we surveyed say they are used to listening to podcasts. 35% listen regularly and 5% do not listen to this type of media at all.

Figure 5 : What platform(s) are you going on?

The majority of the people we interviewed through the surveys go to the Spotify platform. It is therefore the most popular platform. Then comes the Apple podcast platform, Deezer, etc.

Figure 6 : When(s) do you listen to podcasts?

According to the majority of respondents, most listen to podcasts during transport time or while they are busy cooking, playing sports, cleaning, etc.

Figure 7 : Which listener are you?

Therefore, most listen to podcasts randomly or according to the themes of the moment. This is the case for 40% of those questioned. In addition, 25% of listeners listen to very specific programmes. 15% belong to both these categories of listeners.

Figure 8 : Do you rather listen to:

More than half of respondents (55%) say they listen to more native podcasts, i.e. podcasts created outside of radio programs. In addition, 45% listen to podcasts in retransmission of programs outside radio programs.

Figure 9 : In native podcasts, what are you most sensitive to?

Regarding native podcasts, the majority (35%) of listeners are more sensitive to moments of social connection or moments of relaxation (for 25%). In addition, 20% of respondents say they are sensitive to the moment of intimacy, and a proportion are sensitive to the moment of learning and having useful information.

Figure 10 : What do you look for in podcast topics

35% of people surveyed say they seek an intimate and personal side to topics covered in podcasts. For 30%, it is above all the storytelling side that creates emotion that they are looking for the most. For 20%, it is the authentic side of the subjects covered that they are looking for, and 15% are looking for the unusual side, that is to say podcasts with themes rarely addressed in other programs.

Figure 11 : Did you listen to more podcasts during the pandemic?

75% of respondents say they have listened to more podcasts during the pandemic period. However, this is not the case for the 25%, because the rate of their hearing has not changed whether it is in the period of covid19 or not.

Figure 12 : If yes, did it bring you comfort?

In addition, for people who have consumed more podcasts during periods of confinement, this has brought more comfort to the majority.

Figure 13 : Compared to social networks, do you think that podcasts bring more:

35% of the people we interviewed for this study say podcasts differ from social media because of their authenticity. For 30%, it is above all the question of credibility that differentiates the podcast from social networks. In addition, some evoke the question of trust to evoke the difference. However, 20% of respondents say they find no difference.

Figure 14 : Would you like your favorite brand to communicate via a podcast:

65% of the people we surveyed want their favorite brand to communicate through podcasts. 10% are not interested and the rest have no opinion.

Figure 15 : Your favorite brand has created a paid subscription for its loyal customers:

Some of the interviewees also declare that their brand creates a paid subscription for its loyal customers and that interests the 30%. In addition, 50% say they subscribe to learn about favorite products. For the remaining 20%, they subscribe to actively participate in this podcast.

 IV.         Recommendations

IV-1)             Theoretical contributions

In the business world, especially in recent months, podcasts have proven to be very powerful allies for companies to work on brand awareness and reach new customers.

The production of quality content is a strategic activity for all types of companies, because it always offers new opportunities to speak to the public, to cultivate authority and trust with the public, while giving the opportunity to show in a new way, more relaxed and deep compared to the usual forms of advertising communication.

With the increasing distribution of web services and the consumption of digital content, companies have clearly understood the importance of relying on new technological tools and modern platforms to strengthen their strategies.

Content marketing allows even the simplest forms of entertainment on the web to become a valuable vehicle for delivering content, enhancing brand awareness, i.e. the image that audiences a of a company, through the engagement of users, who are currently more and more numerous. In recent years, blogs, video platforms and social networks have allowed companies to sponsor products and services, a possibility recently also offered by audio content. Knowing what a podcast is, how it works, and its marketing value allows brands to leverage what audiences want to read, watch, or hear to create great ad campaigns.

Moreover, the growth in the number of podcast consumers is closely linked to the increase in advertising expenditure by brands. Today, podcasting represents an audio revolution. Unlike conventional radio, this medium has the advantage of being able to be recorded and broadcast as many times as necessary, in addition to being very comfortable, practical and accessible, since it is available via computer or telephone, online or offline. And, continuing with the other part of the formula, there is no definitive definition for implementing an effective digital marketing process, due to the constant evolution of the industry. In other words, what worked five years ago is not the same as what works today.

The literature supported by the qualitative and quantitative studies we have conducted shows that there are several reasons why it is advisable to include it in a marketing strategy:

• The podcast is a format with great power of engagement with the public. Its narrative and language have the ability to truly connect with listeners, so it’s an opportunity to build trust with customers and prospects;
• Compared to other marketing strategies, the use of a podcast does not require a large financial investment;
• Podcast audiences love this format because it allows them to do other things while listening to their favorite episodes;
• Doing a podcast helps a business build an organic audience that can be educated through knowledge of the services or products it offers.

For starters, one of the significant (and sometimes unseen) benefits of incorporating podcasting into a marketing strategy is the likelihood of finding potential new customers, reaching audiences the business never imagined, and, from them, to get conversions and positive results. On the other hand, the podcast being relatively little used in the marketing strategies of companies, it will guarantee exclusivity and innovation. The podcast also offers the advantage of not being left alone with this format, having the possibility that, together with the audio recording, it is possible to record video and generate content for two formats, having the possibility of reaching two different audiences.

IV-2)             Managerial contribution

If most companies have a clear idea of ​​​​betting on a podcast as a digital marketing strategy that increases visibility and profitability, they will surely be interested to know what measures they must take to bring this new tactic to life. This is why as part of this work, we propose some courses of action to optimize communication and marketing strategies through podcasts.

The first step is to identify the audience in order to determine the type of content that might connect with them. Indeed, in podcasting, content continues to be king, because the key to ensuring the success of a podcast is to bet on quality content that is unique, valuable, entertaining and relevant to the audience.

Once the podcast type has been identified, it’s time to shape it on a technical level. To start a podcast, it is not necessary to have the best equipment in the world, it is enough to have a simple smartphone or PC connected to a microphone (with a minimal investment) to start taking the first steps.

In this sense, it is recommended to bet on the concept of Minimum Viable Product. This is a basic version of the product that will allow the company to detect if the public likes it and from there continue to build and invest in a quality team. Once the recording file is obtained, the software is produced and edited, it is time to upload it to the podcast hosting platform. Some of the best known are Ivoox, Podomatic, SoundCloud or Spreaker.

The last step is to promote the new podcast. Social media is great for spreading the word. Additionally, it is important to notify subscribers through other channels such as email. Submitting the podcast-to-podcast aggregators or conducting interviews with industry influencers on the company’s show can also help increase the visibility of the podcast.

YouTube is also an effective tool, as it is the second most popular search engine after Google. It is possible to publish the podcasts on this social network and optimize them so that users reach them when they search on the platform.

Integrating the podcast into the digital marketing strategy of the company can bring a lot of good things, because it is about:

• Give the floor to established experts and new talents: this can be the channel chosen to carry out interesting interviews with reference professionals. It is essential to offer quality to auditors so that they see the usefulness of the advice provided. Collaborating with experts increases the visibility of the podcast itself. It is likely that the employee will spread the message on his social networks;
• Write a good script, order and clarity: before starting to write it, it is important to think about the objective of the new episode;
• Frequency of publications: for this strategy to be effective, this type of content must be present in the marketing calendar planned for the coming months. In this way, it is possible to create a bond of loyalty with listeners and to reach new people. The level of reach of this project will increase through the involvement of those who recommend an episode. The really important thing is that it’s a realistic pace to take on in the long run. For this, it is important to surprise listeners with new content every week and every month;
• Sponsorship of podcasts: many creators share their ideas with the public. Authors who are also looking for sponsors to monetize their work. A form of promotion that offers different advantages and that, therefore, the company may be interested in analyzing as a viable alternative. In this case, it is advisable to select a space related to the theme of the project;
• Publish this content and others on a blog: the blog is the ideal channel for readers to be constantly informed of what’s new. Articles of all kinds and in various formats are hosted there. Therefore, this stand is perfect for collecting and showcasing all the episodes in one place. Voice is one of the elements of communication that differentiates the message conveyed by audio.

Conclusion

2022 is the year of digital media, we have no doubt. The audiovisual and sound tools that circulate on the Internet are the main channels for communicating the messages of many brands and industries. And among the range of options available, the podcast is a medium that has established itself as ideal for any business marketing strategy. Content creation has been postulated as one of the most advanced professions of the 21st century, opening up a large number of windows and opportunities thanks to the implementation of social networks and current technological development, providing many opportunities for carry out this activity with fairly low resources compared to other traditional formats such as conventional television or radio.

Content marketing is experiencing diversification, so it is necessary for companies to adapt to new emerging trends.

If there is one aspect that takes precedence over the rest in marketing, it is taking into account the customer as the epicenter of the entire strategy. You have to give the customer what they want and if statistics show that today’s consumer listens to a podcast, what should they give them? : content in quality audio format that touches them. Because that’s what a podcast is, a digital audio file available on the Internet that can be listened to from an application or downloaded directly to an electronic device. Podcasts are often mass-produced, and users can subscribe to receive alerts whenever a new episode is released. It is true that we have known the podcasting format for a few years now. However, 2019 marked a significant turning point in the popularity of podcasting due to the increased quality of content produced and much easier distribution thanks to the rise of podcast hosting platforms. And, the trend in 2020 is that it continues to grow.

Moreover, it is curious to observe how the podcast triumphs among the younger population. They are the ones who spend the most time connected to their smartphone and therefore more likely to listen to podcasts than the over 55s.

Among the attractions of this content format are its ease of use, the possibility of consuming it while we take care of other things – the famous multitasking – and the control over the content that is consumed – the user chooses what he wants to listen to from the wide range of podcasts.

These millions of podcast listeners each month provide the company with an incredible potential audience to tap into offering many specific benefits and positioning as a marketing strategy:

• Increases brand visibility and diversifies the content marketing strategy: maybe the company is already present on networks like Facebook, Instagram, YouTube or LinkedIn, but the podcast can become another new communication channel which allows you to reach new potential customers. In this way, the digital presence will be reinforced, increasing visibility and brand image;
• Increases follower loyalty: The key to an effective podcast strategy is to create content aligned with marketing objectives and on a regular basis. The strategy should be regular – similar to the concept of a blog – so subscribers know when to expect new content;
• Improves organic positioning (SEO): Google already announced it a few months ago, podcasts will start to appear in the general results that the search engine displays. This presents a great opportunity for companies that do a good job with their podcast, as they can sneak into the top Google positions and gain a large amount of organic traffic to their projects;
• Build authority within the industry: what better way to become a thought leader and demonstrate experience than through conversations captured in a podcast. Trust is essential in online sales, and the podcast is a great format to foster this connection and position yourself as an expert.

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^[1] Verbatim (interviewé 4)

^[2] Verbatim (interviewé 1)

^[3] Verbatim (interviewé 2)

^[4] Verbatim (interviewé 2)

^[5] Verbatim (interviewé 5)

^[6] Verbatim (interviewé 3)

^[7] Verbatim (interviewé 3)

^[8] Verbatim (interviewé 4)

^[9] Verbatim (interviewé 5)

^[10] Verbatim (interviewé 1)

^[11] Verbatim (interviewé 2)

^[12] Verbatim (interviewé 3)