Echoes of Influence: How Podcasts Are Redefining Engagement

There’s something special about a podcast and its ability to turn voices into companions. After all, one in three podcast listeners 18+ say “the host is like a friend to me.” But what does that dynamic mean for the hosts? Say goodbye to one-sided exchanges and hogging the mic—today's creators want to hear from the audience, too. Podcasts have entered a new, interactive era where the conversations flow and the engagement never ends, a trend we like to call The Feedback Loop. From call-in, to Q&A segments, to crowdsourcing ideas from social media, podcasters are breaking the fourth wall and allowing listeners (and advertisers) to be a part of the content.

Letting Listeners Take the Wheel

It’s no secret: Listeners are the backbone of every show’s success. And as creators embrace a more interactive approach to content creation, they’re discovering that audience participation isn’t just a nice-to-have; it’s an essential for growth and longevity. They’re putting fans in the driver’s seat, steering the show’s direction to new, unexpected places. 

When it comes to engagement, no one does it quite like our longtime partner, Alie Ward, host of Ologies. Through her quirky storytelling and genuine curiosity, she creates a welcoming space for fans to connect, learn, and share their experiences. As Ward says, “I love thinking of my listeners as a singular participant sitting at my interview table.” 

By inviting her listeners into the heart of Ologies, Ward turns them into equal contributors to the show’s ongoing evolution. 

Hop Aboard the Cross-Platform Express

Swipe. Tap. Click. You hear that? Fans are interacting with their favorite content creators all day, everyday—which means brands have the chance to do the same. Whether fans are swiping through TikTok, tapping on Instagram Stories, or clicking through countless YouTube videos, the engagement opportunities are endless. In fact, Gen Z listeners are 57% more likely to say, “It is important for me to be able to connect with the host through social media, email, or calling into their show.” Brands can meet this chronically online audience where they (and their beloved podcasters) spend most of their time. Here’s a tip—boost visibility and brand affinity through innovative campaigns that feel organic, rather than intrusive. 

As fans dive deep into the content they know and love, brands have a unique opportunity to weave their messaging into these digital experiences in a meaningful and authentic way—from ads that don’t feel like ads to a product sponsorship reflecting the organic preferences of a trusted podcast host. With every tap of the finger, there’s a potential touchpoint for brands to connect, entertain, and inform their intended audience.

Don’t Underestimate the Power of Fan Clubs

Over the decades, what it looked like to be a fan has ebbed and flowed. Today, stan culture is all about connecting on a human level, and podcasts are the perfect platform to make it happen. With various options of multi-channel engagement, listeners have more ways to connect, react, and weigh in than ever before, offering a chance to be heard. Advertisers, take note: Fandemonium is on the rise and your brand needs to get in on the action. But, before you jump in, know this: It’s more than a fandom; it’s a community. So, your brand needs to be a supportive part of the fan experience. 

With one in three podcast listeners 18+ going out of their way to support brands that sponsor their favorite podcasts, it’s crucial for advertisers and media buyers to lean into the fandoms that drive the industry forward. This might look like serving as a presenting sponsor for a miniseries or a live event. And there’s nowhere more powerful than here to tap into powerful fandoms. Just as the music industry has Swifties, the Beyhive, and BTS Army, the SiriusXM Podcast Network is home to the Daddy Gang, Crime Junkies, the Bella Army, Critters, and more. 

Give Fans Something to Post About

Now that creators have listeners caught in their web of content, it’s time to give them an experience like no other—we’re talking about IRL events. We’re currently living in a hybrid culture, craving digital and real-life connections, and seeking memorable moments that effortlessly blend the two worlds. Brands can meet listeners on the cusp by creating shareable moments that spark joy, create lasting memories, and foster meaningful interactions. In a recent user study, we discovered that 44% of podcast listeners 18+ would love to have the opportunity to meet their favorite hosts at a live show or meet and greet. The bottom line—harness the power of human connection through branded live shows, events, and immersive experiences that bring people together. 

What better way to bring together the IRL and the digital than by combining fans and their favorite podcast hosts? To mark the launch of the Converse De Luxe Collection, the iconic shoe brand teamed up with the Internet’s Big Sister, Tinx, host of It’s Me, Tinx, to create an exclusive, one-of-a-kind event celebrating New York style and trends. The social media star-turned-podcaster invited her fans to join her face-to-face for a live recording of a special branded episode in the heart of NYC. With a lively social media strategy to back it up, the event gave Converse and Tinx the spotlight, leaving forty of Tinx’s biggest fans with branded swag and the once-in-a-lifetime opportunity to get to know the podcaster better. 

Serious About Engagement

Turn up the engagement by partnering with the best in the biz, SiriusXM Media. We provide tailored experiences, advanced targeting capabilities, and custom solutions to make your brand shine. With our finger on the pulse of the hottest podcast trends, we stay at the forefront of the industry, assisting in the curation of timely and relevant ads that resonate deeply with any audience. Need we say more? Chat with us and get in on The Feedback Loop (and more).

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