TL;DR:
- A branded podcast is just like a normal podcast show, except that it’s made with marketing purposes for a specific company or brand.
- Branded podcasts can help you position yourself as an expert in your field and target your audience.
- Some of the best branded podcasts include Inside Trader Joe’s, Wix: Now What? and McDonald’s: The Sauce.
A branded podcast could hold the key to expanding your reach and making an your impact.
But what is a branded podcast? And should you really start one of your own?
Below, you’ll find 15 of the best branded podcasts out there, along with the tips and advice you’ll need if you want to launch your own.
Table of contents:
What is a branded content podcast?
A branded podcast is just like any other podcast show – except for one key difference: branded podcasts are created by a brand as a form of content marketing.
Does this mean that all branded podcasts run like extra-long commercials? No! Promotional content might be part of a branded podcast, but it’s by no means the whole picture.
In reality, most branded podcasts focus on delivering valuable information, from entertainment to education, that aligns with their brand goals and mission. The goal is to draw listeners in, enhance brand awareness, and drive consumer loyalty.
Why should you create a branded podcast for your company?
There are so many reasons to create a branded podcast for your organization! Here are just a few of the benefits.
Take charge of your content
Why create your own podcast instead of simply advertising on someone else’s show?
It’s all about control.
With a branded podcast, you own your content and can make decisions to chase your specific goals. Unlike sharing airtime as an advertiser, you’ll be the boss, and you won’t have to share space with potential competitors.
Position yourself as an expert
Did you know that studies reveal podcasts can increase brand favorability by 24%?
A branded podcast can help you position yourself as an expert authority that audiences can trust within your industry or niche. Over time, this can make you the go-to source for new information, boosting your professionalism and fostering connections.
Target the right audience demographic
Your own branded business podcast offers unique opportunities to build your community. You can target a specific demographic in line with what your business has to offer. This can help you curate a more tailored marketing approach that speaks directly to your ideal customer.
Expand your marketing strategy
Podcasting can act as an extra tool in your arsenal.
Research reveals that branded podcasts can improve brand awareness by 89% and drive a 14% rise in purchase intent. You can use a branded podcast to expand on existing marketing techniques. You can even repurpose or cross-promote content. This way, you can reach an all-new audience in addition to your efforts on social media or in email campaigns.
How Do You Measure the Success of a Branded Podcast?
While the idea of a branded podcast sounds great in theory, there are few successful company podcasts out there. The good news is that the market isn’t yet saturated, so if you manage to create a good branded podcast, you’ll likely be able to capture a large listener base.
But the bad news is that it’s difficult to straddle the line successfully between promoting your brand and creating engaging, informative content that listeners will actually want to listen to on a regular basis.
If you want to beat that trend, you’ll need to keep a close eye on your podcast’s ROI and make sure you’re agile enough to learn and improve as needed.
So what makes a successful podcast?
To start, remember that you need to determine your own definition of success. Is it a certain number of subscribers or downloads? Is it a number of leads captured through podcast episodes?
Here are a few metrics to consider tracking:
- Total downloads
- Total subscribers
- Quality of reviews
- Listen-through rate
- Target demographic group reached
- Community growth through other channels, like Facebook groups
- Website traffic
- Number of leads
- Number of purchases
- Revenue generated from podcast listeners
Whatever metrics you choose, measuring your branded podcast’s success means looking at the engagement (and quality of engagement) of your show’s listeners. Your show will be successful if it provides real value to your target audience, so always start from that approach.
15 Best Branded Podcast Examples
Wondering what the top branded podcasts look like and what you can learn from the leaders in the field? Here are some examples of the best in their class.
Start with the video below and then read along.
Trader Joe’s: Inside Trader Joe’s
Inside Trader Joe’s shows listeners what it’s like to run a grocery store from the perspective of one of the largest chains in the United States. Originally intended to be just a five-part series, this show was so popular that its creators decided to keep it going. Episodes cover everything from seasonal shopping lists and tasting panels to behind-the-scenes staff stocking processes.
Why the show works: This show capitalizes on the unique brand identity of Trader Joe’s. Content is practical and informative, always maintaining a down-to-earth tone that keeps listeners engaged.
Popular episode: Trader Joe's Spices Up Your Shopping List
Blue Apron: Why We Eat What We Eat
As a meal kit subscription service, Blue Apron is all about food!
The Why We Eat What We Eat podcast explores major food-related questions, including the psychology behind food trends and choices. These elements back up the brand’s steady commitment to delivering great food and delicious recipes for consumers.
Why the show works: Food is universal, which makes for a huge audience scope! Blue Apron’s food-based episodes align expertly with the brand’s fresh ingredients and trendy recipe offerings.
Popular episode: Breaking Bread
Sephora: #LIPSTORIES
Hosted by Girlboss Radio in partnership with Sephora, #LIPSTORIES is a hub for the latest beauty content. Episodes are centered around self-image stories and reflection, as each episode’s guests recount memories where they felt “beautiful, powerful, or like their best selves.”
Why the show works: With a rotating guest lineup, this show uses a unique interview format to inspire and entertain. The hosts cleverly link the stories they tell to Sephora’s latest product collections.
Popular episode: Sophia Amoruso (Live from SEPHORiA)
Zendium: 2 Minutes of Zen
Zendium’s 2 Minutes of Zen is doing the impossible: turning toothpaste into entertainment. Each episode introduces a short guided meditation or activity designed to bring a little zen to your life.
Why the show works: Instead of fitting the mold of long-form content, Zendium taps into its wellness-focused value proposition to offer brief yet impactful content. Every episode is timed so that listeners can listen and participate while brushing their teeth, allowing it to serve its audience while staying on brand.
Popular episode: Night Night, Brush Right!
Gatorade: The Secret to Victory
Created by sports-drink giant Gatorade, The Secret to Victory podcast interviews some of the world’s greatest athletes. This includes Serena Williams and Eli Manning.
Conversations cover all things motivation, teaching listeners how to overcome failures and push forward to succeed.
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Why the show works: Gatorade’s podcast taps into the value of celebrity endorsements. Each episode gives audiences a chance to hear and learn from their favorite sportspeople. What an impact!
Popular episode: Kylie Schwarber: I Didn’t Want to Get Up
Wix: Now What?
Website builder Wix’s Now What? podcast features thought leaders across business, engineering, product development, and other important topics.
Listeners can learn from the experts and gain insight from success stories. Previous interviews have included guests from Meta, Spotify, The New York Times, and more.
Did you know that Wix records Now What? on Riverside? The great news is you can too! Learn more about Riverside, or start podcasting in studio-quality seamlessly.
Why the show works: Since Wix serves a wide range of industries, its podcast does too! Insights are rich, layered, and valuable as well as applying to website creators across a variety of niches.
Popular episode: Meta’s Benji Shomair on Making the Moment Shoppable
Slack: Work in Progress
Slack’s Work in Progress follows the brand’s previous podcasting endeavor, a 28-part comedy series exploring unique jobs and office cultures.
The newest episodes are all about daily work life. This show goes behind the scenes to examine interesting jobs and ask people why they choose their career paths and goals.
Why the show works: Slack’s focus on interesting, relatable employee stories provides great entertainment value. Plus, the podcast is able to introduce productivity hacks and streamlining problems the Slack product can solve.
Popular episode: From the Ground Up
ZipRecruiter: Rise and Grind
Created by FUBU founder and Shark Tank investor Daymond John, Rise and Grind introduces insights from an array of entrepreneur podcast guests. The show provides listeners with daily-grind strategies and wisdom they can use to build their own side hustles. Audiences can even learn from the way John uses the branded podcast format to support his own brand.
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Why the show works: This podcast is well-aligned with Ziprecruiter’s brand while remaining fun and entertaining. Audiences can benefit from practical tips and ideas, all while enjoying fascinating stories and interviews of the show’s highly successful guests.
Popular episode: Brian Lee on Starting Businesses with Kim Kardashian, Jessica Alba and Robert Shapiro
Food for Good: Journey to Zero Hunger
Journey to Zero Hunger is a branded podcast with an important message. The show delivers solutions-focused episodes that draw attention to food scarcity around the world.
Episodes feature people on the ground working to address world hunger. Past interviewees have included Kelly Parsons and Dr. Phumzile Mlambo-Ngcuka. Special guests provide fresh perspectives that educate and empower audiences to help take action.
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Why the show works: This show aligns closely with Food for Good’s mission to improve global food security. Plus, it’s part of the brand’s not-for-profit activities, so listeners know they’re doing something good.
Popular episode: Gender | Why Are the World’s Women Hungrier?
Dior: Dior Talks
Dior’s branded podcast discusses the finer things in life.
Episodes focus on creativity and fashion, as well as other cultural factors relevant to the Dior brand identity.
From interviews with poets, artists, and designers to discussions about feminism and innovation, Dior Talks has it all in spades.
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Why the show works: Dior Talks centers its target audience at the heart of every episode. The show offers diverse content without ever losing focus of who is listening and what this audience expects from the Dior brand.
Popular episode: [Heritage] Faces and Figures: Cementing the Fame of Dior
Google: Search Off the Record
Hosted by search leader Google, Search Off the Record is home to all the latest insights about search engine optimization (SEO).
The show offers a behind-the-scenes look at how Google search really works and how listeners can use SEO to their advantage.
Plus, the podcast shares fun and entertaining stories about daily life at Google HQ.
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Why the show works: This podcast relies on the trusted reputation of the Google brand to provide real education value for audiences. Insights are designed to empower listeners with knowledge, all while communicating in an entertaining format.
Popular episode: Let’s Talk Content Decay
McDonald’s: The Sauce
The Sauce by McDonald’s is a PR response to a limited run of a popular McDonald’s condiment.
The three-part show uses an investigative approach to answer consumer questions and get to the bottom of the sauce situation. The hosts investigate the dramatic controversies associated with the release and subsequent discontinuation of the acclaimed Szechuan sauce.
Each episode is fun and informative, combining marketing prowess with high entertainment value.
Why the show works: This podcast responds directly to what listeners want to know. The show is fun and entertaining while underpinning the important public relations work needed to keep the McDonald’s brand thriving.
Popular episode: The Szechuan Sauce Riots
eBay: Open for Business
The eBay Open for Business podcast teaches listeners how to build a business from the ground up.
Episodes include interviews with successful entrepreneurs, as well as practical tips to help total novices learn the ropes. Plus, the podcast refers back to eBay’s own humble beginnings as a mid-’90s startup.
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Why the show works: While most business podcasts focus on brand building, not many teach listeners how to start a business from scratch. By tapping into a knowledge gap, eBay provides a unique offering in line with brand values.
Popular episode: Price Is Right?
Expedia: Out Travel the System
Out Travel the System by online travel agency Expedia is a guidebook in podcast form. The show offers tips and tricks from experienced travelers and industry experts. It also includes extra resources to make adventure more accessible.
Why the show works: Travel stories are funny, engaging, and informative, all while aligning closely with the Expedia brand. This podcast centers on brand values and provides usable information that audiences will love. Even better, the show’s travel focus allows it to target a truly global listener base.
Popular episode: Honeymoons: Rise of the Mega Moon
Microsoft: .future
The Microsoft .future podcast provides a glimpse at the world to come from the perspective of a world-leading tech company.
Each episode explores future prospects in fields like technology, health, data, gaming, and more. The show hits a specific audience niche and prioritizes ongoing listener engagement, offering fresh entertainment and a unique point of view.
Why the show works: Everyone wants to know what’s next! .future answers the big questions, all while cleverly linking them back to Microsoft’s latest developments and how they might move the world forward.
Popular episode: My Data, My Health, My Self
Bonus: How to create your own branded podcast: step-by-step
Feeling inspired? Follow these simple steps to start a podcast that will boost your brand.
Step 1: Research and plan
To begin, think about your brand’s mission and what kind of content could align well. Aim to choose a topic that is relevant to your audience and your own expertise or services.
Research a range of other branded podcasts to get a sense of what’s already on the market and how you can make your content stand out. The key is to find the sweet spot that combines entertaining, appealing content with brand promotion benefits.
When you think you’ve found the right idea, plan it out carefully. Build a structure to guide your show and each individual episode.
Step 2: Set up equipment
Before you can begin recording, you’ll need to get set up with the right podcast equipment.
You will need:
- a high-quality camera
- a good microphone
- headphones
- professional hosting software
- additional production technologies.
Step 3: Record and edit
Finally, you’re ready to start recording!
Recording will look different depending on whether you’re recording in-person or remotely. We have a full guide on how to record a podcast to help you. But, to summarize:
- If you’re recording online you’ll likely use your equipment plugged into your computer so you can capture everything on your recording software.
- If you’re recording remotely, try use dedicated software like Riverside that’ll ensure you still get maximum quality no matter where your guests are.
- Ensure you’ve set up your equipment properly and that you know your way around your recording software.
Once you’re done with these basics you’re ready to record. This will look different depending on what software you’re using.
We’ll just say that if you’re looking for a seamless experience, Riverside is a good option.
It’s an all-in-one online podcast and video studio that will ensure that you and your brand look and sound your best. You’ll be able to record in up to 4K video and 48kHz audio. Plus, after recording you can polish up your video in less time with our seamless editor.
In the editor you can trim with text-based editing and you can customize your video with overlays, podcast logos, and other studio branding details. Don’t forget to check out AI-generated podcast show notes and transcripts to summarize your content and enhance its accessibility.
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Step 4: Share and promote
When you’re happy with your show, it’s time to go live!
It’s usually best to publish podcast episodes across a few of the major platforms, including Spotify and Apple Podcasts. This will help you expand your audience as much as possible.
And don’t forget to promote your show by sharing it on social media and reaching out to your email marketing list. You can even use Riverside’s Magic Clips tool to make shareable podcast clips for social media.
Step 5: Measure your success
Last but not least, you need to keep track of your podcasting success. There are many podcast analytics you can monitor to gauge how well your podcast is performing. Some of the most important considerations are:
- Total podcast downloads
- Total subscribers
- Quality of reviews
- Listen-through rate
- Target demographic reached
- Community growth through other channels
- Website traffic
- Number of leads
- Number of purchases
- Revenue generated from podcast listeners
FAQs on branded podcasts
Still unsure about branded podcasts? Here are some quick answers to a few frequently asked questions!
How much does a branded podcast cost?
The cost to launch a branded podcast tends to range between $100 and $5,000, but will vary depending on your industry and approach. Consider how much time and money you invest in creating a podcast. Then monitor the return you see both in terms of direct sales conversions and audience growth and monetization of your podcast.
What are the top branded podcasts to listen to for marketing insights?
There are many branded podcasts you can listen to for marketing insights! Wix’s Now What? podcast is a great place to start. In fact, any of the above-branded podcasts is likely to yield helpful insights for marketers trying to understand how to make their own branded podcast.
Is it worth creating a branded podcast for your business?
Creating a branded podcast can be a great choice for your business!
Do you have a strong, interesting concept or idea?
Do you offer a unique perspective that will engage listeners as part of a long-term growth strategy?
If you want to improve your credibility and build a highly engaged audience, a branded podcast could be the right choice for you.
What is the difference between a corporate podcast and a branded podcast?
Sometimes, branded podcasts are also referred to as corporate podcasts, but these two categories do have some differences.
Typically, branded podcasts are aligned with the brand that creates them but may have a focus area of their own. Corporate podcasts are usually more focused on internal communication or external branding.
Branded podcasts: A marketing channel with endless potential
The number of podcast listeners continues to grow, but the branded podcast space is still far from saturated. If you’re looking for creative ways to increase your brand presence and build your following, there’s never been a better time to make a move.
So maybe it’s time to start thinking: What could a branded podcast do for you?
Ready to get started? Give Riverside a try today.
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