What if we told you that creating a high-quality, engaging branded podcast is only one side of the equation?
The other half is ensuring that your show reaches the right listeners – which requires understanding your target audience’s preferences and finding where they live online.
Because at the end of the day, what’s the point of creating a podcast if it’s not reaching the right listeners? Especially for branded podcasts, this element is critical. It’s not just about creating a great podcast, it’s about creating a great podcast that reaches your target audience so that you can get them to *insert goal* (perceive your brand in a certain way, know that your brand exists, get leads or customers, increase website visitors, etc.)
And thankfully we have a solution: podcast listener demographics
By knowing your listener’s preferences, online habits, and demographic information like gender, family members, pets, and geographic location, you can optimize your marketing efforts and even cater future content toward your target audience.
In this blog post, we dive into why audience demographics are so important and the different ways that you can measure them, so you can level up your branded podcast content and forge more meaningful connections with your target audience.
What are audience demographics?
Podcast listener demographics can be found in most listening apps or hosting platforms. Basic demographics include gender, age, location, and popular listening times.
More advanced demographic information is available in some third-party podcast platforms, like CoHost, and reveals the basic demographic information listed above as well as interests, hobbies, social media platforms, social media habits, household income, family members, and lifestyles of your listeners.
Why are audience demographics important for my podcast?
From shaping your content and sourcing guests to making informed marketing and advertising decisions, the applications of sophisticated demographic information for your podcast cannot be overstated.
Here are a few important areas of your podcast where demographics come into play:
Verify your content is reaching your target audience
We’ve said it before and we’ll say it again, the value of a branded podcast isn’t in creating a high-quality show, the value of a branded podcast comes from creating a high-quality show that reaches the right audience.
Without the data to guide you, you won’t be able to make informed decisions on how to best market, advertise, and grow your show – and most importantly, you won’t be able to verify that your content is reaching your target audience and resonating with them.
Content tailored to your audience
One of the most significant advantages of knowing your audience demographics is that it enables you to create content tailored to their preferences. For example, you can cater guest selection and messaging to address the unique needs and interests of your audience.
Factors such as age, gender, and geographical location help you understand your listener's unique needs and interests. For instance, if your podcast has a solid following of young professionals who live in urban areas and are avid Instagram and TikTok users, you can adjust your podcast content, guest list, and larger marketing mix to cater to their specific tastes.
Informed advertising and marketing strategies
Demographics are not only crucial for content creation but also for crafting effective advertising campaigns and marketing strategies. When you know who your audience is, you can target your promotions more effectively.
Advertisers and sponsors are particularly interested in this information, as it allows them to ensure their products or services are reaching the right demographic. This, in turn, can lead to more successful and profitable partnerships.
For example, if you have a podcast that caters to females who are avid readers, and GoodReads is looking to advertise on your podcast, they’ll want to verify that your podcast is actually reaching their desired demographic. This can be easily proven by a demographics report.
How to measure podcast audience demographics
Here's how you can effectively measure your audience demographics:
1. Podcast hosting platforms
Your podcast hosting platform can be a valuable source of data about your listeners. Many hosting services offer statistics and analytics tools that provide insights into your audience demographics.
These include age, gender, location, and even the devices they use to access your content. Regularly check and analyze these metrics to stay updated on your audience's characteristics.
CoHost’s Advanced Audience Demographics
Taking it a step further than what you typically find on hosting providers, with CoHost’s Advanced Audience Demographics, understanding your audience has never been easier.
You can now discover valuable insights about your listeners including their age, gender, household income, social media consumption/habits, interests, family members, and more.
This demographic info is summed up in charts and reports that you can share with higher-ups, advertisers, or other relevant stakeholders.
Offered through CoHost’s podcast hosting and prefix products, Advanced Audience Demographics is designed to help brand marketers and agencies:
- Verify if podcasts are reaching their desired target audience
- Tailor their content to audience preferences for improved engagement
- Enhance sponsorship sales with comprehensive listener profiles
Remember that audience preferences and behaviors evolve, so make sure to regularly update your demographic analysis and adapt your marketing strategies accordingly.
2. Social media insights
Social media platforms can provide a wealth of information about your audience. If your podcast has social media profiles, pay attention to metrics such as the age and gender of your followers, the locations they come from, and their interactions with your posts.
3. Google Analytics
If you have a website associated with your podcast, integrate Google Analytics to gather comprehensive data. This tool provides information about website visitors, their demographics, interests, and even their online behaviors.
And if your brand has a landing page dedicated to the podcast on your existing site, Google Analytics can inform you about visitors on podcast-specific pages too.
Create a podcast that resonates
Creating a podcast is not about reaching everyone; it's about connecting deeply with the right ones.
Demographic data helps you do just that.
Understanding the composition of your listenership is a critical component of creating and maintaining a successful podcast. It enables podcasters to tailor their content, improve marketing strategies, and secure valuable sponsorships.
If you want to know more about audience demographics and the CoHost platform, reach out to our team!