With so much content available via podcasts, each listener develops their own way of listening. However, people generally fall into two categories: subscribers or cherry-pickers. Among Pace listeners, 72 percent were subscribers—often loyal fans who might be more easily swayed to action, like Pace employees Lisa and Chris.
The followers (more like ardent fans) of this particular podcast are referred to as “Littles”—there are groups of “Loyal Littles” on Facebook and Twitter. I belong to both, actually referencing my Loyal Little status in my Twitter bio. I have even purchased products promoted on the podcast. —Lisa Bouchey
I have made many purchases of healthcare products and exercise equipment mentioned in podcasts as well as training related to SEO and import shipping. I have shared much of the information about exercise/health practices I’ve gleaned from podcasts with friends. —Chris Boggs
Cherry-pickers, on the other hand, tend to be choosier when selecting which podcasts to listen to. They tend to navigate toward episodes based on particular celebrities, politicians, authors, etc. who are hosting or being interviewed. Advertisers can use this the same way they utilize influencers on social media. The host reads the ad on most podcasts, so if people trust their host, then they will be more likely to purchase the product.
“I’d say I more actively listen to ads on podcasts than on TV/radio, because they are faster, delivered in a more natural/organic way by the host, because I like and respect the host and the hosts often only promote products they believe in …” —Lucinda Hahn