Why Your Podcast Needs to Drive Results, Not Just Listens
Let me start with a question: if your brand’s podcast gets 10,000 listens but does nothing for the brand, is it successful?
So many brand leaders I speak to get fixated on vanity metrics—impressions, views, and podcast listens—thinking these numbers make for a good branded podcasrt. But here’s the hard truth: listens alone don’t equal results. We think that TRUE podcast performance is measured by the impact your content creates. Did it inspire action? Foster loyalty? Move your audience closer to your business goals?
At JAR Audio, when a client says, “We want a million downloads,” our first question is always, “Why?” Because success isn’t measured in listens; it’s measured in results.
So when we ask “What is the job this podcast needs to do?” the conversations shifts gears.
Vanity Metrics Don’t Drive Podcast Performance
Big numbers may look impressive on a report (and make you look great in front of your CEO), but they rarely tell the whole story. What matters is what those numbers represent.
Take Staffbase’s Infernal Communication as an example. The goal wasn’t just to attract listeners—it was to spark meaningful conversations among internal communication professionals. The podcast achieved that by becoming a trusted resource and thought leadership tool, not just by racking up listens. Here’s JAR Audio’s case study.
The Amazon Approach: Action-Driven Podcasting
When we produced This is Small Business for Amazon, our goal wasn’t just to capture the attention of small business owners—it was to empower them. Each episode was designed to align with their entrepreneurial journey, inspiring actions like rethinking strategies or adopting new tools. The result? Amazon deepened its audience connection, reinforcing its role as a valuable partner to small businesses. And the brand lift studies prove this.
This is what podcast performance looks like: creating actionable content that aligns with your audience’s needs and your business objectives.
Podcasts as Ecosystems, Not Just Episodes
Here’s something every CMO, brand manager, and head of content should remember: a podcast isn’t just a series of episodes. It’s a strategic pillar in your content marketing ecosystem.
Consider Genome BC’s Nice Genes! The podcast isn’t just a standalone product—it powers blog posts, social media content, and even live event discussions. This approach broadens the podcast’s reach and amplifies its impact, ensuring the brand stays top-of-mind.
How to Optimize Your Podcast for Performance
Ready to move past vanity metrics and focus on results? Here’s how:
1.Define Success Upfront
Success isn’t one-size-fits-all. Are you driving customer loyalty? Conversions? Brand awareness? Clarify your goals before hitting record. You might want Joe Rogan-type numbers, but you are a B2B brand with a very niche audience. Be realistic, and define success that makes sense to you.
2.Focus on Engagement Over Reach
A smaller, deeply engaged audience is far more valuable than a massive, passive one. Prioritize content that connects emotionally and intellectually with your listeners. JAR once developed and produced Breaking Bottlenecks, a podcast by The Port of Vancouver. Their audience was roughly 2000 people who work within the 25-odd companies operating within the port. It was small on purpose. But the engagement was through the roof.
3.Track the Right Metrics
Look beyond downloads. Measure customer engagement, brand lift, and conversions to truly understand your podcast’s performance.
The Bottom Line
A branded podcast is more than content—it’s a powerful tool for driving measurable results. Don’t get lost chasing big numbers. Focus on creating meaningful connections that deliver real outcomes for your brand.
At JAR, we specialize in producing branded podcasts that perform. If you’re ready to unlock your podcast’s potential, let’s chat.
FAQ: Podcast Performance
Q: What is podcast performance?
A: Podcast performance measures the real-world impact of a podcast beyond just listens or downloads. It focuses on outcomes like audience engagement, brand lift, thought leadership, and conversions that align with business goals.
Q: Why are listens considered a vanity metric?
A: While listens provide a measure of reach, they don’t guarantee engagement or actionable outcomes. Vanity metrics like listens can be misleading if they don’t translate into meaningful business results.
Q: How do I measure podcast performance effectively?
A: Key metrics include:
1.Engagement rates (listener retention and actions taken post-listening).
2.Brand lift (improved perception of your brand).
3.Conversions (actions like sign-ups or purchases driven by the podcast).
4.Audience growth over time, focusing on quality engagement.
Q: How can branded podcasts drive results?
A: By aligning content with audience needs and business objectives, branded podcasts build trust, establish thought leadership, and inspire action. For example, Amazon’s This is Small Business empowered listeners with actionable strategies tailored to their entrepreneurial journey.
Q: How does podcast performance fit into a larger content strategy?
A: Podcasts act as pillar content, fuelling blog posts, social media, newsletters, and more. For example, Genome BC’s Nice Genes! podcast drives discussions across multiple platforms, amplifying its impact beyond audio.
Q: What should brands prioritize when producing a podcast?
A: Focus on:
1.Quality content that resonates emotionally.
2.Clear objectives aligned with business goals.
3.Engagement metrics that track meaningful listener actions.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
