The Playbook for Turning Listeners into Brand Advocates (and Embracing the Fans You Already Have)
What separates a listener from a fan?
It’s not just downloads. Not even listen-through rates.
It’s how deeply they care.
According to The Power of Branded Podcasts, the research we sponsored with Sounds Profitable, branded podcast listeners are far more likely to trust, recommend, and buy from a brand. More importantly? They become ambassadors—spreading the word in their social circles.
Brand fans:
- Are 36% more likely to try a new podcast if it’s from a brand
- 76% actively recommend podcasts to their friends
- Are significantly younger (18-34-year-olds over-index as brand fans)
- Use YouTube, Instagram, and Facebook to discover podcasts
This changes the game.
Podcasts don’t just attract audiences—they activate them.
So, let’s make it tactical.
How does a brand take a casual listener and turn them into a passionate advocate?
TURNING FANDOM INTO ACTION
Meet Maya. She’s a (fictitious) Brand Manager at a (fictitious) retail brand called VERVE.
VERVE is a mid-size fashion and lifestyle retailer, known for minimalist essentials and its “Made to Move” campaign. Maya just launched a branded podcast, Threaded—a show about the intersection of fashion, culture, and self-expression.
The podcast is well-produced. Guests are interesting. Podcast metrics are solid.
But Maya isn’t looking for passive consumption.
She wants fandom. Community. Listeners who don’t just hear the show—but identify with it.
So how does she embrace existing fans while also creating new ones?
Here’s her playbook.
Recognize That Some Listeners Are Already Brand Fans
Not everyone needs to be converted.
Some are already loyal—your job is to embrace, engage, and amplify them.
According to The Power of Branded Podcasts, brand fans spend more time with podcasts than non-fans—they’re your power users. They’re already here. You just need to make them feel seen.
The Brand Fan Flywheel: From Casual Listener to Diehard Advocate
These five podcast strategies will help Maya—and any brand—embrace existing fans while building new ones.
1. Feature Fans in the Show (Make Them the Star)
Why it works: Fans love feeling seen. And nothing deepens loyalty like hearing your name or story on the brand’s podcast.
What Maya can do:
- Run an audience spotlight segment—highlight customers’ styling tips, fashion dilemmas, or personal stories.
- Invite superfans to co-host an episode (or at least record voice notes).
- Read fan comments, reviews, or social posts on air.
Real-world example: Episode 15 – “You Asked. We Answered.” where Trader Joe’s devoted a whole episode to answering questions submitted by listeners. The brand invited fans to send in their burning questions – from why certain products are sold to quirky queries like “Why don’t you have WiFi?” – and then featured those questions on-air.
Takeaway: If your audience is already talking about you, give them the mic.
2. Reward Fan Engagement with Exclusive Access
Why it works: People crave insider status. Make your biggest fans feel VIP-level valued.
What Maya can do:
- Offer early access to new collections, available only through a podcast-only link.
- Drop promo codes in the mid-roll—only accessible to dedicated listeners.
- Launch a superfan community—a private Instagram group, Discord, or LinkedIn group just for Threaded listeners.
Real-world example: “Build It Braver” (by AMEX, produced by JAR) pairs real small business owners (AMEX customers) with famous entrepreneurs as mentors. In the series premiere, host Vivian Kaye brings on the founder of a fashion company (a fan/participant) to get one-on-one coaching from Joe Mimran (founder of Joe Fresh and former Dragons’ Den investor). American Express selected engaged members of its small business community to be featured on the podcast for mentorship conversations. These everyday business owners came on the show and received personalized advice from “seasoned entrepreneurs turned mentors,” essentially getting free consulting from top experts. This is a huge exclusive reward for participating – access that most fans couldn’t get otherwise.
Takeaway: Fans aren’t just customers—they’re insiders. Treat them like it.
3. Encourage User-Generated Content
Why it works: A fan feels like a fan when they see their name next to the brand.
What Maya can do:
- Ask listeners to submit styling tips, fashion stories, or trends they’re obsessed with—then read them on air.
- Run a TikTok or Instagram challenge—where fans recreate an outfit inspired by Threaded episodes.
- Feature listener-submitted content (e.g., their photos on the podcast’s Instagram page).
Real-world example: Sephora’s #LIPSTORIES podcast (produced with Girlboss Media) was built around real customer stories. The show was inspired by a Sephora lipstick line named #LIPSTORIES, which in turn was based on actual social media posts from customers. Each episode features a different woman (often an influencer or passionate customer) sharing a personal “lip story” – a memory or life moment linked to lipstick
Takeaway: Fandom thrives when people see themselves reflected in the brand.
4. Create Rituals That Reinforce Community
Why it works: Rituals create emotional anchors. Fans want inside jokes, traditions, and lingo.
What Maya can do:
- Give superfans a special name (e.g., Threadheads for Threaded listeners).
- End every episode with a fan shout-out: “This week’s MVP listener is…”
- Run a live AMA or Fan Hangout episode every quarter.
Real-world example: WW Presents: The Podcast Series (from WW Canada) mirrors the familiar rituals of Weight Watchers group meetings in audio form. Each episode is hosted by WW Coaches (Emily and Kelly) and always includes member testimonials and a discussion of that week’s program technique/tip– just like an in-person WW workshop has a weekly theme and member share-outs. Listeners are even greeted as if they’ve “taken a seat at our table” for a supportive group chat
Takeaway: Fans love rituals. Build them into the DNA of the show.
5. Show Up Where Fans Already Are
Why it works: Listeners don’t live in one channel. Community thrives when you bridge the gaps.
What Maya can do:
- Start engaging in relevant fashion subreddits (r/femalefashionadvice, r/malefashionadvice) with thoughtful, non-promotional contributions.
- Collaborate with fashion creators and get influencers to share clips of Threaded.
- Drop relevant podcast episodes into e-commerce email flows so customers discover the show naturally.
Real-world example: RBC’s Disruptors podcast literally went on the road to meet its audience. In one case, the bank recorded a special live episode at the Elevate tech festival in Toronto, a major event attended by entrepreneurs and tech enthusiasts (exactly the show’s target listeners). That episode, “Disruptors LIVE at Elevate: In Conversation with John Ruffolo,” was taped in front of a festival audience and featured a high-profile venture capitalist as guest
Takeaway: Meet your fans where they already engage.
Final Thoughts: From Passive Audience to Passionate Brand Advocates
Your listeners don’t want to be marketed to.
They want to be part of something.
If you treat your podcast as a one-way broadcast, you’ll get impressions.
If you treat it as an invitation to community, you’ll earn fans.
And fans? They don’t just stick around.
They spread the word.
What’s Next? Three Questions to Explore
- What exclusive benefits can you give only to podcast listeners?
- How can you spotlight your most engaged fans in a way that deepens their connection?
- What’s one way to turn passive fans into active contributors?
Want to turn your podcast into a fan magnet?
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.
