Conversation Is King. Podcasts Power the Throne.
Something big is happening in media.
We’re not reading as much. We’re watching, listening, and engaging in conversations instead.
The hottest formats right now—podcasts, YouTube long-form interviews, Twitch streamers, TikTok talking heads—all have one thing in common: they’re driven by conversation.
Kyle Chayka, staff writer at The New Yorker, recently wrote about this shift on Substack, arguing that conversation has become the dominant unit of discourse. It’s no longer about articles or essays. We’re getting our information, forming our opinions, and debating ideas by listening in on real-time discussions and taking part in the rise of participatory culture.
That’s why podcasts are thriving.
Podcasts aren’t just a niche format anymore. They are the most effective way to shape culture, build trust, and hold attention in a fragmented media landscape. Brands that understand this shift will win. Brands that don’t? They’ll be left out of the conversation.
Here’s what’s happening—and why it matters for your brand.
1. Podcasts Are the New Essays—Only Less Boring
You used to read an essay in the NY Times, the National Post, or The Paris Review to get the gist of an argument. Now, you hear it in a podcast.
A podcast interview does the same work as an article, but with a few key differences:
- It feels more real. Listeners hear the thought process unfold, complete with contradictions, backtracking, emphasis, and genuine moments of insight.
- It builds deeper engagement. Instead of scanning an article for 30 seconds, listeners spend 30-60 minutes immersed in a conversation.
- It sticks. A voice in your ear for an hour is a far more intimate experience than reading words on a screen (plus I hate the voice in my head).
At JAR, we see this firsthand. Our clients aren’t just creating content—they’re owning conversations.
Take Amazon’s This Is Small Business, which brings listeners inside the entrepreneurial journey. Instead of just giving advice, the show invites the audience into real, messy, vulnerable conversations about what it’s actually like to build a business. That authenticity makes it powerful—and why it’s connecting with listeners.
For brands, this is a wake-up call. If you’re still thinking about content in static, one-way formats (blog posts, traditional ads, scripted videos), you’re missing the real conversation.
2. The ‘Illusion of Participation’ Makes Podcasts Uniquely Engaging
When you listen to a great podcast, you don’t just hear the conversation.
You feel like you’re part of it.
Psychologists call this parasocial interaction—when listeners form a personal connection with hosts and guests, even though they’ve never met. Others call this participatory culture. That’s why people mentally “talk back” to podcasts, agreeing, disagreeing, or forming their own arguments in real time.
In Cheyka’s article, he says:
So even the consumer of the conversation — the podcast listener in this case — is kind of a virtual participant, because they are witnessing the dialogue happen. That’s something I feel all the time as I listen to podcasts and subconsciously formulate my own (imagined) responses in real time, as if I’m also a guest. That effect is pretty potent. I interrogate my feelings and ideas possibly more through a conversation, even a performed one, than just reading a regular article or essay.
This is also why podcasts drive such deep engagement compared to passive media like TV or scrolling on social.
The ‘Illusion of Participation’ in action
Let’s look at Genome BC’s Nice Genes!, which JAR produces. The podcast makes genomics deeply relatable by turning it into a conversation, not a lecture. Listeners don’t just absorb facts—they feel like they’re learning alongside the host, asking the same questions, making the same discoveries.
That’s the magic of podcasts.
Similarly, Where You Are from the Kelty Youth Mental Health Resource Centre walks listeners through the journeys of ordinary families struggling to support their children’s mental health. The audience listens as the families consult with health experts, and in sharing these vulnerable moments, they feel less alone.
For brands, this can be a game-changer. Podcasts don’t just deliver information. They make people feel included, involved in the conversation. And when people feel involved, they care. And when they care, they stick around. More importantly, they share.
3. Podcasts Are the New ‘Cultural Anchors’—And Your Brand Needs One
The most successful podcast hosts today aren’t just interviewers.
They’re cultural anchors—trusted voices who help audiences make sense of the world.
Kara Swisher. Alex Cooper. Shannon Sharpe. Joe Rogan. These hosts aren’t just talking at people; they’re shaping how millions think about culture, business, politics, and life.
Brands need to recognize this shift.
Instead of chasing attention with ads, brands should be owning the conversation in their space.
- RBC’s Disruptors (produced by JAR and hosted by John Stackhouse) positions the brand as a thought leader in innovation, tackling topics like AI, clean energy, and the future of work.
- Staffbase’s Infernal Communication creates a space for internal comms professionals to unpack the challenges of their field—with humor and humanity.
- Cirque du Soleil’s Cirque du Sound pulls listeners behind the curtain of creativity, deepening the emotional connection with fans.
These brands aren’t just running ads. They’re becoming the voices people trust.
4. The Future: Brands That Master Conversation Will Win
As conversation becomes more commodified, brands need to be in the game.
- Podcasts aren’t just a marketing tool; they’re a media asset that builds trust, attention, and loyalty over time.
- The brands that succeed won’t be the ones shouting the loudest. They’ll be the ones hosting the most interesting, insightful, and human conversations. And for some…that’s going to take guts.
- The real opportunity isn’t just podcasting itself—it’s understanding that the future of content is interactive, immersive, conversational, and fuelled by the rise of participatory culture.
Netflix, Spotify, and YouTube are already leaning into this shift. Brands should too.
Final Thought: The Best Time to Start Was Yesterday. The Second Best Time Is Now.
Conversation is now the dominant media format.
Podcasts are leading that shift.
If you’re a brand, the question isn’t “Should we have a podcast?”
The question is “What conversation should we be leading?”
And if you’re a brand that already has a podcast, ask yourself: “Are the conversations we’re facilitating worthy of an audience’s attention?”
Be honest with yourself.
At JAR, we help brands own the conversation with award-winning podcasts that drive real business results. Let’s talk.
Want to explore what a podcast could do for your brand?
Key Takeaways for Brands:
- Podcasts are replacing essays as the best way to deliver an argument or idea.
- People don’t just listen—they feel like they’re part of the conversation.
- Successful brands aren’t just running ads. They’re hosting conversations.
- Trust is built through voice, not just text. The brands that master conversation will win.
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.
