Unlock the Power of Audio: How Podcasts Create Deep Connections and Turn Listeners into Loyal Brand Advocates
If you’re wondering how to start a podcast to boost customer loyalty, this post will guide you through the key elements.
I’m Jen Moss, CCO at JAR, and creative writing instructor at the University of British Columbia. I’m thrilled to dive into a topic that’s close to my heart and fundamental to what we do here at JAR Audio. I want to take a look at how podcasts can skyrocket customer loyalty. Like, we know they work – but WHY do they work? So grab a non-dairy latte (or whatever floats your boat), get comfy, and let’s chat about why podcasts increase customer loyalty and why you should consider podcasting as your next big loyalty strategy.
The Power of the Human Voice
First off, there’s something inherently powerful about the human voice. As legend Nina Simone famously observed,
“… the human voice is the only pure instrument. […] It has notes no other instrument has. It’s like being between the keys of a piano. The notes are there, you can sing them, but they can’t be found on any instrument.”
The human voice is personal, it’s intimate, and it contains a great deal of information about the person speaking. Chicago Booth Review did a great series on the irreplaceable effects of spoken interaction. In it, behavioural scientist Nicholas Epley asserts that while the mind is “invisible and ineffable” and you cannot see a person’s mind at work, “you can sometimes hear it. He goes on to say that “a person’s voice contains a lot of information, through language, that conveys both the contents of what’s on a person’s mind, what they’re thinking or feeling, as well as the very presence of another person’s mind, the fact that they actually are thinking or feeling.”
This sense of presence – of authentically witnessing one another in the moment – is critical to good podcasting. Spoken word creates a genuine connection that other mediums simply can’t match. When you hear someone speaking, you’re not just receiving “cold” information; it’s physical. Sound waves travel through the air, or through your earbuds, hit and vibrate your eardrums. It’s like whispering in your audience’s ears while they commute, workout, or relax at home. This deep, physical connection is key to building loyalty.
Storytelling: The Heartbeat of Loyalty
We all love a good story, right? Did you ever wonder why? It’s got to do with how our brains are wired.
Allow me to demonstrate:
- Dogs.
- Wire.
- Applesauce.
Did you just struggle to understand why I wrote those three words in sequence? That’s your brain – attempting to create a story. Searching for a pattern in three seemingly random words. You might be considering:
Did the dog trip over the wire and spill the applesauce?
Was the dog somehow cut with wire and rewarded with applesauce?
Or is it a story about a circus dog named Applesauce who walks on a wire? (hey – that’s actually not bad).
You see? We can’t help it.
We are meaning-makers. We love stories because they almost invariably contain a journey: a beginning, middle, and end. We imagine stories because doing so helps us understand the big questions of life. We tell, and re-tell stories in order to pass along our values to others. And we remember stories – much better than facts and figures. Research by Dr. Jennifer Aaker in the Stanford Graduate School of business found “a story is up to twenty-two times more memorable than facts alone.”
Storytelling is at the core of human communication, and so when brands use podcasts to tell their stories, they’re not just selling a product—they’re inviting listeners into their world. They’re sharing their journey, their values, and their vision. This kind of engagement fosters a deep sense of loyalty. Your audience isn’t just buying what you’re selling; they’re buying into your story.
Consistency Fosters Loyalty
Imagine your favorite TV show abruptly ending with no warning. You’d feel lost, right? The same goes for podcasts. Consistent, regular episodes create anticipation and habit. Audiences come to expect your voice, your stories, and your insights. This regular engagement builds a routine that’s hard to break. It’s this consistency that keeps your audience coming back for more, fostering a strong sense of loyalty. With regular podcasting, you can start to measure audience loyalty in terms of hours – not seconds or minutes – spent listening closely to your brand’s storytelling. This demonstrates how podcasts increase customer loyalty through consistent, engaging content. They will even form a kind of parasocial bond with your podcast host, if that person appears consistently on the show, and slowly reveals aspects of their personality. If you want more proof that consistent podcasts foster loyalty, you can always do a comprehensive brand lift study with your podcast audience to measure precisely just how much they love you after consuming your podcast!
Adding Value
Last week, I ordered a set of note cards for various occasions from Banquet Atelier, and the package arrived in the mail with a beautiful hand-drawn postcard just for me that simply said, “Merci”. Twice. I felt seen, and I will order from them again.
At the end of the day, customer loyalty comes down to value. Speaking as a rather “thrifty” customer myself, I definitely appreciate it when a brand goes the extra mile for me. Podcasts are a fantastic way to provide this kind of value to your audience. Whether it’s through educational content, entertaining stories, or insightful interviews, you’re offering something that genuinely enriches their lives. When your audience feels like they’re gaining something valuable, they’re more likely to stick around and engage with your brand on a deeper level.
Building a Community
Liz Hames, our Director of Audience Growth at JAR, has two adorable kids. But like a lot of working moms with small children, some days are, well, a lot. WFH with toddlers can be both chaotic and isolating. But on those days, Liz tells me she has a list of great parenting podcasts she can turn to that help her feel less alone. Podcasts have this amazing ability to build communities. When listeners tune in, they’re not just passive consumers; they’re part of a larger conversation. Encouraging their feedback, questions, and interaction through social media or live events can strengthen this sense of community even further. A community also keeps you honest – letting you know if your content misses the mark, or if there’s a topic you should explore that would resonate with them. Never underestimate the value of a good community, because when people feel like they belong to something bigger, their loyalty to that entity naturally grows.
Trust and Authenticity
In a world filled with clickbait, AI content, and polished personas, authenticity stands out. Podcasts – while almost always carefully edited to ensure brand safety – also allow brands to show up as real, raw, and honest. They’re a way for people to glance “behind the curtain” and get to know the real you. So ask yourself: are you ready for that? Is your brand prepared to appear less-than-perfect? To give a little airtime to your critics, or sometimes even your competitors if it will advance the wider conversation? Are you ready to allow the humanity of the people who work for you, or who host your podcast, to shine through? Because if you can make this leap from overly polished corporate communication style to authentic connection, your podcast stands a much greater chance of succeeding. Sharing behind-the-scenes stories, challenges, and triumphs makes your brand more relatable and trustworthy. When your audience trusts you, they’re more likely to remain loyal.
Offering Rewards to Build Loyalty
One other powerful way podcasts can boost customer loyalty is through exclusive rewards. Imagine your audience eagerly tuning in each week not only for your engaging content but also for the chance to access bonus episodes, behind-the-scenes insights, discount codes, or special interviews with industry experts. These exclusive perks make your audience feel valued and part of an inner circle. Offering rewards like early access to new episodes, personalized shout-outs, or even physical merchandise can further deepen the connection. This kind of engagement turns casual listeners into dedicated fans.
So, Why Aren’t You Podcasting Yet?
If you’re not already leveraging the power of podcasts to build customer loyalty, you’re missing out. It’s all about creating connections, telling stories, and providing value. These elements show how podcasts increase customer loyalty in ways other mediums simply can’t match.
At JAR Audio, we’re passionate about helping brands find their voice and tell their stories through podcasting. So, what are you waiting for? Let’s create something amazing together and turn your audience into loyal brand advocates.
Happy podcasting!
There you have it, a friendly chat from me to you about why podcasts are a game-changer for customer loyalty. If you’ve got questions or want to share your own experiences, please reach out. Let’s keep the conversation going!
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
