As people seek out less attention-demanding and screen-dependent ways to consume content, audio is having a moment. By hosting podcasts, Facebook is hoping to ride this wave of popularity, giving users a different way to engage with the platform.

Already gaining steam pre-pandemic, podcast listening has greatly accelerated, giving rise to ‘heavy’ podcast listeners who tune in multiple times a week. Aside from being passionate about audio, this group is also receptive to in-podcast ads, creating opportunities for brands to get their message heard.

Limited real-life interactions in lockdown have led many people to seek out online communications that allow for deeper, more intimate connections. Audio offers a welcome break from screen-based social media, but how can brands best harness this medium to stand out?

With its acquisition of Gimlet Media and Anchor, Spotify is setting its sights on becoming the go-to destination for podcasts. It’s a sign of the medium’s growing influence as brands seek ways to tap engaged and young audiences who want immersive narratives that can hold their attention.