Did you know that 41 percent of Americans 12 and older have listened to a podcast in the last month? Twenty-six percent have listened in the last week. That’s 74 million people. 

And of the people who listen each week, they average hearing eight podcasts. 

All that information is from The Infinite Dial. It is the annual social media and audio listening habits research provided by Edison Research. I mark my calendar each March to get the latest download. 

It’s easy to be bullish about podcasting when you are a podcaster. But if 74 million people listen each week, that means over 200 million people in the U.S. alone do not. So there’s room to grow, not just in listenership, but in understanding of why podcasts matter.

They matter to businesses and content creators because they are an easy platform to build authority and trust upon. And you don’t have to start a podcast to build it … you can simply be a guest on one.

Spencer Carpenter saw the advantages and opportunities for businesses and creators at the onset of the pandemic. He spent 15 years in the music business but saw podcasts as an opportunity to communicate in a world where communication was changing. He founded Outlier Audio to help businesses and brands, including content creators, take advantage of podcasts.

Outlier Audio can not only pitch you to be a guest on relevant podcasts that help build your brand and trust in the community, but they’ll also help you build of podcast of your own, if that suits you better. 

Spencer joined me recently to talk about the challenges some businesses have with understanding the power of podcasts, the opportunity and advantages they bring and who is right and maybe not right for podcasting. We’ll hear from him and learn more to help you with the pods today on Winfluence. 

This episode of Winfluence is presented by Tagger, the complete influencer marketing software platform. Sign up for a free demo today at jasonfalls.co/tagger.

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