By Koketso Mamabolo
Let’s be honest, you’re busy. You’ve got meetings stacked up like Jenga blocks and there’s always something that needs to be done. The last thing you want is another media engagement. Why would you want to sit down for an hour-long chat about everything from the big picture to the details?
Because if you’re still thinking about doing podcasts as just another interview or media obligation then you’re already behind.
The convergence
There were some who dismissed podcasts as glorified radio. But a convergence of media platforms changed everything. Podcasts are just audio you get from RSS feeds anymore. They’re multimedia ecosystems consisting of long form videos, short clips, tweets, conversations, debates, articles, and more.
The tools have made an already accessible format even more accessible. Analytics drive better understanding. AI tools are being used to help tailor content for audiences. One conversation can generate dozens of content pieces.
We’ve moved from single-format to multiform, and the mix creates entirely new possibilities in terms of collective conversations and how they can influence opinions. Even radio has to adapt, incorporating on-demand content alongside broadcasting.
South Africa’s listening habits
YouGov research shows that 66% of South African adults listen to one hour or more of podcasts per week. That’s significantly higher than the global average of 41%. By 2027, we’re looking at an estimated 4.8 million listeners in South Africa alone. For business leaders, what’s most interesting is not just how many people who are listening but who is listening.
42% of listeners are in the country’s economic hub, Gauteng. 70% are employed full-time, and a third are between the ages of 25 and 34. This isn’t a passive audience scrolling through content half-interested. South African listeners are actively looking to learn and be informed, craving knowledge in a conversational format. They notice sponsorships, product placements, event tie-ins. You’ve got an attentive, engaged audience with buying power, decision-making capital, and real influence.
The YouTube factor
YouTube is overwhelmingly where the bulk of South African listeners consume podcast content. Social media platforms are optimised for short-form video, and a single podcast episode can generate dozens of clips. Each clip can be a standalone product with its own shelf-life, being shared and repurposed constantly in a world where people are always craving context and informed perspectives. A message doesn’t live in one place or for a set period of time. It travels.
Big business isn’t shy about putting their CEOs and founders in the public eye anymore. Think about how accessible top executives have become. It boils down to five reasons:
- Brand awareness and thought leadership
- Relationships that lead to opportunities
- Trust building with new audiences
- Community and connection
- Accessibility at scale
By being a guest on a podcast, or creating one of your own, you get to speak directly to the right audience about dynamic, industry-specific topics. You’re able to showcase your organisation’s knowledge and expertise with complete transparency about what you do and why you do it.
The conversations people have on podcasts open doors. Partnerships form, networks expand. It’s the intersection of broadcasting and connection. When you share your values, challenges, and expertise openly, people respond. They see the human behind the corporation. They understand the company’s approach because they’re hearing it straight from the source, an embodiment of the company’s values.
And by joining the podcast universe you get to exist in the world of ideas instead of a world of isolation. You become something bigger than yourself and your business. In an era where being accessible matters, it becomes a strategic imperative to share your ideas.
Podcasts aren’t just another media channel to tick off the PR checklist. They’ve brought about a fundamental shift in how thought leaders communicate, build relationships, and stay relevant.
Podcasts hosts like Topco Media’s Ralf Fletcher, who hosts the Business Unusual podcast are studying the trends and shaping conversations. If you’re not leveraging those kinds of platforms and connecting with those kinds of thought leaders, you’re leaving authority and authenticity on the table. Can you afford to miss out?
From the state of crypto, to how AI is impacting DEI, the Business Unusual Podcast is exploring the most dominant questions of our time and giving platforms to the people answering. Subscribe now and get the latest perspectives from leaders around the world.
Read the anniversary edition of Standard Bank Top Women Leaders:
Sources: YouGov | Novus Group | MarkLives Media | Industry Leaders | Huble | The Media Online | Broadcast Revolution | Acorn | Baird Media
