PR
How Parenting Brands Can Leverage the Podcast Boom for PR Success
The podcasting world is booming, and parents are tuning in. From sleepless nights to long walks with the pram, podcasts have become a lifeline for parents seeking advice, community, and a bit of sanity. For brands in the baby and parenting space, this growing medium offers a golden opportunity to connect with a highly engaged audience.
Why Podcasts Matter for Parenting PR
Podcasts are intimate. Unlike scrolling through social media, listeners actively choose a show and tune in while doing everyday tasks. This creates a personal connection that few other mediums can match. For parenting brands, this means your message isn’t just heard—it’s absorbed.
Parent-focused podcasts are thriving in the UK. Shows like “Happy Mum, Happy Baby” by Giovanna Fletcher or “Parenting Hell” with comedians Rob Beckett and Josh Widdicombe have built loyal followings by speaking directly to the challenges and joys of parenting. These aren’t just entertainment—they’re a source of reassurance and relatability for mums and dads navigating family life.
How Brands Can Build Their Voice on Podcasts
1. Sponsorships and Partnerships
One of the most direct ways to get involved in the podcasting space is through sponsorships. Choosing a podcast with a listener base that aligns with your target audience is key. For example, a brand selling sustainable baby products might partner with a podcast focused on eco-friendly parenting.
Many podcasts offer the opportunity to sponsor episodes, with hosts reading tailored ads that feel authentic and conversational. A well-crafted host-read ad can make listeners feel like they’re getting a personal recommendation from a trusted friend.
2. Be the Expert
Another approach is to position your brand or team as thought leaders in the parenting world. Many podcasts feature guest experts to provide advice or share insights. If your brand has in-house specialists—like paediatricians, nutritionists, or parenting coaches—they could be perfect candidates for guest appearances.
3. Start Your Own Podcast
If you have the resources, why not launch your own? Podcasts are a brilliant way to tell your brand’s story in a deeper, more personal way. You can explore topics your audience cares about, share valuable advice, and invite guests to build your credibility.
What Makes Podcasts So Effective?
Parents are a unique audience. They’re time-poor but information-hungry, and they crave authenticity. Podcasts tick all these boxes. They allow for longer, more nuanced conversations than social media, and they build trust through consistent, reliable content.
Plus, podcast listeners are highly engaged. According to a 2023 study by Ofcom, 41% of UK adults listen to podcasts, and parenting shows are among the most popular genres. This is a growing audience, and getting your brand’s voice into their ears could be a game-changer.
The podcast boom is a gift to parenting brands. It’s a space where you can be real, relatable, and memorable. Whether you’re sponsoring episodes, guest-starring, or starting your own show, podcasts can help you build stronger, more meaningful connections with your audience.
Let’s chat about how your brand can make its mark in the podcasting world. Get in touch with nadia.cohen@cigroup.co.uk – we’d love to help you turn up the volume on your message.