Why more brands are embracing podcasts in China

In addition, sports brands can leverage podcast content for sound marketing. Sports are a frequent context for listening to podcasts, which can foster psychological recognition. Sharing sports experiences through podcasts can bring more positive feelings to listeners. Some sports brands have already begun to explore this avenue: In 2021, Patagonia launched its podcast “Patagoniac”; in 2022, Nike debuted “Nai listen” (耐听); and in 2024, Anta launched the outdoor podcast “A walk around the world” (甲行天下) in conjunction with National Geographic China.

 

 

The podcast “Nai listen” has created an online community, continuing to consolidate regular listeners and turning them into loyal consumers. The “Patagoniac” podcast centres on brand stories and environmental issues to enhance the penetration of brand values in the consumer community, reinforcing Patagonia’s image as an environmentally friendly, high-performance brand. Engaging with users through in-depth content in podcasts is a significant reason for brands to enter the podcasting space.

Low cost and many approaches

In terms of marketing costs, according to the vice president of the internet media company Xinshixiang, the average cost per read on WeChat is currently 1.5 RMB ($0.21), the average cost per view on BiliBili is 0.6-1 RMB ($0.14), and the average cost per podcast listen is 0.05-0.1 RMB, giving podcasts a significant advantage in terms of traffic cost. Additionally, unlike short videos and graphics, podcast episodes are at least 30 minutes long, with the vast majority exceeding 60 minutes, offering numerous opportunities for content development and collaboration.

The unique charm of sound lies in its capacity to inspire imagination. Each listener, combined with their own emotional experience, can expand on the content, enhancing the dissemination and expansion of brand value. For brands without their own podcast programmes, partnering with popular podcasters is a common approach. Beyond typical oral podcast advertising, brands also favour customising programmes and other creative collaborations.

For example, the South African Tourism Board partnered with the stand-up comedy podcast “Wuliaozhai” (无聊斋) in January this year. In its travel-focused segment “See the world,” the two hosts spoke with two other comedians who had just returned from South Africa, enriching the travel experience with their comedic narratives, and bringing the audience the joy of being there. In the programme’s comments section, many listeners noted that South Africa seemed like a great destination for adventure.

Some brands are also collaborating with popular podcasts offline through cross-promotional merchandise and brand sponsorships. For instance, YIN, a jewellery brand focused on women, sponsored the 2020 annual forum of ‘StochasticVolatility’, a pan-cultural podcast initiated by three female media professionals. YIN, which advocates the oriental philosophy of Chinese introspection and simplicity, found its cultural heritage aligned well with StochasticVolatility’s focus on literature and social science issues. This partnership enriched YIN’s brand connotation while increasing its exposure.

Long-term value

Brands entering the podcasting space must not rush to monetise.

Podcast listening is predominantly a solitary activity, where the listener does not typically fast-forward but chooses to engage with the content fully. During the listening process, listeners often follow along with the host, extending their own thoughtful ideas. This immersive dialogue experience helps develop a sense of dependence and trust between the listener and the host. Once a long-term and stable “companion relationship” is established, users will exhibit a high degree of loyalty to the host. It is at this point that podcasts begin to reveal their commercial potential.