Audio hosts are emerging as central figures in the creator economy, with revenues more than doubling since 2020 as brands leverage their trusted endorsements to drive awareness, action, and loyalty, according to a new Audacy Insights report.
A key statistic: 44% of listeners feel a stronger brand connection when their favorite audio creator endorses a product, fueled by authenticity and "loyalty by association."
Audacy emphasizes that radio and podcast personalities pioneered deep audience relationships long before social media influencers, building communities through chosen, intentional listening time rather than fleeting scrolls. “Social media influencers may have invented the follow, but radio and podcast hosts invented — and perfected — the relationship,” the company stated.
Today’s audio talent spans radio shows, hit podcasts, social engagement, and live events, creating a “powerful new form of influencer marketing built on trust, not transaction.” Fans tune in primarily for connection, and genuine host passion transfers belief to products.
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- Let creators create: Allow hosts to infuse their voice, humor, and perspective; scripted ads fall flat.
- Play the long game: Build continuity through ongoing relationships for better ROI than one-offs.
- Let passion lead: Align products with hosts’ genuine interests for effortless endorsements.
- Cash in on collaboration: Co-create organic ideas and activations.
- Mix depth with scale: Combine host reads for authenticity with network/producer reads for broader reach.
Ultimately, success hinges on respect: “Fans support the brands that support their favorite shows — that’s the halo effect in action,” Audacy advises, rewarding respectful brands with attention, advocacy, and action in loyal audio communities.