As we near the halfway point in the 2020’s, where digital platforms abound, social media platforms and blog sites multiply by the minute. AI continues to both impress and scare, podcasting emerges as a distinct, impactful avenue for brands—especially scientific ones—to communicate, engage, and amplify their message.
Blogging has long dominated the online landscape, with over 600 million blogs published online as of 2024. This saturation has prompted many brands to explore alternative ways to cut literally through the noise with audio. Enter podcasting: an underutilised, yet profoundly powerful, medium for brands to reach their audience in more dynamic and personalised ways.
In this blog, we showcase how podcasts can elevate your life science or biotech business.
Growing Appeal of Science Podcasts
The surge in podcast consumption, particularly among younger generations, cannot be overstated. According to Edison Research, there has been over a 200% increase in spoken word media consumption among Gen Z listeners compared to a decade ago.
Podcasting as a medium offers a fresh approach that contrasts the static nature of written content, tapping into a generation that prefers on-the-go content that can be consumed passively during daily routines like commuting, exercising, or even doing those long days in the clean lab.
This growth in podcast consumption has defied expectations. Recent statistics show that global podcast listenership has now surpassed predictions, with close to 600 million people engaging with podcasts, significantly outpacing earlier forecasts of 504.9 million. In this expanding space, podcasting presents an opportunity for scientific brands to reach new, diverse audiences.
“...commuting, exercising, or even doing those long days in the clean lab.“
Business 🤝 Personal
One of the unique aspects of podcasting, especially for scientific brands, is its ability to blur the boundary between personal and business communication. Unlike traditional corporate content, podcasts often have an informal, conversational tone that allows listeners to connect more deeply with the brand. For scientists and researchers, this can be a game-changer. It gives them the space to communicate complex research in a more engaging way, sharing their expertise while also humanising their voice and personality.
Many scientific podcasts have a unique ability to build communities around niche topics, creating a sense of intimacy and trust between the hosts and the audience. Unlike blogs, which tend to be static and impersonal, podcasts bring warmth and character, building loyalty over time. This personal connection can make listeners more receptive to the science being discussed and more likely to engage with the brand outside of the podcasting realm.
Saturation of the Blog Space
Blogs have become commonplace in every industry, and the sciences are no exception. From pharmaceutical companies to tech start-ups, eeeeveryone has a blog. While they do bring considerable value, their overwhelming prevalence means that standing out in the crowded digital space is incredibly difficult. Every day, thousands of new blog posts are published, making it harder for any single piece to break through the noise.
For scientific brands looking for a different way to build authority and communicate their message, podcasting offers a powerful alternative. While blogs allow for detailed written explanation, they often lack the dynamism and accessibility that podcasts provide. A blog post might be skimmed; a podcast, by contrast, invites a deeper engagement, as listeners actively tune in, often for extended periods of time.
“From pharmaceutical companies to tech start-ups, eeeeveryone has a blog.”
There’s an irony in addressing the saturation of blogs within this very blog post, but it’s a key point. In a digital world where everyone is blogging, podcasts are still a growing niche. This presents scientific brands with the opportunity to get in early, establishing their voice in a relatively untapped space.
For scientists, visibility is crucial...
Whether it’s establishing authority within their field, disseminating research findings, or raising awareness on critical issues, scientists and life science companies need platforms where their voices can be heard. Podcasts allow scientists to showcase their expertise in a way that is accessible and engaging to both peers and the general public.
“[..]showcase their expertise in a way that is accessible and engaging to both peers and the general public”
A well-produced podcast can elevate a scientist or a brand, positioning them as thought leaders in their respective fields. It’s an opportunity to dive deep into complex topics that may not translate as easily in written form, and to explain research in an approachable manner that resonates with both expert and non-expert audiences alike. It’s a tool that can transform academic jargon into conversational insights, thus widening the impact of scientific communication.
Our Science Podcast Experience
As a collective (Zeeks, Acorn Scientific Marketing, and The Science Talk) our own experience with Keep It Science podcast highlights how powerful this medium can be. With distribution reaching over 15,000 scientists and science enthusiasts globally, our podcasts have amplified brands’ visibility in ways that written content alone could not achieve. For many scientific brands, this level of reach and engagement is essential for communicating with stakeholders, from policymakers to investors, to potential collaborators.
Reaching the Right Audience
Scientific research and innovation often need to reach a wide range of stakeholders—beyond just fellow scientists. Podcasting offers a platform to communicate scientific work not only to peers but to policymakers, industry stakeholders, and the general public. For scientific brands looking to increase their influence and visibility, this is critical.
A podcast can take complex topics like genomics, climate change, or cutting-edge pharmaceutical developments, and make them digestible for a lay audience. This is especially valuable when trying to influence policy or educate stakeholders who may not have a scientific background.
Additionally, podcasts can be an effective tool for educating and influencing audiences on controversial topics. Whether discussing the ethical dimensions of gene editing or the challenges of sustainable agriculture, podcasts give brands a platform to have nuanced, in-depth conversations. Unlike the rigid formats of journal articles or blog posts, podcasts allow for the flexibility to explore complex issues over multiple episodes or series, giving listeners the chance to dive deep into subjects they care about.
“Unlike the rigid formats of journal articles or blog posts, podcasts allow for the flexibility to explore complex issues”
And, beyond education and communication, podcasting is also a form of content marketing. In today’s digital landscape, where content is king, podcasting allows brands to create a unique voice and maintain a regular cadence of communication with their audience. For scientific brands, podcasts can serve as an amplifier for their existing content, driving traffic to their website, social media pages, or other digital platforms.
So, is Science Podcasting Right for Your Scientific Brand?
With close to 600 million global podcast listeners and counting, the podcasting medium is clearly on the rise. The question then becomes: is podcasting right for your brand?
The answer lies in your goals. If you are looking to increase brand exposure, amplify your reach, and communicate complex ideas in an accessible way, podcasting might just be the perfect fit.
It’s a medium that goes beyond passive consumption—listeners tune in, engage, and often subscribe for the long term. It’s a powerful tool for building a loyal audience, establishing authority, and, most importantly, communicating your science in ways that resonate deeply with both experts and the general public.
In an era where everyone has a blog, podcasting offers a unique opportunity to stand out, connect, and expand your brand’s reach globally. For scientific brands, it’s more than just a marketing tool—it’s a platform for sharing knowledge, fostering community, and making an impact. Whether you’re just getting started or looking to diversify your content strategy, podcasting could be the next big step in your brand’s journey.
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