Let's be honest about branded podcasts. While everyone's excited about the growing podcast market, most podcasts sit unplayed. What's worse? The numbers most brands track don't show the real problem.

After working with both entertainment companies and brands, we've learned something important: what makes a podcast successful isn't about sound quality, big-name guests, or promotion money. It's about understanding what successful media companies already know: even when people want to learn something, they stay for the experience. The best podcasts don't just share information—they find ways to entertain.

Here's why some branded podcasts succeed while others collect dust:

1. Think like a content creator

Most brand podcasts feel too corporate. Meanwhile, the most popular podcasts in every category—from true crime to business—are built like entertainment shows. They have ongoing stories, developing personalities, and moments that keep you guessing. It's not about the type of show—it's about how you tell the story.

2. Pick hosts who know how to connect

Here's something surprising: having a high-level executive host often hurts rather than helps. Our data shows audiences connect better with authentic personalities who focus on being engaging rather than impressive. They want hosts who feel like their favorite content creators, not like they're running a meeting.

3. Keep it real

While brands obsess over perfect sound and editing, we notice something interesting: podcasts that keep some natural conversation and genuine moments often perform better than over-polished ones. This doesn't mean poor quality—it means understanding that too much polish can make things feel fake.

4. Make them come back

The best branded podcasts share something with hit shows: they create viewing habits. This means:

• Episodes that connect to each other

• Characters who grow over time

• Stories that reward regular listeners

• Endings that make you eager for the next episode

5. Don’t ignore video

Here's what most brands miss: in 2024, video has become crucial for interview and personality-driven podcasts. Not every podcast needs video—story-based shows often work great as audio only. But for shows built around conversations, our data shows video helps with:

• Finding new listeners naturally

• Building stronger connections with hosts

• Creating shareable clips

• Growing audience faster

What this means for marketing leaders

You don't need bigger budgets or fancier microphones. You need to rethink what a branded podcast can be:

• Design for entertainment, not just information

• Focus on connection, not just expertise

• Build anticipation, not just episodes

The real opportunity isn't to make another corporate podcast. It's to create entertainment that happens to come from your brand. That's about understanding what makes people listen, not just what makes you sound smart. As more companies start podcasting, this is the only way to actually keep people listening.