What can understanding the 5 Love Languages teach us about Podcast Advertising?
With the launch of our latest Get Closer campaign, love is in the air here at Acast, and we're exploring the connection that can develop between brands and their audiences. With podcast advertising, brands can speak directly to the object of their affection; their audience. But how can they do so in a way which triggers their emotions and makes them feel warm and fuzzy inside? Alright, it’s obviously impossible and probably a little creepy to compare a brand and their customer to romantic love, however there are certainly lessons to be learned when it comes to communication and speaking to a person in such a way which strengthens your bonds, and turn someone into a passionate and loyal customer.
Recently the 5 Love Languages by Gary Chapman has made a viral comeback, a book that explains how the different forms of action or “languages” between couples can help develop a romantic relationship.
So, if you’ll humor us, let's dive into the wonderful and whimsical world of podcast ads, using the five love languages as our guide.
1. Words of Affirmation: The sweet nothings of an authentic endorsement
In the realm of podcast advertising, words of affirmation are those heartfelt host-read ads that feel like a personal recommendation from a friend. These messages, infused with genuine enthusiasm and trust, whisper sweet nothings into the ears of listeners, affirming the value of a product or service in the most authentic way possible. It's like receiving a love letter, but instead of paper and ink, it's through captivating storytelling and sincere endorsements.
For a great example of this, listen to this Bose sponsorship read on That Peter Crouch Podcast, with Peter speaking of his own experience using Bose’s product.
2. Acts of Service: Going the extra mile and putting your audience first
One of the best things you can do as a brand is respect your audience’s time. Understand that this is a speed-dating space with someone who can cut you off at any moment. By giving your ads empathy, you give your brand authenticity and let the listener get to know that there are real humans behind the business.
This act of service gives you the opportunity to show that you're invested in the person you’re speaking to. It's like picking them up from the airport or planning your next date night; it's the thoughtfulness and effort that count.
Popflick recognised consumer frustration; we’re in an era of seemingly limitless subscription services while the cost of almost everything keeps on rising. As a result they created an ad that spoke directly to listeners addressing this problem with a solution: a free-to-watch streaming service.
3. Receiving Gifts: The joy of exclusive offers
Who doesn't love receiving gifts? In podcast advertising, this love language translates to exclusive offers, promo codes, and special giveaways that are available only to podcast listeners. These gifts not only add value but also make listeners feel special and appreciated, enhancing the bond between the brand and its audience. It's the podcast equivalent of receiving a bouquet of flowers or a box of chocolates.
Speaking of a box of chocolates, hear the below example from The Swiss Colony, with an exclusive offer for podcast listeners. Simple yet effective.
4. Quality Time: Engaging content that captivates
The best podcast ads are the ones that entertain the audience and enhance their listening experience. Like a great date that’s full of excitement and gets the pulses racing.
Spending quality time together can be fundamental to a relationship, and in podcast advertising, this means creating engaging, relevant content that resonates with the audience and enhances their listening experience. Try and have some fun with it! Ads that entertain leave a lasting impression, making every moment spent listening truly worthwhile.
Xbox showed us how it’s done with this immersive ad, which puts the listener in the heart of the action using authentic sounds from games. Using few words and relying on effects, you get a much truer experience of their product and creates more of a sensory experience.
5. Physical Touch(points)
While physical touch may seem out of reach in the digital world of podcasts, the underlying principle remains; make it real for the listener. Craft compelling and tangible Calls-To-Action like encouraging listeners to engage with a landing page or participate in a giveaway. The idea is to transform listener engagement from a passive experience to active involvement.
This can be achieved through immersive audio experiences that evoke emotions, and as a result, prompt actions such as sales, sign ups or perhaps just a visit to your store or website. Not only this, but it’s entirely measurable, using unique promo codes or even pixel tracking, using our partners at Podscribe or your own 3rd party tracker. You can get closer than you think with podcast advertising.
After all, why wouldn’t you want to measure your campaigns success given we know 95% of frequent podcast listeners have taken action after hearing an ad.
As marketers, understanding and speaking these love languages can help create a more profound and affectionate connection with your audience through podcast advertising. So this Valentine's Day, let's not forget to spread the love, one podcast ad at a time.
With the launch of our latest Get Closer campaign, love is in the air here at Acast, and we're exploring the connection that can develop between brands and their audiences. With podcast advertising, brands can speak directly to the object of their affection; their audience. But how can they do so in a way which triggers their emotions and makes them feel warm and fuzzy inside? Alright, it’s obviously impossible and probably a little creepy to compare a brand and their customer to romantic love, however there are certainly lessons to be learned when it comes to communication and speaking to a person in such a way which strengthens your bonds, and turn someone into a passionate and loyal customer.
Recently the 5 Love Languages by Gary Chapman has made a viral comeback, a book that explains how the different forms of action or “languages” between couples can help develop a romantic relationship.
So, if you’ll humor us, let's dive into the wonderful and whimsical world of podcast ads, using the five love languages as our guide.
1. Words of Affirmation: The sweet nothings of an authentic endorsement
In the realm of podcast advertising, words of affirmation are those heartfelt host-read ads that feel like a personal recommendation from a friend. These messages, infused with genuine enthusiasm and trust, whisper sweet nothings into the ears of listeners, affirming the value of a product or service in the most authentic way possible. It's like receiving a love letter, but instead of paper and ink, it's through captivating storytelling and sincere endorsements.
For a great example of this, listen to this Bose sponsorship read on That Peter Crouch Podcast, with Peter speaking of his own experience using Bose’s product.
2. Acts of Service: Going the extra mile and putting your audience first
One of the best things you can do as a brand is respect your audience’s time. Understand that this is a speed-dating space with someone who can cut you off at any moment. By giving your ads empathy, you give your brand authenticity and let the listener get to know that there are real humans behind the business.
This act of service gives you the opportunity to show that you're invested in the person you’re speaking to. It's like picking them up from the airport or planning your next date night; it's the thoughtfulness and effort that count.
Popflick recognised consumer frustration; we’re in an era of seemingly limitless subscription services while the cost of almost everything keeps on rising. As a result they created an ad that spoke directly to listeners addressing this problem with a solution: a free-to-watch streaming service.
3. Receiving Gifts: The joy of exclusive offers
Who doesn't love receiving gifts? In podcast advertising, this love language translates to exclusive offers, promo codes, and special giveaways that are available only to podcast listeners. These gifts not only add value but also make listeners feel special and appreciated, enhancing the bond between the brand and its audience. It's the podcast equivalent of receiving a bouquet of flowers or a box of chocolates.
Speaking of a box of chocolates, hear the below example from The Swiss Colony, with an exclusive offer for podcast listeners. Simple yet effective.
4. Quality Time: Engaging content that captivates
The best podcast ads are the ones that entertain the audience and enhance their listening experience. Like a great date that’s full of excitement and gets the pulses racing.
Spending quality time together can be fundamental to a relationship, and in podcast advertising, this means creating engaging, relevant content that resonates with the audience and enhances their listening experience. Try and have some fun with it! Ads that entertain leave a lasting impression, making every moment spent listening truly worthwhile.
Xbox showed us how it’s done with this immersive ad, which puts the listener in the heart of the action using authentic sounds from games. Using few words and relying on effects, you get a much truer experience of their product and creates more of a sensory experience.
5. Physical Touch(points)
While physical touch may seem out of reach in the digital world of podcasts, the underlying principle remains; make it real for the listener. Craft compelling and tangible Calls-To-Action like encouraging listeners to engage with a landing page or participate in a giveaway. The idea is to transform listener engagement from a passive experience to active involvement.
This can be achieved through immersive audio experiences that evoke emotions, and as a result, prompt actions such as sales, sign ups or perhaps just a visit to your store or website. Not only this, but it’s entirely measurable, using unique promo codes or even pixel tracking, using our partners at Podscribe or your own 3rd party tracker. You can get closer than you think with podcast advertising.
After all, why wouldn’t you want to measure your campaigns success given we know 95% of frequent podcast listeners have taken action after hearing an ad.
As marketers, understanding and speaking these love languages can help create a more profound and affectionate connection with your audience through podcast advertising. So this Valentine's Day, let's not forget to spread the love, one podcast ad at a time.
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