2025 marks a big change in how brands are structuring campaigns. For the first time, growth in influencer and creator marketing spending is outpacing both digital and social. Podcast content creators are reaping the benefits. Podcast influencer marketing is on track to rake in $940 million in ad spend by the end of 2025, according to eMarketer. 

Podcast influencers gained their market edge by cultivating and leveraging deep, trusting relationships with their listeners. Now, they are expanding their influence via video podcasts and experiential activations. This creates opportunities for brands to not only connect with loyal audiences through traditional host-read ads and highly targeted, dynamically inserted placements, but to also evolve their podcast investments. From sponsored segments and product placement to in-person events, brands are winning big with podcast influencer marketing in 2025. 

And your brand can, too. 

Podcasts + Influencer Marketing = A Match Made in Heaven

Typically when we think of influencer marketing, our minds go straight to Instagram and TikTok, but some of the most effective influencer marketing campaigns are playing out in the world of podcasting. 

Podcast creators bring something unique to the table by engaging audiences over long periods—their episodes clock in, on average, at around 38 minutes. This builds engagement with audiences that translates into trust. 

Today, consumers think traditional social media is too saturated by influencer marketing, and 51% scroll right past influencers’ sponsored social posts, which creates concerns about authenticity. Simultaneously, trust in mainstream media overall is deteriorating, making people more likely to gravitate toward the trusted creators they know and love. As consumers become increasingly discerning (and fatigued) by social feeds and news cycles, podcasts offer a break for the eyes (one in three people turn to podcasts because they are screenless), and research shows listeners see podcast ads as “trustworthy, relevant, and useful.” 

Finding Your Fans

Brands’ success in podcast advertising is partially due to their ability to leverage a podcast's fanbases. Forty-six percent of podcast listeners love their favorite podcast “more than anything else.” Savvy marketers can build connections with those audiences too. 

Big returns begin with a “halo effect” extended to brands thanks to podcast creators’ para-social bond with their fans. As a result, these fans pay closer attention to ads when listening and have more positive feelings toward advertisers on their favorite shows. In fact, 57% percent of listeners say they pay more attention to brands that support their favorite podcast, and 54% say they trust brands that support their favorite podcast. 

When brands align themselves with the right podcast content creators—those that match  their values and mission—they have a big opportunity to make podcast fans their fans, becoming part of conversations with emotional impact that spur real-world results. 

How to Find the Right Podcast Influencer & Creator Partnerships

There is a podcast for every campaign, budget, goal, and brand. This abundance of content makes podcasting dynamic, but can also feel overwhelming. To help navigate the space, brands can fast-track the process by partnering with a specialized agency that has industry partnerships and performance information. 

When working with a specialized agency like ARM, our industry knowledge and proprietary data allows us to identify what will work for a brand based on similar brands’ performance in different content areas and shows, with consideration for unique campaign goals, timelines, and budgets. Working with agencies that make audio their bread and butter means less experimentation and wasted budget, which can help brands accelerate their podcast advertising journey.

Mass Reach

Some of the most influential personalities in media today aren’t writing for The New York Times or hosting the nightly news—their content is on demand wherever you listen to podcasts. We saw their pull during the 2024 U.S. presidential election, when podcasters received invitations to political fundraisers and party conventions. In fact, it was the first year that the Democratic National Convention credentialed influencers alongside journalists. 

This underscores how the biggest names in podcasting command attention and harness power. The mega-influencers of the podcasting world—such as Logan Paul, Alex Cooper, Jay Shetty, and David Dobrik—have followings that rival the biggest names on TikTok or Instagram. Their large and growing audiences reflect a broad appeal that nevertheless doesn’t undermine engagement and trust. 

Incremental Reach and Niche Opportunities

Podcast content creators foster authenticity, trust, and engagement with their audiences. This marketing model allows brands to leverage these relationships to achieve reach when necessary, or to connect with niche audiences through “micro-influencers” who precisely align with brand ideals and campaign goals.

Podcasting is highly capable of delivering incremental reach and connecting with audiences that are increasingly retreating from traditional broadcast media. Expanding a customer base and increasing conversions requires connecting with these unique audiences that are largely inaccessible through other means. 

This is particularly true for the younger demographic (18 to 34 years old), who are increasingly moving away from traditional broadcast media. With podcasting reaching 18% of those who don't listen to radio and 19% of those who don't watch linear TV, incorporating podcast influencer strategies into your marketing can be a cost-effective way to reach this demographic without audience duplication.

Simultaneously, the concept of mainstream media is becoming increasingly elusive, as nearly half of adults (46%) report not following mainstream culture and 36% of listeners say they prefer music and audio content from other countries. Audiences are now seeking unique and specific communities where they can form a strong sense of belonging, rather than engaging with generalized content. And there just happens to be a podcast for every kind of listener. Since the podscape is vast, with algorithmic-driven feeds connecting audiences to content tailored to their interests, niche podcast influencers can do more than deliver conversions; they build brand awareness, too. 

Case Study: Liquid I.V.

With a goal to elevate the vitality of people and the planet, Liquid I.V. approached ARM to help take its audio advertising to the next level. 

Knowing Liquid I.V.’s reputation, a simple host-read ad wasn’t going to cut it for this brand. Liquid I.V. required a thoughtful, thematically relevant segment that naturally fit into an existing narrative. That’s where Tenderfoot TV’s true crime podcast, “Up and Vanished,” came into play. 

Knowing that the fourth season of “Up and Vanished” takes place in Alaska, ARM partnered with host Payne Lindsey to execute a highly produced, custom read for Liquid I.V. Lindsey seamlessly incorporated his ad read for Liquid I.V. by sharing how he used the product while researching and recording the season to stay hydrated through elements, terrain, and long hours.

This clever integration created an immersive experience for listeners, made the ad feel authentic and relevant, and enhanced its overall impact and memorability. The campaign exceeded performance benchmarks by 80%. 

Social media virality reinforces that the right partnership can take ads to new heights in a way that enchants the audience and corresponds to measurable full-funnel results.

Video Podcast Content Expand the Possibilities

Podcasts aren’t just occupying more of consumers’ leisure time—they’re spilling over into their screen time, thanks to the rise of video podcasts. In 2025, 1 billion people are watching podcasts on YouTube alone every month. This opens up new possibilities for brands to blend into podcast episodes. Some examples of how brands are taking advantage of the rise of video podcasts include: 

  • Sponsored segments: Traditional audio-only podcasts also feature sponsored segments, but video podcasts open up new possibilities. Sponsored segments can include integrated messaging in a specific section of the show, a game or challenge, or an interview with a key spokesperson from the brand or an expert highlighting the brand’s products or services. 
  • Product placement: With video in the mix, brands can strategically integrate their branding or products into the video content. This might include integrations in the background or showcasing them as part of a host-read ad or sponsored segment. 
  • In-studio branding: Brands also have the opportunity to level up their collaborations with video podcast content creators by using visual texts, banners, or even shirts or other merch worn by the hosts. 

Live Activations 

Podcast influencer marketing continues to blaze exciting new trails where engaging, immersive experiences resonate with audiences, including live events. Podcast influencers are increasingly connecting with their fans through in-person show recordings and other types of IRL moments. These events combine the intimacy of the classic podcast dispatch with the dynamism of a live experience.

Brands have opportunities to sponsor these events and highlight their name with banners and other materials on stage and on-site. They may produce merchandise and swag, feature representatives on panels or in  interviews during the event, or sponsor interactive segments, such as contests or Q&A sessions. Live activations allow brands to connect with audiences, share their stories, and align with the show more completely, building brand loyalty among audiences. 

Why Podcast Influencer Marketing, Why Now

Brands are looking for organic ways to be part of the cultural conversation—and podcasts give them more of a platform than most other forms of marketing. Podcast creators deliver authenticity, trust, and full-funnel performance, on a consistent schedule and in a format that is becoming ever more expansive—without breaking campaign budgets. 

It’s no secret that people are obsessed with podcasts. We discuss them over dinner and  recommend our favorites to friends, and media outlets make lists of the most influential podcasters of the moment. 

Podcasts are a phenomenon that aren’t going anywhere. For brands, that spells big opportunities.

Need help figuring out how to make podcast influencer marketing work for you? The experts at ARM know the ins and outs of the ecosystem and can accelerate results through the right partnerships and placements. Contact us today to get started.