The Rise of Podcasts

Podcasts are booming, with millions of listeners tuning in regularly. Featuring your beverage in popular podcasts can help you tap into this vast and engaged audience effortlessly.

Podcasts have more listeners than ever.

Listeners spend more time with podcasts than ever.

Podcasts reach all generations.

34% of the U.S. 12+ population are weekly listeners. (Via Edison Research)

For example, the podcast industry has over 4.2 million registered podcasts, making it a goldmine for brand visibility. (Via Podcast Index)

But Why are Podcasts Booming → The Current Meta for Content Creation:

People talk about interesting topics for 30min to 1 hour, video it, chop it up into short vids and post them on social media and go viral then drive them to their offer.

Now this is a lot of effort to do yourself… (it is doable with phone capabilities nowadays but thats a later discussion)

The Objective:

Now we know that videoing podcasts is what creators are doing we need to capitalise off this.

This means ensuring your drink is visible on the table, in the frame, and sipped by the hosts.

This is authentic and captures real moments.

Think about you hosting a dinner with friends. You have a bottle or wine or maybe a guest brings one. You talk about the wine, try it, give your opinion and go one with conversation.

Now think of that but videoing it and chopping it up into short form video.

Thats the move.

Complying with TikTok’s Alcohol Brand Guidelines Through Leveraging Podcast Clips

Now with TikTok being a primary spot for these clips and the current rules & guidelines for alcohol brands unable to directly promote their brand on TikTok.

Having creators post organic podcast clips about your brand is the way to follow these rules and capitalise on all the attention on TikTok.

Simply Smirnoff Vodka couldn’t be promoting their products with a page @smirnoffvodka

Instead, their social media person, or anyone in the company could start a page. X (Persons Name) tries drinks, or makes cocktails. This is content that is within TikTok’s guidelines and is popping off right now. And if 95% of the cocktails or drinks tasted were with Smirnoff then it must just be a good vodka the creator likes.

Finding the Right Podcasts

To maximise the impact of your product placement, it’s crucial to identify podcasts that align with your brand’s niche and audience.

It does not have to be a beverage focused podcast.

If your brand is energy & excitement like RedBull, look at motor-cross or sky diving. If its classy and calm, look at high quality suits podcasts.

Think how Aston Martin wanted to be classy.
They didn’t get and become a car shows number one endorser.
Instead, it’s the that James Bond drives. James bond is classy, elegant, smooth etc. He encapsulates everything that Aston Martin are.

Mirror this for finding your podcast for your beverage.

How to Find Podcasts:

Search the words your customer searches in TikTok, Instagram, Youtube, Apple & Spotify Podcasts. Look for ones that have consistent views & engagement.

Getting Your Drink in the Podcast

A genuine personalised approach is key to getting your beverage featured in podcasts.

Tell them something specific about their content you like.

Proven Methods for Connecting with Podcast Creators

• Dms: Instagram, TikTok, X (Twitter),

• Comments, make them genuine: Instagram, TikTok, X, Youtube

• Email: These are usually in the creators youtube video descriptions, Instagram or TikTok bio or link in bio, Apple or Spotify podcasts as well.

• Some of the bigger creators have an address or PO box where fans can send stuff this is another avenue to get you beverage in front of them. (With a hand written notes would be perfect).

• LinkedIn: Super underrated but untapped for connecting with creators. If they get 100s of DMs and comments but a few LinkedIn DM or comments they will check those instead.

Beverage in the Podcast. What Next?

Now the drink is in the video they have spoken about it… how can we 10x the results.

Screenshot the video with the title and creators name in it.

Use the green-screen effect either in the TikTok app or CapCut video editor (Free).

Use that screenshot and get your face in there and react. Be genuine and speak your thoughts.

E.g. “I cannot believe that XYZ creator has just had a sip of our brand new XYZ drink… you are not going to believe what they had to say” - Cut to clip of podcaster drinking it & talking about it.

You can then make this video in 10 different format.

Screenshot frames of the drink in the podcast. The holding it. Drinking it. Excited. etc.

Boom carousel of images.

Take a video of yourself holding the drink. “XYZ creator loves this drink… lets try it”

Etc.

You get the point. Once you have these foundational content pieces and long form videos you can chop and change it and create a lot of content.