What is a podcast? What they do and how they work.

Summary/Overview

Podcasts are one of the great media success stories of the last 15 years, with over half of UK adults tuning in to an episode in 2024. Apple alone hosts more than 436,000 active podcasts, and there are 2.8 million in total—covering almost every imaginable topic.

For listeners, choice fuels the format’s popularity. For creators, all you need is a recording device and an idea. Increasingly, businesses are launching podcasts to showcase expertise, build loyalty, and engage audiences in fresh ways.

In this post, we’ll explore what a podcast is, how to create one, and why businesses can benefit.

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What is a podcast?

A podcast is a series of digital audio or video episodes that can be streamed, downloaded, or subscribed to on platforms such as Spotify, Apple Podcasts, YouTube, or BBC Sounds. The term is a portmanteau of “iPod” – Apple’s early MP3 player – and “broadcast,” reflecting the medium’s origins. Over the last two decades, podcasts have grown from a niche experiment into a mainstream part of global media.

Podcasts thrive because they are accessible, on-demand, and episodic. Listeners can tune in anytime, anywhere, and explore an almost limitless range of topics. Formats include interviews, panel discussions, narrative storytelling, news, and educational shows. Popular genres like true crime (Serial), history (The Rest is History), politics (The News Agents), and culture (Stuff You Should Know) continue to dominate the charts.

They also cater to niche communities—from pen enthusiasts (The Pen Addict) to women in magic (Shezam)—while amplifying the reach of celebrities and creating new household names like Joe Rogan. Increasingly, businesses are also harnessing podcasts as part of their content and PR strategies, using them to showcase expertise, strengthen brand identity, and engage audiences in a more authentic, conversational way than traditional marketing channels allow.

Why do podcasts matter for personal and business branding?

Podcasting gives anyone the chance to find their voice and share it widely. Whether you’ve got niche expertise, unique insights, or just strong opinions, podcasts can strengthen your personal or business brand and help you connect with audiences in a more authentic way.

Here are a few of the benefits.

• Accessibility – All you really need is a microphone, basic recording equipment, and a laptop to get started.
• Ease of publishing – User-friendly platforms make it simple to upload and distribute episodes, while apps and tools support recording and editing.
• Direct audience reach – Like social media, podcasts let you bypass traditional gatekeepers such as broadcasters and publishers to connect directly with listeners.
• Credibility – Sharing deep expertise builds authority and trust, making podcasts a powerful tool for personal branding and business thought leadership.
• Flexibility – Unlike traditional TV or radio, podcasts aren’t bound by strict timeframes. You can go short and snappy or dive into long-form conversations.
• Choice – With millions of active shows across every genre, listeners are already primed to seek out content that matches their interests—including yours.

Explore free Reel templates to bring your podcast clips to life.

How do podcasts work?

Podcasts work by giving listeners access to a series of audio or video episodes that can be streamed on demand, downloaded for offline listening, or subscribed to through an app. Think of them as radio or TV shows, but designed for maximum flexibility and accessibility.

• A podcaster records each episode using digital audio recording software and equipment.
• Then, they edit their recording – clarifying the sound, cutting unnecessary filler, adding effects and removing mistakes.
• Once ready for release, the content is uploaded to a hosting platform and released to an audience, using platforms like Apple Podcasts or Spotify, indexed by genre and other criteria.
• Finally, an audience can search for, stream, download and, finally, listen to the episode.

While the technical process is straightforward, standing out and growing an audience requires consistent quality, engaging content, and smart promotion.

How to create and launch your own podcast.

If you’ve ever thought about starting a podcast, now is a great time. With millions of listeners worldwide, podcasts offer a platform for anyone to share ideas, tell stories, or grow a brand. But to stand out, you’ll need more than just a microphone and an idea—here are the key steps.

1. Define your purpose

Before diving in, be clear on why you’re podcasting. Do you want to educate, entertain, grow your business, or build a community? Knowing your purpose will shape your style, format, and promotion strategy. Without this clarity, your podcast risks losing direction and focus.

2. Understand the market

With nearly three million podcasts already available, it’s essential to know what’s out there. Explore shows in your category to identify gaps, opportunities, and inspiration. A little research helps you position your podcast in a way that feels fresh while still connecting to established audience interests.

3. Find your niche

You won’t invent a totally new topic, but your perspective is unique. Focus on your expertise, passions, or personal stories to differentiate your show. Whether it’s B2B telemarketing tips or tales from fishing trips, authenticity is what keeps listeners engaged and builds loyalty over time.

4. Know your audience

Think about who you want to reach: their age, location, interests, and listening habits. For businesses consider industry, sector and market conditions. Tailor your format, tone, and episode length to match their needs. Whether you’re speaking to Gen Z with quick, irreverent chats or professionals with in-depth analysis, alignment is key to resonance.

5. Choose equipment and record

Some podcasters may spend thousands on equipment, screens and recording studios. But if you’re just getting started, you can get by with keeping it simple. A mic, some headphones and a computer with enough storage to handle an editing programme should be enough to get started. You can always add to your setup as you go.

6. Publish and promote

Recording is only half the job—promotion builds your audience. Share episodes on platforms like LinkedIn, Instagram, or TikTok depending on your audience. Encourage guests to repost, create short video clips, and consider newsletters or email updates. Effective promotion ensures your podcast doesn’t get lost in the crowd. This also includes creating an effective cover image for your podcast for use on streaming platforms and sharing on social media.

Market your podcast on social media with free post templates.

From casual chats to business growth: podcasting tips for 2025.

• Think hybrid formats.
  Some audiences tire of audio-only shows. Mix in visuals to create TikTok-ready clips or YouTube highlights, ensuring cross-channel continuity. If your guest drops a gem—or a clanger—make sure the camera’s rolling. Video gives your podcast new life and expands its reach.
• Tap into community.
  Successful podcasts don’t stop when the episode ends. Discord servers, WhatsApp groups, and Substack newsletters keep audiences engaged between episodes. Treat your show as the spark for ongoing conversation, helping you build loyalty and a true listener community.
• Experiment with AI tools.
  From automated transcription to smart editing assistants, AI can speed up production and improve accessibility. Just don’t outsource your personality—humour and connection still need a human touch.
• Prioritise authenticity.
  Shiny production values matter, but what listeners really want is a voice that feels genuine and human. In 2025, audiences are gravitating toward honesty and relatability. Don’t be afraid to share challenges, behind-the-scenes moments, or unpolished opinions—it’s what builds trust.
• Explore business growth opportunities.
  Branded podcasts, sponsorships, and guest partnerships are becoming increasingly powerful. A well-targeted show can generate leads, strengthen brand identity, and even create new revenue streams. Podcasts aren’t just conversations—they’re a serious tool for marketing and thought leadership.

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Useful things to know.

Can I create a podcast without professional equipment?

You can record a podcast with simple smartphone recording device and free editing software. If you have compelling content and a quiet space to record, then you could end up with a perfectly serviceable finished product.

What are the most popular podcast genres?

News, current affairs and comedy are some of the most popular podcast genres in the UK, while true crime and sports also rank highly.

Are podcasts easy to make?

You can produce a basic podcast episode simply enough. However, planning, writing, recording, and editing an entire series is challenging and will require a fair amount of time and patience. This can also include finding and booking guests for your podcast as well as promoting it to potential listeners.

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