Podcasting is most viable form of content that can be created while maintaining social distancing: Karan Shroff of Unacademy

The rules and tools of marketing have changed during the pandemic. The Covid crisis has given brands time and opportunity to think, introspect and figure out new, executable and sustainable means of marketing in this new normal.

The rise of advertising and content marketing on audio-streaming apps and podcasts is one trend that caught the attention of marketers in this crisis period. One such brand that experimented with podcast content during this period on a large scale is Unacademy.

Unacademy partnered Gaana to unveil ‘Let’s Crack it with Cyrus Broacha’, a podcast series with the objective to entertain and motivate students with eccentric yet insightful chats between host Cyrus Broacha and his special guests.

The show saw some of the most entertaining personalities in the hot seat — ranging from Palash Sen, founder and frontman of Indian Pop band Euphoria, to TVF’s Creative Head Biswapati Sarkar. 

Karan Shroff, Vice-President, Marketing at Unacademy, told BuzzInContent.com the reason why they embarked on the podcast audio content journey, especially in these times. He said, “Podcasting has found new relevance in the current world and is turning out to be the most viable form of new content that can be created while maintaining social distancing.”

He said, “Unacademy believes in providing relevant content through various formats to keep learners excited and interested in learning, and we are the first brand in the market to communicate through a podcast. With more learners listening to podcasts, we saw a good fit with Gaana and we co-created an edutainment podcast with none other than Cyrus Broacha.” 

Shroff said there aren’t any specific criteria to create branded content for podcasts, but if the brand manages the five crucial elements of brand communication well — relevance, uniqueness, creative, entertaining, and right promotion, there is a high chance of the programme being a success. “With the format of a podcast, the engagement factor is higher as it is an audio medium without any visuals to support storytelling. While focusing on these five elements, it is an added advantage to have a host who can steer the audience and plays an active part in the podcast. This brings in an additional layer of entertainment to keep the attention of the audience throughout the programme,” he added.  

Given the success of Unacademy’s first attempt in the podcast world, it intends to create more of it in the future.

Shroff said that for any podcast content to be distributed well, it requires good promotions. He also said that the content should be aligned with the brand message and have an engaging narrative. It is also crucial to find the right host who can elevate the experience of the content and the programme and thus hold the audience’s attention.    

Shroff believes that more and more brands are going to experiment with branded content on audio streaming apps and podcasts as the availability of various digital outlets and media is on the rise. “From snackable content to long-format stories, they are all being played out on digital platforms. This has seen a surge during the last few months. But we believe this will continue to increase in the coming years as the audience discovers new forms of content consumption and entertainment,” he said.