Startup Growth: Skip the Influencers, Book the Podcasts.

The podcast landscape is rapidly replacing traditional influencer marketing and even legacy media as the go-to channel for reaching large, engaged audiences. Startups who still don’t embrace this medium risk being left behind in an increasingly crowded market.

Podcasts vs. Legacy Media: A Trump vs. Harris Case Study

Podcasts offer a rare combination of scale, intimacy, and authenticity, so even political heavyweights are increasingly turning to them. In the final stretch of his latest campaign, former President Donald Trump opted out of legacy media in favor of podcasts. And it worked.

Consider this lineup of podcast appearances:

• PBD Podcast: 3M+ views
• Lex Fridman Podcast:4M+ views
• Joe Rogan Experience: 46M+ views
• Impulsive with Logan Paul: 6M+ views
• Flagrant with Andrew Schulz:5M+ views
• This Past Weekend with Theo Von: 14M+ views

Trump racked up 82.9M views, using long-form, unfiltered conversations to present a different side of himself that voters would never see in legacy media interviews. Compare that to Vice President Kamala Harris, who appeared on podcasts like Call Her Daddy (840K views) and All the Smoke (690K views), totaling just 1.53M views.

While Kamala Harris leaned on big-name celebrity endorsements from Beyoncé, Taylor Swift, Jennifer Lopez, and Oprah, these endorsements lacked relatability for the average person. On the other hand, podcasts feel personal—like conversations between friends.

Why Podcasts Work for Startups

Podcasts are the ultimate earned media channel for startups. They combine scale with authenticity and offer direct access to niche, highly engaged audiences. Here’s why they’re so effective:

• Long-Form Storytelling: Unlike ads or social media, podcasts allow founders to share their stories in detail, building trust with potential customers.
• Unfiltered Exposure: The conversational format showcases a founder’s personality, creating a connection that’s hard to achieve through traditional media.
• Niche Targeting: From tech enthusiasts to fitness fanatics, there’s a podcast for almost every startup’s ideal customer base.
• Cost-Effective Reach: Earned media placements on podcasts cost significantly less than influencer collaborations or paid ads.

For example, a fitness startup could appear on a health-focused podcast with 100,000 loyal listeners. The value of that exposure far outweighs what the same budget could buy in traditional ads.

The Fall of Traditional Influencers

Traditional influencer marketing needs help. Audiences are tired of inauthentic sponsorships and scripted posts. Today’s consumers can spot a paid partnership from a mile away, and trust in influencers has plummeted.

Podcasts offer something different. The host’s endorsement feels genuine because it often is. Unlike a 15-second TikTok clip, a two-hour podcast builds rapport and credibility. For startups looking to stand out, podcasts offer a fresh alternative to influencer marketing.

From UFC to Startups: The Power of Authenticity

Even industries like UFC have tapped into podcast culture. Fighters often appear on shows like Joe Rogan Experience, sharing their journeys and promoting the sport. This crossover appeal brings new fans and revenue streams. Startups can take a page from this playbook by aligning with podcast hosts who resonate with their audience.

Imagine a DTC skincare brand founder appearing on a self-care podcast and sharing the inspiration behind their product line. The conversation doesn’t just sell the product—it sells the story, the values, and the mission.

Earned Media vs. Paid Media: Why Podcasts Win

Podcasts are a textbook example of earned media done right. You’re not paying for placement—you’re earning it through your story, expertise, or product value. Here’s how they compare:

• Earned Media (Podcasts): Authentic, cost-effective, long-term value.
• Paid Media (Ads): Expensive, fleeting, and often ignored.

By investing time in podcast appearances, startups can achieve a level of trust and exposure that paid ads rarely deliver.