I’m going to stick my neck out a little today and eventually share something regarding branded podcasts that I’ve been working on for a while now. It’s something I’m really passionate about – and I think it needs to be said – but that said, I’m not someone that likes to rock the boat unnecessarily (motion sickness and all that). But I also don’t believe in keeping quiet. Especially when the things you want to share come from a place of wanting to see the industry you care about so much succeed. So after all that preamble. Let’s get into it. Interview podcasts, I’m coming for you today.
The Rise of Interview Podcasts
Let’s start off with the reality. It seems like everywhere you look, there’s another podcast where a host chats with a guest about their career, expertise, or life story. Don’t get me wrong, there are some incredible interview-style podcasts out there. But it’s also true that they dominate the charts to the point of oversaturation.
And here’s the beginning of the issue I have. For brands exploring the world of podcasting, this trend presents a real dilemma. Because of the popularity of interview podcasts, especially within the branded podcast space, it seems like every brand looking to start a podcast is under the impression that the only option available to them is the interview podcast.
But this is not the truth.
The truth is, while interviews can be effective, they are by no means the only option. Your target audience and your future listeners crave variety, creativity, and authenticity. This is not new. But somehow it’s a forgotten principle when it comes to crafting a branded podcast.
IMHO it’s brands that dare to step outside the interview formula often stand out the most.
And I’m going to prove it to you.
But mainly, I want to open your eyes to the untapped potential of podcast formats like storytelling, narrative series, and even branded fiction podcasts.
And to start us off, let’s delve a little into what I mean by “branded podcasts”.
What Defines Branded Podcasts?
The Rise of Podcasting as a Marketing Tool
Podcasts have grown into a mainstream medium. The data shows that 584.1 million people across the globe have listened to podcasts in 2025. So it’s no wonder really that brands quickly recognized this as an opportunity to connect with audiences on a more personal, long-form level. Unlike traditional ads, branded podcasts have the potential to create immersive experiences that build trust and loyalty.
And now for the real differentiator between branded podcasts and independent shows…
How Branded Podcasts Differ from Independent Podcasts
Independent podcasters usually chase downloads, sponsorships, or personal influence. Branded podcasts, on paper at least, prioritize brand storytelling and audience engagement. Success isn’t measured just by subscriber numbers but by how well the podcast aligns with brand identity, resonates with customers, and drives long-term loyalty.
Related read: How to Measure the Success of Your B2B Podcast
Why Interview Podcasts Dominate the Industry
Low Barrier to Entry for Creators
One of the main reasons interview podcasts are everywhere is that they’re easy to produce. All you need is a microphone, a guest, and a list of questions. Compared to scripting, editing, or producing a narrative series, interviews are straightforward and cost-effective.
Familiarity and Perceived Ease
Audiences already know what to expect from an interview show. As do podcasters. That predictability makes interviews appealing for both creators and listeners. There is also the thought that interview shows are “easy”. You just chat to a great guest, right?
This is not the case. Great interviews don’t just happen. They have to be crafted and created AND edited. But that’s a discussion for another day.
Moving on.
The Illusion of Authority Through Guests
By featuring well-known guests, hosts borrow credibility from their interviewees. For brands, this can seem like a shortcut to authority. But it often results in content that feels generic rather than unique.
And herein lies the rub…
The Problem with Relying on Interview Podcasts
Market Oversaturation and Listener Fatigue
The podcast space is crowded and interview podcasts represent a huge portion of that clutter. Here me, I’m not saying there is no space for new shows. There most certainly is. BUT the interview-style show is by far the most crowded of genres.
Lack of Distinct Brand Identity
And if every brand podcast follows the same interview formula, none of them stand out. And here’s something else to consider, if one of your goals of your branded podcast is strengthening your brand identity, if you’re constantly featuring other people on your show, it’s kinda tricky to build your own brand. Just putting that out there.
Dependency on Guest Availability
And now let’s turn our attention to the guests. Booking high-quality or even “famous” guests is obviously the dream. But dream and reality are often two very different things. Booking great guests is tough. And the longevity of your show pretty much depends on you being able to do this consistently. It can be a really draining process.
So you get the point, right? I’m not saying there’s anything wrong with interview podcasts. I’m just saying that, for branded shows in particular, there is a some pretty big untapped potential if you open your mind up to other possibilities when it comes to podcast formats.
And now we get to the good stuff.
The Untapped Potential of Branded Podcasts
Again, IMHO, brands should be considering moving beyond the interview style and explore formats that are more capable of actually doing the things brands want to accomplish through starting a podcast in the first place.
Storytelling Formats Offer Brands So Much More
Personally, I think more brands should embrace storytelling as a format for their branded podcasts. As humans, we’re wired for stories. Something just resonates with us when we hear a good tale told well. And when it comes to your brand, a narrative-driven branded podcast can help you weave brand values into powerful, memorable episodes that don’t feel like marketing.
And ‘storytelling’ as a vehicle opens you up to so many cool opportunities for you to share your brand message, strengthen your brand identity, and really reach your target audience with your brand mission and vision.
Here are just some examples. (Fun fact, thinking about these ideas are one of the main things that keep me up at night.)
Fictional Podcasts
Imagine, if you will, a brand who crafts an ‘out-of-this-world’ (pun-intended) sci-fi drama, one that integrates their values or products into the storyline, but really just serves their audience with cool stories every episode. Fiction podcasts really just allow for limitless creativity. And if your brand is bold enough to go where no other brands have gone before few brands are bold enough to explore this space. (Again, pun intended)
Narrative Journalism and Documentary-Style Shows
Instead of interviews, brands can create investigative or documentary-style podcasts that educate and inspire. These formats build authority while standing apart from the “same old” interview cycle.
Educational Series that Establish Authority
A branded podcast can also take the form of a mini-course or series of lessons. By teaching listeners something valuable, brands build authority and loyalty without needing a constant lineup of guests.
How Brands Can Break Free from the Interview Model
Understanding Audience Expectations
Before deciding on format, brands should make sure they really understand their audience. What are they looking for from you as a brand. Are they looking for inspiration, education, or entertainment? Answering this question helps determine what type of podcast they would really gravitate towards.
Aligning Podcast Format with Brand Voice
A brand’s podcast should feel like a natural extension of its identity. A financial institution might thrive with an educational mini-series, while a lifestyle brand could experiment with fictional storytelling or first-person narratives. These types of formats literally enable brands to put their brand message front and center while still delivering on highly-valuable, engaging content. I mean, that’s a win-win if I ever saw one!
Investing in Production Quality and Creativity
Okay, so real talk. Breaking free from the interview model often requires more investment in scripting, editing, and production. But the payoff is significant: a podcast that cuts through the noise, resonates with listeners, and strengthens brand trust.
Conclusion: A New Frontier for Branded Podcasts
The dominance of interview podcasts has led to an industry where many branded shows feel interchangeable. But podcasts hold far more creative potential than simple conversations. By embracing storytelling as a format, brands can stand out in a crowded market.
You didn’t start your brand with the idea that you’d just blend in. I can’t imagine that you launch any of your new products with that mindset. So why would you want a podcast like every other brand?
The challenge, or rather, the opportunity for marketers is to move beyond the interview and really create something that is truly unique AND will actually help you accomplish your brand goals.
For brands willing to take the leap, the future of podcasting is wide open.
Want to see how we can take your branded podcast to the next level? Schedule a free call with one of our team here.
