Built with Podcasts: Influencer Marketing & The Creator Economy

Discover how podcasts are redefining the creator economy—and how podcasters can turn authentic influence into brand power and monetization.

ICYMI, SiriusXM Media (our parent company) held its Built with Audio event this week, showcasing all the reasons why audio is a must-have in the modern media mix. And the power of podcasts in the booming creator economy was a big part of the story. 

From YouTube stars launching beauty lines to TikTok personalities selling out arenas, content creators have redefined what it means to influence culture and commerce. But amid all the noise of the endless social media scroll, one channel stands out as the most trusted, the most intimate, and the most scalable: podcasting.

For podcasters and podcast publishers, the opportunity is clear: Tap into the creator economy and claim your place in influencer marketing budgets. Step into the center of a new era of influence—one where podcasts tell stories, drive movements, build empires, and reshape how brands connect with audiences.

Podcasts Drive Authentic Connections

Influencer marketing once hinged on social media reach, and millions of followers on Instagram or TikTok was enough to secure brand deals. But attention spans are fleeting, feeds are oversaturated, and consumer trust in social platforms continues to decline—and sponsored posts are scrolled past in seconds.

Podcasts, on the other hand, are intentional. Listeners don’t stumble into a 45-minute episode by accident. They choose to spend time with you, your story, and your perspective. That’s influence in its purest form: earned through emotional depth, not just reach. Studies show podcast audiences are more engaged, more likely to act after hearing an ad, and more loyal to the creators they spend hours with every week.

Check out the data from the SiriusXM Podcast Network:¹

• Podcast ads motivate consumers. 90% of podcast listeners 18+ have taken any action after hearing a product or service advertised on a podcast.
• Audiences seek deeper connections. 85% of listeners engage with their favorite hosts through platforms like Instagram and YouTube and through email and newsletters.
• Listeners value authenticity. 76% of listeners say they appreciate it when hosts are authentic and uncensored.
• Podcasts are more relevant than social content. 74% say podcasts are more tailored to their specific interests compared to other media.
• Audiences trust the hosts. 68% value the transparency and honesty of their favorite podcasts host(s).
• Podcasts are omnichannel. 48% of podcast consumers listen to and watch podcasts.
• Podcast ads create a halo effect. 1 in 3 listeners feel more trust toward brands who sponsor their favorite podcasts repeatedly.

Podcasters Win in the Creator Economy

Podcasts offer advertisers something social media can’t: genuine trust, deep bonds, and real intimacy. Here are the selling points to leverage as build your influencer brand.

• Leaned-in audiences. From companionship, to productivity boosts, to in-depth information, podcasts provide consumers with easily accessible entertainment that is woven into their everyday lives.
• Parasocial bonds. Listeners form relationships with hosts, often describing them as friends they trust. That connection translates directly into credibility for advertisers.
• Measurable impact. Podcast campaigns don’t just build awareness—they move the needle on brand favorability and purchase intent.

For podcasters and publishers, this means your influence extends far beyond the download count. You’re shaping habits, emotions, and purchase decisions in ways few other media channels can.

From Shows to Empires

Look at how today’s leading creators are expanding. Conan O’Brien moved on from late-night TV, launching a podcast that’s become a cornerstone of his media brand. Alex Cooper took Call Her Daddy from podcast to podcast network, with video channels, live tours, and even physical products. 

For today’s creators, what started with podcasts are now multimedia empires. This isn’t unique to celebrity hosts. Podcast-native creators everywhere are scaling into brands that cross social media, live events, and merchandise. 

Discover Your Influencer Marketing Edge

The shift is clear: Podcasts aren’t just another channel in the mix—they’re the foundation of modern influencer marketing strategies. Podcasting is a powerplay in the creator economy, taking creators from microphones to empires.

So, what does this mean for you as a podcaster or publisher?

• Recognize your role as a brand partner. You’re not just a creator; you’re a collaborator helping brands connect authentically with your audience.
• Think omnichannel. Audio is the hub, but your influence can (and should) extend into video, social, and live spaces.
• Lean into authenticity. Your listeners trust you. Protect that bond and choose partnerships that align with your values—it makes the brand connection even stronger.

Get Started with Simplecast Professional

Embrace your role as a force in influencer marketing. Simplecast Professional is the best way for podcasters to cash in on their content. With monetization tools and direct access to the audio advertising marketplace powered by AdsWizz, Simplecast is your complete end-to-end podcast solution, from creation to monetization.

Sign up today.

Sources

1. Podsurvey Podcast User Study, Q1 2025 Base: Podcast Listeners A18+. N=3,702