Is Your Brand Missing Out?

This post is part of a larger series looking at missed opportunities in podcasting for brands. In this series, I challenge brands to expand their perception of podcast listeners, moving us beyond the “stereotypical podcast listener” to explore the diverse audiences who are actually consuming podcasts. In this week’s post, we’re looking at a little listener you may never have considered: kids. 

The Rise of the iPad Kid

Parenthood today looks very different than it did 30 years ago. Children have access to an overwhelming amount of content across multiple devices (sometimes multiple devices at the same time) and monitoring what they consume on the internet is only growing more impossible. Schools are constantly facing budget cuts, childcare is increasingly expensive, and most households require two working parents just to make ends meet. Despite wanting to raise healthy, well-adjusted kids, it’s no wonder so many parents turn to tablets to act as digital babysitters. 

But as more and more research comes out around the negative impacts of excessive screen time, parents are left wondering: How can I entertain my kids in a healthy way, without inadvertently creating an “iPad kid”? 

The good news is there’s a terrific solution already out there: Podcasts! 

Many years ago, I worked for a small network of independent podcasts, one of which was a terrific labor-of-love show for young kids. You may be shocked to learn that this show was among the most downloaded on the network (I admit, I was). And beyond that, the show had cultivated a tight community of fans on Facebook, where parents frequently shared their gratitude with the host, posted photos their kids had drawn of podcast characters, and offered their kids’ ideas for future episodes. Even back then, the host of the show wisely identified the challenge parents face in seeking healthy alternatives to screen-time. And it worked. 

Since those early days, countless other creators have recognized the huge potential of podcasts for kids. Nearly half of children ages 6-12 in the U.S. have ever listened to a podcast, and nearly a third listened in the last month. Many production companies are now dedicated solely to creating podcasts for kids (Pinna, Rebel Girls, GoKidGo, Story Pirates) alongside collectives dedicated to curating shows for parents and educators (Kids Listen). These shows are growing massively– Story Pirates now boasts over a hundred million downloads across six seasons! Podcasts for kids are not a new phenomenon, they do seem to be an area brands are overlooking. 

And there are lots of reasons why brands need to take notice. 

What Makes Podcasts So Great? 

Let’s start by covering why podcasts are so great for kids. 

Foster imagination 

While excessive screen time stifles children’s imagination and creativity, the “theater of the mind” that podcasts offer encourages kids to visualize the scenes and characters they’re hearing, fostering their creativity in new ways. 

Learn something new

Research indicates that too much screen time can lead to lower scores on language and cognitive tests. On the other hand, podcasts provide an entertaining and educational platform for children. 94% of kids who listened to a podcast in the last month reported learning new things, and over a third of kids aged 6-12 specifically said they enjoy podcasts because they like learning new things. 

Build healthy relationships

While too much screen time has been linked to behavioral problems and communication challenges, podcasts promote prosocial behaviors in children. 87% of children share what they learn on podcasts with others. Engaging in discussions about what they’ve learned reinforces the material and helps children build deeper relationships. Podcasts introduce kids to new topics of conversation they might not have otherwise explored.

Why Should Brands Care? 

Lots of brands might assume there’s no point in getting into the kids’ podcasting game. After all, kids have no money. Unless you’re a toy or junk food company, what good is it to make a podcast for kids? 

Co-Listening

But the truth is that kids’ podcasts are reaching and resonating with more than just children. 82% of kids listen to podcasts with their parents, and 80% of young listeners were introduced to podcasts by their parents. This means that parents are actively selecting which shows their children engage with, making them acutely aware of the brands behind the content. 

Money To Spend

Parents of young children are an attractive demographic for many brands. They’re not only making purchasing decisions for their growing households, but are also right at the age to begin taking on caregiving responsibilities for their aging parents. And the group of parents with children who listen to podcasts is especially appealing to brands– they’ve got money. Parents of kids who listen to podcasts have higher household incomes than any generation on its own– Boomers, Gen X, Millennials, or Gen Z. They’ve got the most money to spend, and they’re in a position to be making lots of purchasing decisions. 

Influence Them

Podcasts are also highly effective at connecting with parents. Parents rate kids’ podcasts as the most trusted media source for recommendations– 75% of parents give their kid’s favorite podcast the highest rating of trustworthiness, surpassing parenting bloggers, magazines, influencers, and their child’s favorite television show. 

Doing It Successfully  

Now that you know how great kids’ podcasts are for parents of young children, consider the positive impact it’ll have on your brand when you present busy parents with the gift of healthy, educational, screen-free entertainment for their children. This podcast really does not need to be heavy-handed on the branding. It should instead be useful for parents, demonstrating that your brand cares about the things that are making their life more difficult. Remember, I’m not recommending advertising to kids. I’m talking about creating something that improves their lives, building your relationship with their parents. 

Examples

Let’s look at some examples of brands who have done this well (there aren’t many… yet). 

Goodnight, World! 

Headspace and Sesame Street partnered to create Goodnight, World! a sleepcast for children featuring stories designed to calm little minds and wind their bodies down for bedtime. The show provides parents with the valuable resource of bedtime stories specifically designed to help energetic kids wind down for bed, demonstrating Headspace’s values as a meditation app and building a relationship with parents that can lead to genuine conversions of their product. 

Chompers

Real ones remember Chompers, sponsored by Crest and Oral-B, from the good ol’ days of Gimlet. This twice daily podcast featured stories, jokes, riddles, fun facts, silly songs, and more, with each episode lasting exactly two minutes– the dentist-recommended brushing duration for kids. The show provided levity and fun during an often frustrating time in a parent’s day– tooth brushing time. Parents could simply turn on the podcast and tell their kids to keep brushing until the episode ends, ensuring their child’s teeth get the appropriate amount of brushing. 
Podcasts can solve real problems for parents. As a healthy alternative to screen-time, parents are tuning into podcasts now more than ever. Now it’s up to brands to jump in and see how kids’ podcasts can solve their problems too.

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