Why Brands Are Turning to Podcasts and Short-Form Video in 2026

As consumer behavior continues to evolve, marketers can no longer rely solely on static images and email marketing campaigns to reach new customers. In today’s digital and fast-paced lifestyle, consumers need to be reached with quick, engaging, and easy-to-absorb information. This demand for faster, more accessible experiences has fueled the rise of audio and video marketing, with podcasts and short-form videos becoming key players. For marketers, shifting towards these formats allows you to reach new audiences by delivering content that aligns with today’s mobile-first, on-the-go lifestyle.

Podcasts and Audio Marketing

Over 100 million Americans listen to at least one podcast a week, with Spotify and Apple Music being popular platform options, and the listener counts are rising by the day. People are listening to podcasts everywhere- from driving to work to doing chores around the house- and for many, podcast hosts have become an everyday voice in their lives. Whether a podcast host shares financial advice, lifestyle content, or sports recaps, podcast hosts have dedicated audiences who trust their content, making the advertising potential for podcasts immense. There are a few different forms of podcast advertisements:

• Host-read: Host-read ads are highly effective because the host is a familiar and trusted voice. Unlike traditional commercials, these ads feel more like a personalized recommendation from a friend, making them more trustworthy. 62% of listeners in a study by Acast said they’ve made a purchase after hearing a host-read ad, showing how this format is an effective choice for driving results.
• Pre-Roll: Pre-roll ads appear before the podcast starts and are one of the most popular forms of podcast ad placements due to their affordability. While these ads are sometimes skipped, they still have a 60-70 percent listener retention rate.
• Mid-Roll: Mid-roll ads appear in the middle of the podcast, and though disruptive, they are effective because they occur once the listener’s attention has already been grabbed, reducing the chances of them being skipped. These ads typically see more engagement than pre-roll ads.
• Post Roll: Post-roll ads appear after the podcast has ended, and are effective at driving responses and conversions. By appearing after the user has ended their listening experience, once the listener is starting to think of a new activity, a strong CTA can be very effective in driving action.

Reels and TikTok

Platforms like IG Reels, TikTok, and YouTube Shorts have gained increasing popularity as consumers’ fast-paced lifestyles make short and easy-to-digest video content ideal. In fact, 80 percent of consumers prefer video content over reading text when learning about new products and services. There are a few different ways that brands can utilize video marketing to advance their marketing strategies:

• The Power of Storytelling: One of the most effective ways to use short-form video content is to tell a story that connects with your audience and evokes emotion. Consumers are 64 percent more likely to take action after viewing a branded social video that evokes emotions, making this an incredibly powerful tool. For example, if your bank is trying to reach adventurous young adults, a reel featuring a man climbing a mountain, paired with a fun and upbeat audio, could connect better than a static image of a man in front of a mountain, thus driving more results.
• Reaching Users In-Feed: By advertising through video, marketers can reach users easily by appearing within their scrolling feed, whether it be Instagram Reels or TikTok. Since these ads integrate into users’ normal feeds, it is likely to be seen and engaged with more naturally, and possibly lead to more conversions.
• Leaning into Trending Audio: For video platforms, audio can be just as important as the video, with 80 percent of users watching Instagram Reels with sound on. As videos are posted and trending, many users begin to recognize trending sounds, and marketers can utilize this to their advantage by using trending audio to reach a larger audience. By using trending audio, not only will your reach be higher, but your ads will have a built-in recognition that may lead users to spend more time watching them.

Best Practices for Video and Audio Ads

Leveraging audio and video marketing through podcasts and video-dominant platforms, like TikTok, is a powerful tool for marketers. Understanding these best practices will help ensure your ads are set up for success.

• Prepare for Consumers to Scroll Quickly: 71 percent of TikTok users watch 3 seconds of a video before choosing whether or not to continue scrolling. This means having a hook is crucial for success on these platforms. Marketers should have an engaging introduction, catching users’ attention immediately.
• Be Mindful of Audio Length: When advertising within podcasts, being concise and clear is key. Users may be able to skip these ads, or could simply tune them out if they are too lengthy and wordy. Most podcast ads range from 15-60 seconds, so consider how best to include a hook, a brief explanation, and a clear call to action in that time, without losing the listeners’ attention.
• Enhance the Audio Experience: When creating a short-form video or podcast ad, keep in mind that 69 percent of listeners prefer ads with music or sound effects. If appearing within a podcast, rather than a straightforward 15-second text clip, consider adding some light background music to engulf the listener in the ad more. For TikTok and Instagram reels, consider using a trending audio to catch the listener’s attention.

Podcasts and short-form videos are rapidly positioning themselves as a powerful advertising format. By leveraging the strategies above, marketers can reach their audiences more naturally and authentically, appearing less like an ad and more like a part of their listening and scrolling experience. Marketers advertising through trusted podcast hosts, or with trending audio that users are already emotionally connected to, are maximizing their audience’s available attention and seeing deeper engagement than traditional advertising formats. Podcasts and short-form videos are changing the way marketers reach their audience, and adapting to these changing consumer preferences is key in staying relevant.

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The information provided in this blog is for informational purposes only and should not be considered financial advice. HIFI is a marketing agency and not a licensed financial advisor. Always consult with a qualified financial advisor or professional before making any financial decisions. HIFI is not responsible for any financial decisions made based on the content of this blog.