The news: Podcast hosts are the most influential creators among weekly listeners, with 56% saying hosts have the greatest impact, per a Cumulus Media and Signal Hill Insights report. Hosts ranked as more influential than social media influencers (20%), movie/TV celebrities (15%), and AM/FM radio hosts (10%).

The host effect: Podcasts hosts are a powerful resource for advertisers because the right host can deliver authentic, trusted messages to audiences in a format that has proven to be highly effective at driving action.

• 73% of podcast consumers find host-read ads the most trustworthy, per MRI-Simmons. That figure indicates that hosts help ads feel more natural and integrated into the podcast, boosting customer-brand associations.
• Over half (55%) of podcast consumers are interested in hearing podcast hosts recommend brands or products, while 50% follow the advice of podcast hosts when shopping. High receptivity to ads coming from podcast hosts leads to podcasts’ ability to drive immediate purchases and brand engagement better than other formats.
• The intimate nature of podcasts allows hosts to build trust with their audiences in a way that other influencer types struggle to match. The conversational structure that defines podcasts contributes to this trust, with 59% of podcast consumers finding casual mentions of a brand and its products the most influential. Trust translates into more users who are willing to explore a brand’s products and services, leading to better outcomes.

What advertisers should do: Recognizing the unique ability of podcast hosts to drive outcomes compared with other influencer types is critical—but as the podcast space becomes more saturated, brands need to seek hosts with specific attributes.

• Consumers want hosts to be authentic, and 61% want them to be genuine users of the products they advertise. Brands who work with creators who are already enthusiastic customers will see the best results.