An example of this is a podcast swap. Two makers interview each other in each other’s podcast (ie 2 interviews) and refer to the other’s in both interviews. But references within a brand or channel from one content to another also appear to work well. Distributing snippets (small fragments of audio/image from an entire episode) via, for example, social media also works well. As many creators are looking for ways to get more listeners and cross referencing contributes to this, cross referencing is expected to increase further in 2022. Trend 7: professionalization As more podcasts are creators will differentiate themselves by professionalizing their shows.

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For example, by using good equipment and adding tunes, audio effects or music in the editing process. To illustrate, searches for the term ‘podcast microphone’ have increased by 75% in the last 5 years . In America you can listen to wonderful New Zealand Phone Number play-like blockbusters from Netflix and HBO, among others. Such as, for example, Serial, S-Town and This American Life. But beautiful narrative podcasts can also be found in the such as De Brand in het Sorry for my brother and Laura H. We are waiting for a major Dutch media party to make a real Dutch blockbuster. Existing podcasts are to professionalize and available budgets will increase.

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Trend 8: authenticity Consumers, listeners and customers want to see more and more authenticity and personality from companies. Brands and companies that manage to find the right balance between paid and unpaid content will therefore be the most successful in the coming years. Podcasting is a form of ‘human marketing’. This will become increasingly important in the future. Real storytelling plays a role in building a long-term relationship with the target audience. A podcast is a unique way to share your own story, message and knowledge with your supporters. That is why I expect authenticity in the form of individuality and unique concepts to increase.

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