Starting a podcast can be a daunting task, but can have significant value for your business. We look at how Business Over Drinks – a podcast about business, entrepreneurship and more (with alcohol) – was started and the reasons behind it.

Co-hosts Terng shares why he started this podcast and how it helped him promote his own company SYNC PR and his co-host’s new book (title NSFW).

While for brands, it might be different, though the benefits and value of the podcast are definitely worth exploring.

Here’s why a podcast would make sense for your business.

It is a growing format in Southeast Asia (and most other regions)

This is like the early days of music or video streaming, everyone’s doing it, but why not you. Podcasts are enjoying that same groundswell and developing a community of dedicated early-adopters.

Though still in its infancy in the region, it is growing in popularity and gaining a following. This provides you with the opportunity to get in on the ground floor and be the pioneers for podcasts in the region.

Using data from the US, the number one market in terms of podcast consumption, we can see strong to exponential growth in the number of podcasts and listeners. The question isn’t if it will happen in Asia, but when it will.

Podcasts create communities

One of the hardest things for brands to do is to create a community. From our experience, it helps you connect better to your audience, while at the same time gives you an avenue to really let your personality or values shine through.

However, what we have come to understand is that through podcasts, the rate of engagement is a lot higher than written content.

We develop a closer relationship with our listeners through the fact that they feel we are engaging them directly through our podcasts because they can hear our voices and the conversational tone of our content.

There is a similar trend to how social commerce is becoming a growth industry in the region as consumers want to create a connection with brands and sellers.

Selling yourself and your brand is easier

Some call it shameless self-promotion, but the platform lends itself to being open to your listeners and selling your brand as part of the content. Do not produce 25-minute advertisements but do not be averse to promoting our brands or products.

It is a ton of fun

This might not be the most professional or essential reason to start a podcast but is a really good one. If you have a passion for your industry or even just your brand, then you need to be shouting it from the metaphorical rooftops and letting people know what you got going on.

So if you’re still not convinced, listen to a few podcasts that suit your interests to see how you feel. It might help you better understand the medium and it benefits it can have on your business.

You can find us on Spotify and Apple Podcasts, as well as most other major podcast platforms.

Edited and condensed from this article