Why brands should stop chasing content and start fostering community.
Last Sunday a strong Viral Tribe contingent, exhausted from completing the London Marathon, decamped on the QEII Centre in Westminster for the wrap party of Paula’s Marathon Run Club, a 16-week podcast that followed runners training for the London Marathon. It wasn’t just a live show, it felt more like a reunion. Listeners who’d never met were greeting each other like old friends. There were hugs, selfies, and shared war stories about blisters, training lows, and race-day nerves. The energy was warm, genuine, and shared. What had started as a weekly podcast download had become something more: a real community.
The following morning, Izzy Judd launched Let’s Talk About Neurodiverse Kids, a podcast aimed at supporting parents of children with autism, ADHD and other neurodivergent traits. The tone is gentle, insightful, and inclusive. Each episode features experts and lived experience. The response has been immediate and heartfelt. Listeners have been writing in, saying things like “I thought it was just me” and “Thank you for giving us this space.” A new network is forming around it and one that didn’t really exist before.
Two very different shows. One built around physical endurance, the other emotional resilience. But they have something important in common: they’ve both created a space for people to connect. And that, more than anything, is where the real power of podcasting lies.
Why podcasts build real connection
There’s something unusually intimate about podcasts. You’re in someone’s ears for half an hour or so a week, often while they’re doing something routine or personal—walking the dog, driving to work, doing the washing. Over time, a connection builds. Listeners feel they know the hosts. And if the tone is honest and thoughtful, they start to trust them.
According to research, over 80% of podcast listeners say they feel a closer relationship with the host than with other media figures. That relationship creates a level of engagement you rarely see elsewhere. They don’t just listen; they share episodes, DM hosts, and turn up to live events. Some even tattoo the show logo (yes, really).
From content to community
Good podcasts don’t treat their audience as passive. They invite listeners in. Paula’s show took weekly questions and voice notes. Izzy’s invites ongoing dialogue via Instagram and email. Over time, these touchpoints form a wider ecosystem—social groups, WhatsApps, in-person meetups. It stops being about the content and starts being about the community.
This isn’t about chasing vanity metrics or viral moments. It’s about building something lasting. Something human. Communities that trust you are far more likely to engage with your brand in meaningful ways. And in a world saturated with short-form noise, that sort of depth is rare and valuable.
A different kind of brand strategy
Brands looking to build long-term relevance should be asking: what community do we want to serve? Not just “what content can we make?” but “what do we believe in, and who are we here for?” Podcasts are one of the best ways to explore and express that.
This isn’t about ‘scale at all costs’. You don’t need millions of listeners. Paula’s show whilst successful was specifically targeted – aimed squarely at people training for a marathon. Izzy’s is for parents trying to do their best for their neurodivergent children. They are focused, supportive, and useful. And because of that, they’re loved.
Let’s talk about building your community
If you’re a brand or a creator who is thinking about how to build real community around your message, podcasting is a very sound anchor point. Not to check a box in the ‘content stack’ but as a long-form, long-term commitment to a deeper more authentic conversation.
If that sounds like something you’d like to explore, drop us a message. Always happy to talk – that’s how communities are built.
