The audio journey at AccuWeather started with radio, but it certainly doesn’t end there. Since the launch of AccuWeather’s podcasts in 2018, we have grown over 100% YOY. As a publisher that’s looking to keep users engaged at every touchpoint of their journey, we not only had to rethink our audio strategy, but we had to rethink content distribution, and audio is certainly a part of that story.
Our goal is to distribute content where users receive their information – podcast platforms, smart speakers, and even on our site. According to the Infinite Dial 2021, 33% of the population currently own a smart speaker and 41% of the US population listened to a podcast in the last month (see source below).
The goal is to grow AccuWeather’s podcasts, reaching as many listeners as possible with weather news and interesting weather stories. We have to be efficient and effective with growing an audience with a minimal marketing budget during uncertain times. We focus on leveraging our own and operated platforms to grow our listenership – converting the habitual weather checker and engaged reader, with more content - AccuWeather’s podcasts.
We only touched the surface on social media, organically promoting episodes and creating in-house promos of all podcasts using intense weather sounds, grabbing the attention of new listeners. Weather is not only something we feel, but it evokes a lot of senses. Weather sounds mean something to us all, whether it’s the thumping of snow, the droplets of rain or wind. We used various clips from all podcasts to tell interesting weather stories people need in their podcast line-up.
Reaching potential new users that’s not familiar with AccuWeather is a vital part of our growth strategy. To gain a new a listener, to then become a follower of AccuWeather’s podcast and then later become a loyalist, by checking the weather to plan for every event, whether it’s severe weather or a Saturday morning get together, brings much value to the user, but also to the company.
We’re doing that by leveraging our partners to run an audio campaign, reaching an audience that’s already listening to a variety of podcast on Spotify, Apple Podcast, etc. We want to be the weather news they choose. We’ve made great progress and there’s a way to go. That’s exciting and challenging for us all. The evolution of audio at AccuWeather is ongoing and here to stay.
To listen to all of AccuWeather’s podcasts, you can check it out on your favorite podcast platform or on https://www.accuweather.com/podcast
Tamara Dozier
Product Marketing Manager, Integrated Marketing
Tamara grows and cultivates AccuWeather’s media partnerships with a focus on building a broad, high quality audio audience to expand the AccuWeather brand.
