How podcasting could shape the Prime Minister race
Podcasting allows political leaders to bypass traditional media filters, connect with diverse audiences on their terms, and humanise their messages. Xavier Cramer, senior client director of Initiative, explains more.
As Australia approaches its 2025 federal election, a critical challenge for marketers and political strategists alike is how to effectively engage fragmented, digitally savvy audiences in a way that fosters authenticity and trust.
Traditional media platforms, with their tightly controlled narratives and soundbites, often fail to meet these expectations, leaving a gap for more intimate, long-form channels such as podcasts.
By using the U.S. presidential election as a case study, I’m going to explore how podcasting offers a unique solution to this problem—enabling leaders to bypass traditional media filters, connect with diverse audiences on their terms, and humanise their messages – and how brand marketers can use this long form medium as a successful way to share their brand story.
The question in this election year, is whether political leaders, and ultimately brand marketers, will seize the untapped potential of podcasts to shape public perception, build relatability, and engage voters and customers in a more meaningful way.
The 2024 U.S. presidential race was heralded as the “podcast election,” largely due to Donald Trump’s strategic embrace of this medium. His appearances on 14 prominent podcasts, including The Joe Rogan Experience and Impaulsive, provided an unfiltered platform to connect directly with voters, building relatability and bypassing traditional media filters. Trump’s public gratitude to shows like Theo Von and Bussin’ With The Boys as part of his campaign success underscored podcasting’s newfound power as a political marketing tool.
For marketers and communication strategists, this evolution in political engagement represents a good case study in how long-form digital platforms can be leveraged to humanise leaders, shift narratives, and cultivate trust. As our federal election looms, podcasting could well become a decisive medium for Prime Minister Anthony Albanese and Opposition Leader Peter Dutton to shape their public personas and engage targeted demographics. And brand marketers should take note.
Why podcasts work: Lessons from the US Election
In contrast to traditional media’s structured interviews and soundbites, podcasts offer candidates a rare opportunity: the chance to have in-depth, unscripted conversations that emphasise authenticity. Listeners perceive this format as more genuine, fostering deeper connections. Kamala Harris, for instance, articulated the value of podcasts in reference to her Call Her Daddy appearance: “It’s a chance to be real…and to talk about the things people really care about.”
Trump’s podcast strategy demonstrated that targeting audiences outside of conventional political spheres can be effective. Trump’s tour was referred to as the ‘bro’ tour, as he focused on shows with listenership from young males to reach an audience he felt weren’t being talked to in traditional media. From comedy and UFC enthusiasts on Rogan’s show to Gen Z followers of Impaulsive, he effectively broadened his voter reach. This approach also illustrated a key marketing principle: go where your audience already is, rather than trying to force them into your ecosystem.
The Australian context: a podcast-ready nation
Australia stands out as a global leader in podcast consumption, with 39% of the population listening monthly. This establishes a readymade platform for Albanese and Dutton to harness the power of podcasts for their campaigns. For Albanese, it could be a way to arrest his declining approval rating and regain his connection to the everyday Aussie battler. His upbringing as the son of a single mother from commission housing was a key narrative to his 2020 election campaign. That now seems a step removed from purchasing seaside mansions and sitting at the front end of a Qantas plane. With the cost-of-living crisis likely to be a key focus point in the 2025 election, Albanese could use podcasting as a platform to reconnect with the Australian public doing it tough.
Dutton, on the other hand, could use podcasts to appeal to younger voters—a demographic often alienated by conservative politics. Podcasts would give him a chance to explain complex policy ideas like nuclear energy in a nuanced way, while also showcasing a side of him not captured in mainstream media. For younger Australians sceptical of traditional politics, this could be a game-changer.
One challenge for Australian politicians is the relatively smaller pool of local interview-based podcasts compared to the U.S. While true crime dominates Australia’s podcast charts, opportunities exist in established shows such as Mamamia’s No Filter or The Imperfects, which focus on personal narratives and emotional connections. Party leaders could also tap into daily news podcasts like 7am or The Daily Aus to communicate their messages to politically engaged listeners.
The business case for podcasts
From a broader marketing perspective, podcasting’s relevance isn’t limited to politics. It’s a format that offers unparalleled depth and intimacy, making it ideal for brands and executives looking to build trust and share their mission. Podcasts such as The Diary of a CEO prove that audiences crave the “why” behind the “what,” giving marketers a roadmap for blending personal stories with business messaging.
The 2025 federal election could be Australia’s first “podcast election,” mirroring the U.S. trends. For political leaders and marketers alike, podcasts offer an opportunity to rewrite the rules of engagement, foster authentic connections, and build a loyal following. As Albanese and Dutton hit the campaign trail, their podcast strategies—or lack thereof—could prove critical to their success and showcase the influence of this medium.
For marketers, the lesson here is clear: when targeting fragmented audiences, it’s critical to choose platforms that align with their interests and lifestyles. Podcasts excel in this regard, enabling authentic storytelling that captures audience attention.
Keep up to date with the latest in media and marketing
Bigger Problem – Albo can’t talk
User ID not verified.