Authored By Smita Joshi, VP – Corporate Communications, Shriram Wealth Ltd & Shriram AMC“The shortest distance between two people is a story,” wrote American author and journalist Patti Digh — a thought I deeply resonate with. Stories stay with us longer than facts, and conversations often build more trust than statements. That’s exactly where podcasts today are changing the game for corporate communications. They’re not just another channel; they’re a space where brands can sound real, leaders can share unfiltered perspectives, and stakeholders can connect on a deeper level. On International Podcast Day today, it’s time to see podcasts as more than content as they are today’s most authentic storytelling tool for businesses. International Podcast Day is an annual celebration recognized on September 30th each year. It is a day dedicated to appreciating the art, technology, and community behind podcasting.Although podcasts have existed since 2004, their explosion in India is recent. With 105 million listeners in 2024 and an estimated 200 million in 2025, India is now the third-largest podcast market globally, behind only China and the USA, according to India Brand Equity Foundation (IBEF). With over 100 million people tuning in every month, digital audio has become a new way to access information, offering everything from fiction and news to interviews and narrative stories. This rise of audio consumption aligns with a broader shift in digital behaviour—video and voice are taking over social media as they grab attention, build stronger connections, and simplify communication. With shrinking attention spans and platforms prioritizing them, videos drive far higher engagement—Facebook videos alone get 10x more shares than other posts. Modern storytelling is evolving rapidly, and podcasts are definitely taking the center stage.
The Power of Voice in StorytellingAt their core, podcasts are about building trust and loyalty. Numbers and data inform, but stories inspire and connect. When leaders narrate experiences in their own voice, viewers watch and listen everything – their tone, pauses, and emotions, creating an intimacy that written communication cannot replicate. A leader describing how a product was built or what values drive a company – their challenges, achievements, vision sounds far more relatable when heard directly, rather than read on a website, blog or news article.
Meeting the Demand for AuthenticityThe growing popularity of podcasts also mirrors a broader shift in audience behaviour. Consumers, investors, and employees no longer want polished corporate speak, they crave authenticity. Unlike social media posts or press releases, a 20 to 30 minutes podcast offers depth and genuine connection. It creates space for deeper conversations, candid reflections, and real stories that resonate far beyond headlines.
A Platform for Diverse VoicesPodcasts give organizations the flexibility to share stories from all corners of the business, revealing insights that are often hidden behind the headlines. Instead of repeating polished corporate messages, the episodes highlight real experiences, how teams collaborate to solve complex problems, how innovations are brought to life, or how customers interact with products in meaningful ways. By presenting these perspectives, podcasts offer a richer, more nuanced understanding of a company, making the brand feel authentic, approachable, and human.
Building Trust Through ConversationsTrust is one of the most valuable corporate assets, and podcasts are uniquely equipped to build it. Audiences switch off when they hear jargon or scripted messages, but when leaders admit challenges, discuss failures, or reflect openly on industry shifts, they appear more relatable and trustworthy. These unscripted moments humanize corporations, positioning them as communities with voices, not just businesses with balance sheets.
External and Internal ImpactThe adaptability of podcasts makes them powerful across audiences. For external stakeholders, they reinforce thought leadership, offering insights on regulatory changes, industry trends, or customer needs. For employees, especially in hybrid work environments, internal podcast series can foster connection, engagement, and shared culture across geographies. Whether inward- or outward-facing, podcasts offer flexibility and impact that traditional formats often lack.
The Voice of the FutureOn International Podcast Day, it’s worth recognizing that podcasts are not a passing trend. They are a bridge between formal communication and genuine conversation. They give businesses the chance to step down from the pedestal and speak as people first. In a world where attention spans are short, but trust is scarce, podcasts are powerful advantage.At Shriram Group, our leaders have always believed that trust is built through conversations, not just statements. Whether it’s sharing the vision behind new businesses, reflecting on challenges, or speaking openly about opportunities, our leadership embodies the same authenticity that makes podcasts such a compelling medium.
Podcasts carrying stories are here to stay, reshaping how businesses communicate, connect, and build trust. For leaders and communicators ready to embrace authenticity, podcasts are not just the tool of today, they are the voice of tomorrow
DISCLAIMER: The views expressed are solely of the author and THEPRPOST.COM does not necessarily subscribe to it.
