Why Are Podcasts a Great Marketing Tool for Universities?

The modern marketing channel that Universities cannot afford to ignore.

In the last few years, podcasts have moved from niche hobbyist content to a mainstream way of consuming information, learning, and entertainment. For universities, this shift presents a huge opportunity. With prospective students, current learners, alumni, and academics all regularly consuming this type of content, podcasts can become a powerful part of a university’s marketing and communications strategy.

If podcasts aren’t already part of your marketing mix, here’s why they should be.

🎧 They meet your audience where they already are

According to Ofcom, just over 20% of UK adults are now listening to at least one podcast a week – that’s 11.7 million people. For many people, podcasts are part of their daily or weekly routines, whether they listen to them whilst commuting, studying or exercising.

By creating your own, you’re not asking your audience to change their behaviours or learn a new platform; instead, you’d be showing up in a space they are already familiar with using and enjoy.

🔎 They allow deeper conversations and insights

Unlike a short social media post or web article, a podcast gives you the space to dig deeper. Universities can use this to their advantage in several ways:

  • Share insights from leading academics.

  • Explore research in a more accessible way.

  • Offer student stories and connect with prospective students.

This depth helps to build authority and makes the institution feel more open and approachable.

🌍 They attract an international audience

Podcasts aren’t limited by geography. A prospective student in India, a researcher in the U.S., or an alumnus in Europe can all tune in with ease. In an increasingly competitive landscape, this global accessibility makes podcasts a brilliant way for universities to:

  • Attract international students.

  • Strengthen alumni networks.

  • Share thought leadership worldwide.

📢 They provide an opportunity to create multi-purpose content

One of the biggest benefits of podcasting is the versatility of its content. A single episode can be repurposed into blog posts, social media snippets, video clips, or even quotes for newsletters. This makes podcasts a cost-effective marketing tool, giving universities a steady stream of engaging content that works across multiple platforms.

🫀 They can humanise your institution

Unlike prospectuses or website copy, which can feel formal or impersonal, podcasts give listeners the chance to hear real voices. This direct and real communication adds personality to the university’s brand, making it feel approachable. By sharing stories, insights, and experiences in a conversational format, podcasts can create emotional connections with audiences.

In a time where audiences crave authenticity and connection, podcasts offer universities a unique way to stand out. They’re more than just a marketing tool - they’re a platform for storytelling, learning and community-building. For any institution looking to engage their audience in a more personal way, starting a podcast feels like an opportunity that cannot be missed.

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Let’s get your podcast out into the world!

Podcasts give universities a powerful voice to share stories, showcase expertise, and connect with audiences worldwide.

You’ve heard that everyone’s doing it, but where do you even begin? That’s where we come in. We’ll help you go from idea to a polished podcast that you’ll be proud to share - without the overwhelm.

Send us an enquiry, and we'll be happy to discuss our packages or offer you a customised quote that aligns with your specific business needs.