In the world of podcasting, success is often mistakenly defined by downloads or listener numbers. While those numbers offer some insight, they rarely give the full picture — and for most organisations, they’re not the most important part.

At Janno Media, we work with organisations to create impactful podcasts that support long-term brand and business goals. That means measuring success in more meaningful, strategic ways — with a focus on the why, not just the how many.

Why listener numbers aren’t everything

Chasing “impressive” numbers can be misleading — especially if your audience is niche or your objectives go beyond mass reach. A podcast might not reach thousands of listeners overnight, but that doesn’t mean it isn’t delivering value.

The real question is: Is your podcast doing what you intended it to do?

Is it sparking conversations with the right people? Helping position your organisation as a trusted voice? Supporting business development or internal engagement? Once you’re clear on its purpose, success becomes easier — and more relevant — to identify.

What podcast success really looks like

Relevance and resonance
Instead of focusing on how many people are tuning in, ask:

Are the right people listening?
Are they engaging with the content — sharing it, discussing it, referencing it?
Is it prompting further conversations with clients, stakeholders, or colleagues?

These are signs that your podcast is resonating with your audience — a more powerful measure than passive listens.

Visibility and thought leadership
Podcasts are a brilliant tool for demonstrating your organisation’s expertise. Regular episodes featuring your team or partners help build credibility, raise brand visibility, and show leadership in your space.
Humanising your brand
Podcasts let people hear your voice — literally. They bring warmth, personality, and authenticity to your brand, helping you connect with audiences on a deeper, more human level.
Purpose-driven storytelling
A podcast that’s aligned with your values and mission will always carry more weight. Whether you’re sharing insights, interviews, or behind-the-scenes stories, great podcasting builds trust and long-term loyalty.
Long-term brand impact
Podcasting isn’t about quick wins. It takes time to build momentum — and that’s OK. With consistent episodes and clear purpose, the cumulative impact over time can be far greater than an elusive viral moment.

The value is also in the process

Beyond the final product, the act of creating a podcast has its own benefits. Bringing colleagues, clients, or stakeholders together for meaningful conversations helps unlock insights, strengthen internal collaboration, and give people a platform to share their voice.

The process encourages reflection, sharpens messaging, and often surfaces stories or expertise that hadn’t been shared before — all of which contributes to stronger communication both inside and outside your organisation.

Better signals of success

Forget traditional “vanity metrics.” These are some of the real signs your podcast is delivering value:

It’s prompting conversations — internally or with clients and peers
It’s being mentioned in meetings, emails or follow-ups
It’s helping your people articulate key messages more confidently
Guests are sharing it, engaging with it, or recommending it to others
It’s contributing to bigger business goals — like client retention, recruitment, or stakeholder engagement

Set your podcast up for impact

Define the why
Start with a clear objective — whether it’s to build trust, grow your reputation, attract clients, or strengthen internal culture. The clearer the purpose, the clearer the value.

Be consistent
Podcasting rewards consistency. Commit to your schedule, invest in the format, and give your audience something they can regularly rely on.

Encourage dialogue
Invite feedback, ask for comments, and create space for conversation. Podcasts are powerful when they’re part of a bigger, ongoing dialogue.

Real results: the broader value of podcasting

Some of the most meaningful outcomes our clients have seen include:

Attracting high-value leads through podcast-triggered conversations
Enhancing internal culture and cross-team communication
Supporting recruitment and onboarding
Strengthening relationships with stakeholders and clients
Increasing brand visibility and perceived expertise

None of these show up in a spreadsheet — but they’re critical to long-term success.

Let’s talk about your podcast strategy

At Janno Media, we specialise in helping brands create purposeful, engaging podcasts — and we measure success in all the ways that matter. From strategy and production to content planning and review, we’ll help you build a podcast that connects, resonates and endures.

Ready to create a podcast that goes beyond the numbers?

CONTACT US TODAY.