BANG BANG! MY FAVORITE ONE CAME IN A PODCAST

Podcasts have changed from niche shows for hobbyists to one of the most potent types of media in the world. The industry took off in the middle of the 2010s, when shows like Serial and The Joe Rogan Experience were at the top of the charts. Podcasts became popular in the early 2020s, and Spotify spent billions to buy creators and platforms. In 2025, we're seeing a new wave of mega-podcasts. The most recent one to hit is from Taylor Swift. That's right, you read that right. The internet is going wild because Taylor Swift, the queen of re-recordings and stadium-filling Eras Tours, just started her podcast. Her show, which was full of celebrity interviews and personal thoughts, quickly rose to the top of the Apple Podcasts and Spotify charts. If Beyoncé put out an album, Swift just put out a podcast that was like it.

Why did podcasts become popular?

Podcasts have gained popularity due to their accessibility, personal nature, and the ability to multitask while listening. Unlike YouTube and TikTok, podcasts can be enjoyed on the go, during workouts, or late-night study sessions. They offer a more intimate experience than short social media clips. Listening to extended conversations with figures like Barack Obama, Kim Kardashian, or Elon Musk feels more personal than a 15-second video. Some of the most essential podcasts that helped shape the industry are:

• Call Her Daddy (Alex Cooper's Spotify empire, which mixes raw talk with brand deals)

• Armchair Expert with Dax Shepard (celebrity honesty meets psychology)

• SmartLess (Jason Bateman, Sean Hayes, Will Arnett, celebrity chemistry turned into a business goldmine)

• The New York Times' The Daily, a podcast that has redefined journalism in the digital age, showing that news and storytelling can fit in your ears. 

With the arrival of Taylor Swift, podcasting has officially become the place where culture happens.

The Big Problem: TikTok vs. Podcasts

This is what will give marketers a headache in 2025: Do people today want short TikTok-style videos or long, in-depth podcasts? The truth is that they want both.

• Gen Z and Millennials use TikTok to find quick entertainment, trends, and real "micro-reviews."

• But with podcasts, they can go deeper, get into a subject, connect with a host, and stay for 30, 60, or even 90 minutes.

Innovative brands are starting to understand that they don't have to choose. Nike, for instance, has both short TikTok ads and branded podcasts that tell stories (Trained is their fitness podcast). Netflix uses TikTok to promote its shows and also makes "companion podcasts" to keep fans interested between seasons (The Crown: The Official Podcast).

Should Businesses Have a Podcast?

Every brand needs a voice, but not every brand needs a podcast. A podcast might be the best way to reach an audience that wants realness, thought leadership, or cultural storytelling. A branded podcast could become digital clutter if it doesn't have consistency, famous guests, or absolute value. That's why a lot of brands mix formats: they make a long podcast for loyal fans and then cut it up into short TikToks and Instagram Reels to reach more people. This strategy, known as the 'Bang Bang Strategy', advises hitting the audience with the depth first and then hitting them with the highlights.

Last Word

The podcast boom is showing no signs of slowing down, and with Taylor Swift's entry, we might be on the brink of a new golden age. The question for businesses is not 'Podcast or TikTok?' but 'How can we effectively use both at the same time?' Understanding and adapting to this changing media landscape is crucial for success. At Raffles Jakarta, our Business Management program teaches students how to understand and take advantage of these changes. We make sure that our graduates are ready to do well in the fast-changing media landscape of 2025 by giving them real-world case studies and experienced international teachers.

Are you ready to make your career future-proof? Check out our Business Management program today.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Associated Press. (2025, August 14). Taylor Swift’s chat with the Kelces on ‘New Heights’ marks a milestone moment for podcasts. AP News. Wikipedia+13AP News+13The Washington Post+13

Forbes. (2022, February 18). Spotify acquired two major podcast technology companies; YouTube should be concerned. Forbes

People. (2025, August 13). When is Taylor Swift’s interview on the “New Heights” podcast coming out? Here’s how to listen (and watch!) to the singer’s episode. ELLE+10People.com+10Statesman+10

Pitchfork. (2020, November 10). Spotify to buy podcast hosting company Megaphone for $235 million. Pitchfork

Spotify. (2025, March 3). Spotify’s USD 235 Million Acquisition of Megaphone: Strengthening Podcast Advertising and Monetization. Cognitive Market Research. Cognitive Market Research

Wikipedia contributors. (2025, when retrieved). Megaphone (podcasting). Wikipedia. Wikipedia

Wikipedia contributors. (2025, when retrieved). New Heights. Wikipedia. People.com+13Wikipedia+13AP News+13

Washington Post. (2025, August 14). 5 takeaways from Taylor Swift’s unprecedented podcast interview. The Times of India+5The Washington Post+5Wikipedia+5

Wired. (2021, October 13). Spotify Is Breaking Podcasts.