Why the biggest podcast isn't always the best podcast for your brand

Big download numbers look good on paper, but they don’t tell you who’s listening.

A show with 2,000 devoted listeners who match your customer can do more for a small brand than a chart-topper where most listeners will never buy from you. Niche hosts know their audience, and their recommendations carry trust.

Before you sponsor, ask three questions: Who listens? Why do they trust this host? Does my product fit the conversation?

Relevance first, reach second.