Social media influencers may have invented the follow, but radio and podcast hosts invented – and perfected – the relationship.

Well before “creator economy” became a catch phrase, these Audio creators were building loyalty, creating community, and inspiring action. That deep connection is now propelling audio creators — from morning show hosts to podcasters — into the center of the modern creator economy. Today’s audio talent is everywhere: anchoring radio shows, launching hit podcasts, engaging fans on social, and showing up at live events. And audiences aren’t just listening — they’re engaging intentionally. While social feeds scroll by in seconds, audio is chosen time. Listeners come for the connection — it’s their number one reason for tuning in.

The result? A powerful new form of influencer marketing built on trust, not transaction. Audio creator revenues have more than doubled since 2020, as brands discover that a trusted voice can drive awareness, action, and advocacy all at once. When fans feel that their favorite host genuinely loves a product, that belief transfers — creating loyalty by association. In fact, 44% feel a stronger connection to a brand when they hear it endorsed by their favorite Audio creator.

The best brand partnerships don’t sound like ads — they sound like life. Top creators say the secret is authenticity, passion, and protecting the trust they’ve built with their audiences.

Working with an audio creator isn’t just another media buy — it’s a partnership. To get the most out of it, advertisers should lean into what makes the medium so powerful: authenticity, collaboration, and consistency.

The best Audio creators aren’t content to simply read ads. They bring their own personalities into play as they protect and nurture the relationship they’ve built with listeners — and with brands.

That connection matters, because trust transfers. Brands that collaborate with Audio talent get the halo effect of all that trust, passion, and authenticity.

Give your partners the freedom to sound like themselves. Audiences can tell when something’s scripted — and they respond best when hosts bring their own voice, humor, and perspective to a message. Hand over the mic and trust their instincts.

One-and-done doesn’t build trust. Relationships do. Longer-term partnerships create a sense of continuity and credibility that one-off ads can’t replicate — and they drive stronger ROI over time.

Creators know what resonates with their audience. When a host connects your product to their passion, the endorsement feels effortless and real.

The best ads don’t sound like ads. Work with hosts to co-create ideas and activations that feel organic to their show. When creators help shape the message, it hits harder — because their audience trusts them to get it right.

Host reads deliver unmatched authenticity, but pairing them with network or producer reads ensures you reach both heart and scale. It’s the best of both worlds: deep connection and broad reach.

Fans support the brands that support their favorite shows — that’s the halo effect in action. Audio creators are building real, loyal communities, and when brands step into that space with respect and creativity, they’re rewarded with attention, advocacy, and action.

In a creator economy crowded with fleeting endorsements, audio stands apart: real voices, real relationships, real results.