For a long time, “creator” has been shorthand for social media. Big followings. Perfect feeds. Sponsored posts that slide into your scroll between memes and vacation photos.

But something’s shifting. Audiences are getting more selective about who they trust, where they spend time, and which voices actually influence their decisions. And when you look at it through that lens, a real question emerges for brands:

Are Audio creators — radio hosts and podcast talent — actually outperforming social influencers?

Increasingly, the answer is yes.

Everyone has met a social influencer. The lighting is perfect. The edit is flawless. The “authentic” caption feels… rehearsed. Audiences have learned how to spot that fake a mile away. What they’re craving now is real. And that’s where Audio wins.

Radio and podcast creators show up without filters. You can’t fake your way through a three-hour live show or a weekly podcast episode. Over time, listeners learn who you are, and whether they trust you. Audiences are 61% more likely to trust Audio hosts than social influencers. 

Social platforms are built for speed. Audio is built for connection. The best Audio creators don’t just talk at people; they talk with them. Listeners call in, message hosts, show up at live events, and interact across platforms while the show is happening. The mic goes both ways.

That relationship runs deep:

That kind of bond doesn’t happen in a swipe. It’s built over time, day by day.

Social influencers still have a highly entertaining role, but trust in that space is wobbling. Over-commercialization, constant sponsorships, and algorithm-driven sameness have made audiences more skeptical. That’s especially true of Gen Z, who tend to reject anything that feels overly transactional.

Audio creators benefit from the opposite dynamic. Their credibility is earned personally. Fake and phony doesn’t last long behind a mic.

That’s why, when it comes to information that actually matters, 43% of people say they value podcast hosts, compared to 34% who point to social media influencers.

Influence isn’t about who shouts the loudest. It’s about who people believe.

This trust advantage translates directly into performance. Podcast listeners choose their shows intentionally. They know ads help keep those shows alive. So when a host reads a brand message, it lands less like an interruption and more like a recommendation.

Nearly half of listeners say they pay more attention to ads on podcasts than ads in other media. That’s the power of a trusted voice speaking to an audience that’s actually listening. For advertisers, the play isn’t complicated: let creators do what they do best. Be human. Be honest. Be themselves.

If you’re measuring success by likes and fleeting impressions, social still has a place. But if you care about trust, attention, and real influence, Audio creators are pulling ahead.

From radio to podcasts, these hosts aren’t just making content. They’re shaping culture, building communities, and driving meaningful outcomes for brands.

And in today’s creator economy, that’s what real influence looks sounds like.