Scroll through social media today and you’ll see tons of “creators.” But as advertisers stop and listen — many realize the real power players aren’t posting reels. They’re behind the mic.

At Audacy, we know this firsthand. Radio and podcast hosts aren’t just entertainers — they’re the original influencers. Long before social creators hit “record,” these voices were building loyal communities, shaping culture, and earning audience trust the old-fashioned way: by showing up, every day, with something to say.

And that’s exactly why they’re winning big right now. And for brands, that trust is currency. When a favorite host recommends a product, it doesn’t sound like an ad. It sounds like advice from a friend.

For decades, radio and podcast hosts have done what social creators are only now trying to master — connecting deeply with audiences through authenticity.

Listeners tune in not just for the hits or the highlights, but for the people behind the mic — the local morning show banter, the inside jokes, the voices that feel like friends.

That connection runs deep:

It’s not just fandom — it’s family.

And that connection doesn’t just sound good — it performs. Radio listeners are 100% more likely to trust recommendations from their favorite personalities. When brands show up in that trusted space, they share in the glow of that loyalty.

That’s the halo effect in action: fans support brands that support their favorite shows.

Today’s audiences — especially Gen Z — can spot fake a mile away. They’re done with over-filtered feeds and over-polished pitches. What they crave are real, relatable voices that actually mean it.

That’s why Audio is thriving. It’s intentional, chosen listening — not endless scrolling. Fans don’t just consume; they participate — calling in, chatting on social, and showing up at live events.

Audio is personal, it’s interactive, and most importantly — it’s built on trust. In fact, audiences are 61% more likely to trust audio hosts with topic expertise than social influencers.

Podcasts are exploding — and creators are the fuel driving that rise. Why? Because in podcasts, listeners choose to listen. That intentionality creates deeper bonds — and greater brand impact.

That’s influence you can hear — and measure.

Unlike passive scrolls, Audio is a two-way relationship. Fans call in, comment, and show up — literally. 44% of podcast listeners would love to meet their favorite hosts at a live event, and 6 in 10 radio listeners want to connect off-air with their favorite on-air personalities.

This sense of belonging is what makes audio communities so sticky. It’s not just entertainment—it’s engagement.

All the trust and authenticity in the world doesn’t mean much unless it moves the needle. Luckily for advertisers, it does.

Audacy’s Audio Creator Impact Study found that creator-led Audio campaigns don’t just lift awareness — they drive real action. Listeners who hear ads from their favorite hosts are far more likely to buy, recommend, and stay loyal to those brands.

Because when a trusted voice says, “I love this brand,” it’s not a sales pitch — it’s advice from a friend.

The creator economy is evolving — and the smartest advertisers are listening.

Audio hosts are more than personalities; they’re community builders, and cultural catalysts. Their authenticity drives engagement, their trust drives action, and their voice drives results.

The future of influence isn’t scrolling — it’s listening.
And in this creator economy, the mic is mightier than the feed.