WHY BEAUTY BRANDS ARE TURNING TO PODCASTS TO ADVERTISE

Summary from the TLDR Marketing newsletter

Beauty brands are turning to podcasts to build trust with audiences, especially Hispanics, who spend 37% more annually on beauty than the general market. Sonoro Global Media, which caters to multicultural listeners, sees brands like Ulta and Estée Lauder spending $200K on podcast ads. Podcasts influence 60% of men and 62% of listeners aged 18–34, driving US ad spend to $2.28 billion in 2024, up 15.9% YoY.