The value of podcasts: bringing stories to life, building brands

A podcast is one of the most authentic and immediate ways to tell stories, share experiences, and create connections.
With a voice and an idea, you can build a narrative capable of reaching your audience directly, generating empathy and attention.

At Dual Communication, we believe that podcasts are a strategic tool for digital storytelling: through the power of voice, and increasingly also through imagery, we help brands build authentic relationships, spread knowledge, and showcase the people who are part of them.

Types of podcasts: choosing the right format

Over time, podcasts have evolved, taking on different forms based on objectives and the type of narrative. Understanding them helps you choose the format best suited to your communication strategy.

Vertical or horizontal

• Vertical podcasts: each episode is independent. Ideal for thematic or educational content, they allow for flexible and free listening.
• Horizontal podcasts: tell a story that develops over multiple episodes. They create anticipation, loyalty, and greater engagement over time.

The voices at play

• Single voice: a single narrator, perfect for in-depth analysis and educational content.
• Multi-voice or interview: multiple voices in dialogue; the most common format for talks and interviews.
• Choral or hybrid format: integrates multiple perspectives, experts, and testimonials, making the narrative more dynamic.

Languages and narrative styles

Podcasts can adopt different tones and styles, from conversational — built like a casual chat — to structured interviews, designed to bring out experiences and viewpoints.
Then there’s the educational podcast, which explains concepts and processes in a clear and accessible way, or the investigative podcast, which uses journalistic storytelling to take the listener on a real journey.

🎙️A concrete example:
“Winemaking Experiences,” the podcast created by Enartis in collaboration with Dual Communication, tells the story of oenology through interviews with industry experts, combining expertise and passion in simple and engaging language.

The trend of the moment: video podcasts

In recent years, a new protagonist has emerged: the videopodcast, which combines the power of audio with that of imagery.
This format allows you to see who’s speaking, capture their emotions, and share the story on visual platforms like YouTube and Spotify.

In 2025, Dual launched a corporate video podcast dedicated to oenology trends together with Enartis, hosting external experts for direct discussions on the sector’s most current topics.
Compared to audio-only podcasts, the data showed a significant increase in views and listening, confirming the effectiveness of the video format in strengthening audience engagement and message impact.

Podcasts and branded podcasts: a growing branding channel

According to recent research, over 60% of companies doing content marketing have already created or planned a podcast.
Listeners worldwide surpassed 584 million in 2025, with a 7% growth compared to the previous year.
By 2027, they are expected to exceed 650 million.

These numbers tell a simple truth: the podcast — and even more so the video podcast — is now one of the most effective tools for creating genuine and lasting connections and for telling brand values with authenticity.

Give your brand a voice

Whether it’s an audio series or a video podcast, each project is born from an idea, a voice, and a narrative direction.
At Dual, we guide brands from strategy to format, taking care of concept, production, and customized distribution.

Discover how we can help you give voice to your story.