The Power of Podcasts in 2025: Trust, Reach, and Virality

Over 300,000 posts across YouTube, Instagram and TikTok

Podcasts have become part of our daily lives — whether we’re on the go, working from home, or just looking for background noise. But their influence goes far beyond streaming platforms. Today, podcasts are a core format driving content on social media.

In the last 30 days alone, podcast-related content has exploded across platforms:

• 147,370 videos on YouTube

• 83,519 posts on Instagram

• 72,060 posts on TikTok

That’s over 300,000 pieces of content directly referencing podcasts in just one month — and that doesn’t include reposts, shares, or replies.

Far from being a niche audio format, the podcast is now a social media event — repackaged into clips, quotes, and reels that generate millions of views.

A Positive Space for Connection — and for Brands

With over 42% of podcast-related content on social media carrying a positive sentiment and only a small 4.7% leaning negative, podcasts are proving to be more than just content — they’re a safe space for authentic conversation. This level of positivity reflects the unique relationship between podcasters and their listeners: long-form, unfiltered discussions often create a sense of trust and community that’s hard to replicate elsewhere online.

For brands, this makes podcasts a highly appealing format. Listeners don’t just follow a podcast — they identify with it. But this isn’t a one-size-fits-all opportunity. Each podcast has its own audience, tone, and cultural codes, so choosing the right fit is essential. The key to successful brand partnerships lies in understanding the host’s community and whether your message truly belongs in their world.

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Top podcasts on TikTok by engagement

Podcasts are booming on TikTok, thanks in large part to the rise of short-form video clips. Snappy, emotionally charged or hilarious moments are tailor-made for the platform's fast-paced format, allowing podcasts to reach new audiences well beyond their usual listeners. Posting clips from episodes is now a key part of a podcast’s growth strategy, often generating millions of views and sparking viral conversation.

Top podcasts on TikTok by number of likes:

1. ShxtsNGigs Podcast – 1.8M+ likes

2. IMPAULSIVE – 924.6K likes

3. Podcast and Chill Network – 863.3K likes

4. Clearly Clueless Podcast – 745.9K likes

5. Steven Bartlett – 660.4K likes

Top podcast accounts on Instagram by engagement

On Instagram, podcast clips serve a similar role—but the dynamic is slightly different. Here, podcasts tend to leverage loyal followings and a more curated content style to build community and boost engagement. Reels and carousel posts let creators share multiple angles of the same conversation, and podcasts with strong branding often thrive.

What really stands out on Instagram is the power of the host’s personal brand. Many of the top accounts aren’t official podcast pages, but the personal profiles of the hosts themselves. Their ability to connect directly with followers through behind-the-scenes content, personal opinions and lifestyle posts often boosts engagement even further.

Top podcasts on Instagram by number of likes:

1. Figuring Out Podcast – 412.7K likes

2. Jesse Tyler Ferguson – 369.1K likes

3. Sean Mike Kelly – 312.2K likes

4. The Hotshot Wakeup – 131.1K likes

5. Big Money Players – 128.7K likes

Podcasts Aren’t Just for Listening Anymore...

From bite-sized viral clips to thought-provoking quotes, podcasts are becoming a major force on social media. TikTok may be the frontrunner in pushing podcast content viral, but platforms like Instagram and YouTube offer staying power and stronger community-building tools. And while the biggest shows benefit from name recognition and celebrity guests, it’s clear that smaller creators can still go viral, especially when they tap into cultural moments and post consistently across platforms.

For brands, media companies or content creators, podcasts are no longer just an audio format—they’re a fully-fledged social media product. Understanding where and how they perform best is key.

Using a social listening tool like Visibrain, it’s easier than ever to stay on top of what’s trending, who’s driving the conversation, and which platforms are on top.