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In an age where 15-second videos dominate attention spans, it’s surprising to think multi-hour podcasts shaped this historic election. Yet, they did. Both major candidates leveraged podcasts to connect with voters, deliver their messages, and shape public opinion in ways never seen before in a presidential race.

This isn’t a political blog—it’s a look at the politics of podcasting and the lessons we, as podcasters, can learn to grow our platforms and brands.

How Podcasts Became One of the Most Trusted Connection Tools

Podcasting works because people trust people. Unlike traditional media or flashy ads, podcasts offer a personal, conversational tone that fosters genuine connection. Whether it’s a political candidate or a business owner, the ability to sit down and have a candid conversation resonates deeply with listeners.

In the 2024 election, both Donald Trump and Kamala Harris used podcasts to reach different audiences with varying degrees of success. Here’s what we can learn from their approaches.

The Trump Campaign’s Podcast Strategy: Know Your Audience

Donald Trump’s podcast appearances were targeted and relentless. Between June and October 2024, he guested on nine major podcasts, including:

• Impaulsive with Logan Paul: In June 2024, Donald Trump made his podcasting debut with Logan Paul (social media influencer and professional wrestler) on the  “Impaulsive” podcast. During this episode he discussed topics like artificial intelligence and even his own use of AI in speechwriting. (This interview was 53 minutes long.) Watch here.

• This Past Weekend with Theo Von: In August 2024, Donald Trump talked with comedian Theo Von’ and discussed more personal topics like Trump’s decision to abstain from alcohol and smoking, and how his life of sobriety has been influenced by his brother Fred’s struggles, who died of substance abuse at only 42. (This interview was about 1 hour long.) Watch here.

• The Lex Fridman Podcast: Where he discussed his views on medical marijuana, losing the 2020 election, China, Joe Rogan and a variety of other current topics. (This episode was 1 hour and 3 minutes long.) Watch here.

• FLAGRANT with Andrew Schulz: In early October of 2024, Donald Trump joined Andrew Schulz on FLAGRANT with Andrew Schulz: where he addressed the topic of abortion and reiterating his stance that decisions on abortion limits should be left to the states. (This episode was 1 hour and 30 minutes.) Watch here.

• Full Send Podcast: October 14th, Full Send Podcast hosts Donald Trump for a discussion on Elon Musk, WWIII, his message to first time voters and if he’s going to be on the Joe Rogan podcast. (This episode was 38 minutes long.) Watch here.

• Bussin’ with the Boys: In mid-October 2024, Trump appeared on “Bussin’ with the Boys,” a podcast by media company Barstool sports, where during his interview he discussed his motivations for entering politics, including concerns about border security and trade deals. (This episode was 2 hours and 15 minutes.) Watch here.

• PBD Podcast: October 17th, Donald Trump joins PBD Podcast with Patrick Bet-David: On the where he discussed domestic enemies, referring to them as “an amorphous group of lunatics,” and expressed concerns about Vice President Kamala Harris’s political stance. (This episode was 1 hour and 26 minutes long.) Watch here.

• Six Feet Under with Mark Calaway: A unique crossover discussing pro wrestling (episode length unavailable). On October 21st, Donald Trump talks pro wrestling and the election with Six Feet Under with Mark Calaway, AKA the Undertaker, famously the longest tenured wrestler in WWE history. (This episode was 48 minutes long.) Watch here.

• The Joe Rogan Experience: And lastly, of course, the now infamous episode on the The Joe Rogan Experience: In late October 2024, Donald Trump appeared on Joe Rogan’s podcast, engaging in a wide-ranging discussion that included topics like Robert E. Lee’s military strategy and speculations about life on Mars. This episode was 2 minutes shy of 3 hours long. Watch here.

Key Takeaways:

1. Audience Alignment: These podcasts targeted young to middle-aged men—a demographic that resonated with Trump’s message.
   
2. Consistency: Trump’s campaign stayed on-brand, capitalizing on the hosts’ audiences to deliver clear, relatable messaging.
   
3. Earned Media: Podcasts offered Trump authentic exposure, bypassing distrust in traditional ads.

The Harris Campaign’s Podcast Strategy: Broad But Disjointed

Kamala Harris approached podcasting differently, appearing on fewer podcasts with more diverse audiences. Highlights include:

• Call Her Daddy with Alex Cooper: On September 30th, Kamala Harris joined Alex Cooper on Call Her Daddy, Spotify’s second most popular in the U.S., also has almost one million subscribers on YouTube. During this episode Harris spoke about the grit it takes to be a woman seeking public office, the toughness her mother instilled in her and the importance of reproductive rights in this election. (This episode was roughly 40 minutes long.) Watch here.

• All the Smoke with Stephen Jackson and Matt Barnes: Again airing on September 30th Kamala Harris joined All the Smoke with NBA Champions Stephen Jackson and Matt Barnes to discuss the Harris plan to boost the economy and her perspective on America’s progress on social justice. (This episode was roughly 48 minutes long.) Watch here.

• Unlocking Us with Brené Brown: Next on October 28th, Kamala Harris joins Brené Brown on Unlocking Us with Brené Brown with a conversation on about the strength and fragility of democracy, the power of strong coalitions and collaborations, and how a commitment to justice and fairness can both ground us and drive action. This interview is 1 hour long. Listen here.

Key Takeaways:

1. Broad Appeal: Harris’s team cast a wide net to reach young women, sports fans, and middle-aged women.
   
2. Missed Opportunities: Some appearances felt overly formal, straying from the podcast’s usual tone. This may have alienated potential listeners.
   
3. Inconsistency: A less targeted approach led to a diluted message.

Lessons for Podcasters: The Good, the Bad, and the Actionable

1. Know Your Audience

Trump’s campaign honed in on their audience with laser focus. As a podcaster, you must define who you’re speaking to and craft every episode with them in mind.

Action Step:

Write down a profile of your ideal listener. What do they care about? How can you serve them?

2. Earn Media Trust

Both campaigns relied on earned media, but Trump excelled by leveraging podcast appearances for authentic connection.

Action Step:

Pitch yourself as a guest to podcasts that align with your brand. Highlight how your expertise benefits their audience.

3. Adapt Without Losing Authenticity

Harris’s interviews sometimes felt out of sync with the podcast’s vibe, which hindered connection.

Action Step:

If you’re a guest, adapt to the show’s format while staying true to your message.

Paid, Owned, and Earned Media: The Podcasting Trifecta

Let’s break down the media strategies campaigns use—and how they apply to your podcast:

• Paid Media: Any media you pay for – so that can be anything from a Facebook Ad to being on a billboard, anything you have to pay for that gets your message out there.
  
• Owned Media: Anything you own or create, for example TikTok videos you made, blog posts you wrote, your own podcast, any content or media you created and posted and own yourself is owned media. 
  
• Earned Media: Earned media is the trickiest, but I would argue the most important media for gaining consumer (or voter) trust in the digital age. Being a guest on a podcast is a great example of earned media.

Action Step:

Balance all three, but prioritize earned media to build trust and authenticity.

Final Thoughts

This election proved podcasting is more than just a trend—it’s a powerful tool for connection and influence. Whether you’re a podcaster aiming for high-profile guests or a creator looking to grow your audience, the lessons from the 2024 campaigns are clear:

• Know your audience.
• Build trust through consistency.
• Know your message and simplify your message.
• Understand the value of paid, owned and earned media.

Podcasting offers something no ad can replicate: genuine connection. And in today’s world, that’s priceless.

Your voice is your power. Use it to build community, share your truth, and inspire action.

As always, I can’t wait to hear your podcast. Need help? Reach out to me at morgan@morganfranklin.media, or shop my digital product products at podcastsforprofit.com.