Why podcasting is gaining ground in MENA marketing

Campaign ME

5 days ago

For years, brands in MENA have spoken at audiences; through TV, digital, outdoor, and with the right message, the right timing, and the right data. But what happens when people stop trusting the voice of the brand and start craving something real? Something unfiltered? That's where audio enters the chat.
Something about this lo-fi medium seems to spark authenticity…something about stripping away the layers of overly scripted content, and returning back to the most base of human activities, the lost art of conversation, seems to bring with it that much sought after relatability and emotion – something real.
We're in an era of algorithm fatigue. Consumers are exhausted by relentless performance marketing and endless short-form content optimised for clicks, not connection. In contrast, podcasts feel like an antidote: slower, more intimate, and deeply human. They let brands build trust over time, not impressions overnight. You can see this even when it comes to podcasting analytics and metrics, they're not yet at the stage where there's a million metrics to choose from. Your success is measured almost entirely in how many people listened to you.
Podcasting is honest, and honestly is refreshing. Think: a founder telling the origin story in their own words, patchworking together an audio journey through out-loud musings, candid conversations, city soundscapes and subway thoughts, like Alex Blumberg did when he captivated a massive audience with Start-Up – a very meta podcast about the creation of his podcasting network, Gimlet Media. For me and many others, we were absolutely on this journey with Alex. Going with him to meetings with venture capitalists, practicing his pitches with him, feeling the pains of rejection and frantically celebrating the joys of success. And that for me, was one of those real turning points in how I understand the power of content – as both a creator and a consumer.
Podcasting in MENA is not just growing, it's maturing. We're seeing a distinct shift from expat-led shows and repurposed Western formats to locally-rooted narratives told in Arabic, Khaleeji, and regional dialects. And that's not just a creative evolution … It's an opportunity.
Local listeners gravitate toward voices that sound like them, talk like them, and reflect their reality. What works? Relatability. Relevance. Respect for nuance. The tone doesn't need to be overly slick, it needs to be honest. A host navigating topics like ambition, identity, or even mental health with empathy and zero artifice, but with a deeply resonating cultural tone that makes the listeners of our region feel themselves in turn, heard. These are the shows that drive repeat listens, cult followings, and long-term brand loyalty, so we could maybe have our own regional success story like Gimlet Media that eventually sells to Spotify too.
For brands looking to enter the space, the playbook is evolving. It's no longer about shoehorning a 30-second audio ad into a podcast's intro. It's about integration and alignment. Co-creating branded content that audiences actually want to spend time with. Think series sponsorships where brand and theme align naturally, or even white-label podcast productions that don't scream 'ad' but whisper 'we get you'.
What makes podcasting special is the sacredness of the format. You're not fighting for 1.5 seconds of attention. You're being invited into someone's commute, kitchen, or evening walk. That's a privilege. And with that comes responsibility. If you're a brand, ask yourself: Are we adding value to the conversation? Are we bringing new perspectives, new voices, or new utility to this audience? Or are we just trying to talk louder? Have we earned our space in this busy person's life?
The best podcast partnerships are built on shared values, not vanity metrics. Listen-through rates, completion stats, and episode drop-offs are all useful, but don't discount the less measurable impacts: brand warmth, cultural relevance, and becoming part of a weekly ritual.
As podcasting continues to evolve in MENA, the real opportunity lies in leaning into what makes audio so compelling: voice, vulnerability, and the ability to sit with an idea, and not just scroll past it. Audio listeners have a longer breath, they can listen to you, truly listen to you, if you captivate them.
If brands are willing to relinquish a bit of control, to speak with people instead of at them, they may find something surprising: an audience that not only listens, but believes.
Because in a world of noise, the most powerful thing a brand can do is not just sound like a human, but to fully lean into their humanity, their values, and strengthen their connection with their audience by reviving the humble and undervalued art of conversation.
By Tala Mukaddam, Business Lead, Brand & Podcasts, Create.