Audio Creators Gain Influence As Audience Trust Shifts.

For much of the social media era, the term “creator” has been closely associated with influencers who build large online followings through curated content, sponsored posts and brand partnerships. Increasingly, however, audience behavior and industry research suggest that audio creators — including radio hosts and podcast talent — are playing a larger role in shaping consumer trust and influence.

Audacy Insights says that as audiences become more selective about where they spend time and which voices they believe, questions have emerged about whether audio creators may be outperforming social media influencers on key measures such as trust, attention and engagement.

According to available data, audiences are 61% more likely to trust audio hosts than social influencers. Analysts attribute this difference in part to the nature of audio formats, which typically require sustained interaction over long periods of time. Unlike short-form or heavily edited social content, radio shows and podcasts often involve live or extended conversations that unfold over hours or weeks.

“You can’t fake your way through a three-hour live show or a weekly podcast episode,” the report states, noting that credibility is built through repeated exposure rather than polished presentation.

Audio platforms also appear to encourage deeper relationships between hosts and audiences. While social media is designed for rapid consumption, radio and podcasts allow for ongoing interaction through call-ins, listener messages, live events and real-time engagement during broadcasts.

Research cited in the report shows that eight in 10 music station listeners tune in specifically to hear their favorite host. In addition, one-third of listeners say their local radio host makes them feel more connected to their community. Media analysts note that this type of connection typically develops gradually, rather than through brief or transactional interactions.

The rise of audio influence comes as trust in social media influencers shows signs of erosion. Industry observers point to over-commercialization, frequent sponsorships and algorithm-driven content similarity as contributing factors. Skepticism is especially pronounced among younger audiences, including Gen Z, who are more likely to disengage from content perceived as overly transactional.

Audio creators, by contrast, tend to rely on personal credibility built over time. According to survey data, 43% of respondents said they value podcast hosts as sources of important information, compared with 34% who identified social media influencers.

That trust advantage has implications for advertising performance. Podcast audiences typically choose programs intentionally and are aware that advertising supports production. As a result, host-read advertisements are often perceived as recommendations rather than interruptions.

Nearly half of listeners report paying more attention to ads on podcasts than to advertising in other media, according to the data. Advertisers and media analysts say this dynamic allows brands to benefit from the established trust between hosts and listeners.

While social media influencers continue to deliver scale and visibility, audio creators are increasingly viewed as effective drivers of trust, sustained attention and influence. Across radio and podcast platforms, hosts are emerging as key figures in community building and audience engagement, with growing relevance in the broader creator economy.