While podcasts continue to grow in popularity, there is often a disconnect between brands and content creators when it comes to collaboration. For brands, it’s not just about reach; it’s about finding a podcast that aligns with their values. For content creators, the challenge is how to attract sponsors without compromising their storytelling. In this episode, we explore how Nicole Engelbrecht, creator of the True Crime South Africa podcast, mastered both storytelling and brand collaboration.
The Art of Storytelling in True Crime
Nicole’s podcast, True Crime South Africa, tells the stories of victims while maintaining a delicate balance between sensitivity and captivating storytelling. She emphasises that research is at the core of her creative process. Each case is meticulously researched to ensure the facts are accurate, and the victims are treated with respect. For Nicole, storytelling is about humanising those who are often reduced to statistics, making her content deeply resonant with listeners.
Collaborating with Brands as a Podcaster
One of Nicole’s key insights is that attracting brands isn’t just about audience size, it’s about values. She shares how brands that sponsor True Crime South Africa align with the podcast’s mission and approach to storytelling. She’s never had to actively seek out sponsors; they’ve approached her because they see their values reflected in the content. This kind of organic alignment is crucial for creators looking to monetise their podcasts while staying true to their voice.
Monetising Through Brand Partnerships and Audience Support
Nicole has successfully monetised her podcast through a combination of brand sponsorships and audience contributions via Patreon. While brand deals are a significant source of income, Patreon has also played an important role. By offering shoutouts and other perks, Nicole has built a community of loyal listeners willing to financially support the podcast. This model has allowed her to maintain creative control while still covering production costs.
The Popularity of True Crime Podcasts
True Crime podcasts are thriving. A study by Pew Research found that 24% of the top 450 podcasts are True Crime, making it one of the most popular genres. In 2023, True Crime podcast ad sales generated over $177M, reflecting a 34% growth in ad spend from 2021. This growth highlights the potential for creators in this space to attract sponsors and monetise their content successfully.
Nicole’s journey offers valuable insights for any content creator looking to grow their audience and partner with brands. By focusing on compelling storytelling and aligning values with sponsors, creators can find sustainable ways to monetise their work.
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.