Podcasting: a powerful way to connect and educate

With subscriptions continuing to grow exponentially, listeners are searching for and finding podcasts in all sorts of niches, with information of interest tailored specifically for them. So maybe it’s time to consider starting one of your own? We look at the benefits, the pitfalls and how podcasts can help you build trust and connection in a changing regulatory landscape.

The Infinite Dial 2025 Report found that online audio now reaches over 90% of Australians each month, up from 74% in 2021.

Podcast listening has surged, with over half of all Australian aged 10+ (52%) confirming that they have listened to at least one podcast in the past month, up from 37% in 2021. One third (33%) now listen weekly.

Driving this growth is two-pronged: our increasing uptake of smart speakers, with over 40% of households now owning at least one (an increase from 25% in the last three years); and the integration of Apple Carplay/Android Auto into over 95% of new cars, with 27% of Australians now listening to streaming audio on the move.

There is no doubt that podcasting is reshaping how people consume content. For aesthetic practitioners, it is one of the few digital platforms that allows you to show your personality, share insights and connect with an audience in an authentic, long-form way.

Aesthetic practitioners and podcasting

At the heart of any successful practice is trust. Podcasts can help build this by allowing practitioners to speak directly to the public in an authentic, personable way. To stay on the right side of advertising regulations, the focus should remain on education and conversation and avoid any type of promotion or inducement.

Podcasts offer a rare opportunity to build rapport directly with consumers in a way that can avoid conventional advertising. Rather than pushing promotional messages, podcasts rely on storytelling, conversation and education to form connections that are potentially deeper and more enduring.

Podcasts can:

• Humanise you: Your tone of voice and style let listeners get to know you as a person.

• Encourage learning: By focusing on skin health and anatomy, you help consumers make informed choices without pressure.

• Build credibility: Inviting respected guests (medical or non-medical) adds depth and authority.

• Create rapport: Listeners who return week after week develop a sense of connection that traditional advertising can’t achieve.

Staying compliant: what not to do

Podcasts fall under Ahpra’s advertising rules if they cross into promotional territory. By framing your podcast as a knowledge-sharing platform, not a marketing tool, you can stay compliant while still creating value.

• Do not talk about or allude to Schedule 4 products treatments.

• Do not use testimonials, guarantees, or before-and-after stories.

• Avoid language that could exploit insecurities (eg ‘you need treatment for this problem’).

• Skip discounts, inducements or offers entirely.

Podcast planning

If you’re looking to share informative and engaging content, build your professional presence and create stronger connections with your audience, starting a podcast can be worthwhile… provided you’re prepared to put in the work.

Consistency is essential. Producing high-quality episodes on a regular basis helps establish credibility and gives listeners a reason to return. Collaborating with guests whose expertise complements your own adds depth and variety. Inviting experts to join you also creates authentic, candid conversations that highlight different perspectives while showcasing your own knowledge.

Planning is key. This includes researching discussion topics, scheduling time for interviews or conversations, recording episodes and then distributing them across platforms such as Apple Podcasts, Spotify and SoundCloud.

But be warned: it’s only worth doing a podcast if you’re ready
to have thoughtful, engaging conversations. Podcasts succeed when they feel genuine. Thought-provoking conversations stand out, while superficial or poorly prepared content is quickly overlooked.

Episode inspiration for your podcast

• The science of skin – How our skin changes across each decade of life

• The ageing face – Understanding anatomy and what happens as we grow older

• Beauty and psychology – How self-image shapes confidence and wellbeing

• Sleep, stress and skin – Lifestyle factors that influence skin health

• The ethics of aesthetics – Where medical responsibility and marketing meet

• Global beauty standards – How culture influences our perception of ageing

• Nutrition and the skin – What we know (and don’t know) about diet and skin health

• The patient journey – Understanding motivations, expectations and concerns

• The art of communication – How practitioners can have better conversations with patients

5 reasons to start a podcast

If you’re on the fence about starting a podcast, here are five reasons it might be worth your consideration.

1. It’s relatively simple to set up
Starting a podcast sounds like a complicated venture, but it requires minimal up-front investment and is relatively easy to implement. A quick search online can help you find microphone reviews, develop introductory music, and tips on the recording process.

Numerous online guides break down all the steps to getting
 your own show up and running. One of our favourites is “How to Start a Podcast: Complete Step-by-Step Guide [2025]” on buzzsprout.com.

2. You can create long-form educational content
While Instagram Reels, Tik-Toks and other social media posts often reward what’s trending (and a lot of the time off-limits from a regulatory standpoint), podcasts allow deep dives into topics like ageing, anatomy and skin health.

3. You can invite expert guests
The most common format for a podcast is an interview. As the host, bringing guests on to interview allows you not only to expand the information you’re providing to your audience by utilising your guest’s knowledge but also to support industry partners.

4. You build a deeper connection with your audience
Successful podcasts are rarely scripted and only lightly edited. In this way, you give your audience some insight into the real you and this is one of the quickest ways to build personal connections and trust with your audience.

5. It creates ongoing touch points
When listeners subscribe to your podcast, they are opting in to hear from you on a regular basis. To maintain your audience, the key is consistency in the type of content and how often you post. By doing so, you will stay at the top of their minds and develop a deeper trust and loyalty.

There are many benefits to starting a podcast. If you have the content to support it and time to dedicate towards recording and promoting your content, a podcast can be a powerful way to educate consumers while strengthening your connection with both current and potential patients. By offering knowledge in a conversational, accessible format, you create trust and rapport without relying on the traditional – and increasingly scrutinised – paths of advertising.