Storytelling That Sells: How TED Builds Audio Partnerships That Go Beyond the :30 Second Spot
Not an ad, a story
When we create a custom audio piece with a partner, we aim to tell a real story about that company’s mission and work, not an ad. Less marketing speak, more storytelling. That’s what connects with our audience.
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We start by meeting with each partner early to define campaign goals and figure out what format will best serve the story: a longer-form host read, a tighter cutdown of an interview, or a fully branded episode built around a shared theme.
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Meeting audiences everywhere
From there, we think beyond a single piece of audio. We build 360-degree campaigns that meet audiences wherever they are, live at conferences, on social feeds, and in their ears during the commute to work or school. That means live podcast tapings, custom video segments for social, and audio content all designed to work together.
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Flexible by design
We have production processes, but no two partners work the same way, so we stay flexible to fit different workflows. Some come to us with a script they want tailored for our audience. Others prefer to stay hands-off, aligning with us on high-level topics or talking points and trusting us to take it from there.
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Where TED's range matters
Before we build a production timeline, we land on the right show and host to carry the message. This is where TED’s range really matters. Our hosts bring different perspectives and expertise, doctors, comedians, professors, so there’s a show for nearly every kind of listener. Got five minutes? TED Talks Daily gets straight to the point. Got a long commute and a lot on your mind? Our newest show, Corner Piece, goes deep on life’s biggest questions.
Whether someone wants to learn something new, become a better contributor to their community, or hear another person’s workplace story, there’s a host and a show built for them.
Our hosts’ personal interests are just as varied, from skiing and running to travel and tech. Our audience trusts them, and trusts TED, to point them toward companies and products worth their time.
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From Timeline to Launch
Once the goals and format are set, we map out a timeline toward launch and keep our partners looped in at every step. Nothing goes live without their final sign-off.
Airbnb
Partnerships in action
Airbnb is one of our partners who keeps coming back for more. Together, we’ve produced a series of extended host reads in which one of our hosts shares the destinations she’s dreaming of visiting next, turning a simple travel wish list into a format that feels personal, not promotional, while naturally pointing listeners toward Airbnb along the way.
Toyota
Myth-Busting That Moved the Needle
Toyota came to us wanting to clear up common misconceptions about electric vehicles in a way that felt credible and educational, a natural fit for an audience that already leans into evidence-based storytelling. We built an “EV Myth Busters” concept around that idea, tackling the same myths we’d tested in the brand study, range anxiety, charging time, cost, across TED’s platforms: custom host reads on the TED Audio Collective, plus matching social content that debunked those myths in a quick, shareable format.
Toyota came to us wanting to clear up common misconceptions about electric vehicles in a way that felt credible and educational, a natural fit for an audience that already leans into evidence-based storytelling. We built an “EV Myth Busters” concept around that idea, tackling the same myths we’d tested in the brand study, range anxiety, charging time, cost, across TED’s platforms: custom host reads on the TED Audio Collective, plus matching social content that debunked those myths in a quick, shareable format.
Start the conversation
These are just two examples of what’s possible when a brand’s story and TED’s storytelling come together. Every partnership starts from the same place: a real message, the right format, and a show and host built to carry it to an audience that’s already listening closely. If you’re thinking about what a partnership like this could look like for your brand, we’d love to talk.