As a result of the information overload in today’s world and the occurred technology-shift, consumers started to pull content they perceive as valuable, and simultaneously getting more reluctant to traditional marketing content. Ideally, content is portable and therefore, time shifting is enabled. With the rise of social media, there are more options for companies to communicate with consumers. One alternative is audio-marketing, more specifically podcasts. Consumers are getting more and more health conscious, and interested in the topic of nutrition. Therefore, the demand for information within that field is increasing. Consequently, consumers increasingly retrieve health and nutrition content via social media tools. Therefore, it can be recommended for companies within that sector to consider podcasts as a communication tool. It can be beneficial for the companies to understand podcast success factors in order to operate with the medium in the right way and tailor audio content to the target audience's needs.