How Perplexity is sponsoring podcasts for marketing
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Heshie Brody
@heshiebee·Sep 4
TIL that Perplexity sponsors Theo Von’s podcast
I’m listening to this episode and I noticed how Theo is constantly pulling up Perplexity to verify topics that are being discussed
Perplexity nailed a sponsorship idea that feels totally natural. Instead of an awkward ad read, Theo Von just uses Perplexity live on his podcast whenever he needs to fact-check something. Simple, seamless, and super smart.
Why it works
- The ad fits naturally into the show’s flow (no “and now, a word from our sponsor”).
- Real-time use builds trust and product familiarity.
- It shows, not tells—listeners see the value instantly.
- It becomes a recurring product habit inside the content.
Real-world examples
- Liquid Death became a lifestyle brand by showing cans during podcasts, not pitching them.
- Notion sponsors YouTubers who organize their workflows live—free demos in action.
- Squarespace wins when creators actually build a landing page mid-video.
Placement plus authenticity = the modern ad sweet spot.
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