Podcasting that has purpose will win hearts in 2022
With millions of podcasts in competition to be heard, our senior content producer Saskia Mair shares why authenticity, approachability and a sense of community are key ingredients to great audio content.
Are you thinking about launching a podcast in the new year?
First of all: good luck. With over two million podcasts out there vying for attention, your audio effort is going to have to work extra hard to grab your target audience in these soundbite-saturated times.
But all is not lost. Create something authentic that has a sense of purpose at its heart, and you’ll be able to connect at a more meaningful level with your listeners.
How does this work? The answer goes to the essence of what we like about podcasts in the first place.
Podcasts – what are they good for?
In 2020, there were over 15 million podcast listeners in the UK. The audience is growing steadily as the popularity of the format increases, and forecasts predict that there will be close to 20 million UK listeners by 2024.
What’s behind this success? Podcasting is a medium that allows complex ideas to be told as stories, capitalising on long form narratives without the need for people to read a lengthy article. Used well, it’s emotive, providing an outlet for real voices, real people and real issues in a way that can feel more immediate and unfiltered than other formats.
This is why podcasting lends itself to subjects that have an element of social purpose. According to Apple, 25% of podcasts are focused on topics relating to society and culture. And podcasts that deal in these subjects are consistently winning awards.
Audio content worth tuning into
Consider that against our expectations for businesses in 2022. Covid-19 and Black Lives Matter, amidst the background of the climate emergency, have made it even more urgent for every organisation to take a position on Environmental, Social and Governance (ESG) issues.
Companies need to take a stand on issues beyond their own profits, if they are to win over stakeholders such as customers, employees and investors. And podcasting could be one of the mediums brands use to tackle some genuinely compelling topics – from social justice to social impact, impact investing, and everything in between. By educating, building communities, and inspiring action, companies can do some good – and also stand a stronger chance of cutting through the noise.
So, if you want to create a podcast with a purpose, where do you start? Let’s look to some recent award-winning series to see what can be learned.
Be approachable
Sometimes branded content can fall into the trap of being intimidating, unengaging – or just plain preachy. Podcasts can help to avoid these pitfalls, by being human and relatable. What’s more, it’s easier to convey tone through audio rather than text, so you can make it a genuinely absorbing listen – as well as informative. The result? ‘Difficult’ issues can become more approachable for people who aren’t already invested in them.
At this year’s British Podcast Awards, Vent Documentaries, a series sharing formative experiences of young people in the London borough of Brent, was one of the big winners. It picked up three awards – podcast of the year, smartest podcast and best documentary. Judges praised the podcast for a “brilliantly engaging listen” that provided “fresh insight into real lives as lived by young people”.
Create a sense of community
Podcasts have a unique ability to build communities of engaged listeners – one RAJAR report found people listen to podcasts because they want “to be connected to a community of like-minded people”. So, look for ways for your podcast to become a starting point for people wanting to build communities, encouraging them to continue the conversation on social media or in-person with family and friends. This will amplify the impact of your podcast, giving it life after the final minute of each episode.
The European Parkinson’s Disease Association’s Parkinson’s Life podcast – which Speak Media produces – tackles the stories that matter to people with the condition, racking up close to 15,000 downloads. Now in its second series, the show has been recognised with the Gold Award for ‘Best Branded Podcast’ at the 2021 International Content Marketing Awards. In the words of the EPDA, the podcast “gives a voice to the Parkinson's community on fundamental yet too often neglected issues”. Indeed, featured episodes have helped spark conversations on social media and beyond, on everything from fitness and food, to sex and relationships, to parenting and the pandemic.
Get personal
Listening to a podcast can be a surprisingly intimate experience. It’s just the listener and the podcaster who’s speaking directly into their earbuds. It’s a perfect environment for creating empathy – and that’s one of the first steps towards encouraging change.
Fearne Cotton, the host of wellness series Happy Place, was another winner at the British Podcast Awards, earning the ‘Podcast Champion’ prize for her efforts to open up conversations around mental health. Cotton doesn’t shy away from emotional subjects as she talks to guests about life, love, loss, and everything in between. The show acts as a safe space for the community she has built around her campaigning over the last few years.
Sharing stories that matter
Before setting off to buy microphones, any aspiring podcaster should take a moment to think about whether they can create authentic audio content that goes beyond a self-serving look at their own brand.
By being approachable, creating a sense of community, and getting personal, you stand a good chance of connecting with your audience – and making a positive impact at the same time.