The storytelling power of podcasts

Celebrating International Podcast Day

Sep 30, 2019 | Feature

We’re listening!

Podcasts have exploded in the past ten years. Catering for a host of audiences, they’ve transformed storytelling and content consumption into an individual process of discovery, on literally every topic you can think of. To celebrate International Podcast Day, we take a look at why they are such a popular and powerful tool.

Cut through the noise

We’re constantly bombarded with information. From the moment we wake up, we rely on our phones for everything from news updates to social media and diary planning. We’re always connected, but often preoccupied. The podcast is a way of engaging intimately with audiences in this age of distraction, injecting enthusiasm, humour and emotion into the white noise.

Audience engagement

Why do people love them? Generally, because each podcast has its own narrative. They’re conversational, and forge connections between the listener and host. This communication creates a sense of credibility and familiarity that also boosts engagement. This can make them an excellent tool in an internal communications strategy. They are, as yet, an under utilised medium in the industry, but in an age of death-by-digital, they give you another way to reach and resonate with employees.

Making difficult simple

They are an amazing way of beginning, and continuing, potentially difficult conversations, about things like mental health, finance or wellbeing. They’re naturally intimate as the host is literally speaking into the listener’s ear, and no matter how many others are listening at the same time, it feels like the host is talking directly to you.

The power of storytelling

They’re simple to host, meaning more people are picking up the storytelling mantle. They’re also easy to access, and millions of people are listening, increasingly for longer. They seamlessly integrate into daily life, whether people are at work or at home, without demanding time, giving people the power to choose what they want, and when they want it. In 2018, nearly six million adults in the UK tuned in to podcasts weekly, and as of June 2019 there are over 750,000 podcasts with more than 30 million episodes. Podcasts are no longer plodding along in the background of visual forms of media. The medium is the message, and the proof is in the pudding – will you be tuning in?

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