Podcasts are still a relatively new medium, so don't be shy about asking questions. Here are some that we hear often:
What is a podcast?
It's easiest to think of a podcast episode as an on-demand talk radio show. It's audio that you can listen to whenever and wherever you want.
Over 600,000 different podcasts have been published. They cover a wide range of subjects, including everything from knitting to craft beer to Greek mythology. These podcasts can take different formats, including one-on-one interviews, roundtable discussions, storytelling journalism, audio plays, and even game shows.
Who listens to podcasts?
According to Edison Media Research, in 2018, an estimated 73 million Americans (26% of those over the age of 12) say they have listened to a podcast in the last month. That includes:
- 30% of people aged 12 to 24
- 32% of people aged 25 to 54
- 13% of people over 55
Podcast listeners tend to be educated and successful. They are more likely than the average American to:
- Have a four-year college or advanced degree
- Be employed full time
- Earn more than $75,000 per year
Podcast listeners are also passionate. The average podcast listener consumes seven podcast episodes per week!
How do you listen to a podcast?
Listening to a podcast on your smartphone is easy. All you need is a mobile app that plays podcast.
On iPhones, an app called Apple Podcasts comes preinstalled. Click the purple icon, browse for a podcast, download the latest episode, and press play.
On Android phones, you'll need to download a podcast player, such as PocketCasts, Stitcher, or Overcast. Then open the app, browse for a podcast, download the latest episode, and press play.
You can also listen to podcasts in the Spotify, Pandora, or iHeartRadio apps.
How do people find out about podcasts?
Most listeners discover new podcasts through word of mouth.
Most successful podcasters have found a way to tap into a pre-existing audience. For example, the podcast Serial was promoted by the popular public radio show This American Life. Comedian Adam Carolla had a fanbase from his work in television and radio, which he was able to convert into an audience for his podcast. Comedian Marc Maron's WTF podcast features famous guests who have fanbases of their own.
Is podcasting something that my organization should consider?
Podcasts are a fantastic way for an organization to engage with passionate fans and potential customers. Organizations that have a robust email database, strong social media presence, consistent web traffic, or a large membership program are in the best position to take full advantage of the podcasting medium. In other words, if you've already got fans, a podcast is a great way to superserve them.
Brand new organizations that have not yet built a fanbase are not good candidates for launching a podcast. If your organization's immediate need is to raise awareness of its existence among the general public, there are more effective marketing tools.
Where do we start?
First, decide on a topic. Podcasts are most successful when they focus on a specific niche, whether it's personal finance or a college football team.
Second, select a format. Possible formats include:
- One-on-one interviews
- Roundtable discussions
- Storytelling journalism
- Audio plays
- Game shows
The equipment you will need to produce your podcast will depend upon the format of your show.
We can help you launch your podcast. Contact us for more information.