Listen Close.

“Podcasting” is a gold mine for storytellers. Here’s why.

President Barack Obama’s final interview before leaving the white house was historic for one reason: It was an interview with Pod save America, a podcast series run by Jon Favreau, Jon Lovett, Dan Pfeiffer and Tommy Vietor, his former communications team.

President Barack Obama with Jon Favreau, Jon Lovett, Dan Pfeiffer and Tommy Vietor.

An informal 41.1 minutes covered everything from lessons learnt to processing the latest presidential election. The interview grasped the attention of viewers because it was raw, humorous and in a subtle way, hopeful. But more than anything, the 44th president of the United States chose a podcast instead of a traditional establishment to close his presidency.

When asked what advice he would give to his 2008 self, Obama’s response provided was a hint at the direction in which the former president could be headed and an indication of where leaders and public figures should look.

“I would tell him that you have to spend more time thinking about new ways of communicating with the American people. You can’t be so intimidated by the way things have been done in the white house, because the communications landscape is shifting” — Barack Obama

It is also not the first time he had done a podcast. WTF with Marc Maron saw him strip back the layers of political conditioning, displaying him as a friend and flawed individual. He took a step back from the presidential pedestal. This move did wonders.

Marc Maron and Barack Obama

As the underdogs of communication, podcasts have held a reserved place in the hierarchy of storytelling platforms. Audio continues to be less accessible and counts as an ‘alternative’ form of media. It is the format that no one talks about unless you are a working professional in a big city or a millennial in college. Hidden away in the depths of content, podcasts were produced in the last decade but never managed to get a seat at the forefront of communication.

Two years ago, that changed. The ‘Serial’ Podcast was a catalyst for this change. But it was the emerging content that kept the momentum going. Hence, the renaissance of audio storytelling has slowly been emerging in a world where visual communication often takes the lead. So, in the last few years, the audio content produced managed to generate a buzz that no one in the industry expected.

Here are some reasons I have identified on why podcasts are popular and what makes them invaluable forms of communication:

1. Accessibility-The rise in podcasts can be attributed to the platforms that have allowed audio content to become extremely accessible. The podcast iPhone app has changed how listeners perceive the service, positively affecting their choice to engage with the content. The equipment is simple to use; hence it is not as complicated to produce as video. It is also easier to embed audio clips on websites, expanding opportunities for multimedia stories.
2. Mobility — Podcasts can be consumed on the move, from anywhere and while doing virtually anything that does not require the art of listening. They are accessible to large groups of people because of this mobility. Hence, it is far more convenient and easy for the content to gain momentum.
3. The Multitasker’s platform — Because podcasts are accessible, they reach a target audience of people with busy schedules. One of the biggest selling-points of podcasts is that they are created for those with little time on their hands. Hence, in a world where consumer technology is rapidly growing, podcasts provide the perfect answer for keeping up-to-date with current events and ideas.
4. Variety- Every possible topic from comedy, investigative reporting, business, arts and culture are covered under the podcast genre. Hence, a person can pick and choose what they would prefer listening to depending on their mood, therefore allowing for the flexibility of choice.
5. Tackling real-world issues-20–50 minutes can cover a lot. With strategic editing and planning, social issues can be tackled with nuance and expertise. For a generation that has a short attention-span, podcasts have created an avenue for long form journalism that allows content creators to dive into societal problems with an in-depth lens.

Make a ‘pod’ yourself:

Here are some ideas on how to produce an effective audio story.

1. Fancy equipment is not required, but know how to use your smart phone — Although having an H4 recorder or any other professional equipment is a bonus, using the mic app on a cellphone works just as well. However, practicing with placement and setting is necessary before recording final material so practice, practice, practice.
2. Be passionate about your topic — Whether you are pitching the story idea or simply writing a script, passion for both the platform and the content is necessary. This will be evident in your final work.
3. Have a good pitch — A significant step towards creating a successful audio story is being able to articulate an idea with a clear flow. Regardless of whether the podcast is intended to reach a wide audience, it is a useful to practice selling the concept to an imaginary boardroom and honing your presentation skills.
4. Write a script.-If possible, write down the direction of the story, whether that includes an outline or detailed words and characters. Even if the tone of the podcast is informal and conversational, having a spine to lead the conversation is necessary. This is because in audio, having a focused and relevant direction is necessary for keeping the audience engaged.

Podcasts are here to stay and are only growing by the day. As more publications turn to audio as a platform, journalists and creators need to expand their stories and ideas to accommodate new means. Looking towards the future, there is something to be said about the increasing power of podcasts which allows creators to tell nuanced stories that do not shy away from innovation. This opportunity is a gold mine. If you are a storyteller, start paying attention, because the trajectory is upwards.