Last year ended with considerable uncertainty surrounding the podcasting business. However, in general, both the number of new podcasts and the amount of time listeners spend on podcasts continue to increase. According to Spotify, the creator has produced over 760 million minutes of content in his 2023 alone, and since Spotify entered the space in 2019, the audience consumption of that content has increased to 1,400 million minutes. increased by more than %.
So, considering these trends, you may be thinking that now is the time to start your own podcast, despite the many challenges. Or maybe you already have one and are wondering how to get some of this performance. Well, the best place to start may be to learn from those who are already doing it.
We recently reached out to the co-hosts of two popular podcasts on Spotify. BCC club and obtained, learn from experienced communicators how to succeed in this ever-growing media world. Below are his five tips summarized from our conversation.
Tip #1: Include a listener.
BCC club, co-hosted by comedians Sarah Schauer and Kendall Landreth, explores topics from the endlessly fascinating world of the internet. And listening to the two of them dive into online subgroups, trends, and bits of news feels like the show is actively inviting conversations between friends.
And this welcoming dynamic is a very intentional part of the host's strategy.
“[A] My advice is to talk to your audience as if you were FaceTimeing them,” Schauer told me.
Sarah Schauer is co-host of “The BCC Club.”
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While Schauer acknowledges that listeners cannot respond immediately as they would in a normal conversation, he emphasizes the importance of imagining their presence, asking questions, and making every effort to create a space for their opinions. It emphasizes gender. That way, even though your listeners may not be in the room to speak, they will feel more comfortable reaching out, participating, and being welcomed into the conversation.
“We've all been involved in conversations where two people feel like they're just in their own world. And you have to, like, why not make the effort to invite a third party?” Is this what I want to hear?'' Schauer said.
But fans of the podcast want to listen, as the show's engaging atmosphere has earned it a spot as one of Spotify's breakout podcasts in the platform's latest Spotify Wrapped.
Tip #2: Just do it.
When I'm a programmer ben gilbert met an investor David Rosenthal Back in 2014, the podcasting space was a niche field and hasn't seen any significant development since then. But after the two friends hit it off and Gilbert broached the idea of launching an audio show discussing the latest corporate acquisitions, the pair decided to participate nonetheless. And 10 years later, Rosenthal, like them, still emphasizes the importance of just getting on with it.
“If you ever want to do a podcast, whether it's by yourself or with friends or whatever, go for it. You literally just do it. It doesn't cost anything,” Rosenthal told me.
David Rosenthal is the co-host of “Acquired.”
obtained
He says the existence of an opportunity like this is miraculous for those who want to jump into it. And the output may be rough and unpolished at first, as in the case of Gilbert and Rosenthal, who started this as an excuse to spend more time together about topics they love. But as Rosenthal explains, committed creators learn over time, build relationships, and grow them into something more meaningful.
“Even if no one listens, you'll still get a lot out of the experience. You'll learn a lot,” Rosenthal said.
And if you choose a topic you're passionate about and who you want to talk about it with, that kind of growth can be its own reward, even before you start building an audience.
But for Gilbert and Rosenthal, a decade of practice has not only honed their skills and earned them a devoted audience, but today they've built a brand that stands taller than ever, ranking highly among Spotify's top technology podcasts. It led to
Tip #3: Get weird. different. Be yourself.
For those struggling to decide which topic area to focus their podcast on, Sarah Schauer recommends starting with what you find most interesting in life. Because most people are likely to agree with you.
“It's all interesting,” Schauer told me.
And to explain it, she points out that TikTok is home to viral videos of people mowing their lawns, or people just packing their kids' lunches, and other seemingly uninteresting videos. pointed out. Still, these are topical areas that are somehow gaining a large audience online. This is evidence that supports Mr. Schauer's point. This means that if you find the content interesting enough to focus on, there's also an audience that will find it interesting enough to listen to it.
Kendall Landreth is co-host of “The BCC Club.”
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“There's a lot of pressure on what's going to be popular. What do people want? And I feel like when you come from that place, you often end up creating something that's probably already been created. ” Kendall Landreth said.
Therefore, you may want to create content around issues that are already trending or hot button issues. These experts note that it is part of their strategy. But the key to building a loyal audience is actually being unique in a way that only you, as a creator, can be. This is advice that Spotify echoes as well, given the increasingly competitive environment for podcast creation.
“I encourage creators to start by turning inward to continue developing their voice and finding their niche. There are more podcasts out there than ever before. “So it's become increasingly important to make sure your audience understands what makes you unique,” said Jordan Newman, Head of Content Partnerships at Spotify.
Ben Gilbert puts it more succinctly.
“Be a weirdo on the internet. And the more differentiated you are, the better,” he said.
Tip #4: Edit ruthlessly.
Ben Gilbert believes that a podcast producer's job is more than just putting out a few minutes of good or so-so content. He insists that his job is strictly to release only those minutes with exceptional content.
“When you ship it, you should feel like you had something good on the cutting room floor, because that means you cut deep enough,” Gilbert said.
Gilbert says loading a podcast and listening to a full episode is a huge commitment from the audience, unlike watching a video clip or reading a text article. As such, he knows how much he wants from his listeners and views every moment of content he provides them as a potential risk of defection. So, in his view, every moment he puts out to his audience is either persuading them to stay actively engaged, or encouraging them to steadily click away. As such, he maintains high standards to satisfy his loyal listeners.
Gilbert admits this can be pessimistic thinking, but believes it's encouraging him and Rosenthal to be ruthless to maintain production. That might mean, sure, that the two spent his 100 hours researching, his 9 hours recording, and most of it just editing. But it keeps the episodes at the quality that listeners expect.
Tip #5: Audience growth may be slow, but it's worth it.
There's a lot of competition in this space, so it's unlikely that your podcast will gain a loyal audience right away. But as you slowly build an audience, Gilbert believes the medium creates a unique intimacy with listeners that is not possible with other delivery methods.
Ben Gilbert is the co-host of “Acquired.”
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“I think there is, and always will be, something really special about the intimacy of the audio medium,” Gilbert said.
He says that unlike when people sit down and give their full attention to a video, with a podcast they might be listening while running, doing the dishes, taking a shower, or a myriad of other daily activities. I will explain. This consumption method more organically brings creators and podcasters into their audience's world, easily embedding their content into listeners' daily lives in a way that fosters deeper, more meaningful relationships.
Kendahl Landreth echoed this sentiment, emphasizing that podcast growth can be slow and steady, unlike the short-form video success we're used to. But she points out that this slowdown in growth has fostered a level of quality and connection with her audience that sets her followers apart from others.
“Probably the people I relate to the most are my podcast listeners because I feel like they know a completely different side of me than most people know. But it takes time,” Landreth said.
According to Spotify, more than 500 million people have listened to podcasts on the platform since 2019. So, even though there has been a major change in strategy recently, the company aims to continue to foster its growth by focusing on creators and providing them with a full range of resources and content. Help them in whatever way you can to push this field of creativity to the next level.
“Looking to the future, I'm really excited to see how this medium continues to evolve and expand as the definition of 'podcast' increases,” said Jordan Newman.
So if you're even considering it, now's not a bad time to start recording.
both BCC club Written by Sarah Schauer and Kendall Landreth, obtained Podcasts by Ben Gilbert and David Rosenthal can be found everywhere.
Learn more about the creator economy, film, and TV below. my page forbes.You can also find me at tick tock, Instagram, YouTube, and snapchat.
