Why podcasting is not simply “radio on demand…”
A common mistake people make when coming up with a podcast is thinking that they’re essentially making a radio show, that people can listen to whenever they like.
Podcasts can be done this way, but it’s not really using the platform to its full potential. See, podcasting is both a medium AND a method. In communication studies, academics are only now realising that while podcasting shares some commonalities with radio and even radio from a bygone era (such as radio plays and long form content) - they should be understood as separate forms of media.
I’m a lover of both radio and podcasts - and professionally work in both formats. Yes, some of my radio shows become podcasts. Interestingly though, podcasts rarely become radio shows. When I put my ‘podcast hat’ on, it’s a different way of thinking about what I am trying to achieve to when I put my broadcast ‘radio hat on’ (or should I say headphones?!).
Here’s five reasons why podcasting is different to broadcast radio:
Niche is Everything
In radio, you have to play to the mainstream. This means mainstream interests, knowledge and program formatting. But in podcasting, niche is everything. Finding your niche is the foundation to building your podcast community. No niche is too small. Find your ‘tribe’ and delve deep into your subject. Therein lies the power of podcasting over traditional radio channels; the ability to target a specific, passionate audience rather than trying to appeal to all.
2. Imagined Communities
You build an ‘imagined’ community in podcasting - but with very ‘real’ connections. Unlike radio communities that are often built around geographical communities, such as “Melbourne radio” or regional programming, podcasts are often based on shared interests or concerns. This allows podcasters to connect with listeners from all over the world who share the same passion, creating a tightly-knit community.
3. Interactivity
Some radio programs have talkback, where they allow callers to speak on air. But in podcasting, the involvement of a listener can go much further, from being a guest, to shaping stories, suggesting content and in some cases, even helping to solve cold cases. In podcasting, the more interaction the better.
In both radio and podcasting listeners develop a para-social relationship with the host; the intimacy of ‘voice’ makes listeners feel like they know the host, even though they have never met them. In podcasting this can go even further to listeners feeling like they have some input over the show. Let your listeners help construct your podcast. The level of audience participation in podcasting far exceeds that of traditional radio, providing a more enriching and engaging experience for listeners.
4. It’s Good to Get Personal
Traditionally in radio, the host often does their best to stay impartial. However, in podcasting, a host is often more successful if they are part of their ‘niche’ community or have lived experience about an issue the podcast is investigating or advocating for. It’s why the host probably started the podcast in the first place! This personal touch not only fosters a more intimate connection with the audience but also lends credibility to the podcast.
5. Transparency
The freedom from scheduling has also allowed podcast hosts to explain editorial decisions, or let listeners hear how they record the interview (such as knocking on an interviewee’s door). Don’t be afraid to detail some of the ‘behind the scenes’ if it helps build connection and community. It makes the listening ‘more real.’
Transparency in podcasting contributes to the building of trust and authenticity. It can be simple, like making a joke that you are podcasting from your car or wardrobe. Or in my case, when I record Ducks on the Pond, a podcast for rural women, sometimes you hear a child in the background (my own or my interviewee’s), because that’s our reality.
6. Final Thoughts...
This article is not one medium against anther. Podcasting and radio both have their place and when utilised properly, both can make for amazing listening. But if you’re making a podcast, you need to understand the clear differences between the two. Make the most of the freedom and interactivity of a podcast, and you will continue to grow a dedicated audience.
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