I recently typed, “What is it like to vacation in the mountains?” in the Google search bar. The results were interesting, to say the least. Google gave me links to a number of hotels promoting the “surprising health benefits” of vacationing in the mountains. I was also directed to some travel blogs that offered advice on planning a memorable mountain adventure.
But at the top of the SERP was an “AI Overview”—a feature rolled out by Google in May 2024— that provided a long list of things “to consider when planning a mountain vacation.”
The overview was helpful from a practical perspective but didn’t inspire me. For example, it suggested that I go hiking at a mountain resort, but it didn’t cast a vision of how a walk in the woods might affect my life.
The appearance of the AI-generated overview illustrated the subtle shift in the communication space as artificial intelligence becomes a more prominent tool. AI definitely empowers more efficient communication, but when it comes to illuminating the human experience, AI falls remarkably short.
Thankfully, radio and podcasts continue to offer listeners a type of storytelling that brings the human experience to life.
The Ongoing Appeal of Radio and Podcasts
For those who might not be aware, radio as a medium for communication is still very much alive. Recent surveys show that 82 percent of Americans ages 12 and older tune in to a radio broadcast weekly.
While podcast engagement is not as strong, it is on the rise. Research shows that 42 percent of Americans ages 12 and older listened to podcasts at least monthly in 2023, a figure that is up from 12 percent in 2013.
A number of factors contribute to the ongoing appeal of radio and podcasts. One of the most obvious is the ability to multitask, with nearly half of podcast listeners, for example, saying they regularly listen while driving. Another benefit is the curated content that podcasts and radio shows offer, which allows listeners to catch up on topics that matter to them.
The Benefits of Audio Storytelling
Brands looking for a powerful pathway to impactful brand storytelling will find it in radio and podcasts. By bringing the human voice into the equation, audio storytelling opens the door to a deeper level of engagement, allowing for an emotional connection that is much more difficult to achieve with the written word.
Audio storytelling allows you to add tone to your messaging that goes far beyond word choice, which is something you can achieve in written media. On a radio show, a brand representative chooses the pace of their messaging and the inflection with which it is delivered.
When done well, radio and podcasts also allow for deeper intimacy because there is an “in the moment” sense of vulnerability with audio storytelling that can communicate a higher level of authenticity. Sharing a laugh or taking a moment for a deep breath on a challenging topic reveals a speaker’s personality, making it easier for the audience to make an emotional connection. That type of communication humanizes your brand.
With podcasts, storytellers also gain the capacity to go deeper with their content. Statistics suggest the average word count for most newspaper articles is between 500 and 800 words, which translates to about 5 minutes of reader engagement, while the average podcast length is 38 minutes.
Another factor that can benefit brands is the continuity radio shows and podcasts offer. Many shows provide an ongoing discussion on financial health, business efficiency, or parenting topics. Appearing on those shows includes a brand in the membership of thought leaders who have gone before, boosting the brand’s credibility and providing the potential for increasing customer loyalty.
Because inclusion is typically by invitation, appearing on shows also comes across as less intrusive than other forms of brand promotion. Guests on a podcast or radio show come across as someone who is doing a favor for the audience by taking time out of their busy schedules to share valuable information and insights.
Tips for Engaging Audiences with Audio
Getting the maximum impact out of audio storytelling requires preparation since most outlets won’t provide multiple takes. They expect a brand representative to show up ready to share an impactful and engaging story.
Preparation starts with understanding your audience, so spend some time researching who the show speaks to and what it focuses on. Identifying and listening to some of the show’s top broadcasts can also help you gain an understanding of what works best.
It’s also important to know the show itself, including how its hosts typically behave and engage with their guests. Determine if the show’s engagement is more casual or formal in tone and nature. Similarly, be sure to identify any key questions the host regularly asks and be ready to answer them.
Once you know who will be listening and what they expect to hear, craft a story that will connect with them on a personal level. This can involve experiences you or your team members have had as you’ve engaged with the topics the show explores. You can also share stories of the impact that your efforts have delivered to the broader community.
The most important component of effective storytelling is passion. Remember, listeners are tuning in because they care about the topic, so show them that you care by communicating about it to them with passion and letting them hear it in your voice.
Furthermore, your excitement and enthusiasm should bleed through from the moment you are introduced. Make a great first impression on the listener by expressing how excited you are to be included in the discussion, and don’t let your enthusiasm wane as the show continues.
Additionally, make sure you listen to the other voices contributing to the show. Most podcasts and radio shows are conversational, so don’t get so focused on your message that you fail to hear what your host says. Providing a passionate response to a poignant question can be just as impactful as delivering a passionate monologue.
The best storytelling will leverage your passion in a way that results in a clear and concise message. With audio storytelling, passion, and enthusiasm can lead to rambling. Do your best to avoid that, and you will communicate to both the host and the listeners that you respect and value their time.
Audio storytelling allows a brand to boost its reach and relevance, but it requires a unique blend of strategy and creativity. Those who understand the expectations of their listeners and take the time to craft a passionate and pertinent story will open the door to valuable new connections and deeper engagement.
