In 1933, US President Franklin D. Roosevelt had a product to sell. It was a collection of programs and financial reforms known as the New Deal, which Roosevelt believed could help to catapult the country out of the Great Depression.
To promote the New Deal, Roosevelt got on the radio and gave listeners a series of talks that have come to be known as FDR's Fireside Chats.
Roosevelt's approach was highly successful, illustrating a truth that savvy marketers have been leveraging for as long as radio has existed: When you want to connect with your audience in an intimate and impactful way, audio storytelling—a relatable human voice—is a powerful medium that can attract new customers by fostering human connection.
The Enduring Appeal of Radio
In the age of social media, it would be easy to assume radio is no longer a viable promotional tool. The reality, however, is that radio remains a medium that attracts a lot of attention. Fully 82% of Americans 12 or older listen to a radio broadcast weekly, according to recent surveys.
Podcasts, essentially audio programming in a more modern format, are another outlet for audio storytelling with strong appeal. In 2023 , 42% of Americans 12 or older listened to a podcast at least weekly; in 2013, only 12% in that category reported listening to podcasts monthly.
The appeal of radio and podcasts can be attributed to various factors, including their tendency to deliver curated content.
Over 5 million podcasts are now available worldwide, offering listeners opportunities to tune in for focused presentations on virtually every topic under the sun. Those looking for podcasts on cats, cheese, or comic books will find a variety of options to choose from.
Radio and podcasts are also popular because they empower multitasking. Listeners can cook, commute, or work out while catching up on the latest episodes of a podcast or radio show. In fact, 49% of podcast listeners catch up on episodes while driving.
The Unique Power of Audio Storytelling
The primary power of audio storytelling is found in the emotional connection it facilitates. When a brand sits down to engage in a conversation, it shifts its focus from product development to the human experience.
Audio storytelling humanizes a brand, allowing consumers to hear the people behind the brand by bringing additional tone, context, and timing to the narrative, allowing the brand to take listeners on a journey.
Brand representatives speaking on the radio or a podcast can choose the pace of their messaging by taking a deep breath before diving into a challenging topic or sharing a laugh to lighten the mood—both of which help listeners connect with them on a more meaningful and personal level.
Radio and podcasts also allow brands to deliver a deeper degree of content. The average word count for a newspaper article is less than 800, which translates to approximately 5 minutes of engagement with a reader, whereas the average podcast length is 38 minutes.
Overall, radio and podcasts set the stage for "in-the-moment" engagement with an audience. When done well, they allow for the type of vulnerability and authenticity that boosts customer loyalty.
