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.
How to Maximize the Impact of Radio and Podcast Appearances
FDR's Fireside Chats, which came across as like a natural conversation between neighbors, were carefully scripted, historians say. FDR knew radio broadcasts were done without a net, so he knew he needed to be well prepared.
The same is true for today's brands that want to take advantage of the power of radio and podcasts: Preparation is key. As the adage goes, those who fail to prepare are preparing to fail.
Preparing to maximize the impact of radio and podcast appearances starts with understanding the audience. If you will be appearing on a show, research the audience, including what they tune in to hear. Identifying and studying a podcast's most popular episodes can help you determine what kind of content will be most appreciated.
Knowing about the show itself is also valuable for maximizing your impact. The tone of some shows is more serious than others. Some may also involve a lot of Q&A, whereas others will give you extended time to share your brand narrative.
If you understand its style before you appear on the show, you'll be able to craft your delivery in an optimal way.
Ultimately, you'll want to craft your story in a way that resonates with the show's audience and connects with them on a personal level. Don't just share plain facts; instead, promote the impact of your products or services on consumers by sharing stories of how they are solving problems and delivering value.
Communicating with passion will have the greatest impact. After all, the show's listeners care about the topic, so you have to show them that you do, too. Let them hear the passion in your voice.
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Brands seeking to boost their reach and relevance will find excellent opportunities in radio and podcasts, but taking advantage of those opportunities requires special preparation.
By taking the time to understand a show's unique listeners and craft a passionate message designed to resonate with them, brands can connect with consumers in powerful new ways.
More Resources on Podcast and Radio Marketing
How to Get the Most Out of Radio or Podcast Appearances to Amplify Your Message via Audio Media
The Art of Interviewing: Four Tips for Conducting Engaging Podcast and Radio Interviews
Six Ways Content Marketers Can Use Audio Marketing
11 Steps for Mastering B2B Podcasting: A Practical Guide for Marketers
