What’s So Special About Audio?
I believe that audio has a special magic that’s distinct from any other medium.
I first realized its power when I did an oral history project in Vietnam in 2013. My intention was simply to improve my language skills, but I fell in love with the unique intimacy of audio storytelling, and its power to build connections across difference. After returning to the US, I studied audio documentary, radio, and podcasting. I built a business based on the idea that a well-told audio story can change the world.
So, what makes audio so special? Audio is…
1. Authentic
What first drew me to audio was how authentic people can be in front of a microphone. When there is no camera, it’s easier to open up, and the chemistry between speakers is palpable. During the best conversations, walls fall away as the interviewer, guest, and audience connect in an honest and powerful way.
2. Intimate
As Alex Sujong Laughlin from Normal Gossip puts it: “Our brains can’t tell the difference between podcasts and talking on the phone. So it’s this feeling like you know the person on a deep, personal level, because you know their voice.” (Good Tape) Without a screen mediating the experience, you can hear a person for who they really are. This intimacy builds trust and loyalty. And it brings listeners back again and again.
3. Accessible
So much of our lives is spent looking at screens, but audio allows us to reach people at other moments. They might be driving, doing laundry, or going for a walk. It also allows for depth; in contrast to the brevity of social media and blogs, people spend hours listening to their favorite podcasts. Think, a few seconds (at best) skimming a post vs. 30 minutes (or more) listening to a podcast episode.
4. Relevant
Having a podcast signals that you are on the cutting edge of your industry, driving the conversations you want to be a part of. A podcast has the potential to bring your thought leadership to the 158 million Americans who already consume podcasts – these are current and future stakeholders, customers, and donors.
5. Impactful
Finally, podcasts can change minds and lifestyles. The Pew Research Center found that more than 1/3 of listeners tried a lifestyle change because of a podcast they listened to. And over 1/4 of listeners purchased something that they heard about on a podcast. Storytelling is a powerful tool we have to understand the world we live in. With audio, we can tell stories that empower, motivate, and inspire the audiences we want to reach.
By Emily Shaw and Anna Van Dine