Podcasts are called “a show” for a reason. They create an experience that makes me anxiously await every new episode. Finally, there’s Dan Carlin’s Hardcore History, from the master storyteller who manages to pull me and hundreds of thousands of listeners like me through his 5+ hour episodes.Įach of these podcasts combines information with a unique take on the topic. The Secret Life of Canada, with Leah-Simone Bowen and Falen Johnson, takes an irreverent look at weird and hidden stories that reveal the diversity in Canada’s history. There are three I find most entertaining: The Rest is History hosted by two historians, Tom Holland and Dominic Sandbrook, who manage to mix British humour and chat with fresh insights on all things history. When choosing which history podcasts earn my loyalty, the ‘entertainment’ factor always wins out. Mainly because I get to learn so many cool things. The key point is that being ‘entertaining’ is not mutually exclusive from ‘learning something new.’ Just because so many listeners go to podcasts for learning, it doesn’t mean that they are looking for dry lectures from pompous professors. In The Canadian Podcast Listener study, we’ve seen that 36% of podcast listeners say one of the most important reasons they listen to podcasts is “to learn something new.”
Digging deeper podcast driver#
Learning something new can be entertaining.Īs much as ‘learning something new’ did not emerge as a key driver of appeal scores in the analysis of our past podcast research we talked about earlier, it is one of the superpowers of podcasts when compared to other types of audio. Of course, entertainment is not just about playing to the emotions. But the big lesson of Tell Me What Happened is that if the story puts listener entertainment first, it can stand above all the other branded podcasts looking to achieve the same thing.
The story that your brand tells will be linked to your brand values. It emerged as a highly appealing podcast, exceeding virtually all of our benchmarks including those for ‘entertaining.’ It also generated significant brand lift on favorability (+29%) and purchase consideration (+33%), all of it based on one exposure to a single episode. Tell Me What Happened delivered breakthrough results in our podcast research study. Making it less about the brand and more about the story paid off. So bonded, the two have become close friends. The surprise? It wasn’t until they met that the woman discovered this was the same officer who had arrested her multiple times yet had always treated her kindly. He was saved by a stranger, a woman with a history of substance abuse and petty crime who was seeking redemption. One of the episodes we tested was A New Kidney & A Big Surprise, sharing the story of a retired police officer who was dying of kidney disease because he couldn’t find a transplant donor.
We were commissioned to do a study to verify both the appeal of the podcast and its impact on the brand. Putting the appeal of the podcast first in their branded podcast strategy, their goal was to communicate On Star’s mission by using true stories that keep you on the edge of your seat. Tell Me What Happened is a collaboration between OnStar, their agency Campbell-Ewald and Pacific Content building on OnStar’s mission of helping people feel empowered and safe in their everyday lives. We recently conducted a study for the podcast Tell Me What Happened by OnStar, GM’s safety and security app, that reveals the power of entertaining through storytelling in branded podcasts. Intuitively we know that, but we have more than anecdotal proof that this works for podcasts. Compelling storytelling lies at the heart of many of the most entertaining podcasts. So we thought it might be more helpful to share how some successful podcasts retain listeners by entertaining them. First of all, defining what is ‘entertaining’ is hard since it means different things to different podcasts.
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