Tune in or fade out: the power of audio storytelling

“I heard it on a podcast” ... is probably something we’ve all overheard in recent conversation.

That may be because nearly half of Australians are now ‘regular podcast listeners’ and podcasts are now a driving force in culture and news. With this in mind, it’s important to give this medium the attention it deserves.

Since the first ‘iPod broadcast’ (later coined ‘Podcast’) in 2003, the medium has evolved rapidly. Podcasts cover just about every topic imaginable, from in-depth political conversations to wellness tips, and even a series dedicated to discussing escalators. The most influential are now also filmed, with highlights cut to boost reach via social media.

The Australian Podcasting Market is estimated to be valued at $4.7 billion dollars in 2025, and this is only set to grow. So - how can organisations and leaders capitalise on this growing audio trend, and maximise the impact of podcast format?

 Why podcasts work

Unlike the rise in short attention grabbing formats such as TikToks or Reels, podcasts often hold a listeners attention for 30 minutes or more, allowing deeper discussions which foster engagement, trust and connection with audiences. A format for your ears whilst your eyes are busy - listeners often tune in whilst commuting, exercising, resting or doing mundane tasks - meaning podcasts fit seamlessly into everyday life.

As audiences increasingly drift away from highly curated media towards more authentic content, podcasts provide the perfect platform to discuss complex topics at length, while building credibility. A long-form conversation allows listeners to get to the heart of an issue or organisation in a way that other channels cannot. By offering a more human and conversational tone, podcasts also create intimacy and authority, making space for building rapport with your audience.

These long-form chats, often cut into catchy snippets for social media, are a great way to attract audiences not always engaged with traditional news media. That’s why Donald Trump spent hours with some of America’s biggest podcasters in the 2024 election campaign. Trump spent much of his time chatting with the likes of Adin Ross, Jake Paul, Theo Von, and most notably – three hours with Joe Rogan – which has 60 million views on YouTube.

Some research estimates that Trump’s podcast strategy gave him a 1 to 2.6 percent boost in votes, with more than half of these linked to Rogan’s platform. Kamala Harris, on the other hand, leaned more towards mainstream media – which sometimes can’t achieve the same intimacy and authenticity as podcasts.

In addition to seeking a guest slot on high profile or niche podcasts that reach your target audience, it could be worthwhile setting up your own. First, decide whether it will be private (just for your employees, like an exclusive company radio station) or public (open to anyone) - this will shape your direction and tone.

Insights from Australia’s top podcast course

I recently attended one of the leading podcast courses in Australia hosted by the Australian Film Radio and Television School, which gave me a deeper understanding of what truly makes a podcast stand out – and how to ensure listeners keep coming back.

I came away with a new sense of the time, thought and effort that lies behind successful audio content, as well as some valuable insights for anyone looking to create their own podcast. 

Developing your own podcast

Firstly - storytelling is everything. Whether you’re discussing complex issues or light-hearted topics, your podcast will need a clear narrative. Ask yourself why does what I’m saying matter? Has it been said before? How do I want my audience to feel? There are no boring stories, only boring storytellers. 

Next, consistency is key. The key to building a loyal audience is maintaining a steady release schedule, whether that be weekly, fortnightly or monthly. Missed uploads can risk losing your audience, so planning a release schedule is vital.

Another important factor to consider is distribution and discoverability. Word of mouth and social media are key ways people discover new podcasts. So, getting the word out about yours shouldn’t be an afterthought. Think about your audience and where they’re likely to be – give them numerous entry points to engage with your show. Head to a podcasting directory to upload your episode, but don’t neglect other tools to get the word out.

Finally, the technical elements really do matter: good audio quality, scripting, tone of voice and authenticity all make for an enjoyable listening experience.

At Kaizen, we’re always exploring new ways to help our clients share their stories of ‘good change’ - and audio distribution is an extension of that.

Whether it’s producing short audio grabs alongside media releases or helping clients feature on the right industry podcasts, we understand that audio offers a powerful way to connect with audiences. While the podcast landscape continues to evolve, now is the time to consider how you can incorporate audio to strengthen your voice and amplify your message.

To learn more about how to integrate podcast and audio channels into your communication strategy, contact us via: chris@kaizenco.au or flora@kaizenco.au.