I recorded the above video for a virtual lightning talk presentation at Museums and the Web 2021. In subsequent conversations, a big question that came up was: Why should I podcast compared to using other digital tools?
Here are three qualities that I really enjoy about podcasting as a tool for engagement:
Democratizes knowledge: Podcasts provide listeners with access to different perspectives on an object or idea. Museums are already aware of their monolith status and in recent years, they have worked to be more relevant and accessible to new audiences. In an effort to invite other voices into the selection, collection, and interpretation of those objects, podcasting, literally, hands the mic over to other people. A podcast might be produced or hosted by a museum while also being a space for multiple viewpoints, stories, and opinions.
Leverages your unique assets: On one hand, you are competing with podcasts produced by celebrities, major news outlets, and brands. On the other hand, use that to your advantage! Even if you’re competing with every other podcast, use that as a catalyst to really connect your content with your collection. Do you specialize in ancient Persian manuscripts? 19th century maritime history? What makes your museum unique is what will set your podcast apart, connect with an interested audience, and allow you to repurpose your content across different channels.
Meets audiences where they are: The Edison Research released its Infinite Dial Report in March 2021 with this major finding: Approximately eighty million Americans – 28% of the U.S. 12+ population – are now weekly podcast listeners, a 17% increase over 2020. With a rise in podcast listenership, museums have a great opportunity to meet audiences where they are when they consume content. Since COVID, museums and libraries have seen so many global visitors tuning into their virtual programs. We can continue tapping into that audience by looking at these sorts of consumer trends.
You might notice that these qualities could also be true for another digital platform like a video series. And that’s true! You have to find the digital tool that best fits your goals and strategies. I enjoy the intimate, storytelling quality of podcasts but also know the benefit of the other tools out there.