The podcast industry just keeps growing. More than a fifth of adults in the UK now listen to at least one podcast every single week, according to Ofcom in September 2024. What was once a marginal art form is now a part of mainstream entertainment for a lot of people, whether it’s on their commute, as a background to time spent working, or if they’re getting hyped in the gym by listening to some dudes talking about politics. Don't judge.
With all of that in mind, most of us in the creative industries have at least thought about picking up the microphone and getting our Spotify on. But starting a podcast is far from easy and keeping one going is even more difficult than that.
So let’s have a look at some key questions you need to ask yourself before you take the plunge into the busy, exciting world of podcasting.
Do you have a unique concept?
It’s true that loads of people listen to podcasts. But it’s also the case that most people don’t listen to very many of them. According to that Ofcom report we mentioned earlier, almost three quarters of people who said they listened to podcasts only listen to between one and five shows. So there might be a lot of ears, but those ears are already pretty full.
The best way to get past that is to bring a genuinely unique concept to the table. If you have a film podcast, is there something different you can do beyond general discussion? For example, The Cinemile follows a couple who review films on their mile-long walk home from the cinema while Brett Goldstein’s Films To Be Buried With asks guests about their favourite movies via a beyond-the-grave interview.
In a crowded market, you need a unique selling point. If you’ve got a fun idea that people haven’t seen before, then you stand a better chance of breaking through the noise with some noise of your own.
Can you keep up a regular schedule?
Many of the people who are the most devoted listeners to podcasts fit them into their daily or weekly routines. If you know your favourite podcast always comes out on a Friday morning, you expect it to be downloaded ready for your commute that day.
Never underestimate the importance of this routine. If you want to make a success of your podcast, it’s good to establish a schedule from the start. You need to make sure you have a set day to release your show and it might help to always record on the same day as well, whether that’s weekly, monthly, or whatever schedule you’ve decided upon.
Have you got the right equipment?
There’s some good news with this one. You’ve probably already got everything you need. Obviously, it’s great if you have a good quality microphone to record your podcast on and top-of-the-range editing software. But, realistically, you can record to a very decent quality on your phone and edit using free software like Audacity.
If you do want to spend a little bit of money, then the Blue Yeti microphone is a favourite among podcasters. It plugs right into your computer’s USB port, but will set you back somewhere in the region of £100. There are plenty of cheaper alternatives on the market that will also do the job, but you don’t need to spend a lot of money to get started.
In terms of the practicalities of recording with more than one presenter – or if you’re doing interviews – then you have a number of options. You can either gather around a microphone or two and record in person or use a program like Zoom, which has an in-built recording function.
How will you promote it?
You could make the most brilliant podcast in the world with the best quality of audio imaginable, but none of that matters unless you can tell people it’s there. Social media is your friend and you should think about the best way to make the most of all of the most popular platforms – Instagram, TikTok, and Facebook. Sometimes more specialised communities on Reddit, as well as Facebook groups, can help you find the right people to promote your show.
So there’s a lot to think about if you want to become the UK’s next big podcaster. But if you’re passionate about the arts, creative enough to come up with a decent idea, and dedicated enough to put the time in, you’ll be racking up the subscribers in no time.
If you want to improve your confidence in communication, perhaps ahead of your big podcasting debut, then Trinity College London's communication skills qualification could be perfect for you. Find out more here.
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