Impact can be the most difficult metric to measure. First, because the idea of even what it is can vary. Are you trying to change the world, change a policy, educate people or simply entertain listeners? Or a combination of several of the above? You can largely decide on your own measure for impact, though this will also be influenced by your business model. If you are supported by advertising then impact will be different than if you’re donor funded and have specific topics to cover or milestones to reach.
Impact
Change you are creating
Tips & Tricks
Podcasts can get people to care about an issue as much as you do. They can explore complex subjects with nuance and allow listeners to feel like they’re part of a community. Listeners are less likely to feel like they’re being talked down to because podcasting is such an approachable medium.Podcasting can create impact in the marketing space. It can be used for lead generation, customer acquisition or even just brand awareness. It is the perfect marketing strategy for any company that wants to create high-quality content in a more personalized manner.Burning Question
Will my podcast have an impact? Every journalist wants their work to have real-world impact. With a podcast you’re probably reaching new audiences and approaching stories in new ways or with new depth. Depending on your topic and your reach, there’s certainly potential to make change in the world.Common Mistake
Expecting impact straight away. It helps to create an impact strategy. This is where you can set expectations for the impact you anticipate in the real world (this could be an amendment of a law or the sacking of a politician) and how to guide your show to the right people in order to raise awareness and possibly create change. It can also help to form partnerships with organizations that are trying to enact the kind of change you’d like to see.Links
- Article: What are the best ways to evaluate your podcast’s impact on your industry?
- Article: How Podcasts Can Raise Awareness & Create Social Impact
- Article: Podcasting as a Tool for Social Change and Advocacy
TIPS from OUR Network
- Is the aim to contribute to local policy changes? Or make one person feel seen and represented? Or do you want to do both?
- Look around before you start creating your podcast. [Mohamed el Abed]
- For podcasts with a community focus, discuss what impact the podcast will have there.