Bob Finlayson is the Futurist. Tanner Latham is the Executive Producer. They’re both storytellers, and with these conversations about Creativity and Culture, they share their ideas and what’s inspiring them. Read Episode 1: On Brainstorming & Collaboration and Episode 2: On Working Fast & Real-Time Collaboration.
BOB:
Hello Tanner! I’ve long been a huge fan of Kara Swisher, the acclaimed technology writer and opinion leader. So I was interested to hear her take on the state of podcasting during a recent NPR interview. Kara spoke about the podcasting industry broadly, as well as her own experience with her award-winning podcast, Recode Decode and the brilliantly witty Pivot podcast she hosts with NYU Marketing Professor Scott Galloway. Among the comments that stood out for me was that she feels a closer relationship with her podcast listeners than she does with those who read her text-based content, columns and the like. I found this fascinating given Kara began her career as a print journalist.
This got me thinking about how storytelling has evolved in the past few years. And what it means for brands.
As Kara explains it, there’s something special about having someone speak directly into your ear. It feels so personal, so one-on-one.
TANNER:
Yes, I believe the personal connection aspect of this medium is the key. As you know, this is my wheelhouse, and one of my life’s passions as a storyteller. I have an NPR background, and I’ve led podcast production for almost 10 years.
While podcasting has been around for 10+ years, I’m having lots of conversations about why podcasts are so HUGE right now. And I think it boils down to three things. First, podcasts deliver programming that’s completely on-demand, mobile and seamlessly incorporated into our multitasked lives. Second, it’s an accessible medium that easily connects the voice directly to a niche audience. Finally, and this is kind of nerdy, but I think us podcast listeners are rediscovering (and really digging!) the attraction of aural learning.
According to this fascinating post from the podcast Radiolab, auditory neuroscientist Seth Horowitz argues that our ears don’t lie to us. We’ve seen optical illusions, but Horowitz says there are no auditory illusions in Nature. Also, hearing is our fastest sense. It takes our brain .25 of a second to process visual recognition. With your ears, you can recognize a sound in .05 seconds. And to show how podcasts can make us smarter, a study in India revealed that dental students who listened to podcasts that were incorporated into their education performed better than those who didn’t.
BOB:
Fascinating insights from Radiolab, indeed! One more bullet I’d add to your list is that podcasting offers creators the opportunity to really push storytelling in new directions. For example, I love what Glynn Washington does with Snap Judgment. The show’s tagline is “Storytelling with a Beat,” and they remain true to that. The stories move forward with a rhythm, and as a listener, you’re pulled along as each plot point unfolds.
For those podcasts that are not simply a port from a radio broadcast, the format offers creators more flexibility and more latitude in terms of subject matter than traditional, regulated media. As a result, there’s lots of experimentation going on in the podcast world, and I expect we’ll see lots more. Check out these “best-of” lists put together by Esquire and Vulture to see the quality of work available via podcasts. And for creators pushing the limits, here’s a list of the most unusual podcasts.
TANNER:
That Esquire list is right on the money and a diverse blend of subjects and voices!
It’s no secret that many large corporations have made podcasting the new corporate memo when it comes to their internal comms strategies. They can get their message to their people faster and in a way that is more engaging. A whole category of podcast hosting platforms specifically services HR and Corporate Comms teams.
But brands themselves are also utilizing podcasts to deliver aspiration, to build stronger loyalty among their customers and to showcase (or reinforce) their values. Sephora’s “#Lipstories” podcast focuses on self-confidence and wellness. Blue Apron’s “Why We Eat What We Eat” promoted healthy choices. And in the shoe/fitness category, Nike’s “Trained” drives at motivation while New Balance’s “Dress Codes” explores the intersection of style and self-esteem.
BOB:
I like where you’re going with this, but let’s be honest. Brands have always wanted to be aspirational. Brands that can lift us up, inspire us to be better people, better parents, to be healthier, those brands create a relationship that’s meaningful by connecting with our dreams and our desires. What’s exciting today is to see how brands -- some brands -- are using these new mediums -- podcasting, vlogging, YouTube videos, instagram, Pinterest boards, etc. -- to tell stories in new ways.
Take short form video -- yet another format that’s grown explosively over the past decade. We are seeing so much creativity there. An example I saw recently that literally brought me to tears was Apple’s branded video for the Chinese New Year. In just over eight minutes, Apple delivers a story of incredible emotional power, while incorporating the Apple brand in an unobtrusive, yet omnipresent manner. Inspiring!
Of course it’s no secret Apple faces heavy competition in China. This new video shows their Chinese customers how deeply Apple understands their lives and the current cultural zeitgeist, all the while displaying the breathtaking video capabilities of the iPhone 11. But the beauty of this work is that it is cross cultural. In it Apple owns its role as a global brand by speaking so powerfully and personally to the Chinese, while sharing universal truths about families, generational conflict and forgiveness.
In a way, it’s similar to the old product-placement strategy. When I think of movies such as Cast Away or The Devil Wears Prada, I marvel at the way brands were able to weave themselves tightly into the story. I look forward to seeing even more creativity along those lines in these evolving formats.
TANNER:
I totally agree. The big idea we’re swatting around here, whether we’re talking about podcasting or other storytelling mediums, is that Brands are fighting the fact that they can no longer hold us captive with advertising. (One interesting finding to drop in here is that podcast listeners are more likely to subscribe to Netflix or Amazon, and the interpretation of that stat suggests that they’re less likely to be exposed to traditional TV advertising.)
We’ve seen Brands constantly seeking innovative ways to integrate themselves into our lives because none of us watch commercials. We look away or skip forward as soon as they interrupt our content experience.
So, by integrating themselves into the story, Brands attempt to snuggle up to whatever feeling we associate with that story. That beautiful short film you mentioned above that was produced by Apple doesn’t convince me to go buy an iPhone 11. But...I admit to feeling positive vibes about Apple because they’re supporting filmmakers and artists who want to tell important, cross-cultural stories. And that further cements my loyalty to their products.
BOB:
In today’s socio-political environment, brands that can make you trust them and feel they care about you will be the winners. Until next time!