Tips & tricks of successful podcasters: It is heard, seen, and pays off when talking sincerely

The relatively new media format podcasting has quickly grown into a global phenomenon that has recently topped media formats in viewership and listenership. What started in small rooms with microphones and soundproofing as a niche platform for enthusiasts is now a powerful tool for content creators, brands, and individuals worldwide.

Of course, it didn’t take long for people around the world to realize that they could produce such content themselves, so today we can find a variety of shows in the vastness of the internet covering everything from scientific discussions and political commentary to everyday topics like health, sports, various hobbies, social relations, and pop culture. But what are the components of a successful podcast, and what are the key factors and strategies for achieving success in this new, wild format that is sweeping all social media?

Long and detailed conversations

One of the most prominent names in the podcasting industry is Joe Rogan, whose ‘The Joe Rogan Experience’ has a global audience estimated at over 11 million followers per episode. Rogan’s success is based on the unique format of his shows, where he conducts long and detailed conversations with guests from various walks of life.

What makes him unique is the approach that allows for a relaxed and informal atmosphere, where guests feel free to express their opinions and ideas without the pressure of short formats typical of television or radio shows. It’s as if they are having a beer with friends, only millions are listening. In 2020, Spotify signed an exclusive $100 million deal with Rogan, which was one of the largest acquisitions in podcasting history and one of the key moments that demonstrated the commercial power of this medium.

Deep on technology

On the other hand, Lex Fridman, a scientist from MIT and an expert in artificial intelligence, has managed to build his podcast platform based on deep conversations about technology, philosophy, and human nature. His podcast currently has over three million subscribers just on YouTube, and episodes featuring guests like Elon Musk and Mark Zuckerberg have become global sensations. What sets Fridman apart is his intellectual approach to topics that interest his specific audience.

Fridman uses his podcast as a tool to explore complex topics that are not often present in mainstream media, and his ability to explain difficult concepts from science and technology in a simple way has earned him a large number of loyal followers eagerly awaiting new episodes. Interestingly, Fridman does not have a permanent studio, so episodes are recorded in various locations, and he recently recorded one in the middle of the Amazon!

For physical and mental well-being

Andrew Huberman, a well-known neuroscientist at Stanford University, is known for his podcast ‘Huberman Lab’, which focuses on delivering scientific information about health, proper nutrition, sleep, and human behavior as a whole. Huberman was the first to build a platform in the podcast world based on scientific research and its practical application in everyday life, and he has rapidly expanded precisely due to short vertical videos that have started circulating on all social media due to their educational character.

With over two million subscribers on YouTube, Huberman’s podcast has become a source of information for all those looking to improve their physical and mental well-being, and with his help, they can do so in a completely different way. His ability to demystify complex scientific concepts and connect them with practical advice has brought him a global audience that appreciates the simplicity and applicability of his advice.

Close relationship

So, what are the key factors that make a successful podcast? Unlike polished television and radio shows with serious people in serious suits talking about serious things, authenticity is key here. Something that cannot be squeezed into a four-page television plan format. There is no stiffness, no scripts, and no stupid questions – everything is allowed. Rogan, Fridman, and Andrew Huberman share a common trait – honesty and authenticity.

All their conversations exude naturalness, and listeners recognize when the content comes from the heart. This kind of honesty allows listeners to connect with podcasters on a personal level. In a world where many media are filtered through layers of production, podcasting still allows for intimacy and closeness between creators and audiences, something that has begun to be lost in traditional media over the years.

Another crucial factor is consistency. The audience greatly values regularity, and successful podcasters always have a precise schedule for releasing new episodes. Rogan, for example, regularly releases several episodes a week, ensuring a constant influx of content for his audience, and Fridman has a similar approach, who perhaps balances his academic career and relaxed conversation best among the mentioned hosts. And most importantly – consistency in releasing new episodes allows listeners and viewers to develop a habit of following podcasts and build a long-term relationship with the hosts.

Short formats for wider reach

One of the most important tips for success in podcasting (if not the most important) is adapting to the audience and platforms. The most famous podcasters in the world quickly recognized the importance of adapting to new platforms like YouTube and TikTok, which allow for a wider reach through short formats. TikTok, for example, has become a key place for a younger audience that consumes content in a slightly different way, and many podcasters use that platform to promote their episodes with short clips. This strategy allows for expanding reach and attracting new listeners.

Danijel Matkov and the team from the new popular podcast ‘3SOMA’ on the Croatian scene recognized this trend and successfully utilized TikTok for promotion. Their podcast combines humor and serious topics, and their presence on TikTok has allowed them to gain a large audience among young people in Croatia. At its core, ‘3SOMA’ is a new type of podcast that does not shy away from controversial topics, making it appealing to listeners seeking authentic and unconventional conversations. Conversations that usually take place in secrecy, not in front of cameras and huge microphones.

– We don’t have specific topics as is usually the case. Everyone always told us that a podcast must have a strict niche or it won’t succeed. Clearly, our example has shown that this is not true. We talk about things that people would otherwise comment on over coffee in their circle of friends, but perhaps wouldn’t say out loud in public. We try to create that experience, to sit down with us for coffee and comment on absolutely everything. So far, a large number of people have told us that they feel exactly that way, natural and relaxed. We never actually aimed to ‘enter the world of podcasting‘… We just do what makes us happy and hang out in front of the camera to encourage others to socialize and think about the topics that concern them. We don’t feel part of that world, but we inevitably belong to it because of the format,” says Matkov.

All savings as a stake

On the other hand, Ana Radišić is building her career with her podcast based on her authentic personality and years of experience in the media. Ana’s podcast quickly attracted a large audience from the region due to her ability to open intimate and deep conversations with guests from various fields, including entrepreneurs, athletes, and public figures. Ana wisely and measuredly uses her charm and professionalism to create a connection with the audience, and her motivation is evidenced by the fact that she once invested all her savings into the podcast.

– I have never regretted it, no matter how challenging and unpredictable it has been. I have literally gone through the school of young entrepreneurs. I am still going through it today. However, the sense of validation I have received from the audience, guests, clients, and partners, as well as my own feeling that I am in the right place doing what I love the most, is immeasurable. We are entering the fifth season, with an increasingly larger team, clouds have touched foreign skies through Robin Sharma, major events and live podcasts are behind us. Today, I can only proudly look in the rearview mirror and confidently continue our joint flight through the clouds of the future and inspiration. Happy and grateful for every step I have taken,” concludes Radišić.