How To Use Storytelling To Build A Thriving Podcast Community

by Hilary Salzman
April 2023

Imagine it’s a sunny day, and you’re taking a stroll down by the sea. A young girl devours an ice cream cone, and her massive grin, dripping with strawberry sauce, shows how much she enjoys it. You smile to yourself, thinking back to your childhood. You feel good. 

Suddenly, a greedy seagull torpedoes down. Snatching the girl’s ice cream from her hand; she sobs big snotty tears.

You might be thinking, “hang on a minute, what has this got to do with podcasting?” You might also be wondering whether you need to read this article - you’re not hosting a fiction podcast, so does storytelling even matter?

The answers (in reverse order) are Yes. And, everything. 

As a podcaster, storytelling is one of the most powerful tools you have to engage and grow your audience. No matter what your subject matter is. 

Stories have an incredible potency to bring your ideas, beliefs, and experiences to life. They inspire and empower others, uniting them around a common interest or cause.

Let’s go back to our devastating scene at the beach. Initially, I used my words to create a mental picture that makes us feel good. But you weren’t exactly on the edge of your seat, were you? As far as we knew, the girl would finish her snack, head home, and live happily ever after. Or not. Likely, we wouldn’t stick around long enough to find out. 

But introduce the villain seagull, and suddenly chaos replaces happiness. What’s going to happen to the girl, we wonder? Will her parents criticize her for her lack of attention? Could this be the start of a big adventure to banish all pesky birds from the land? Or will she just get another ice cream?

Whatever happens next, we want to stick around to find out. 

And this is the same for your podcast audience. 

Without drama, emotion, intrigue, or a compelling question they're seeking to get answered, there is little incentive for listeners to give you their ear, let alone come back episode after episode. 

But when you throw storytelling into the mix, especially your own story, the magic starts to happen. 

Stories are a great hook. When told right, they make your show more relatable and memorable, keeping you on top of your listener's minds so they keep coming back and recommending you to others.

But why are stories so powerful? And how specifically can you use them to build a thriving podcast community?

Sharing your stories helps others understand what’s possible.

For women, this is especially important, changing the narrative around success and showing the world what we’re all capable of. 

When Alexandria Ocasio-Cortez became the youngest woman in the US Congress, she made a homemade video telling her story about growing up in her community. Over 300k people watched it on day one, and she went on to win, defeating a man who had held the seat for a decade. Now that’s progress. 

Just imagine the power your own story could have. 

Stories help your listeners feel part of something that matters.

Nobody wants to feel alone. We actively seek people who share our views and seek solace in knowing we’re not the only ones going through something. Essentially we want to feel seen and heard. 

Storytelling is an opportunity to connect with your audience on a deeper, more emotional level that speaks to their inner fears and gives them a sense of belonging. 

Being vulnerable in your stories sparks conversation and encourages others to do the same. You don’t have to air all your dirty laundry, but maybe share a time when you failed at something and what you learned from it, or when you experienced loss; whatever is relevant to the topic of your show and most importantly, to the needs of your listeners. 

Stories spark action. Hell yeah, they do. 

I love a quote by Michael Margolis: “leaders lead by telling stories that give others permission to lead, not follow.” 

If you’ve got thoughts on a topic, are championing a cause (even if that is getting more people into true crime!), or simply sharing life experiences through your podcast, you are a leader. 

And that gives you power. So use it. 

When you start telling your story, others will follow. Especially when you tap into the stories they already know. 

Here are my top tips for using storytelling to engage and grow your podcast audience. 

Tip 1 - Find your story; identify your podcast's key message and purpose.

Think about what your listeners care about (not just what you think is interesting). Look at what problems they’re looking to solve. And use this to create an engaging and compelling story that resonates with them. 

Tip 2 - Spend the time to figure out your hook - you’ve only got a couple of seconds to make an impact. 

Drama and emotion are good for this (remember the seagull?). Why not share a time something went epically wrong to create intrigue and a desire to listen on? It’s also a great way to tee up sharing what you’ve learned as a result, how this has impacted your personal story, and what that could mean to your listeners. E.g., maybe through cocking something up royally, you had the idea to start your podcast or saw a gap in the market to help people with similar experiences to you. 

Tip 3 - Use anecdotes and examples to bring your story to life.

Avoid listing facts and figures and use real-life examples to show listeners what you mean and how this can help them. That’s not to say don’t include data in your podcast if it’s relevant (cleverly placed data can boost credibility,) but tell it in a story that will pique the interest of your average listener.

Tip 4 - Collaborate with other storytellers

Work with other podcasters and storytellers to expand your audience, reach new listeners, and connect with like-minded people who share similar stories and experiences. 

Tip 5 - Be yourself. 

Sharing stories is a chance to let your listeners get to know the real you. Talk how you usually talk. Be genuine, honest, and authentic. A little bit of humor doesn’t go amiss (audience-appropriate, of course!)

Remember, storytelling is key to building a loyal podcast audience. Use these tips to create compelling stories that capture the attention and imagination of your listeners, and keep them coming back for more. 

Hilary Salzman is the founder of 22 Stories and host of The Everyday Storyteller podcast. She firmly believes in storytelling and its power to connect us to the things and people that make a difference. Hilary is dedicated to helping those who struggle to use their voices, working with bright business sparks and independent brand owners to get their stories out and grow their business. @22storiesandme