The cover image for this post is by Choong Deng Xiang
This blog post was written by Jamie.
As podcasters, we’re constantly bombarded with numbers and metrics that are supposed to measure our success. From listener numbers and downloads to engagement rates and follower growth, it’s easy to get caught up in trying to optimize every aspect of our podcasts for maximum impact. But in doing so, do we forget what truly matters: the people who listen.
In this article, we’ll explore why stats should be just a side show, not the main event, when it comes to podcasting success. We’ll examine the pitfalls of focusing too much on metrics and discuss the importance of engagement as a more meaningful measure of our podcasts’ impact.
The Allure of Stats
Podcasters are naturally curious creatures, always looking for ways to improve and refine their craft. And what better way to gauge improvement than with a bunch of numbers? We pour over analytics tools like Podbean, Castos, (the recently retired) Chartable, or those provided by our podcast hosting provider, parsing through line after line of data that seem to tell us everything we need to know about our audience.
We track downloads, listener numbers, and engagement rates, using them as yardsticks to measure our success. But in doing so, do we forget that these metrics are just a tiny slice of the podcasting pie? Do they truly capture the essence of what makes our podcasts tick?
The Problem with Focusing on Stats
While stats can provide valuable insights into our podcast’s performance, there’s a dark side to focusing too much on numbers. When we become overly obsessed with metrics, we start to lose sight of why we’re creating podcasts in the first place: to share ideas, tell stories, and connect with people.
When we prioritize stats over engagement, we risk creating content that’s more about us than our audience. We might write posts that are all about how many downloads our podcast has or share tweets that focus on our own metrics rather than providing value to our listeners. And that’s a recipe for disaster.
The Agony of the Empty Share Button
One of the most frustrating aspects of focusing too much on stats is when we hit that dreaded “Empty Share” button. Whether it’s an email newsletter or a social media post, if no one shares our content, it feels like a failure, a sign that nobody cares about what we’re saying.
But here’s the thing: sharing something doesn’t necessarily mean someone truly engaged with it. Maybe they shared it out of obligation or to appease us (we all know that one listener who will diligently share anything we ask them to). Maybe they didn’t even read it before hitting share. In either case, that empty share button can be a crushing blow to our ego and motivation.
The Power of Engagement
So what’s the alternative? How do we measure our podcasting success in a way that truly matters?
For starters, let’s talk about engagement. Engagement is the key to creating content that resonates with our audience. When people engage with our podcasts, whether it’s through comments, emails, or social media messages, we know that they’re genuinely interested in what we have to say.
But engagement isn’t just a one-way street; it requires us to put ourselves out there too. We need to create content that sparks conversations, questions, and even disagreements (in the best possible way). When we engage with our audience, we build trust, rapport, and a sense of community around our podcasts.
Why Engagement Trumps Stats
So why should engagement be our primary focus? For one, it’s much harder to fake than stats. Anyone can click a download button or share a post on social media without actually engaging with the content.
But engagement is also a much more meaningful metric because it tells us that we’re connecting with people at a deeper level. When someone engages with our podcast, they’re showing us that what we have to say matters to them, even if it’s just in a small way.
This is why we stand by Steve Worthy’s comment on one of Jamie’s LinkedIn posts from a number of years ago:
Jamie Taylor, hence my ongoing mantra that I’m "Pro-Consumption and not Anti-download!"
Downloads serve a purpose and it would foolish of me to say I don’t look at my downloads as a podcaster. Of course, I do. However, I’m more concerned about how much of my podcast episodes they consumed - listen to.
Is it 20%, 45%, or 89% consumption? This is the telltale sign people enjoy your content. You can check this through Apple [Podcast] Connect and other sources.
A Better Way to Measure Success
So how can we measure success as podcasters without getting too caught up in stats? Here are a few suggestions:
- Ask your audience: Reach out to listeners and ask for their feedback. What did they enjoy most about the episode? Was there a particular topic that resonated with them?
- Look at comments and emails: Engage with your audience by responding to comments, answering questions, and having meaningful conversations on social media.
- Track sentiment analysis: Use tools like Sentieo or Brandwatch to track how people are talking about your podcast online. This can give you a sense of whether your content is resonating with your audience.
Conclusion
Podcasting isn’t just about numbers; it’s about connection, community, and shared ideas. While stats can provide valuable insights into our performance, they should never be the sole focus of our efforts.
By shifting our attention to engagement, we create a more meaningful measure of success that truly reflects what matters most: connecting with people who care about what we have to say.
And remember: while it is possible to buy downloads, they’re largely useless. As soon as you stop paying, the inorganic downloads stop coming.
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