📝 Marketing Lessons from Fiction Podcasts

Let's bring it home with this one, shall we?

Hi! It’s Shreya again! Big shoutout to Wil for their insights (and this and this and this) on the importance of fiction and nonfiction podcasts talking to each other.

Wil stepped in for a few of my PMM issues for two reasons - 1) their expansive experience in fiction made them the perfect person to cover those issues, and 2) I got my LASIK done and my eyes needed some time to heal. 

As I’m healing, I’m doing nothing BUT listening to fiction podcasts and audiobooks. So, after 50+ hours of listening, I’m coming to you today from behind literal rose-tinted glasses to talk about – what marketing lessons can we glean from fiction podcasts? 

Creating an immersive experience

Sitting in the darkness, devoid of all stimulation, hungrily consuming story after story has reaffirmed one thing – the wondrous world of fiction podcasts provides an escape. Some podcasts do a fantastic job of keeping that illusion alive outside of the podcast itself, creating an immersive experience. Every piece of media and merchandise they put out is steeped in their (sorry) brand identity. 

🔴 Take for instance – The Program audio series. The creator of the independent podcast is IMS. In the early days of the podcast, each post on Twitter and Reddit would be signed by IMS. In fact, it took me some research to find out that the I and M in IMS stand for Ivan Marko. So deep was the immersion that I spent time wondering if The Program was real (and if IMS was not). 

Takeaway: Create a streamlined and curated marketing experience that extends beyond the podcast. Keep the voice of your show consistent on social media, and don’t be afraid to blur the lines of perceived reality in the process. For a non-fiction podcast, this could mean creating host personas that are consistent throughout your marketing. 

Curating and growing a community 

I would say that the community created by and because of the stories fiction podcasts share is one of the BEST things about this genre. I would also venture to say that I’m not alone in feeling that. Many listeners start their journeys in this space because they feel seen and heard and represented by the actors and characters. Not only do these podcasts make an effort to make that community, they maintain them as well, often with limited resources and personnel. 

🔴 Take for instance – Midnight Burger’s Patreon. As one of the first supporters of the comedy sci-fi show, I’ve witnessed it grow. I joined the community because I truly feel seen and heard as a nerdy-argue-the-physics-of-it-all human. I stayed for the perks like the Discord channel, shoutouts in the credits, early releases, and bonus episodes. 

Takeaway: Your subject matter, be it a story or a real-life narrative, has the potential to create community around it. If you aren’t doing that, you’re losing out on important audience connections and ambassadors.

Making it easy to dive in

Any listener of an actual play Dungeons and Dragons podcast or even long-running fiction podcasts will know that jumping in in the middle can leave one feeling a little disconcerted. That’s why a summary episode or a start-here style episode can be helpful in making new listeners feel welcome. 

🔴 Take for instance (and I had to) – Welcome To Night Vale. One of the longest running fiction podcasts, its catalog can prove quite daunting for newcomers. Their Starter’s Guide helps. 

Takeaway: Getting listeners to your website is half the battle. Keeping them there is the other half. This can be won by making it easy for them to dive into your archives with a summary episode or a starter guide. 

While these are a few of the big takeaways from my experience as a fiction podcast marketer and listener, there’s a couple honorary mentions as well: 

1. Huge shoutout to fiction and actual play podcasts that update their cover art with new seasons! It’s guaranteed to catch even a longtime subscriber’s attention. 

2. Collaboration with each other is a crucial part of fiction marketing. The community of creators and listeners is close knit, and we prefer collaborating over competing. This is something everyone can learn. 

If I missed anything, I’m keen to know! Drop it in the comments below? 

From The Desk of Tink

PRX’s Second Sunday is an unfiltered exploration of Black queer people and their nuanced relationships with the Black Christian Church, Second Sunday shifts from profound to light-hearted as hosts Darren Calhoun and Esther Ikoro also ground their listeners with anecdotes and laughter. This season, the podcast will feature a variety of thought-provoking conversations, including with actress Angelica Ross (Pose) on her journey toward Buddhism, City of Refuge United Church founder Yvette Flunder on losing faith to finding purpose again through community work during the AIDS crisis, and beyond. The new season dropped earlier this week!

✨ More Magic

• ICYMI: Kattie Laur from Pod The North shared what Québécois call podcasts.

• Speaking of fiction podcasts, fans of Re: Dracula might enjoy this new newsletter.

Next week, Wil returns to share what podcasting can learn from movie trailers!

Until then, stay curios.

Shreya