Defining Your Podcast Audience
When launching or growing a podcast, this guide will help you define your ideal listener. By defining your ideal listener, you will be able to identify your target audience. Once you know your target audience, your decisions will be shaped by your goal to reach as many people in that target audience as possible.
Creating a Listener Persona
A listener persona is a composition of all your listeners, represented as one singular, ideal listener. This profile should be based on client feedback and an analysis of similar podcasts. To build a persona, try answering these questions about your ideal listener:
What's this person's name, age, occupation, education, family situation, and financial situation?
How would you describe them? Use two-word descriptors to be super quick and clear, like a "conscientious parent," an "outdoorsy adventurer," or an "ethical entrepreneur."
How would they define themselves, and what are their priorities?
What do they do in their free time?
Why do they tune into your podcast every week, and what value are they gaining from it?
How do they engage with the podcast and its community?
Listener Personas in Action
Depending on your show, you might be targeting "The Business Person," "The Commuter," "The Stay-at-home Parent," "The Exercise Nut," "The Hobbyist," or "The Learner". Here is what a fully fleshed-out persona looks like in practice:
The Creative
Tyler is a 32-year-old graphic designer from San Francisco who has a wife and a 2-year-old kid.
He is a smart and conscientious parent who loves the outdoors and the 49ers, and he wants to open his own business.
He tunes in to pass the time while working long hours on projects because he enjoys interesting stories. He is looking for entertainment that is also educational.
The Activist
Erika is a 24-year-old nursing student at Temple University.
She is supported by her parents, has student loans, and understands the importance of giving back to her community and helping others.
She listens to learn about what's going on in the community, how she can help, and to hear about any new experiences or opportunities to meet like-minded people.
Zooming Out: Your Target Audience
A podcast's target audience is the broader group of people identified as likely listeners and supporters. While your persona is a singular ideal listener, your target audience looks at the wider demographic. Ask yourself:
How old is your target audience, and where in the world do they live?
What is your audience's environment (urban or rural), and what are some of their social norms?
What is your audience's economic status, and what do they do for work?
What are your audience's challenges?
Is your audience supportive, neutral, or hostile towards the topic, direction, or values of your podcast?
How informed is your audience on the topic? Are they experts or uninformed?
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