It’s no secret that the creator economy is booming. With a current valuation of $250 billion, this rapidly expanding content segment spans many channels and formats, from social and video to audio. Plus, the low barrier to entry for creator-driven content has empowered independent storytellers to monetize their unique skill sets and has leveled the playing field for people of all backgrounds.
For women who are creators specifically, though, there’s even more advantages to audio storytelling. Namely, podcasts offer women the chance to be their own bosses, cultivate their own audience, and be less filtered overall. Just ask some of the incredible women who are hosts on the SiriusXM Podcast Network, who have shared their unwritten rules for success.
Authenticity speaks louder
It’s understood that the best conversations happen off camera. It’s been said time and time again by entertainment legends like Oprah Winfrey, Conan O’Brien and Kelly Ripa. But especially for women, there is so much to gain from the removal of studio lights. Because without the threat of appearance-based criticisms, women are free to be less filtered. And that authenticity results in smoother conversations and deeper audience connection.
“Particularly as a woman of color, I think we often carry a burden where we’re expected to look perfect,” explained Ashley Ray, host of TV, I Say. “But I think we all know audiences don’t want the polished-up stuff all the time. They want to hear you be authentic. I think some of our best audience reactions to the show are when I am just genuinely nerding out about something and can’t stop talking about it.”
Follow your instincts
Though it might be tempting to look to other successful creators for a blueprint or a roadmap, the most powerful content tends to be what feels most natural to the host. So, tap into your vulnerability, and do what feels right for you. Because people can often sense when you are trying to mold yourself into something else. And, ultimately, the intimacy of feeling like listeners know the hosts on a personal level is one of the greatest draws of podcasting.
“Every time that I’ve done something and just truly let my guard down, I have seen the most not just material success, but felt like I’ve made an impact, or I’ve changed and I’ve grown,” Better Tomorrowhost Hannah Brown reflected. “Having that aha moment made me realize, ‘Oh, I’m actually better when I’m myself.’”
Own your POV
If something excites you, share it. Because passion is contagious, and audiences can sense when a creator is fired up about the subject matter they are covering. So, even if your interests are incredibly niche, you can generate a wide appeal if you approach the storytelling with enthusiasm and confidence.
Just ask Amy Nicholson, who co-hosts the hit TV and film podcast Unspooled with actor Paul Scheer. “Walk into a room or walk onto the microphone like you’re supposed to be there. Because whatever you think is interesting is probably interesting to somebody else,” she advised emerging creators. “If you really think there’s a story that you just need to know everything about and you want everybody else to know what you’re learning about, you’re probably not alone.”
Be the creator you wish to see
With 3.2 million podcasts in existence, it can sometimes feel like every topic has already been covered. But in reality, the podcast audience is still growing, which means there is room for growth on the content side, too. If there’s a topic or an editorial style that you’ve always craved but never could find, be the one to bring it to life. Because chances are there’s a whole audience segment craving the same thing.
“I created the podcast that I wanted. That’s it,” shared Ashley Blaine Featherson-Jenkins, host of the Oprah Winfrey Network’s Trials to Triumphs. “You know, I had been so inspired throughout my life in moments where people, mostly women, shared their stories with me authentically and didn’t leave out the tough parts … Because it was those stories that made me feel more seen.” She noted, “I get just as much from it as our audience does.”
The limit does not exist
As a collective, the women SiriusXM Media spoke to throughout this season of Pass The Mic all implored aspiring creators to take a chance on themselves. Because all too often, the only person standing in the way of achieving your dreams is yourself. So, ditch the imposter syndrome and just dive in.
Take it from Kylie Low, creator of the chart-topping audiochuck show Dark Downeast. She shared, “You can’t wait for perfection, or when your idea is totally oiled up and shiny and ready for public consumption … If I had waited until I could do it perfectly, I would have been stuck in that perfection paralysis.”
The podcast industry at large has so much to gain from more women stepping up to the mic. After all, 90% of women say they listen to at least one show hosted or produced by a woman, and 52% would listen to more podcasts if there were more podcasts hosted by women. This proves that these podcasters are huge drivers in the growth of women who listen to this medium. And because women are more likely to recommend, purchase and spend more on a brand that advertises on podcasts hosted by women, brands will benefit too.
To hear more inspiring advice, check out SXM Media’s Pass The Mic Podcast, a show made by women, for women; creating a community for women to share their wisdom, get inspired and pave the way for future generations.
