How (and why) to recommend a podcast to a non-listener

The key elements of a successful recommendation

When it comes to recommending a podcast to someone who has never or rarely listens to podcasts, you have to consider more variables than you would for someone who already listens regularly. You have to make more considerations than when you’re talking about TV shows, movies, or books. 

Why? Because all those other mediums they’re familiar with follow similar habits, patterns, and levels of production. The way a TV show fits into someone’s life is much different than a podcast.

These aren’t like regular recommendations. This is as much about the show as it is about getting a person into the format of podcasts. That’s why this advice from Sounds Profitable’s Tom Webster rings so true in these circumstances: “don’t try to be cute about it”, which actually translates to don’t go too niche. You need a quality show that will also suit your recommendee’s personality and interests. 

To put things in perspective, I’m going to reference my experience recommending podcasts to my whole family. For Christmas, I made them CD cases with information on podcasts I thought they might like. Taking the time to consider what it would take for them to actually listen — since most of them were non-listeners — forced me to think about all the variables that could prevent them from listening. I’ll note some of those below.

Here are some key things to consider when recommending a podcast to a non-listener:

Consider the Podcast’s Topic

If you’re a dedicated podcast listener like me, you might be tempted to dig into your expansive library of shows and find something unique. But again, you’ll hear Tom’s voice in your ear. And he’s right. For non-listeners, pick a topic that you know will interest the person and then find the best example of it in a podcast. It’s okay to recommend something that is mainstream, an aspect of familiarity might actually help them the most

For example, when I was picking a podcast for my Dad, I considered Backstage at the Vinyl Cafe, because it sounded well-produced and I knew he loved Stuart McLean. But in my head, there was also a voice saying ‘is this good enough?’  It felt like an uninteresting podcast recommendation to me, because it wasn’t that different. But to him, it was so exciting. It was something he knew and loved, just in another format. And I can confirm that he is now regularly listening to it!

Consider the Podcast’s Style

This might actually be the most difficult part. If the person is familiar with radio, and with talk radio especially, that might hint to you that they’d enjoy something that has a mix of interview and just conversation…Because that’s at least a format and dynamic that they’re familiar with. You’ll just want to be mindful of the tone, length, and personality of that conversational show, because they’ll be comparing it heavily to radio, which can have more structure to it than some conversational podcasts.

If they were never really that into radio, it can help to still reference other media that they enjoy. What kind of movies, TV shows, or books do they turn to? If they love documentaries, you might want to suggest an investigative podcast from Campside Media. If they like celebrity news, Who? Weekly could get them hooked. My point is, you might think it’s silly to bother recommending 99% Invisible or Maintenance Phase because they’re so well known, but this is a time when those shows are your best bet. We’ve got a good starter playlist for classic podcasts that fit the bill. [Spotify] [Podchaser]

Consider the Access Point

This is where we get a bit technical, but I think this part is so important. You want to make it as easy and straightforward for them to access a podcast as possible. In the photo above of my CD cases, you’ll notice I added a QR code. The QR code isn’t the important part, but the type of link attached to it is. For each recommendation, I considered where it might be easiest for them to listen. I knew some family members already use Spotify, so I linked right to Spotify. I knew my Mom would want to access the transcript, so I linked her recommendation to the show’s website where the episode and transcript were available. 

Ira Glass even made a video showing his Grandma how to access Serial when it first came out in 2014. Maybe we need an updated version for our Adopt-a-Listener campaign. Let us know!

Consider the Listener’s Podcast Experience

If you’re a podcast listener, how often do you just sit still while listening to a podcast? Since that’s kind of the default for so many other kinds of media, people might think that’s what they should do. Instead, think of your podcast recommendation with the care and consideration of a sommelier who pairs a wine with the perfect meal. Pair your podcast recommendation with a specific activity that would be suitable for it. Sometimes it’s a podcast that can make cleaning the bathroom more enjoyable. Or it’s a great one for during a commute, when your attention might get divided. Think about what suits the type of podcast and the type of activity.

Wrapping It Up

At Tink Media we believe so much in the power of a good recommendation, that we started an initiative to encourage podcast listeners to reach out to the non-listeners they know and help them find a podcast they love. By ‘adopting’ a non-listener and using some of the tips above, you can show someone how great podcasts can be and help us grow the podcast industry.

Written by: Devin Andrade