Crime podcast expert reveals secret to attracting listeners

(CLO) Crime podcasts have long held a special place in the audio world thanks to their ability to keep audiences closely following every development and immediately listening to the next episode.

An academic study by podcast expert Rachel Sibley suggests these engaging elements could hold important implications for how news podcasts are made.

Sibley presented the research as part of the University of Lancashire's JILeaders program and spoke at the Newsrewired conference on November 26 with Dan McLaughlin, podcast editor of Reach plc.

Dan McLaughlin (Reach plc, left) at Newsrewired on November 26. Source: Mark Hakansson/Marten Publishing

The host is the key factor

The study identified six common elements of engaging narrative podcasts: theme, characters, setting, cultural context, plot, point of view, and host. The host was considered the “secret ingredient” that determined listener engagement.

According to Sibley, the hosts of crime podcasts often become both narrators and characters, acting as audience representatives. They ask questions, react, and guide the story in the way listeners expect. This is a different approach from traditional news podcasts, which prioritize objectivity and brevity.

McLaughlin said that tapping into the personality of the anchor can make many journalists “uncomfortable”, but is essential to creating appeal: “We have to make journalists into brands, not just rely on the newsroom brand”.

How to lead a story to keep the audience interested

The podcast Carrie Jade Does Not Exist , cited in Sibley's research, demonstrates this clearly. Host Sue Perkins takes on the role of narrator and responder for the listener, while co-host Katherine Denkinson—an investigative journalist—provides key twists and revelations.

The story does not move in a straight line, but follows a “two steps forward, one step back” rhythm, allowing the listener to explore each layer of information. According to Sibley, the presenter can “step back,” ask for explanation, or emphasize details—referring to the audience’s needs in that moment.

The slow, spaced-out pacing is the opposite of traditional journalism, but works well in a narrative podcast.

The personality and expertise of the host determine the value of the program.

Sibley believes that a host with a clear USP (unique point of difference) elevates a show. Celebrities can help attract listeners initially, but it's the content that keeps them coming back.

McLaughlin cites the example of Reach plc's Go Doxx Yourself podcast, hosted by Dr Rebecca Whittington. The show is currently interview-based but is being considered for a narrative approach to capitalise on Whittington's expertise and insights.

5 suggestions for the editorial office
Sibley’s research suggests five recommendations for making news podcasts more engaging. One is to choose the right host, someone who has a genuine connection to the story and can show personality. Two is to give the story time to develop, don’t be afraid to slow down, and build suspense naturally.

Three is Four, be realistic and consistent in your resource planning and publishing schedule to build a loyal audience. Five, be adaptable and have a plan in place if the main host leaves the show.

Elements of a successful narrative podcast

According to Sibley, a successful narrative podcast typically has the following components: theme (a clear question or message), characters (fully developed, relatable people), setting (a visually rich, immersive environment), cultural context (the story is connected to a larger social issue), plot (tight structure, with climax and suspense), point of view (a consistent perspective that guides the listener), and host (the hub that connects all elements).

Source: https://congluan.vn/chuyen-gia-podcast-ve-toi-pham-he-lo-bi-quyet-thu-hut-nguoi-nghe-10320381.html