Going Global: How to Speak to an International Podcast Audience
After you’ve been podcasting for a few months, you’re going to start attracting a global audience (if you’re following the advice on Podcasting Step by Step anyway).
How you communicate with your international podcast listeners can make or break your relationship, and on Podcasting Step by Step I talk about the three things you need to do to nurture a show that grows beyond your borders.
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Even when we speak the same language, different countries have different words, different customs, different holidays. It’s important to remember that our audience is not the same as us.
Now you might be thinking, “I thought you said to speak to one specific person on the show. Our ideal listener. My ideal listener is a 30-year-old American mechanic named Mike.”
That’s great. Keep speaking to Mike and creating content that is specific to his wants/needs. But also tweak your language as needed to be inclusive.
Speak to a global audience
For example, Australians really hate it when you talk about it being peak summer and it’s winter where they are.
If you’re celebrating a holiday, say, “Happy Thanksgiving if you’re celebrating. Merry Christmas if you’re celebrating. Hope you’re enjoying these final days of summer if that’s the season where you are.”
Don’t isolate your listeners with throw away disses
People outside of New York City often roll their eyes when New York-based podcasters act like they’re the center of the universe.
If you’re in a major city, don’t assume everyone knows about your favorite bar. And don’t talk sh*t about people outside of your city if it doesn’t add something to your show.
Sports podcast? It might make sense for Boston to dig at New York in good fun. But if you host an NYC-based dating podcast and throw shade on people who live in Ohio apropos of nothing, that’s just poor editorial judgement. Don’t dismiss other places if it’s just a throw away dig.
Explain regionalisms
Where I grew up, we called grinders grinders. You might know these sandwiches as heroes or Subway sandwiches. They’re grinders! But I wouldn’t assume you knew that. Have fun explaining regionalisms. This helps your listeners connect with you.
Just that little acknowledgment that not everyone is experiencing the world as you are is appreciated.
Add diversity to your podcast
Go beyond gender, age, and racial diversity and consider interviewing global guests on your podcast. This offers your listeners a richer understanding of the world.
Want help finding these global guests?
I’ll teach you all about guest outreach — and how to 10x your interview skills so you can show up like the leader you are — in my course Podcast Interview Perfection.
Podcasting is amazing for international reach. You are connecting with people around the world, which is so beautiful and wild. Make sure your global listeners feel welcomed when they find you.
Are you about to launch your podcast and are looking for a media host? Buzzsprout is my top recommendation. As a listener to Podcasting Step by Step, you can try it for free and get a $20 Amazon gift card if you sign up for a paid plan using my partner link.