But really, you probably should start a podcast

Having your own podcast has become a running joke, but I'm here to argue the counter point. In the battle for democracy we need more podcasts, not less.

There are approximately 4.4 million podcasts in the world. That's a lot of podcasts. And yet, I'm here to argue that we still need more. Many more.

I think YOU should start a podcast.

Here's my caveat: If you need fame and fortune to enjoy podcasting - this isn't for you. Few podcasters make money or top charts. But if you can keep your ego out of it and pursue this as a hobby or extension of your civic duty…read on and let me convince you to ignore the haters and start a podcast!!

From where I sit, several overlapping circumstances make this the perfect moment for anyone with something to say and basic tech to start a podcast (I may make this a series if any of you take me up on this to share tips I've learned co-hosting Twigg & Jenkins.)

These circumstances include:

1. The hyper-nationalization of news and Trump-centric media has everyone exhausted and open to alternatives

2. Influence and therefore political power is more potent in the micro than the macro

3. Consumer demand for media content has never been higher

4. The Conservative & MAGA movements have become content juggernauts

5. The Opportunity: the barrier to entry has never been lower, your ability to share with your community has never been higher, and our need to purposefully contribute to the protection of democracy has never been so urgent

Still with me? Let’s break it all down…

The Problem with the News

As we all know, over the course of the last 25 years local and independent newspapers other news sources have all but evaporated, leaving most outlets focusing on national, syndicated stories. We get a disproportionately high amount of national news, from sources that feel far away.

Watching the news or listening to it, can be viscerally stressful.

BUT, you know what we still have an intense appetite for? Updates from our friends, people like us, neighbors, community members. Their hobbies, interests, takes on what's happening. Thats where you and your new podcast come in. What do you like to do or talk about? Start talking. If and or when politics intersects with whatever it is your podcast is about, embroidery, wine, your kid’s school, then share it and share your opinions and thoughts. You don’t to be an expert, you just have to be your already likeable, engaged self.

You and your podcast aren’t a replacement for the news, you are not competing with Rachel Maddow. You are simply broadening the scale of what you are already doing, living your life, sharing your story, and hopefully telling people who to vote for 🤷🏽‍♀️😎🤞🏽

The Puzzle of Influence

While the term "influencer" may be relatively new, the concept isn't. For better or worse, humans have organized themselves around alphas and influencers to put their hand on the scale and determine the direction of the collective. It is what it is.

Yet, research consistently shows that our neighbors, family, friends, and community members have the greatest influence on our thoughts and beliefs - not distant celebrities.

You don't need 30K downloads. Kamala Harris lost the presidential race by 2.3 million votes, or ~700 votes per county. Congressional, state and local races are often settled by much less.

Even 30 people listening to you discuss gardening or grocery store comparisons with occasional policy talk can keep people engaged in civic life or consider how they will vote in a new way.

The Demand for Content

Donald Trump is President of the United States in large part thanks to his ability to attract and hold the public's attention. I have mostly withering criticism for the man, obviously, but credit where credit is due. He knows how to thrive in the attention economy and the American public's demand for content has never been higher:

• Americans spend 7.5 hours daily consuming digital media

• 73% regularly consume news daily

• Video consumption averages 3 hours daily

• Podcast listeners consume about 6.6 hours weekly

The thirst is real. We (both your new podcast and mine) don't have to make something that captures all of that audience, but if we don't make more content that shares our stories and points of view, we won't capture any of it.

As Wayne Gretzky famously didn’t quite say, "you miss 100% of the potential progressive voters you don't make content for."

We've learned that lesson the hard way. We can't rely on the Democratic party, individual campaigns, or internet savvy elected officials (God bless you AOC, Jasmine Crockett and Sen. Chris Murphy) to do all of this for us. There are only so many TikToks you can make, or hours any of us can spend yapping about our love of baking…if we are going to meet the demand of hours and hours of content per day, then we need a lot of shifts at the factory.

The Supply of Content

So who is currently supplying the hours and hours of content that Americans are consuming? Hint, its not us. Conservatives are meeting consumer demand as content juggernauts. Shapiro, Owens, Rogan, and others collectively produce hundreds of weekly content hours, pulling non-political audiences rightward through algorithm-driven content pathways.

Even ostensibly non-political companies focused on sports, comedy or other facets of entertainment (think Barstool Sports or Theo Vaughn) are still creating content that skews heavily in favor of conservative points of view and ways of thinking.

We are wayyy behind in terms of audience scale and it's going to take us a while to catch up. Currently 16 of the top 20 news commentary and political podcasts are conservative voices.

There has been a lot of breathless media coverage about how the left needs its own Joe Rogan. I don't disagree but I'm flinty-eyed about the possibility of accomplishing that in the near future. Where we can compete is volume - a tidal wave of small-scale, dedicated podcasters might be our best, quickest strategy.

The Opportunity

Being a podcaster has never been easier - ask me how I know? 🙃. You likely already have everything you need to get started - a computer and headphones. With some software, and some time, you too can have your own podcast.

11 Easy Steps to Starting a Podcast:

1. Choose a focused topic you're passionate about (the narrower, the better)

2. Name your podcast something catchy and searchable

3. Invest in a decent microphone ($50-100 is plenty to start)

4. Download free recording software like Audacity or GarageBand

5. Create a simple intro/outro with royalty-free music

6. Record in a quiet space (closets work great!)

7. Sign up for a podcast host like Anchor (free) or Libsyn ($5-20/month)

8. Create cover art using Canva (free templates available)

9. Submit to Apple Podcasts, Spotify, and Google Podcasts

10. Commit to a realistic schedule (bi-weekly is perfectly fine)

11. Don't be shy. TELL YOUR FRIENDS

So, are you in?

Comment and reply below!