Not Throwing Away My Pod: Podcasting’s Influence on the 2024 Election

Podcasts have emerged as a vital force in this year's Presidential campaign, with key appearances by former President Donald Trump and Vice President Kamala Harris aimed at engaging voters who are increasingly distancing themselves from conventional media outlets. Not to mention the podcast tours that both of their vice president candidates went on, along with all the surrogates. Although we can't definitively say how much these appearances influenced outcomes, it certainly seems that the podcast circuit has become an integral element of campaign strategies moving forward.

The Rise of Political Podcasts

Podcasts offer a unique mix of accessibility and intimacy that traditional media often lacks. The most obvious reason is that podcasts offer a long-form format that most traditional media shy away from. They engage in unfiltered conversations and usually avoid the heavy hand of editing that we see when broadcast entities run specials surrounding their sit down with the candidates.

Not only that, but the podcast format lets the listener engage on their own time, creating a more personalized experience. Understanding the significance of reaching out, both presidential candidates actively participated in numerous podcasts this year to engage with a variety of audiences and address the issues that resonate most with specific groups.

Trump and Harris: Reaching New Audiences

While appearing on what seemed like obvious choices for the conservative party's leading candidate, the former President also hit a few spots that may have seemed like long shots for any other presidential campaign.

• "The Joe Rogan Experience" is widely regarded as the most popular podcast globally at the moment, where Trump appeals to those who appreciate his candid, no-nonsense demeanor while challenging conventions that often veer into conspiracy territory.

• "The Ben Shapiro Show" – Here, Trump connected with Shapiro's right-leaning audience by discussing conservative values and policy priorities.

• "Pardon My Take" – On the sports and humor podcast, Trump tackled lighter topics, appealing to younger listeners who might not watch traditional political programming.

While Vice President Kamala Harris focused on progressive shows that highlight social justice issues, she also included a few podcast appearances that seemingly shocked the mainstream media but may have cemented her popularity.

• "Pod Save America" – Harris discussed progressive policies with a politically savvy, left-leaning audience.

• "Code Switch" from NPR – Harris focused on race-related topics here, resonating with listeners invested in social justice issues.

• "Call Her Daddy" - A chance for Harris to let people get to know her without being bogged down in policy discussions.

Both candidates used the trust and loyalty listeners have with their favorite hosts to create an authentic platform for discussing their policies and personalities.

By the way, you can find all the appearances by the Presidential candidates using this Apple Podcast listing curated by Libsyn's Rob Walch. All episodes link to original enclosure files and are not re-hosted.

Vice Podcast Tours: Walz and Vance

The other half of the presidential tickets significantly boosted their podcast presence. Their appearances in many cases served as a chance for them to defend their tickets' stances and attack the shortcomings of their political foes.

• Some of Tim Walz's appearances include: "Politico Dispatch", "Axios Today", "Smartless", "Pod Save America".

• J.D. Vance appeared on "The Ezra Klein Show", "Intelligence Squared U.S.", "Theo Van", and "The Joe Rogan Experience."

And the number of surrogates that went on podcasts this presidential cycle specifically to talk up the candidates are far too many to count or mention.

The Surge in Political Ads

Not only did the candidates put their focus on podcasts this election cycle, but political ads crept their way into the conversation as well. While podcast ads are notoriously effective because of the authentic read from the hosts, most of the ads that I heard were third-party programmatic ads featuring the usual voice over and political rhetoric. What I predominantly encountered were localized advertisements.. Being close to Philadelphia I was hearing ads focused on the keystone state. I am confident that trend will continue into future campaigns.

Why Podcasts Matter: The Bigger Picture

Using podcasts in the 2024 presidential campaign represents a shift in how politicians communicate with voters:

• Direct Communication: Politicians can bypass traditional media gatekeepers.

• Targeted Messaging: Campaigns use analytics to find shows that align best with voter demographics.

• Increased Engagement: Podcast listeners are more engaged and likely to remember what they hear.

• Enhanced Credibility: Appearing on reputable podcasts lends credibility.

Conclusion

Whether the emergence of podcasts is better or worst for the elections is still too early to say. It's clear that while social media made it easier for campaigns to reach the unreachable, it has also made it possible for bad actors to flood the electorate with misinformation and disinformation. I hope that more podcasters will exercise caution and utilize their platforms responsibly, rather than exploiting political momentum for increased downloads. Either way, expect podcasts to continue growing in influence as we look ahead to future election cycles—this is just the beginning of a new era in political strategy.