Podcast production: narrative or interview, how do you decide?

Podcast production: narrative vs. interview, which one to choose?

Nowadays, podcast production has become an essential lever for companies wishing to capture the attention of the general public. Internet users, who are particularly demanding, are increasingly interested in audio content. In fact, according to a recent statistic from 2024, there are over 504 million active podcast listeners worldwide. A figure that continues to grow over the years, prompting marketing decision-makers to consider using podcasts as a strategic tool to develop their business. However, among the many podcast formats, which is the most suitable type of content, narrative or interview?

In this article, you'll learn how to choose the podcast format best suited to your needs betweeninterview and narration, taking into account your objectives, your audience and your resources.

Why choose the right podcast format?

The format of a podcast determines the type of message conveyed and the style of narration used. The narrative podcast is a form of audio content that transports listeners into a deep sound atmosphere, very often accompanied by captivating stories and scenarios. The aim is to touch listeners through storytelling and evoke strong emotions.Interviews, on the other hand, highlight the words of experts in their field or personalities, in a more spontaneous and natural setting. The aim here is to highlight your know-how and skills, and show listeners that you are an authority in your field. The right choice of format will enable you to maximize your impact, optimize audience engagement and achieve your marketing objectives more effectively.

Want to launch your own podcast but don't know which format to choose? Contact Calliopé now to benefit from customized support.

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The narrative podcast: the art of immersive storytelling

Narrative podcasts, also known as audio documentaries or scripted podcasts, are based on well-constructed, coherent storytelling. Its main advantage lies in its ability to transport the listener into a rich, structured sound universe. Indeed, this format offers total control over how the story unfolds, playing with sound effects, music and pauses to create a truly immersive experience.

One of the great advantages of the narrative podcast is that it allows you to tell a story in a captivating way. It's ideal for companies wishing to tell their story, share powerful testimonials or illustrate a complex issue through a well-constructed narrative. Its artistic aspect and technical requirements make it a particularly effective format for making a lasting impression and creating a strong emotional connection with the audience.

However, its production is more complex and requires a substantial investment of time and resources. Script writing must be rigorous, editing demands meticulous attention and post-production requires in-depth expertise to ensure high-quality sound rendering. That's why it's often advisable to work with a specialized agency like Calliopé to guarantee a professional result.

A concrete example

A concrete example of a narrative podcast is "Dior Talks", produced by Calliopé for the luxury house of Dior. This podcast immerses listeners in the brand's artistic universe, exploring the links between Dior and contemporary art, offering an immersive experience that reinforces the house's prestigious image. To find out more about this project, click here.

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The interview: the power of authentic conversation

This more intimate format is based on an exchange between a host and a guest, enabling direct, natural interaction. It is particularly suited to companies wishing to feature experts, influencers or employees to share knowledge, experience or professional opinions.

To make a good interview, you need a discussion leader capable of animating the discussion with energy, and a guest who is competent in his or her chosen field.

The main advantage of the podcast is its authenticity, as the listener has the impression of being present at a real discussion, which promotes engagement and the credibility of the content. What's more, the interview allows you to vary points of view and tackle different subjects in an accessible, dynamic way. It's also quicker to produce than a narrative podcast, since it doesn't require an elaborate script or complex sound staging. Good equipment and adequate preparation are all that's needed to guarantee a quality recording.

However, this format also presents challenges. The quality of a podcast depends largely on the relevance of the guests and the host's ability to lead the conversation in a fluid and engaging way. Lack of preparation or sluggish exchanges can reduce the impact of the content and detract from listeners' interest. Editing can also be more time-consuming, especially when it comes to correcting hesitations, repetitions or unforeseen events during recording.

A concrete example

A concrete example of a podcast interview is "Trucks Talk", produced by Calliopé for Michelin. This podcast features experts and enthusiasts from the transport sector discussing innovations and challenges in the industry, offering listeners varied and authentic perspectives. To find out more about this project, click here.

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How do you choose between a narrative podcast and an interview?

Before deciding between these two formats, it's essential to ask yourself the right questions. What are your objectives? Are you looking to convey precise, concrete information, or do you want to create a strong emotional connection with your audience? Is your target audience more receptive to an immersive narrative or an interactive conversation? Do you have the resources to produce a scripted podcast, or do you prefer a format that's easier to implement?

If you're still hesitating, a specialized agency like Calliopé can help you think it through. Taking into account your marketing objectives and the specificities of your audience, we'll help you design and produce a powerful podcast, whether narrative or interview-based.

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Make the right choice for your podcast! Request a appointment with Calliopé to discuss your project.