It often amazes “us adults” how children and young people deal with – and consume – media as a matter of course. Growing up as digital natives with devices of all kinds, adolescent generations have repeatedly developed their own way of consuming media content. The older children and young people are, the more they use offerings on the Internet. But it’s not just audiovisual media that they like to use a lot. Podcasts in particular are enjoying unprecedented popularity and are playing a growing role in the media mix of older children and young people.

The potential is immense. Because while in other media genres content can be consumed on the side or only fleetingly, podcasts are mostly listened to when no other medium is used. If brands want to bind children and young people to their own podcast in the long term, they should consider three special features.

1. Podcast host(s) and sound design

Finding the right podcast host is a real challenge. The voice color must not only match the range of topics, but also reflect the sender behind it. It is important that the host radiates calm and confidence through his voice, while at the same time engaging his young listeners and stirring up fascination for the topics. The sound design must not be overloaded. After all, children and young people in particular should not be overwhelmed by too many background noises or garish sounds.

2. In their words

The language of children and adolescents is as peculiar as their media use behavior. It requires a great deal of sensitivity to engage with them in a credible way and not simply copy them. The loss of authenticity – and thus credibility – would be the consequence. It is the right balance that the podcast host must achieve. As a rule of thumb, the younger the voice color of the host, the more you are allowed to match the language of children and young people.

3. Keep it short and simple

Studies say that the optimal length of a podcast measures 13 minutes. And those can go by very quickly. In addition, the younger the listener, the shorter the concentration span. Therefore, content should be packaged in the smallest possible sensory units: rather two short episodes instead of one long one. If a complex topic requires more time, it is advisable to keep attention high by using different stylistic devices, such as short interviews.

Best Practice: the knowledge podcast of the consumer center NRW

Corporate podcasting is definitely not an everyday medium in the communication mix of companies and public institutions. As one of the first movers, the Verbraucherzentrale NRW has dedicated itself to this medium in marketing to children and young people together with us. For schoolchildren, we jointly developed “V macht schlau”: from the initial idea to the final sound design.

Once a month, the NRW consumer center dedicates itself to things that are important in schoolchildren’s everyday lives, true to the motto: “We make you fit for the future!”. The spectrum ranges from environmental protection and energy saving to nutrition or money worries. Not only are the special requirements of children’s and youth marketing taken into account in podcast production, but also in publishing. For each episode there is an individual age recommendation, in order to make orientation easier for the target group itself, but also for teachers and parents. The Podcast is callable among other things on Spotify, Google Podcasts and the Website of the consumer center North-Rhine/Westphalia itself.

No curiosity become? More information and audio samples of “V macht schlau” are available here.