I love a good podcast. Last week, though, someone introduced me to a new concept: the fake podcast.
It’s a tactic by which someone presents their product or service on social media as if they are discussing it in a podcast. But there’s no one asking the questions, no one on the other side of the conversation.
They are talking to themselves. Now, I was brought up to believe that was the first sign of madness. Turns out to be the first sign of making a mint.
The fake podcast originated with TikTokers but is now being taken up by businesses to promote their own content. All you need is a microphone and a camera pointed at an angle as you talk to your imaginary host. Obviously, the mic does not need to be plugged in.
According to tech writer, Ryan Broderick, fake podcasts ‘heighten authenticity’. This seems to be an odd way of judging what’s authentic. But, hey, if we are in a post truth era, I guess that means we are also post authenticity. At least George Orwell would know what they meant.
Previously if you wanted authenticity from an expert, you’d turn to a Ted talk. Now the technology is available to all and podcasts have become big business, so people want to generate some of that authority without earning it.
Why make a fake podcast
There are sound psychological reasons for this, says Finley Watson from La Trobe University in Australia. “US adults who hear “news” discussed on podcasts are likely to view this information as more reliable than news gleaned from other sources such as social media. At the same time, podcasts are much easier and cheaper to fake than other forms of traditional media.”
TikTok even has a host of videos teaching creators how to make their own fake podcasts.
Their message is clear as a bell: do try this at home.
Does it matter? If the context is obvious, maybe not; it’s just another form of promotional short video. However, if there is any chance that your brand will be seen to deceive your audience, then that could damage your reputation. It all depends on your core values; if making a fake podcast goes against them, you magnify the potential for self-harm.
How do you spot a fake podcast? Here are a few tips.
- Is there a watermark or a link to an actual podcast?
- Can you find the person’s profile on a real podcast?
- Does the sound come directly from the microphone or is there room noise?
- Do you ever see the person on the other mic asking the questions?
The concept was introduced to me by Andy Wood at Pulse8 video production. Of course, it’s not that new, but as usual it has taken business a while to catch up with what TikTok creators are up to.
(Photo by Kit (formerly ConvertKit) on Unsplash)