Question – Zara Camp 

Do you think, Keith, that with what you do in audio, the type of audience you have has changed over time, or has it remained the same?

Answer – Keith Keller

It's very different.

I started really leaning into this during covid, when it when everyone was at home, even if the sun was shining, you couldn't leave the house. 

It was illegal, especially in Australia. 

So in 2020 we had a captive audience, like everyone was at home. 

There was nothing else to do. 

You could watch endless amounts of TV if you wanted to. 

But a lot of these apps started during covid, and they went very, very, very well. 

Now we're finding that only the diehards that really enjoyed this format. 

So there was a lot of people that were very curious, and then as soon as they could go outside and have an ice cream, well, they'd rather do that. 

What happened? 

This is what did happen. 

A lot of people said, You know what?

I didn't realize that this format is like the antidote to loneliness. 

I didn't realize that someone on the other side of the world could have the same problems as me living in this small town, the only one in the world that had this problem, because there's no one else in the in my town that I can talk to about it. 

And then suddenly, someone on the other side of the world who also lives in a small town with no one else to talk to can talk to them. 

So the audience has got more discerning. 

It's not a gimmick now it's not a gimmick. It's not use a word, intentional. 

I do everything with a purpose. 

I know exactly what I'm doing. 

I know exactly what I want to achieve, and I know exactly how to measure if it's working. 

So I'm very intentional. 
 
I think a lot of people that listen to audio are very intentional about what they're doing. 

They might be on the train, they might be doing the dishes, but they they know what. 

They're not just it's not it's not something to do. It's not a it's not a pastime anymore. 

It's an intentional learning experience. 

Because, you know, I'm, no, I'm not a very big reader, and I, I've found that when I chat to people about these things, I learn fast, really fast, like, as you said, today or recently, you're running up Mount Everest. 

I'm running up Mount Everest because three other people are with me. 

I feel like, when I'm reading in the corner on the couch, I'm going, Oh, this is hard. 

I don't get this at all. I don't understand. 

I need, I need to talk to someone. 

I need to, I need to bounce off. 

What do you think? 

So, when people are talking in this very closed format, openly and very, very earnestly, we are 100% with each other as a community, and there's no right or wrong answer, even if we disagree. 

Let's chat about it. Ah, the penny drops. 

I've been reading about this for ages. I never understood it. Now you put it in context for me. 

So that's how I learn. I'm a kinaesthetic learner. 

I'm an and I'm very much an audio person, yes. So it's a very discerning audience. 

It's a very discerning, deliberate audience. 

It has changed and it's narrowed a little, but the audience is very tight, and I'm sure you notice that too. 

Very tight.


HOW HAS THE AUDIENCE CHANGED?

Keith has been researching the latest trends in Social Media Marketing for well over a decade and currently has a number of weekly Social Audio shows about this now.

"Social Audio" is just like a live radio broadcast but also allows members of the audience to participate directly with the host and other listeners during the show. 

Keith is thoroughly researching this new trend and now does regular shows on Linkedin.

You can find out about the upcoming shows here.

http://WhereIsKeithToday.com

HOW HAS THE AUDIENCE CHANGED?

KeithKeller