19 July 2025
By Dariusz Konkiewicz
Images are the primary medium of documentary photographers. Although photographs can illustrate or suggest, they do not have the capacity to explain or reason. Images do not quite convey meanings like language does. They are more akin to poetry, often leaving audiences yearning for deeper insights and context. Understanding the context of an artwork – such as the time, culture, and the artist’s influences – can deepen and enhance our appreciation, allowing us to engage with the work on a more informed level. This is where podcasts come in. They provide a platform for photographers to share the stories behind their images, explain their creative processes, and connect with audiences. Now that podcasts have surged into the mainstream, they can complement photographers’ visual storytelling, offering opportunities to build awareness, establish trust, and generate revenue.
What is a Podcast?
A podcast is an episodic audio series in which one or more hosts discuss a chosen topic. Themes can span nearly any subject. These series are easily accessible online and on various devices, enabling listeners to tune in whenever they choose. While many are free, some increasingly require subscriptions.
Podcasts: A Medium on the Rise
In 2022, the UK had 21.2 million podcast listeners, projected to exceed 28 million by 2026, highlighting the medium’s growing popularity. Worldwide projections estimate that there will be 500 million podcast listeners by 2025. Podcasts have become a leading form of audio entertainment, especially among younger audiences, with nearly 40% of listeners aged 26 to 35 tuning in weekly. A 2022 survey revealed that most people in the United Kingdom – 57 per cent – listened to podcasts primarily for entertainment. Also, in the survey, 48 per cent of respondents cited a desire to learn something new or deepen their understanding of familiar topics as a key reason for tuning in.
You may ask yourself: how would I fit my serious topics into an entertainment show?
Innovate by collaborating with entertainment podcasters to reach new audiences.
Entertainment podcasters excel in making complex or mundane topics engaging and relatable. Documentary photographers can tap into this skill to present their projects in an exciting way. For instance, if you are a street photographer, you could collaborate with an entertainment podcaster to explore city life’s quirks and vibrancy, turning anecdotes into humorous commentary while subtly addressing deeper societal themes.
If you are an environmental photographer, you could create an engaging yet thought-provoking dialogue with the host on the peculiarities of human behaviour that contribute to environmental problems. The documentary photographer, tackling topics like consumerism, media representation, or stereotypes, might find a natural fit with podcasters who specialise in satirical takes on modern life. This layer of commentary resonates with comedy fans while retaining the gravity of the underlying issue. It is important to note that this advice is specific to documentary photographers. Photographers focusing on other genres, such as portraits, wildlife, or fashion, must tailor their messaging and approach to their unique audiences and subject matter. Ultimately, such collaborations offer mutual benefits. The photographer gains exposure to a new audience and builds awareness, while the podcaster diversifies their content. This cross-promotion can occur through joint marketing efforts, such as sharing episodes across both platforms or hosting giveaways.
Establishing Authority and Credibility
If you have conducted extensive research for your documentary projects, you likely possess expertise in the subject matter. Use this knowledge to position yourself as a thought leader. The world of podcasting is changing fast, with niche podcasts and specialised content leading the way as listeners increasingly seek experiences tailored to their interests and needs. The podcasts you host or appear on do not have to focus solely on photography; instead, use your expertise to discuss topics where you excel. Add value to the conversation by showcasing your insights. This builds trust, reinforces your professional identity, and drives interest in your photography projects.
Are you still on the fence with this?
How easy or difficult is it to start a podcast?
To record your podcast, you will need recording tools. These can be as simple as your phone or – for better sound fidelity – a pair of headphones with a microphone. Once you have finished recording, you will need editing software to prepare your file for uploading. Audacity, one of the best free audio editors available, is an excellent choice for this step. Next, choose a podcast-hosting platform and submit your RSS feed to the biggest directories.
Business Application
In 2019, Google announced the ability to search for and play podcasts directly on its platform, positioning them as a valuable element of a comprehensive search engine optimisation (SEO) strategy. While Google cannot “listen” to podcasts to evaluate their content, providing podcast transcripts on your website allows the platform to index and rank the material effectively, as the content is accessible as text. For effective SEO, ensure your podcast-hosting platform supports SEO features or prioritises SEO to help your podcast rank on Google. Include a link to your website in your podcast’s show notes so listeners can easily click it while tuning in. Once there, they should be able to find sections dedicated to your portfolio, blogs, services, and ways to connect with you.
While many people use dedicated podcast platforms, YouTube is now the second-largest search engine in the world and the top three destinations for podcast listeners. You can tap into a fresh audience by creating podcasts that address popular search queries.
Measuring the return on investment of podcasting can be challenging, particularly for beginners. Rather than seeking immediate gains, approach it as a tool to build awareness and develop a long-term strategy. But still, even as a newcomer, you can monetise through affiliate marketing by earning sales commissions or securing sponsors relevant to your podcast’s niche. Once your podcast gains traction and establishes status, you can explore additional opportunities, such as offering online courses or mentoring. View podcasting as a long-term endeavour with the immediate benefits of engaging listeners and laying the ground for future opportunities.
Podcast Industry Future Trends
The future of podcasting lies predominantly in AI and machine learning. While some AI elements in tools like Descript and Adobe Podcast are still in beta, they are set to become stable, more useful and reliable. These tools could soon handle fully automated editing for you. As AI gets better at analysing conversational flow, it will deliver more accurate transcripts, making it easier to share them on your website and improve search engine indexing.
On the listener side, machine learning could enable real-time AI-translated dubbing of podcasts, overcoming limitations of currently available transcriptions and allowing podcasts in one language to be heard in another. With these advancements, the barriers to entering podcasting will keep dropping, making it easier than ever to integrate podcasts into your practice.