Ultra short v ultra long, could this be the future of Podcasting: Ollie Wards

Is there a formula for success when it comes to producing podcasts?

With the number of podcasts being produced continuing to escalate, trying to find a successful formula may not be as easy as it seems, especially in such an innovative media.

At the recent RAIN AustralAsia webinar, former triple j program director and now Director of Music at TikTok Australia & New Zealand, Ollie Wards, said that over the next five years he expects there will be a number of innovations.

He told the panel, “In my own experience there is a lot of innovation, I would hesitate to say that there are…. formulas for success but we are seeing innovations every day and that can only be good for the future of podcasts.

“I just think that we are going to see continuing disparity between really long form deep dive full length conversations and very, very, very short stuff, like Tik Tok kind-of 15 second type things where you might be able to tell a story in 15 seconds, whether that’s audio or video, which is crazy short compared to a Jo Rogan podcast that his three hours long…so ultra short versus ultra long content and less in the middle.”

As for a favourite podcast, Ollie nominated Malcolm Gladwell’s Revisionist History, saying  “I was inspired by his style, great radio craft and theatre of the mind. Just the way he writes and the very subtle visual cues for the characters he is speaking with.”




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