The Power of Podcasts as Content Companions

Jen Moss, Co-Founder & Chief Creative Officer, JAR Audio

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You labor to make a film, it has a brief festival or theatrical run, or appears on a streaming service – but how do you maximize its impact with a wider audience, and how do you reach new audiences over time? In this article, Jen Moss, CCO of Branded Podcast company JAR Audio, will write about how to extend film and TV projects through podcasting. The secret? Bring added value to the fans. 

My friend Sheona McDonald is a brilliant independent filmmaker, with chutzpah to burn.  Right out of film school, she made a film about men’s healing circles in prison. There she was, 19 years old, wading into tense, emotionally charged conversations with hardened criminals – documenting the need for healing even amongst those who society has deemed “unfit.” Her belief in humanity, and dedication to telling stories from the margins – stories more easily ignored – has continued throughout her 25 year career. She’s made films about trans youth, about feminist porn moguls, and about finding dignity in stillbirth. Sheona’s films are designed for one purpose, and one purpose only: to make an impact. She wants to share these stories, and break down barriers in society by doing so. I’ve never seen anyone work harder than Sheona when she’s engrossed in one of her film projects. Then the day comes where the film launches. Perhaps on a network, or perhaps on a film festival circuit. There’s a flutter of activity – of interest – and then, nothing. The buzz winds down, the crowd goes home, or changes the channel. The film – which initially piqued their interest, gradually gets forgotten. 

But what if there was a way to ensure that the conversation kept going? That the impact was felt for longer – and that the film became part of a larger movement? 

In today’s media landscape, podcasts are emerging as the unsung heroes of content, because they allow creators to enhance and expand on other media formats. One way this is occurring is podcasts being used as “companions” to films and television shows, providing an enriched experience for audiences hungry for more. Companion podcasts hold loads of potential for creators and marketers alike. But there are better and worse ways to go about them. Let’s get into it! 

The Wormwood Effect

One of the earliest examples of a companion podcast done well is Wormwood: The Companion Podcast. This official companion podcast unpacks the story behind Errol Morris’s Wormwood—a riveting, limited-run Netflix series about the CIA’s covert LSD experiments and the mysterious death of scientist Frank Olson. This intriguing story was practically begging to be picked up and run with. Obviously there were lots of theories as to what had actually gone on… things that ended up on the cutting room floor of the TV series. Wormwood: The Companion Podcast gave listeners deeper insights into those theories, and into the making of the series itself, providing behind-the-scenes anecdotes and interviews with the director. It offered a deeper dive into the series' mysteries and added layers to the storytelling. The podcast served as an immersive way to delve into the show's themes, uncovering hidden details and offering fresh perspectives that kept audiences engaged, long after the TV show’s credits rolled.

Recent Companion Podcasts Making Waves

Since Wormwood, the landscape for companion podcasts has only grown. One standout example is the Chernobyl Podcast, which accompanied HBO's critically acclaimed miniseries Chernobyl. Hosted by the show’s creator, Craig Mazin, and Peter Sagal of Wait Wait... Don’t Tell Me!, this podcast offered an episode-by-episode analysis, sharing fascinating insights into the historical context and production challenges. It gave fans a deeper understanding of the real events behind the dramatization and the creative decisions involved in bringing such a complex story to life. What you notice about both the Wormwood and the Chernobyl series is that they don’t simply duplicate the information from the TV shows. They are peeling back layers of the stories, and adding new information and insight, plus an element of meta-fictive, behind the scenes analysis, giving fans additional food for thought. 

Another notable example is the The Crown: The Official Podcast, which takes listeners behind the scenes of Netflix’s hit series The Crown. Each episode features interviews with the show's cast and crew, offering exclusive insights into the creative process, historical research, and character development that make the series so compelling. This podcast enhances the viewer's experience by diving into the intricate details of the portrayal of the British monarchy, and also by allowing audience to become more familiar with the talented ensemble cast of the show. 

Behind the Scenes with Amazon’s Buy It Now

Fast forward to the present, and my company, JAR Audio is working on a companion podcast for Amazon Prime’s Buy It Now. This series is being launched under the umbrella of This is Small Business, a regular audio podcast we make and market for Amazon, hosted by Andrea Marquez, and aimed at serving the needs of small business owners who use the Amazon platform. The Buy it Now TV show on Prime showcases budding entrepreneurs vying for a chance to turn their product dreams into reality. The companion podcast offers behind-the-scenes insights into the contestants’ personal journeys, exploring what drives these ambitious individuals, and answering the audience’s curiosity about what the winners plan to do with their prize money. In addition, the podcast extracts actionable business and entrepreneurship lessons for the core audience of This is Small Business. Listeners get an exclusive peek into the challenges and triumphs faced by the entrepreneurs, allowing the audience to connect more personally with the stories and individuals they watch on screen.

Why Companion Podcasts Work

So why are companion podcasts so effective? They offer audiences an enriched experience by adding layers to the narrative of their favorite shows. Here’s why they hit the mark:

1. Extended Storytelling: Podcasts give creators the space to explore stories more deeply, adding context and depth to the on-screen narrative. Podcasts are serialized, so they can extend the timeline of a film or TV project. 

2. Audience Engagement: Companion podcasts allow fans to continue the conversation beyond the episode, keeping them engaged and connected to the content for longer.

3. Multimedia Synergy: By integrating different forms of media, creators can reach audiences in varied ways, appealing to both visual and auditory preferences.

4. Exclusive Content: Podcasts can provide exclusive content, such as interviews, behind-the-scenes stories, subscription content, and additional commentary that enhance the viewing experience.

5. Flexible Consumption: Listeners can tune in while on the go, making it an easy and convenient way to stay connected with their favorite shows.

The Future of Companion Podcasts

As more brands and creators recognize the potential of podcasts as content companions, we can expect to see an increase in these types of productions. They enhance the audience experience and provide a valuable opportunity for content creators to expand their storytelling repertoire.

Companion podcasts don’t have to simply forensically pick over the remains of the shows they’re connected to like the podcast equivalent of vultures. We can also look to companion podcasts to break new creative ground, expand character development, write new chapters, reveal emerging aspects of an ongoing story or issue, present alternative endings, and/or bring in audience voices and fan reactions to deepen the storytelling. 

In this quickly evolving media landscape, the partnership between screen and serialized sound is proving to be a powerful tool in capturing audience attention and loyalty, and retaining it over time. So whether you’re a die-hard fan of a film or TV series, a filmmaker looking to extend the impact (and timeline) of your storytelling, or a marketing entrepreneur looking to reach new audiences, consider the podcast—your ultimate content companion.

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About Jen Moss:

In her role as Co-founder and Chief Creative Officer of JAR, Jen Moss brings stories to life. Jen draws on her strong background in theatre, arts journalism, and authentic, documentary storytelling. Her many years of working for CBC Radio and Canada’s National Film Board Digital Studio taught her to think of stories as living, breathing things, full of potential for impact. With JAR’s clients, Jen acts as a podcasting "doula," helping them bring captivating stories into the world. She also lectures on podcasting and New Media at the University of British Columbia.