The driving idea behind *Nice Genes!* is to make genomics not only accessible but also engaging and inspiring for a broad audience. As a podcast from Genome BC, a not-for-profit organization committed to advancing genomics research and innovation, our goal is to highlight the transformative impact of genomics on society, the environment, and daily life. Through human-centered storytelling and immersive sound design, we aim to demystify complex scientific concepts, making them relatable and understandable for our listeners.
In Season 3, our primary objective was to elevate the perception of genomics by presenting it as a force for positive change and a source of hope for the future. We sought to create content that would resonate deeply with our science-curious audience, translating the intricacies of genomics into stories that reflect real human experiences. By doing so, we aimed to engage a dedicated listener base, encouraging them to explore the entire season rather than just individual episodes. Our overarching goal was to foster a deeper understanding and appreciation of genomics, positioning it as a vital and exciting field that contributes to a better, more sustainable future.
Bringing Season 3 of Nice Genes! to life began with a collaborative creative session between the Genome BC team and our production partners. In these sessions, we defined our goals, refined our target audience, established the season’s overarching theme, and selected the voices that would shape our storytelling. This process set the stage for production and our audience growth strategy, both carefully crafted to resonate with science-curious listeners.
A key challenge in this season was balancing the depth of genomics content while maintaining listener engagement. To overcome this, we curated a diverse range of voices—from researchers and scientists to patients with personal stories, and even a comedian—to keep the content both informative and relatable. This mix allowed us to present complex scientific concepts in a way that was accessible and engaging, ensuring that listeners could connect with the material on a personal level.
Our unique approach blended rigorous science with human-centered storytelling, breaking down barriers between the scientific community and the general public. By incorporating personal experiences alongside expert insights, we created a dynamic listening experience that appealed to a wide audience.
Throughout production, we also refined our audience growth strategy, using feedback and analytics to tailor our outreach and expand our listener base. In essence, Season 3 of *Nice Genes!* succeeded by combining thoughtful planning, creative execution, and a commitment to making genomics both accessible and exciting.
We successfully met our objective of making genomics engaging, accessible, and comprehensible at a human-experience level. Audience feedback reflected this success, with reviews highlighting the podcast’s appeal:
From an analytics perspective, we achieved new records for monthly downloads in consecutive months (October & November) and set unprecedented “Time Listened” metrics for three successive months. These accomplishments demonstrate increased interest in the podcast and prolonged engagement from our target audience.
We also reached a new charting high, securing the #14 spot in Canada>Science and maintaining a top-50 position for over a month (Sept. 22 - Oct. 25).
Our earned media, cross-promotion, and paid media campaigns were notably successful, resulting in the podcast being included in Air Canada’s inflight entertainment system and attracting a significant influx of new listeners. This contributed to an average consumption rate exceeding 92%, the highest we have recorded.
In summary, Season 3 was our most successful to date, surpassing all key performance metrics, including audience engagement, reach, feedback, and industry recognition.
