Stop the hate

A plea to Apple Podcasts @ApplePodcasts #stopthepodhate

I was genuinely surprised how my essay “What I learned as a solo podcaster” resonated with podcast makers. From former NPR colleagues, to newbies on Podcast Movement, I received wonderful notes of support.

I would now like to shine a spotlight on one part of my essay: review culture in podcasting.

Here’s a recap of what I originally wrote:

Let’s chat about reviews for a second. I hate review culture. One time an anesthesiologist sent me several texts and emails after a surgery so I could post a review about him. Seriously? I don’t remember much about the experience dude! So I guess that means you did a good job?

Apple reviews and ratings are a breeding ground for trolls. Everyone knows there are people who just go through podcasts to give one- star ratings. And if you only have 20 ratings to begin with, that’s gonna hurt.

But to me, it’s the description of the ratings themselves that draws my ire. Have you ever taken a closer look?

“I hate it.” Didn’t your mother tell you that hate was a bad word? You don’t hate anyone or anything, she would say, except Hitler. Podcasts are like art. They are subjective. But they are also creations reflecting someone’s best work, or their opinions, or in my case, my craft and career. Now, I am used to feedback. You can’t be in this business for so long and NOT know that someone is genuinely going to be disappointed in your efforts. But for every hater, there will be 5 people who love what you do (not an actual statistic.) And the truth is, with so many podcasts to choose from, listeners can be choosey. If you don’t like a podcast, simply move along.

But no, Apple gives people the opportunity to spread hate. And when the ratings go down, so does the possibility of getting on a list, and finding new listeners. The general public cannot be trusted to be civil, this is why organizations like NPR have deleted the possibility for commenting on web sites, but kept commenting on social media where it belongs.

I challenge Apple to rethink its ratings and review system. With more and more solo podcasters joining the ranks, you need to think about how your system affects more than the top 20 podcasters.

Let’s face it. Podcasting wouldn’t be podcasting without Apple. Where do you think the word “pod” came from? Even with platforms like iHeart, Stitcher, and Spotify, Apple still owns the podcasting landscape. I recently read that Apple is responsible for 58% of global podcast downloads.

So as the leader in sharing podcast content, Apple Podcasts should take the first step in providing a new ratings system, one that doesn’t use “HATE” in its messaging.

Perhaps it’s the climate of our country. Those with hatred feel permission to spread vile and disgusting messages. Whether it’s swastikas painted on a temple, or a white woman accusing a black neighbor of being a thief, we hear these baffling and disgusting stories daily.

Even the Supreme Court has grappled with what constitutes hate speech. Threats of violence are not protected under the First Amendment (Virginia V. Black) because they have the ability to make someone feel threatened…aka cross burning. The amendment also doesn’t protect “fighting words” (Chaplinsky v. New Hampshire.) This kind of hate speech is not and should not be tolerated.

That doesn’t mean you can’t have opinions….especially about public objects and products meant for consumption. Art, music, movies, restaurants and yes podcasts all depend on reviews and ratings to help the general public decide what to consume.

A poor rating on Yelp

A poor rating on Rotten Tomatoes

From this council post in Forbes:

The 2018 ReviewTrackers Online Reviews Survey found that negative reviews convinced 94% of consumers surveyed to avoid a particular business.

Imagine how that affects small businesses. Back in the day, restaurant reviewers from reputable publications could make or break a new restaurant. Today, an accumulation of reviews on yelp can do the same thing. Except those aren’t professional reviewers….those are consumers. People who probably don’t know much about the restaurant business, but can articulate whether or not they had a delicious meal at an establishment. But sites like Yelp put review power into the hands of the average consumer.

Let’s now apply that to small podcasts. By small, I mean podcasts NOT in the top 20 of podtrac. I have a very niche podcast, it’s about ghost stories, legends and folklore in historic places. It’s not going to be for everyone. I put my own money, work, creativity and voice into this project. It’s a labor of love, and I’ve decided I’m going to share it with the world. Maybe someone else will enjoy the content as much as I do. I have about 9,000 downloads so far (it’s seasonal) and maybe 20 ratings. Of those 20 ratings, 3 are 1 star. That makes a huge impact on the average rating that potential listeners see when browsing through the huge landscape of content. That 1 star gave three people the ability to say “I HATE IT.” They didn’t write a review to explain why, they didn’t send me an email, they didn’t post on my social media. I have NO idea why or what compelled them to rate my podcast with 1 star.

So here’s the thing. I can’t LEARN from those three anonymous one- star ratings. I don’t know if they hated the subject, my voice, the topic, or my mix. I can’t alter my work (if I even want to) or actually take a suggestion because there is no context to the star ratings. The only context associated with a one star review is “I HATE IT.”

What’s the ask?

• Get rid of the rating system altogether. The Apple Podcast lists are curated by Apple editors anyways, so why do we really need the listener rating system?
• If you don’t get rid of the ratings…at LEAST remove the word “hate” as an option.
• Require a review with a rating. If you choose 1 star or 5 please explain why. Of course that won’t stop all trolls from dropping one star ratings, but it may make people think twice when they have to articulate their reasoning.
• Or have a single question. “Would you recommend this podcast to a friend?” Yes or No. Simple.

Is this the biggest concern for solo podcasters? No, of course not. I have to figure out how to track when the neighborhood is full of leaf blowers. But it feels like a doable request.

I’m reaching out to YOU now….content creators, to get on board and ask Apple Podcasts to stop the option of podhate.

Please reach out on social media @ApplePodcasts #stopthepodhate

Kara McGuirk-Allison is the boss at Platform Media LLC and executive producer of The Ghost In My Room podcast. patformmediallc.com. She tries her best to spread kindness and this “hate” thing is getting on her last nerve. She’s also a bit of a nag so forgive in advance the amount of times you see this essay across your social media platforms.