Boost Engagement: Embrace Vulnerability

In Jockline Daily Friday, Kidd Kraddick Show cohost Kellie Rasberry said, “I got to where I am today with 90 percent of the credit going to Kidd Kraddick, who taught me the importance of being authentic, despite the risks.”

Authenticity is one of the two attributes that listeners are attracted to most in a radio or podcast personality. The other is humor.

The most potent ingredient of authenticity is vulnerability. It creates a deep connection, emotional impact, and meaningful resonance with the audience. If you saw Good Will Hunting, Matt Damon’s character Will’s breakthrough comes when he allows himself to be emotionally vulnerable.

If your goal as a media personality is to make a deeper connection with your audience and create fans, here are four reasons to be vulnerable:

VULNERABILITY:

1. Builds Trust and Connection

When you open up about fears, failures, doubts, or regrets, it signals honesty and courage. Listeners are drawn to authenticity as it mirrors their own experiences, making the story relatable and you trustworthy.

In Brené Brown’s TED Talk on vulnerability, she connects deeply with millions by sharing her struggles with shame and imperfection.

2. Heightens Emotional Engagement

Vulnerability taps into universal human emotions—loss, hope, shame, love, resilience. It evokes empathy, which makes the audience feel rather than observe. Emotional engagement makes a story unforgettable.

3. Creates Character Depth

Perfect characters feel flat or inauthentic. I once conducted a character definition for a female host who had all positives. I told her, “If you don’t have any flaws, we’ll need to make some up.” People are intrigued by flawed characters because they are real, human, and relatable.
 
4. Invites Reflection and Growth

When listeners witness someone else’s vulnerability, they often reflect on their own experiences. It creates space for introspection, healing, and growth.

THE WRAP

Like in social media, many air personalities tend to only show their positive characteristics. Others will be self-deprecating, a humorous cousin to vulnerability. Self-deprecation is a good step toward being vulnerable.

Vulnerability is the ultimate heartbeat of authenticity. It transforms narratives from entertainment into shared human experience. It takes risk. It takes courage. Listeners will never forget it.

Photo by Toa Heftiba on Unsplash