This paper discusses Citizen Tagger (CT), a mobile application for tagging audio-based chat-show content. The application allows users to create audio and text tags (annotations). Through an iterative design process, CT was designed and deployed with 16 members of a faith-based community who tagged a panel discussion about ‘faith and vocation’. Based on usage statistics, analysis of created tags, and other qualitative data, the user experiences of tag creation were assessed. Questions around how to configure tagging-related parameters were investigated, and diverse user motivations for creating tags were also explored. Tagging was discovered to be a subjective experience, with participants expressing a desire to customise their tagging setup. Furthermore, despite being instructed to tag for content organisation and retrieval, users utilised tagging as a tool for self-reflection.