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The Hidden Benefits of Video Podcasts

5 Tool Productions Podcast Create Smarter

Podcast consumption continues to grow year over year with no signs of stopping. The medium allows companies to create a variety of content, from thought-leadership interviews to rich storytelling narratives that showcase impact. However, the success of podcasts can also make it difficult to reach an audience, with the top 50% of podcasts receiving more than 30 downloads per episode within the first 7 days of release.

As the number of podcasts continues to grow (5 million globally, with over 70 million episodes*), it’s important to utilize every advantage to make yours stand out. Enter video podcasts.

Adding a video component or version of your show can have immediate benefits. Not only can video extend your show to a platform with 5x the number of users as Spotify (the largest podcast platform as of 2023), aka YouTube. But according to a report by US radio group Cumulus Media and research firm Signal Hill Insights, YouTube is the top platform for accessing podcasts.

“But Kyle,” you say, “don’t most people consume podcasts while driving (38%, according to an Infinite Dial report by Edison Research), and isn’t a smartphone the most common device for listening to a podcast?” To which I would say, it looks like someone did their research, and you are not wrong. Audio is still the preferred method for consuming episodes, but will that last forever?

“With major platforms like Spotify, TikTok, and YouTube putting more resources into video podcasts, now is a uniquely opportune moment for smart creators to harness that energy by investing in video for audience growth,”

Ryan Duffy, Head of Audio Operations at Medium Tweet
Screenshot from a recent Create Smarter podcast highlight clip
Repurposed podcast content for social sharing

So, what are the unique opportunities, the hidden benefits for you when it comes to video podcasts?

1) Discoverability
    • Two major advantages here for video are SEO and repurposing.
    • YouTube is owned by Google, so ensure you have a decent SEO strategy and understand where you want your content to show up in search. A great tool for YouTube SEO is Tube Buddy.
    • Audio snippets don’t lend well to social media platforms. Most users consume video on those platforms without sound. A video podcast allows you to repurpose specific clips from episodes to entice a potential audience on platforms they currently frequent.
2) Metrics
    • Current analytics with audio podcasts leave much to be desired. Besides simple metrics, you do not get much other than posting everywhere consistently.
    • YouTube, on the other hand, has very robust data analytics that allow you to glean insights that can change up your approach. Insights like how a particular episode was discovered, popular retention spots in episodes, and the channels that helped drive the audience are available on YouTube.
    • By researching and measuring these insights, you will have an advantage. But remember, it is a different type of audience member on YouTube vs. audio, so be sure to continue to provide engagement opportunities to learn directly from your audience.
3) Buy-in
    • Part of the struggle is to show the audience you care about the show as much as they might/do. In the attention economy, trust is cash. The audience needs to trust they can be invested in you and your show.
    • By showing you are invested in the content, you will help build trust with your audience. Video is an excellent way to showcase this investment. Do not think that video means you need to purchase top-of-the-line gear. A simple webcam, some basic lighting, and a USB microphone can be enough to help your audience realize you are all in with the show.
 

As with all things internet, this just so happens to be the trend right now. Take advantage of this while you can, as the number of video podcasts will continue to grow. Interested in starting your next video podcast today? Reach out to me anytime to start talking about how – Calendly – Meet with Kyle MacNaught.

Sources:

  1. Exploding Topics – “Podcast Listeners”
  2. *Demand Sage – “Podcast Statistics”
  3. Riverside.fm – “The Future of Video Podcasting for Brands”
  4. Cumulus Podcast Network – “Cumulus Media Podcast Download Spring 2022”

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