While podcasting has been around for a while, whether to include video or not, has become a hot topic. Purists believe that podcasts should be audio-only, while many vloggers have jumped on the bandwagon of calling themselves ‘podcasters’. Let’s open up this debate on the definition of a ‘podcast’ and its connection to video platforms like YouTube.
The Podcasting Conundrum
The podcast industry has long debated what truly qualifies as ‘a podcast.’ But here’s the interesting twist – listeners seem to have a more consistent idea than insiders. Recent data from The Podcast Landscape study sheds light on this perplexing issue.
On one hand, we know that YouTube reigns supreme as a podcast discovery platform. Yet, merely dumping your podcast on YouTube without a visual component doesn’t yield the same results. Why? Well, many of the top podcasts also offer a video counterpart and that changes the game. Listeners follow conversations better when they have a visual focal point, but this comes with a caveat: you must offer compelling visuals to stand out.
But what about the essence of podcasting itself? Are we losing the unique charm of audio by merging it with online video? Fear not – listeners have a clear stance on this matter. According to ‘The Podcast Landscape’ study, two-thirds of Americans aged 18+ still expect a podcast to be primarily an audio medium. The confusion about podcast definition primarily resides within the industry – listeners’ thoughts are remarkably clear.
YouTube: Unbeatable Discoverability
Now, let’s address the elephant in the room – YouTube’s unmatched power in podcast discovery. In technical terms, it’s not just number one; it’s a whopping 60% larger than the runner-up. It even outshines Twitter/X, the ‘easy button’ for podcast promoters. This data should make you seriously consider establishing a presence on YouTube.
What’s even more intriguing is that YouTube’s influence on podcast discovery doesn’t necessarily change the perception of podcasts as audio-centric. This discrepancy is partly due to the massive impact of a handful of podcasts. While they may be the exceptions, these few hundred podcasts have a significant reach, explaining why nearly half of podcast listeners admit to discovering podcasts on YouTube.
A New Marketing Mindset
As a podcaster, marketer or brand, it’s crucial to adapt to these shifts in the podcasting landscape. Instead of merely viewing YouTube as a platform to promote your podcast, think of it as a means to promote yourself as a podcaster. The YouTube ecosystem thrives on individual creators, and there’s room for your unique voice. Create short, engaging, and self-contained videos that showcase your expertise, personality, and why people should care about your podcast. Through this approach, you can draw in potential listeners and lead them to your podcast.
Conclusion
Podcasting is here to stay and YouTube is an excellent gateway to a broader audience. Listeners value the audio medium but YouTube can be leveraged to your advantage and greatly enhance brand discoverability.