The video didn’t kill the radio star, but it does help podcasters attract new audiences. YouTube, TikTok and other video-centric platforms are increasingly being used by podcasters to get consumers to experience their shows, helping to solve one of the industry’s biggest problems.
“We’re making TikTok and YouTube a very big part of our strategy to bring people back to our audio podcast,” said Chris Colbert, CEO of DCP Entertainment, which targets underrepresented voices, including people of color, women and the LGBTQ+ community. “At the same time, we’re thinking about how to monetize the video side,” he told Podcast Movement in Dallas this week.
Since visuals are essential for internet marketing, podcasters use video on social media to market micro-content to potential audiences. “We’re retargeting those messages and giving people the audio channels back, because that’s where we make the most money,” said Hala Taha, founder and CEO of YAP Media Network, which provides marketing, research, analysis and promotion. to podcasters. “Audio channels monetize a lot more than YouTube and it’s much more worth having an audio listener than a video listener.”
Joe Saul-Sehy, who hosts The Stacking Benjamins Show, video streamed a live episode of the Cumulus Podcast Network show once a week all summer on YouTube. “We had to make a decision as a company. Are we podcasters? Or are we people spreading financial literacy? And if we’re spreading financial literacy, we have to use all the different avenues.
Aaron X, creator and co-host of “Theories of The Third Kind,” said the Cumulus Podcast Network show is building a studio in Austin, Texas to expand further into vodcasting. “We saw the writing on the wall. Everything is moving towards video,” he said.
The role video plays in podcasting is a recurring theme as the industry gathers this week in Dallas for the Podcast Movement conference. During the second quarter, Edison Research reports that 72% of podcast listeners said they “actively” watched a podcast while listening to it. According to Edison, 13% of respondents said searching YouTube was the place they go most often to find a new podcast, putting YouTube ahead of social media posts or recommendations from other podcast hosts. .
Meanwhile, one in four podcast listeners use YouTube as their place of access for most of the podcasts they listen to, according to a recent survey by the Cumulus Podcast Network.
Horizontal or vertical?
Podcasters looking to leverage video should consider the platforms they plan to distribute the video on before shooting it. YouTube requires traditional horizontal format while vertical format is better for TikTok or Instagram Reels. “We are very intentional about how we shoot it. That way it will fit the brackets where we put them,” Colbert said. “You have to think about who your audience is, where they are, what platforms they use, and then base how you shoot your content on that.”
Playing on the marketing value of online video, Taha argued that video is the only way podcast content can go viral. “When you put it on YouTube, there’s a chance, even if you only have 2,000 subscribers, that video will get millions of views. You capture all that audience which you can then redirect to your main channels. And so for us, it’s a huge priority.
Radio programmers have long used short segments of on-air artist interviews and direct listeners who want to know more to their station’s website. The same approach is used in podcasting with YouTube as the destination for the longer interview.
Podcasters also see video opening new creative doors. “In audio, you can’t do much. But with videos you can do so many other things,” said Aaron X. “It’s going to play a top priority in everything we do going forward.
But to succeed beyond generating leads for the audio version, video podcasts need to differentiate themselves. “Our video should add an extra element and [explain] why you have to go,” Colbert said. “Maybe there are elements that you bring, like graphics or whatever, but there has to be something a little different there that is going to make me want to watch the video, but also to listen to the podcast.”