Imagine a world where you can touch the lives of millionsintimate bonds, and create between yourself and an audience, without even having to leave the comfort of your home.
Imagine a world where you can perform a task so natural that not only enriches you and fulfills your creative needs but has a positive impact on those who engage with your content.
Imagine a world where you can whisper into the ears of your audience, and invite them to participate in a conversation with your thoughts, ideas, co-hosts, and guests. Welcome to the world of podcasting.
While podcasting has been around for more than a decade, the world of podcasting is growing. And it is growing FAST. In fact, according to The Infinite Dial, the longest-running survey of digital media consumer behavior in the US, 37% of the US population listened to a podcast in the last month when the survey was conducted in 2020. That’s HIGHER than 32% in 2019, representing a yearly upward trend.
If you are thinking of getting into podcasting, or are already a podcaster, you might think - hey, that’s GREATfor me! I can just run my audio podcast, and I’ll be set! More people listening to podcasts in general = more people who can listen to my podcast! Yet we hate to break it to you…
A growing audience base also means that more podcast entrants inevitably flood the market.
Podcast search engine Listen Notes reported that as of September 2020, there were over a whopping 1,500,000 podcasts and 80,000,000 episodes.
This begets the question: How can you stand out in a crowd of over 1,500,000 podcasts?
We have one answer for you: Video podcasting.
We hear you react:
Why video podcasting?
Isn’t it the same as any other video on YouTube?
Why do I need to spend more time and resources when I already have a great audio podcast?
Podcast listenership is growing, why even move to video?
Won’t it be complicated to get started?
How about me – I’m not like the other person who already has a podcast. I don’t even have an audio podcast, now I have to think about video?
Here’s the good news - we have you and your questions covered.
Let us show you why you - yes, YOU, can start a successful video podcast.
It’s not that difficult!
We also promise to bring you a ton of valuable advice and insider information for you to easily get started with (or improve) your video podcast. Keep reading to find out more!
How can this Video Podcasting 101 series help you:
(i) This Video Podcasting 101 series will bring you from 0 to 1 with video podcasting, providing you with all that you need to know about why and how to start a video podcast.
(ii) We will save you time from having to scour the Internet across different sources to find out what you need to know.
(iii) The goal is to enable you to start your successful video podcast in no time.
(iv) You will be equipped with the foundations of video podcasting, as well as additional nuggets of information if you are already more experienced. This is perfect regardless if you are starting your podcast as your side hustle or if you are looking to grow your following or trying to attract more brand deals.
What is video podcasting? No, it is not just any ol’ “YouTube video”
In its simplest form, video podcasting is an audio podcast with a video element. A video podcast builds upon the audio experience of an audio podcast, enabling opportunities for an audience to engage and connect deeper with their favorite podcasts and podcasters.
Isn’t a video podcast just a YouTube video?
Let us explain.
Podcasting is indeed traditionally, audio-based
Podcasting was developed in 2004 when former MTV video jockey, Adam Curry, and software developer Dave Winer, coded the iPodder (cool name!), a program that allowed them to download Internet radio broadcasts to their iPods.
Podcasting thus used to be associated with audio productions, not video productions.
Bring on the new podcast formats
A podcast that is driven by a narrative and storytelling - think 99% Invisible (one of the best-produced architecture and design podcasts on the market) - turned into a video with animation and graphics may very well straddle the border between a video podcast and what many consider as a traditional “YouTube video”.
However, a podcast that is conversation-driven, features multiple hosts and/or guests to be interviewed, with video recordings of the conversation is in itself a format thatis still rather new for platforms like YouTube.
A good example of a video podcast (that is vastly different from a “traditional” YouTube video) is The Joe Rogan Experience podcast.
The Joe Rogan Experience:
What: Video podcast with a long-form interview format involving various guests. Each interview is distinctively longer than an hour, and the entire interview is captured on video. Each video podcast episode is uploaded to YouTube, and more recently, Spotify.
Video podcasting open up new formats for YouTube (and other platforms)
Ultimately, we believe that video podcasting brings new video formats to mainstream platforms like YouTube. This gives you, the creator/podcaster, an advantage to differentiate and tap onto a different and large audience base.
So go forth, my young Padawan, and dispel any further myths if anybody comes to you and tries to tell you that video podcasting is the same as any old YouTube video.
How can YOU BENEFIT from video podcasting?
So, what do you have to gain from video podcasting?
1. Become your audience’s trusted friend - build greater authenticity and trust
You try hard to connect with your audience. Yet they might wonder - who are you? Can they trust you? Are you a friend that they themselves would like to have? After all, isn’t it easier to engage with somebody that you feel that you can relate to and have seen?
Video podcasting can make you appear more authentic to your audience and allows you to better connect with them. Actually seeing you and your co-hosts/guests talking, interacting, and reacting increases your authenticity and relatability. Your audience can both witness the micro-expressions on your face and feel your immense passion when you speak about a subject that you absolutely love.
Video podcasts can allow your audience to feel like they too are a part of the conversation. You become a friend that they can relate to, that they are happy to have. Video allows your target audience to better connect with you, your show, and your message.
In fact, video can also increase the level of trust that your audience has in you.
In a study conducted at University College London in the early 2000s, researchers compared the level of trust that participants felt towards advice given via video, audio, an avatar, text combined with a photo, and just plain text. They found that video induced the highest level of trust, with audio coming in second.
If your audience trusts you more, what are the chances that they will decide to stick around for more episodes of yours, and recommend your podcast to those in their circle? The chances are rather high we say! Sandwich valuable content within your podcast too and video will build onto the audio experience of your beautiful podcast.
Don’t forget to thank us when you realize that you’re generating more rapport with your growing audience than ever before!
2. Increase engagement with your audience
Alongside building authenticity and trust, video podcasting presents the opportunity to increase your audience engagement.
Think traditional radio shows where people dial in to chat with the hosts.
Creating a multi-sensorial version of that with video podcasts can help boost listener engagement.
An example is The Graham Stephan Show.
The Graham Stephan Show:
What: Apart from videos on financial advice and highly-engaging financial reaction videos, Graham has put out a series of videos where he takes phone calls from viewers and gives them financial advice. His reactions and emotions while engaging with his viewers are raw (and hilarious), and the interaction is captured on video and published on YouTube.
Although Graham has not categorized this series as a podcast per se, we believe that this format is a perfect example of how a podcaster can capitalize on listener/viewer call-ins, captured on video.
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3. Repurpose your recordings - GROW your podcast and SAVE time
With video podcasting, you can record once, and repurpose that recording to be distributed via different marketing channels. Doesn’t that sound amazing?
Wait. Why, you ask? Why should you even consider this?
(A) Feeds the social media algorithm
Repurposing content can enable you to consistently put out quality content. Generally, posting multiple times a week to your Facebook, Instagram, and Twitter accounts will suit each respective algorithm. This can improve your ranking in each platform, and increase your reach and the number of people you impact with your podcast!
(B) Saves you time
Taking one long-form recording and chopping it up into smaller bite-sized chunks will SAVE YOU A HUGE AMOUNT OF TIME with content generation. After all, if you have a one-hour long kickass interview that you have recorded, with multiple intriguing points that your guest has brought up - why not break it down into multiple clips. For instance, make one clip for each point, and share them on social media throughout the week.
Maestro Joe Rogan does this extremely well.
What: In addition to his main podcast, The Joe Rogan Experience, he has a separate video podcast, JRE Clips, where he uploads buzzworthy clips that get hundreds of thousands of views (if not millions) on YouTube alone.
These clips of Kevin Hart were derived from just one two-hour-long interview with Kevin Hart on Joe Rogan’s main podcast. These clips combined have more views than the actual two-hour-long interview (correct as of September 2020). This clearly demonstrates the power of the short clips on platforms like YouTube, and the extent to which you too can tastefully and successfullyrepurpose your video podcast.
4. Boost your social media shareability
Social media is inherently more visual than it is aural. In fact, as much as 85% of video views on Facebook happen with the audio turned off.
Short, digestible clips of video podcasts (especially those with subtitles) allow for greater shareability on social media, potentially increasing the reach of your podcast. Don’t do yourself and the world a disservice by selling your podcast short. It deserves to be shared!
5. Improve your podcast’s discoverability and SEO
Do you know which is the second-largest search engine in the world, after Google?
You’ve guessed it - it’s YouTube!
YouTube is AMAZING for video podcast discoverability. YouTube has its own SEO algorithm, and works as a search engine for videos, video podcasts included.
What’s more, video podcasts are great for top-of-funnel content. This can help with generating awareness of your podcast, establishing your authority in the subject matter, and building rapport with your audience.
If you’re curious about SEO for YouTube, we’ll hand you over to the masters who have fantastic articles regarding SEO for YouTube - HubSpot and Neil Patel.
6. Tap onto a growing market & increasing support from the podcasting giants
Did you know that Spotify has rolled out the first iteration of its new video podcasting feature? At the moment, listeners can watch video podcasts of select podcasts directly on Spotify.
“The new feature allows select creators to bring both audio and video content to Spotify, enabling them to connect more meaningfully with their listeners, expand viewership, and deepen audience engagement. It’s a way to enrich the audio experience—for fans and creators alike”.
We call it a win-win, and a signal that perhaps it is time for you to hop on the video podcasting bandwagon… After all, if Spotify, the podcasting giant, thinks that video podcasting is the next big thing, why shouldn’t you give it a shot too? We won’t be surprised that if/when Spotify supports video podcasts for most if not all creators, podcasts with videos may be bumped up in the algorithm too… *hint hint*