While more businesses are jumping on the video podcast trend, there is a debate among podcasting professionals about the real benefits of it.
But whether you’re on the fence or already a fierce advocate of one form or the other, consider tapping into the potential of the video format to reach out to your audience on a broader level. Because people like to consume content in different ways and your target audience is likely split between people who like to listen and people who prefer to watch a video. And sometimes both.
Recording your podcast as a video also gives you more options when it comes to publishing and promoting your show. Without compromising on audio quality. Getting a lot more out of each episode that you produce.
So take a seat and grab a drink (and maybe some popcorn), and let’s delve into the nitty-gritty of it. Have you allocated a budget for a video podcast yet?
The benefits of a video podcast
I’ve already touched on the benefits of having a podcast in a previous blog that you can read here. Benefits such as boosting your SEO, getting your brand noticed, building brand authority, and boosting engagement with your audience are all part of it.
Probably nothing you haven’t heard before for most of you, but I just needed to reiterate these benefits because some readers might be new to the podcasting scene. And I can’t miss out on the opportunity to big up podcasts’ benefits for businesses.
A video podcast will bring the same benefits, with the capability to amplify them. When you record your podcast as a video, it means that you have both the options to publish it as audio only (still a very important part of podcasting, obviously) as well as video.
Most importantly, repurposing a video podcast also means endless possibilities when it comes to promoting and sharing it far and wide, as it opens up access to numerous online platforms. We’re thinking YouTube and TikTok, but also Instagram and so many other platforms.
There is something to take into account though, and it’s to do with the challenges of converting people who watch your podcast video to move to listening to your full audio episodes.
Food for thought – I was speaking to an expert in the podcasting world, and his view is that people who watch/listen to a podcast on YouTube are very different from people who listen to podcasts on conventional audio platforms such as Apple Podcasts, Spotify etc… And I tend to agree with him, as an avid analytics person who experienced the struggles podcasters face to bring their audience from YouTube to listen to the full audio shows.
So I think it’s important to think of video podcasts on YouTube as an extension that will bring the part of your audience that prefers videos. But it will not necessarily convert that audience into listening to your podcast on an audio-only platform.
Word of mouth and social media are key to a podcast discovery
The Ofcom Podcast Survey 2023* highlighted that many problems for why people stop listening to podcasts are issues of discovery. Word of mouth and social media remain key to discovery. But of course, you could argue that maybe someone who consumes content on YouTube or other social media platforms might then recommend your show to someone who only consumes audio podcasts. Or vice versa. This highlights the need to publish your episodes in an audio form too.
*I have used the condensed version from Adam Bowie, which you can find on his website. He goes through the raw data tables and hashes it down for you, making them so much more palatable. Thanks, Adam.
Turn your existing audio podcast into a video podcast
Okay, so this one is kind of a big divider. Do you actually create a video podcast? Or do you create a podcast video?
A video podcast will be published on YouTube podcast, and a podcast video will be published as content on your YouTube channel. Both can be tweaked into clips for TikTok, Instagram and other social platforms.
POD ALERT! Do not alienate your audio podcast audience. When looking at analytics, full-on video podcasts don’t necessarily convert your audience to audio. They are addressing a segment of your audience that has different tastes in terms of content consumption and does not necessarily cross over.
BUT, videos are essential to address some of your audience that prefers that format and are easy to use for promoting your episodes. So If you already produce an audio podcast, it’s easy to add in video material.
You already have the audio nailed down, which is obviously a very important part, even for a video podcast (yes, you want great audio on your videos). And although you can find affordable DSL cameras, today’s smartphones produce amazing video quality and won’t break the bank. Plus, producing high-quality vertical videos is not only ideal for YouTube shorts and TikTok but has also proven to increase engagement with your audience, because, of course, most people watch videos on their mobile.
Video Podcast for beginners
If you are in the early days of your podcast journey, still thinking about producing a show but don’t know what’s the best option for you. Consider starting a podcast video (even if you start with a smartphone). It will give you a head start into the crowded space that podcasting is, so you can introduce a visual presence and connect with your audience.
Even if you haven’t allocated a budget for a video podcast yet, and some of your content is going to sit still for a bit, probably not doing much, look at it as a longer-term investment. Because once you get to a position where you can finally hire someone to manage your video podcast post-production, all the content (audio and visual) that you have in store and seemed idle at the time, can cleverly be used and re-used. That’s what content repurposing is all about.
Video podcast gives you more ways to repurpose your episodes’ content
Let’s be honest, any content is consumed briefly, and, most of the time, forgotten as quickly as it was consumed. So repurposing great content is an absolute winning strategy.
Video podcasts offer so many possibilities when it comes to repurposing content and is as satisfying as producing your episode. Especially when there’s a plethora of content to work with. Each episode provides content, audio and visual, that you can multiply and amplify to create clips, newsletters, blogs, and video graphics. You can extract photos from a video for graphics, and so much more.
Often the limitations of what repurposing you can get from an episode will come from lack of time, rather than possibilities. So it’s essential that you work with someone who is able to select those ‘nuggets’ from your episode that are going to make a difference and boost your SEO and engagement.
So, what’s the checklist for a great video podcast? Or any podcasts for that matter
>> Knowing your audience. And where they are.
>> Great topics, that answer questions that your audience is asking.
>> Good audio. Well, I don’t think I need to explain why. But even a video podcast needs great audio.
>> Good video, and that can be achieved with a smartphone. They capture incredibly high-quality videos.
>> Quality show notes, written with SEO to get your podcast found. They are the foundation for successfully repurposing your episodes. Start with great show notes to repurpose your podcast in a way that’s so much quicker and cost-effective.
>> Great choice of clips that will boost engagement.
>> Great clip titles and descriptions, which can be quickly created from quality show notes.
Of course, all this takes time. So outsourcing that part is usually the best decision you can make to ensure your podcast continues and thrive.
What about your budget?
As a small business owner and independent podcaster, the questions around the time involved in the production, post-production and promotion of your podcast episodes will have cropped up. Editing videos takes time. But podcasting is a long game, and investing in your show will lead to monetisation opportunities. Whether it’s through ads or getting you new customers.
It’s all about making the most of what you’re creating. Using your podcast to answer your audience’s questions, providing value, insight and expertise.
So where to go from here?
My take on video podcasts is that they are essential to today’s content consumption trends. But I don’t think they can replace audio altogether. Both audio and video podcasts work as a team, addressing your target audience that has different preferences for the types of platforms content is consumed from.
There’s a disparity within demographics. People of the same age group consume content differently for a start. So That’s why I think audio and video should work together to reach all of your audience.
I think the major point here is: don’t waste your invaluable time. Instead of recording your podcast in audio format only and then realise that you could use some visuals to promote your show. Get everything recorded in one go now, even if you haven’t got a budget for video editing and post-production yet. You’ll have a video ready to go when you are.
Have you ever noticed other successful businesses reusing and reposting their content? Yep, they do and it works.
Get into the discussion, and leave a comment.
Book a call with me now if:
You want to chat about where you are now and where you’d like to take your podcast.
You are committed to your podcast and want it to continue and thrive.
Can you take 4 minutes to answer 12 questions about your podcast? I’d appreciate your time and will share the report with you afterwards so you can take some simple actions to increase your listener base. https://forms.gle/X1XfnfGZf65xL7qj9 The more data I can gather, the better the advice I can share so if you know anyone else with a podcast, please can you send them the link?
Things you might want to read to start your own podcast now