Discoverability on YouTube

It is not unexpected that YouTube is currently the primary means for distributing video podcasts in the market, holding a majority share of 24% of podcast listeners. 

Spotify holds the second largest market share with a projected 23%, while Apple podcasts maintain a reported position of 16%. 

YouTube is currently the leading platform for listening to podcasts and the potential for success in video podcasting is just beginning. 

There is a significant opportunity for brands who are willing to invest time, resources, and innovation into establishing a strong presence on YouTube with their podcasts. 

Therefore, the significance of these statistics cannot be ignored. The popularity of video-first in podcasting is expected to grow and result in an increase in its usage.

Actually, more than 40% of the companies that were studied stated that they incorporated video into their podcasting plan primarily to increase the visibility of their content.

What is the tactic?

The strategy involved is quite uncomplicated: upload complete podcast episodes in video format to YouTube and other platforms.

To be more precise, these videos must not be devoid of visuals and consist only of audio or a stagnant screen with audio playing in the background for the entire time.

The videos should be engaging, but it may seem challenging to some. However, having high-quality production is not necessary. It’s essential to have a captivating on-screen appearance during the video, which could include filming the interview from different angles. 

The interaction between hosts and guests could take the form of a presentation accompanied by animated visuals or slides that appear alongside the audio.

The video’s structure relies on the podcast’s composition.

Begin publishing content and experiment with the suitable layout. To optimize your video podcast, it is advisable to include captivating visuals throughout the entire duration that align with YouTube’s style.

It is advantageous to align the structure of your audio program with that of your video program.

 Incorporate compatible elements that can be conveyed effectively in either format. It is important to prioritize audio in podcasts, so viewers are not excluded when brands opt to include videos. 

The top video podcasts provide a complete understanding of the show even if you only listen, but they also utilize video to capture the attention of people who learn best with visuals.

The primary concern companies have regarding the failure to utilize videos in podcasting is related to being found. According to a survey, 31% of companies identified this as the foremost risk of not adopting a video strategy.

Why is it working?

Simply put, the key factor is utilizing the power of YouTube. As the second-largest search engine globally, it offers exceptional potential for exposure. 

Furthermore, since Google owns YouTube, any videos created are promoted in keyword-based searches on their platform. By fully committing to YouTube, brands gain two advantages simultaneously.

The strategy increases the chance of brands producing interactive content and making it easy to find in YouTube, leading to improved search engine optimization. Companies that utilize YouTube are seeing significant improvements in their discoverability.

Within 5 years, nearly half of the companies surveyed anticipate that YouTube will be their primary source for increased podcast growth.

Promoting Short Clips

The use of brief video segments to advertise complete podcast episodes has grown swiftly and drastically. As a matter of fact, 62% of organization podcast producers advertise such brief clips at least once each week (with 22% publishing these clips on a daily basis).

Transforming lengthier content into interesting and concise pieces is a desirable skill. However, let’s examine the reasons behind this.

What is the tactic?

Suppose you have a podcast that runs for an extended period and simultaneously records videos for each episode as standard. If each episode is half an hour long, you can readily extract one fascinating clip every five minutes from the content of the episode. 

This means that in this specific case, six distinct clips are available to be shared, which come bundled with the podcast. There are things that have already been created and can be used for a different purpose.

You have the option of enhancing these clips by including templates and other elements to make them distinct and independent. 

This process of modifying pre-existing material for improved comprehension has resulted in numerous video podcasts gaining popularity on various platforms such as TikTok, Instagram Reels, and YouTube Shorts.

In a survey conducted, it was found that 54% of the companies are making use of TikTok Reels and YouTube Shorts as a means of expanding their podcast.

Why is it working?

When you give your audience a preview of your content, you enable them to comprehend the benefits that they might receive if they opt to spend their time on it.

Rather than requiring new listeners or viewers to devote 30 minutes to an episode, they can instead invest just 30 seconds into a brief clip that provides them with enough information to determine whether they are interested in your overall idea and content.

The difference between brief video clips and longer episodes provides an intriguing way to discover new podcasts.

In order to effectively gain a following through this method, processes play an important role. If a business has already created TikTok Reels and Shorts profiles, the necessary steps may seem straightforward, but they are not necessarily effortless.

Examine the content that already exists in your collection of episodes. Look for segments that can stand alone as independent content. You can suggest listening to the entire episode as a call to action in the clip, but it’s challenging to transform an insufficient clip into something significant.

After obtaining distinct clips, develop a design template which incorporates the names of the host and podcast, as well as information on where to find the show. Furthermore, ensure that subtitles are included whenever feasible to ensure accessibility of the clips.

The straightforward method is to include a call to action at the conclusion of every clip, urging viewers to hear the entire episode and directing them to the link in your bio for access.

Optimizing for Recommendations

If you have browsed through a podcast application such as Apple Podcasts or Spotify, you would have come across various recommendations.

According to the survey, Apple Podcasts is considered as the primary growth driver by 20% of the companies.

Apps have a motivating factor to suggest new programs to their users, which ultimately results in them spending more time on the platform and consuming more media. 

However, the most exceptional video podcasts are harnessing these “Recommended” features to expand their audience.

What is the tactic?

Apple Podcasts provides suggestions for podcasts across all possible categories. Spotify presents recommended shows on your main page, alongside your other music and shows. Youtube now has its own “Podcasts” page that suggests new shows to view.

The strategy emphasizes refining your podcast in order to be included in these recommended positions.

But how?

Although securing one of these spots is not an exact science, there are certain factors that have a significant impact.

Make sure that the quality of your audio is of the highest standard. If it is poor, your listeners will notice and this will negatively affect your overall statistics, resulting in fewer downloads and shorter listening times. 

Consequently, your content may be positioned less favorably in the recommendation algorithms used by various platforms.

Another crucial factor to consider is maximizing the number and quality of reviews for your podcast. Reviews play a significant role in Apple and Spotify’s assessment of how significant and attractive your content is. 

With positive star ratings and well-written reviews, you increase the probability of your podcast being discovered by new listeners. Thus, it is recommended that you prompt your audience to submit ratings and reviews on both platforms. “Ranking” is used in recommendation engines.

Consistency in posting is crucial. Following a regular schedule and delivering what you promised your audience is important. If your show has episodes released sporadically and with inconsistent lengths, the apps may not recommend it as highly.

Why is it working?

Numerous users visit these applications to explore fresh podcasts as they receive substantial traffic. Presently, this happens to be among the limited means through which individuals can genuinely stumble upon new shows.

The brands that compete to be recommended on platforms such as Apple, Spotify, YouTube and others are the ones that will gain visibility. In turn, the shows that achieve visibility will experience growth.

Leveraging Email

There is no distribution channel more powerful than email, as it allows for personalized messages to be sent simultaneously to thousands of recipients.

Brands are utilizing this strategy to assist their current followers in discovering a new podcast or to attract new fans to the brand.

What is the tactic?

Email can aid in the expansion of a podcast through two approaches: distributing email blasts to an established audience and sending referrals to acquire a new audience.

Sending emails to an already established audience is one of the most straightforward and effective ways for brands to promote their content. By simply clicking a button, a brand can send countless emails to inform their subscribers about new episodes. This method is especially useful when launching an entirely new podcast.

Reaching fresh spectators through email is a complex task, but it can yield more impressive results. If your video podcast is already up and running consistently, sending weekly updates to your current list may eventually become ineffective.

One can establish an email-based referral system for their podcast, wherein followers may share a link to the program in return for rewards such as contests, digital goods, or materials that capture potential customers. Such incentives could also be linked to affiliations.

Why is it working?

There is an existing list and individuals tend to open emails from trusted brands. If your company has an email list that receives frequent opens, it is probable that your television show will attract new subscribers.

Although video might prevail in the future, email has been an effective means of communication for several decades and is considered reliable.

Tactics that aren’t driving growth

The strategies mentioned in this section have the potential to be successful or unsuccessful. The effectiveness of these tactics largely depends on your brand’s capacity to implement them effectively and distinguish your show from others.

Having said that, the methods mentioned below have been proven to be less efficient (while requiring the same amount of time) in terms of promoting growth compared to the ones mentioned previously.

Directory Submissions

The entry, and the return on investment may not be worth it for most podcasters. However, submitting to larger directories like Apple Podcasts, Spotify, and Google Play can significantly increase your listenership. 

These platforms have massive audiences that actively use their services to find new podcasts in any given genre or topic. Focus your efforts on these larger platforms and let your content speak for itself. 

Although participating in an activity or project may be an initial step, it often does not lead to tangible outcomes.

Website Promos

Posting your latest podcast episodes on a banner located on the homepage can be done with minimal effort. However, it usually has little impact. 

Companies have discovered that visitors to their homepage are not likely to become listeners or viewers of podcasts unless they have sufficient information about them. 

Therefore, most promotion on a company’s website… The release of new episodes lacks excitement and fails to make a notable impression.