Video podcast: here’s everything you need to know!

Some data about podcasts

Podcasts are a rather recent trend that has established itself quickly and, more importantly, with great solidity. Let’s look at some data about podcast audiences in the United States (buzzsprout.com):

• 79% of Americans age 12 and older say they are familiar with podcasts;
• More than one-third of Americans (more than 104 million people) listen to podcasts regularly;
• Overall, podcast listeners have increased by 29.5% in the past 3 years;
• The most representative age group among podcast listeners is people between the ages of 35 and 54;
• For Generation Z, podcast listening has increased by as much as 214% compared to 2014.

 

In the rest of the world, the trend follows the same direction. Of course, we are not surprised. But on that note, here are the nations where podcast listening is growing the fastest:

• Chile + 84%;
• Argentina + 55%;
• Peru + 49%;
• Mexico + 48 %;
• China + 44 %

Of course, the rise of this medium has not been ignored by marketers and this data speaks very clearly about it (again from buzzsprout.com):

• 60% of podcast listeners have bought something from an advertisement they encountered on a podcast.;
• According to 69% of respondents, podcasts have raised awareness of brands, products, and services.
• In addition, 81% said they pay more attention to ads contained in podcasts than to ads broadcast on radio or television;
• Total revenue from ads on podcasts is expected to exceed the $2 billion mark by the end of 2023.

In short, this data is very telling. Let us now come to the heart of the post and focus on everything related to video podcasts.

We will start with definitions, then look at the advantages over audio-only podcasts, and finally we will look at 5 simple and effective types of video podcasts.

 

 

Video podcasts: what are they? Why are they increasingly important for brands?  

It’s very simple: video podcasts are podcasts with video content, which can be of different types (and we will return to these types in the next paragraphs, isolating the most important and widespread).

Likewise, we’ll understand why this type of format proves to be highly effective. Put briefly: it combines the benefits of the audio-only podcast with those that come from video. Already here a decisive issue opens up: creating a video podcast is something very delicate. It’s a question of balance.

Indeed, we need to make sure that the narration is usable even for those who just listen to the audio (perhaps on headphones, while walking; or in a car, connected via Bluetooth). But, at the same time, it’s important that the video is also effective, that it’s not too static and that it doesn’t come off as amateurish. We’ll return to these aspects later in the post. 

Below, we isolate the main benefits of video podcasts versus audio-only podcasts:

• Video podcasts are easily shared: via social networks, but also via WhatsApp, for example. The same cannot be said of audio-only podcasts.

And, it’s no coincidence that we put this benefit in the first position, because shareability also means the possibility of virality: thus, maximum reach, with minimal effort on the part of the brand or creators.

• Video podcasts are easy to access. They can be found on social networks, as pointed out above. Even more typically, on YouTube. Or, in some cases, on company websites. All without the need for any kind of subscription;
• Video podcasts can be easily used and reused for different purposes. This is a decisive aspect. Some examples? From video podcasts, you can easily extract an audio-only version to be broadcast on dedicated channels. Or, you can isolate video clips to optimize them for social media: from longer passages to clips of just a few seconds for use on TikTok or in Instagram stories;
• Finally, we come to a crucial aspect for digital marketers: video podcasts offer more opportunities for monetization than audio-only podcasts.

This is also a very intuitive fact: just think of the possibility of visual banners. Such possibilities don’t exist when it comes to audio-only.

Be careful, though: as we pointed out above, remember that everything must always remain understandable and effective, even for those who just listen. In short, there are many benefits that reinforce each other.

More importantly: we’re only at the beginning of the benefits that can be gained from using this format. So, the opportunities for the future are still all to be attacked…and they will only multiply.

In conclusion, let’s get down to a more operational level and look at the 5 types of video podcasts that are most interesting, effective, and easy to use.

Animated video podcasts  

Animated elements (both settings and characters), motion graphics, Data Visualization elements, and special effects can be found in this type of video podcast.

This type of video podcast can be used in a great deal of ways; it can be adapted to more “technical” storytelling (explainer videos for example), but it can also be a perfect medium when moving to a much more “narrative” side.

This versatility is also reflected in production costs (not always affordable) and ease of implementation (which often require external resources); certainly in this field one cannot improvise. But there are also semi-automated solutions that are easy to use and less expensive.

 

 

The monologues  

In this type of video podcast, of course, the “human” presence is central. There is only one protagonist per episode, but it can also be the same protagonist for all episodes. In fact, very often it happens in the latter way: because the audience becomes much more familiar with one face and one voice. It’s a matter of recognition and loyalty: two very important keywords, even when it comes to marketing.

Monologues can be live or recorded (as far as video marketing is concerned, recording is preferable, for quality and control reasons. But that’s not to say that you can’t also dare going live; indeed, sometimes it can prove to be a really formidable tool in terms of audience engagement and participation).

In any case, be careful to avoid looking like an amateur: pointing a fixed camera at a speaker is not enough to drive home the point.

It’s always good to “move” the scene around a bit. Without spending too much money and energy, the use of a couple of cameras and very simple editing may be sufficient. Include some graphics, perhaps. Always keep it simple, because the usual rule applies: everything must be usable even for those who just listen.

Studio interviews  

This is another very classic format that continues to be extremely effective. Again, the advice is to avoid the excesses of improvisation and amateurism, but not to result in the opposite excesses, avoiding being too contrived and therefore distant from the audience.

Watch out for the number of guests: if there are too many, it may become complicated to conduct a coherent and understandable narrative.

Be careful, then, not to turn the interview into a series of long monologues that are interrupted by the interviewer.  It’s all a matter of rhythm and one that must be kept as lively as possible.

Remote interviews

The format is similar to that of studio interviews. The advantages here all lie in the ease of production and the ability, for example, to interview a person who is on the other side of the world.

Beware, however, of the inevitable downsides: there may be problems affecting the quality, both of video and audio, problems that become even more pronounced when alternating between parts recorded with a professional camera and others via platforms such as Skype or Zoom.

Video podcast “in the field”  

This type of video podcast is certainly the most difficult to implement. For a matter of cost, certainly. But also because of possible technical difficulties. We’re referring to video podcasts that involve meeting people “in the field,” in environments that are not the controlled ones of recording studios. Environments that, as you can guess, involve a very large set of variables.

The question to ask yourself is always the same: Is it worth it, especially if you think that many people will not watch the video but will limit themselves to the audio? In some cases, the answer may be a definite yes. 

If you’re looking for a “reality effect,” for example, this is the perfect format. We want to close this post with a specification that we think is important: these formats can be hybridized and can be used alternately in different episodes of the same video podcast.

It’s all about choosing the right mix: varying the different approaches can be a great idea, especially when it comes to keeping the attention of users over time. At the same time, remember to maintain recognizability.

Again, it’s a matter of maintaining a delicate balance.