Lost and Found in Podcastland
A common barrier for podcast distribution is discovery. Where most social distribution platforms value short clips of visual content and search platforms value text and viewership behaviors, audio content is harder to share, navigate, and discover.
Podcast listeners don’t want fast and disposable content, though. They only listen to a handful of podcasts at any one time, and they have a tendency to socially invest in the shows they enjoy. This can lead to bad metrics if you look at podcasting through the lens of social media performance, but it can actually produce a higher customer lifetime value when paired with the right media tactics.
Slow discovery isn’t a problem, it’s a feature.
The way podcasts are discovered and consumed isn’t a technological issue, it’s a user experience issue.
Despite the accessibility of RSS feeds and the plethora of podcasting apps on the market, the average podcast listener doesn’t behave like other media consumers. Podcast listeners subscribe to an average of just five shows at a time, and they tend …