Written by Divyang Metaliya


After video marketing, content marketers are turning their attention towards podcasting- the reincarnation of FM radios. Much like fashion, they were out of trend for a decent amount of time and made a comeback with minor modifications. If you are wondering whether to podcast or to upload a video on YouTube, this article comes handy with sound information on the subject. 

Both of them have individual benefits over each other, but from the business point of view, podcasts are a whole new entity. Many video content creators rely heavily on attractive visuals as they bring strong viewerships. However, leading internet giants like Amazon and Google have ventured into the pro-audio space. Well, I personally recommend swinging both ways. And today, I will share some amusing reasons why you should podcast your videos and vice versa.

History of podcasting and its benefits

Audio broadcasting is the brainchild of Adam Curry and Dave Winer. Dave programmed iPodder in 2004 along with the former MTV video jockey who explored the horizons for audible content. This was followed by many improvements and took the form of present-day podcasting. They are consumed by people usually doing something else along with listening to it. They will listen to the podcast during a walk, in the subway, strolling their dogs, or while babysitting. 

The benefits of podcasts include:

  • Equipment required for podcasting is comparatively affordable and the cost of production also stays on the lower end of the spectrum. 
  • People are more camera conscious in general. Recording audio will boost the quality as most people don’t hesitate to speak. 
  • There is no need to stop your ongoing work while listening to one. Convenience is a big factor as compared to videos that require dedicated attention.
  • Audio files are smaller in size and hence, they perform better in markets with high internet prices. 
  • Currently, the competition in this area is very scarce because of the number of colloquial channels that provide condensed information.

Market Insights: 2019 saw a staggering 750,000 active podcasts.

Challenges against video content and why you should use both simultaneously

On a retrospective note, visual information is more captivating. The number of video content creators have nearly doubled in the past couple of years. The audio content also provides a limited scope of creativity as voice is the only form of interaction. The artists giving voice over the need to have extremely good talent, well-curated scripts, and powerful information.

Market Fact: Videos get fifty times more visibility on organic search results than plain text.

Starting a podcast is also more difficult as feedback isn’t available in the form of analytics. Monetization also poses a great concern in these situations. But, you can turn the tables by clubbing the two. Most of the videos can be converted into podcasts provided that they don’t heavily rely on graphics. 

Most of us have watched behind the scenes of our popular movies or web series at least once in our lifetimes. You can create a video of your podcast recording and air it separately for promotional purposes. Many folks appreciate the information in more than one format to suit their personal convenience. As I mentioned earlier, creating respectable visual information is more expensive, so you can garner additional value by audio distribution. 

You may create complementary pieces of data in the forms of gists, third party opinions, backstage diaries, personal logs from the cast, and counter-reactions. 

Amazon recently started converting its ebooks into audiobooks. The search engine giant came up with Google Podcasts to tap the recently expanding market. You can also add your audio broadcasts on YouTube. To summarize the benefits of simultaneous production, watch out the below-mentioned listicle:

  • Cross-platform visibility
  • Take advantage of the viewer base of video marketing sites
  • Provide additional material for niche-related followers
  • Appeal different masses with the same information
  • Improve outreach with a minor increase in the budget of visual production
  • Render more options for sharing purposes. 
  • Generate additional revenue
  • Rope in the audience from both platforms
  • Foster loyalty by addressing the requirements of different sections of the community

The basics of running a successful podcast

Get yourself listed on distribution platforms like Pocket Casts, AntennaPod or Bitlove. Also, you can use the hosting services of companies like Buzzsprout for free. Once you get started, reaching a considerable amount of listeners is a mammoth task. Hitting thousands of downloads is a time-consuming process that also needs sound expertise. Apart from the marketing costs, you also need to spend money on audio engineering, sound technicians, studio costs, and other overheads. I recommend taking advice from experts because of the complex variables in the post-production phases. 

Stat Time: An average listener can go on to consume up to seven podcasts. 

The above paragraph seems to be quite easy-going but the reality isn’t. You have to constantly churn out excellent information on the theme you chose for your broadcasting channel. The explanation of the subject matter is relatively tougher due to limited points of interaction. Curating audio content too faces problems like shortage of topic variety, dry spells, continuing listeners’ interest for a prolonged duration of time, monetization issues, consistency, and relevance. Narration and sound effects also sneak into the game after a certain level. 

Aspects to in-line them with your video content

Many subjects have too descriptive literature involved. In such cases, try using animations to support the voice over. This results in visuals acting as a support mechanism instead of being the main piece of the pie. On the contrary, without the visual description, the aural narrations can act as self-sustaining elements. However, I advise you to make edits before releasing either of the versions. Small touchup jobs make a huge impact on the ground level and improve the experience of both segments. Production and distribution are two channels that shall run side by side as you don’t want to release either of the two earlier. 

Altering some portions is okay, but congruence is a must when it comes to discussing the central idea at large. Including them in your RSS feed is also instrumental to get the right exposure. You can also cut down the entire episode into parts and air them separately as a flashback or best of the XYZ series of the podcast/video on the other medium. Intermeshing them is tricky but it provides tonnes of benefits for mass consumption. 

Summing Up

I reckon that you now understand the subtle dynamics of crossing the territories on both the mediums. Primarily, reaching out to diverse user bases and tapping opportunities will drive such pursuits. But, I find that podcasting your videos and vice versa is more of creating a credible library of resources for your target mass in user-oriented formats. 

Author Bio

Divyang Metaliya is a Business Consultant at FactoHR, an India based HR and Payroll Software solution provider. He is a creative business strategist with more than 8 years of experience.

All photos via Unsplash.

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