There’s been an embarrassment of riches in research presentations around podcasts. It starts with the ubiquitous question: “Is a video podcast really a podcast?” The through-line to reports by Sounds Profitable and Signal Hill Insights , and Amplifi Media and Coleman Insights is a resounding: “Yes!” And 85% of polled content consumers agree.
A “Yes” was also the simple answer by Amplifi’s Steve Goldstein when asked if brands should build “live read” campaigns across both audio and video equally. We agree there, too, but we’ll remain objective, despite our offers of both via video with #CreatorSquare and AMFM radio with Focus 360 LLC ! (Subtle commercial, I know.)
The takeaways from Amplifi’s presentation — much of which was shared at Podcast Movement last month — in the form of recommendations for podcast creators also inform how marketers should respond:
- Be present on YouTube, as almost 70% of podcast consumers use the platform and it’s a primary discovery channel.
- Create video content, even if it’s just “a well-lit conversation”. Not every podcast needs full video production, but having a visual component helps.
- Social media clips are crucial for podcast discovery (Our point: can also be co-branded.) Leverage short-form content on platforms like YouTube Shorts, Instagram Reels, and TikTok for discovery and audience growth, too.
- Consider your content type – some podcasts work better in audio, some in video. Choose what suits your material best… BUT: Don’t just focus on one platform. Be where your consumers are – YouTube, Spotify, social media platforms. (Our point again: We can help.)
- The keys are flexibility, adaptability, and meeting your audience where they consume content.
The takeaways from Sounds Profitable reflected much of the above but also shed light on “Podcast Primes”. According to Tom Webster’s presentation, they are the podcast consumers who consider the podcast one of their top four media choices. The top genres of these podcast consumers are more likely to news, sports, health and fitness, and technology podcasts. And, like the Amplify presentation, 67% of podcast fans are mixing audio and video — seamlessly switching between listening and watching the same content. Podcasts aren’t just a medium – they’re a multi-format experience.
Their key takeaways, particularly for marketers?
- Attention: Podcasts have the highest ad recall rate among ad-supported media channels. Podcast ads “cut through” and listeners are paying attention to brand messages.
- Portability: Webster suggests advertisers should consider the medium’s ability to be consumed during other activities, offering “found time” rather than “spent time” and providing a screen-free, enriching experience.
- Demographic Opportunity (perhaps our favorite point — see above!): Podcasting is becoming the primary “on-ramp” for spoken word audio, especially for 18 to 34-year olds. This makes podcasts a critical channel for reaching younger audiences who are less engaged with traditional radio but has made the spoken word medium more intriguing to them.
