Podcasting has become a popular marketing strategy for digital marketers nowadays. More and more brands are using podcasts as a tool to promote and advertise their businesses, products, or services. According to the most recent reports, there are roughly 2.9 million podcast channels worldwide. This is even expected to balloon significantly in the next couple of years.
However, the growing number of podcasters globally also means a heightened sense of competition among them. As more digital marketers adopt podcasting as a marketing strategy, the easier it becomes to drown amidst similar channels and podcast topics.
So what can podcasters do to rise above the competition?
Video podcasting is one of the newest trends in the podcast market. Creators are adding some form of video content into their podcasts to attract audiences better and distinguish themselves from other podcasters.
But what exactly is video podcasting? To give you a better idea, here’s a quick overview as well as a list of the pros and cons of adding video as part of podcast strategies.
What Is Video Podcasting?
Before we dive deeper into video podcasting, it is essential to know what it is and how it works. Video podcasting is an up-and-coming marketing strategy that incorporates video as an element of podcast content.
Types of Video Podcast Formats
Interview
Also referred to as dialogue video podcasts, this format works specifically well with podcasts that are conversation-driven and feature at least two guests or hosts. Interview video podcasts are also perfect for long-form podcasts, typically those more than an hour long, as it keeps listeners and viewers more engaged.
Interview video podcasts are relatively easy to produce. These are often shot in a studio but can also be recorded remotely with the advent of technology.
Podcasters can opt to record using only one broad-angle camera that shows simply the hosts. Others can go for a more sophisticated approach involving multiple camera angles, which creates more engaging video content.
Live stream
Video podcast live streaming is another new approach. Widely similar to a radio show, podcast livestream provides listeners and viewers with an avenue to interact and engage with their favorite podcast creators in real time.
Live-stream video podcasts also don’t require much on the production side. A single camera is enough as long as it is able to capture all hosts. Other than that, a mobile device or a laptop may be needed to see the audience’s live reactions, comments, and questions as the live podcast goes on.
Animated
Animated video podcasts are a good alternative for creators who don’t want to be seen on camera. It is also a great option for narrative or storytelling podcasts, as the animation can provide audiences a new way to enjoy the content.
However, having an animated video podcast would require creators to hire an expert graphic artist or animator to create the appropriate visuals depending on the podcast content.
Advantages of Video Podcasting
Now that we’ve gone over what video podcasting is and how it works, let’s look into some of the notable benefits of using video content as part of your podcasting strategy.
Makes content stand out
One of the most obvious advantages of adding video content to your podcast strategy is that it makes your podcast stand out from others.
As mentioned earlier, video podcasting is a fairly new trend. This means that most podcasters worldwide still haven’t adopted this tactic. Considering this, adding video to your podcast as soon as possible can make you unique and different.
Not only that, but video content also provides your audience with a new medium to enjoy when consuming your content. They have the option to either simply listen to your podcast or watch the video recording as well for a more engaging experience.
Videos also bode particularly well for narrative or storytelling podcasts as it helps in immersing listeners. Simply adding a b-roll of scene settings can take your storytelling podcast to the next level.
Helps build brand
Another benefit of appearing in front of a camera for a podcast is that it helps boost brand awareness. This is helpful specifically for online personalities and influencers who want to sell their personal brand.
Video podcasting can help those who are just starting out to build their brand more by incorporating a visual element into their content. With videos, listeners and viewers can associate the personality with the podcast and vice versa.
Attracts different audience
Videos have been a popular and in-demand type of media. According to recent reports, 91% of online web users want to see more video content from brands as they are more likely to pay attention to it.
Considering this, including video as part of your podcasting strategy can pique the interest of a completely different demographic. People who aren’t really curious about audio podcasts can give video podcasts a chance.
Great for content repurposing and atomization
Content is king in the digital world. The more content you can put out, the higher the chance for people to chance upon what you offer.
Another benefit of video podcasting is that it allows creators to repurpose and atomize their content in various ways and publish them on social media to boost visibility and increase engagement.
Podcasters can create teasers and create highlights by clipping parts of their recorded podcast. Then, they can add a call to action to invite people to check out the rest of your content on your channel.
Boosts SEO performance
One more advantage of adding video to your podcast is that it can help improve your SEO ranking and performance. Videos are great for SEO as search engines consider them highly valuable.
Taking this into consideration, adopting video podcasting and posting them on platforms such as YouTube can be a great way to increase your discoverability. Aside from that, optimizing your podcast can improve your content’s overall SEO performance.
Disadvantages of Video Podcasting
At first glance, it seems like video podcasting has so much potential. It has a ton of advantages that can significantly benefit your podcast career. However, every strategy has its own set of challenges, drawbacks, and disadvantages. With that, here are some things to consider before adopting video podcasting as a strategy.
Requires more tools and equipment
Video podcasting involves two types of media – audio and video. Considering this, one of its most notable drawbacks is that it requires more equipment to produce. Other than the standard podcast mics, podcasters would also have to invest in a quality camera. Aside from that, they would also have to look into creating a studio setup conducive to video podcasting.
More time consuming
Another disadvantage of adding video to your podcast strategy is that the content creation process would be a lot more demanding and time-consuming.
Audio podcasts already take a lot to produce. Creators would have to record for hours and then spend more time editing the raw audio. In video podcasting, they would also have to tend to the visual aspects of the production process.
They would need to set up the camera or cameras, find suitable studio lighting, and ensure the angles are perfect. Video podcast post-production is also a tedious process. Not only would they have to edit the recorded audio, but they would also have to ensure that the video is synced properly.
Difficulty finding podcast guests
One possible drawback of video podcasting is that podcasters may have difficulty finding guests open to appearing in front of the camera. Some people are anxious and wary when it comes to video productions. Thus, this element of video podcasting would be another factor guests would have to consider before coming to your show.
Bottomline
Podcasting is slowly becoming an in-demand marketing strategy. But as more and more digital marketers are venturing into podcast marketing campaigns, they also need to find new ways to stand out from the million others in the industry.
Video podcasting leverages two of the most engaging and entertaining forms of online content. Audiences have the option to consume this content by listening to it like a normal podcast, or they can also watch the embedded video and enjoy the nuances involved in podcast recordings.
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