Marketing Benefits of Podcasts

Take a seat, grab a couple of microphones and get chatting. Podcasts really are a simple concept, but one that listeners just cannot get enough of.

Watching online videos has grown drastically over the last decade, but this has not stumped the growth of podcasts, instead, it has propelled them forward into a world filled with limitless potential and audiences.

Speaking specifically in relation to YouTube, a platform that has grown to become an extremely influential marketing tool, the video-sharing website is now a popular place for podcasts to be created and shared on. They can currently be regarded as the hottest online trend in the world right now, with many of those with a large cult following turning to the mic to produce some valuable minutes/hours to share with their fans.

ActiveWin is here to take a deeper look into the rise of podcasts and most specifically, why they remain such a popular form of online material.

Watch and Listen! Or Whichever You Prefer…

The concept of podcasts is not exactly entirely new. Talk shows and interviews have existed on radio programmes since the 20th century, before the official first ever audio player was introduced in 2004. Fast forward fifteen years and, with the rise of iTunes and recording platforms, podcasts have grown to become a fundamental part of people’s day-to-day lives.

In relation to video marketing, many podcasters have settled on the platform of YouTube to discuss ideas ranging from sport, news and anything that creeps up in conversation along the way. Long gone are the days of the site being purely used for humorous cat videos and pranks. YouTube is now a place to find insightful discussions on matters affecting the world.

Up to five billion videos are watched on YouTube every single day, with podcasters taking advantage of such a statistic by pushing their material on there. This doesn’t necessarily mean that viewers have to listen to every single minute of a 2-hour podcast, as accounts also capitalise on those who are after snippets of conversations. Video editors will trim certain minutes and topics into separate videos and upload them individually.

Podcasts have never been hotter in the marketing world.

Here, broadcasters are reaching out to individuals who may be interested in that one given subject, as opposed to the whole podcast. These clips will often appear under the ‘recommended’ section on YouTube, as the website is continuously feeding your page with relevant content to watch. As we mentioned, the rise of video marketing has not led to a stagnation of podcasts, it has helped them.

In many cases, some viewers enjoy actually watching podcasts visually on screen, even if the participants are just simply sitting on a table together. There is a collective feeling towards such a video, to which the viewers and podcasters feel connected – a great tool in building up a relationship with your audience.

Benefits of Podcasts

When a listener clicks onto a podcast, it is because there is an incline of interest into the subject matter that is being discussed. Instantly, the audience and speaker have a shared common interest and thus, the initial grounding of a connection is established.

Listeners enjoy feeling part of the conversation and this early foundation can quickly evolve into a trusting relationship. Within our digitally driven society, social feeds can often be bombarded with click-bait articles and headlines with no real significance – a podcast lets audiences escape this side of the web and enter a more reliable medium.

From a marketing point of view, this is where podcasts become all the more valuable. You cannot buy or even put a price on a strong relationship between a consumer and brand, so establishing a podcast is a great strategy behind building such relations. Online podcasts will often receive sponsorship deals and on YouTube, include adverts too. However, instead of pushing sales onto their audience, the marketing of a product can be done in a more delicate way and viewers do not feel pressured into buying.

This is, of course, us viewing the online phenomenon through our digital marketing lenses, but not every podcast has to involve some sort of service/product being pushed. There are many podcasts out there that have been established purely for entertainment reasons, or to tackle serious issues in the world. Podcasts have no restrictions and their flexibility is the main reason why they remain one of the most popular online mediums in the 21st century. 

Who’s Hot?

Across the web, thousands of eager podcasters take to the mics every day and upload fresh content for their audiences. Whether they be listening on the commute to work, sat at home or even in the gym, podcasters continue to reach out to listeners and the trend doesn’t look like slowing down.

One of the ‘OGs’ of the podcasting world is Joe Rogan. The stand-up comedian and UFC commentator set up his podcast The Joe Rogan Experience back in 2009 and now boasts over five million subscribers. In terms of online material, the 51-year-old epitomises exactly how a podcaster should operate – to push the boundaries and discover subject fields that he isn’t always an expert in.

This is by no means a dig at the American, but in fact a compliment. Rogan hosts a range of individuals on his show, to which he actively engages in a range of topics and tests himself to finding out more about the world with each showing. His high viewership numbers is a testament to this, as the comedian aims to deliver flexible material and tackle a wide range of topics with every podcast.

Our personal favourites are his MMA cameos with Brendan Schaub.

Joe Rogan has built a hugely popular podcast.

Regarded as one of the most successful podcasters on YouTube, Rogan has inevitably inspired many others to set up their own show. One man who cites Rogan in being his role model for doing so is True Geordie, a YouTuber from Newcastle who has just over 1.5m subscribers.

Commonly joined with his partner in crime, Laurence McKenna, the duo have their own podcast show were they also cover a range of topics, most specifically on trends that have caused a storm on social media. They also have frequent guests on their show, with notable names like Ricky Gervais, Logan Paul and Ian Wright all making an appearance in the past.

Both the mentioned shows are great examples of modern podcasts that grip the attention of those looking for some online entertainment, with a sprinkle of solemnity there too. In terms of education, both podcasts shed light on interesting topics and are certainly more beneficial for the younger population, as opposed to them frying their brains for hours on end on a game console.

Podcasts continue to transcend and reach out to different types of audiences every day. They are a digital trend that show no signs of slowing down and, given their flexibility to adapt to the evolution of the internet, they are not going anywhere anytime soon.