Should you add video to your podcast strategy?
In October Spotify announced that it would roll out video podcasting for creators. It had previously offered this option to a select number of podcasts and now, through their podcast platform Anchor, other creators will now be able to upload video alongside their audio - offering listeners the opportunity to choose between listening or watching.
Adding video to an audio dominant medium is not new. It’s not even new to podcasting. Your local commercial radio station probably introduced web cameras into their studios at the beginning of the new millenium - and it taps into something that is at the heart of audio mediums like radio and podcasting.
Podcasting is an intimate medium
Podcasts listeners form a special bond with their hosts. ‘Podcasting is an intimate’ medium is something that has been spouted over again and while it’s difficult to measure, podcasts with a fan base of a reasonable size (1000+) understand that their audiences feel a special connection.
So then, why is video important? Many podcasts decide to introduce video as a way to help market themselves on social media. With the major platforms like Facebook spouting the benefits of video, putting up your audio as a video (often with a static image or a wave form, like those degenerated by the Headliner app) is a way to get your promotion in front of more people.
Beyond that, there is something exciting for an audience member getting to see their favourite podcasts hosts in the digital flesh.
Image credit: Evan Munro-Smith, Stupid Old Studios
Video for Fun and Profit
Broadcaster and podcast co-host Jess Perkins has released multiple pieces of video content to promote and even generate new revenue for her podcast Do Go On.
Do Go On is a fact-based comedy podcast that has amassed a large and loyal following worldwide. Between Patreon, live shows, video streaming and sponsorship, the show is a viable business for the show's three hosts. From relatively early on, video was a large part of their strategy.
“We moved into video content for a bunch of reasons - to capture a wider audience, to make our live content more accessible for our international audience, and also to do something different to our usual podcast content. We've done a web series, filmed live shows that we performed at the Melbourne International Comedy Festival, and have done live streams at various times of day so that international viewers could watch along.”
The majority of the content released by Do Go On so far has been longer form - including pre-recorded and livestream content from comedy production house Stupid Old Studios. In 2022 however, there is a plan to focus on short, punchy content as a way to find new listeners.
Shorter can be better
“There are so many podcasts available to people, and it can be pretty daunting and hard to find something that interests you when browsing through podcast apps,” Perkins says, adding “I think the opportunity for people to see clips of us on their Instagram or TikTok will give them an insight into our humour, our style and our content. Ideally we will be able to grow our audience even further.”
Keeping and growing your podcast audience is a two pronged approach. While making sure you get your content in front of new people is key, ensuring that your already loyal fanbase are engaged is equally important.
“We have a really lovely, supportive community around our podcast, and the engagement with live streams and our web series has been really amazing. We did live premieres on YouTube with each episode of the web series, and people would stay up until the wee hours of the morning to watch and chat along. “
One unexpected benefit was that the creation of video opened up new opportunities for recognition. The podcast was a finalist in 2020’s AACTA Awards for Best Online Entertainment.
Is it worth it? Consider your return on investment
With many considering testing the waters of video podcasting, Perkins has some thoughts around return on investment.
“Think about the desired outcome you want to achieve, and go from there. There's not a lot of point in creating triple the amount of work for yourself just for the sake of doing more, if that increased workload isn't going to get you the results you want.”
Do Go On is available on all good podcasting apps. You can hear Jess Perkins on Triple J Weekend Arvos and Simply the Jest with Hobba and Hing.