If you’re looking to increase the reach and engagement of an audio podcast, recording accompanying video content can make a big impact. Adding video provides numerous benefits such as connecting your brand with the audience in a more meaningful way, increasing the likelihood new audience members discover the show, and making content more versatile; resulting in increased engagement and reach across different channels.
By utilizing the power of video podcasting, brands can further differentiate themselves from their competitors and leave a lasting impression on their audience. Here’s a look at the four main benefits of adding video to your podcast content and how you can leverage it for maximum impact without exerting maximum effort.
Quick Note: If you’re new to video podcasts, you’ll want to check out our video podcasting guide.
READ MORE: The Beginners’ Guide To Video Podcasting
If you haven’t been recording video for your podcast, the good news for you is that you can likely start receiving these added benefits from your podcast without requiring too much extra effort on your part, but we’ll discuss that more later.
1. Audiences Prefer Consuming Podcasts with Video
When it comes to growing your podcast, the conversation really begins and ends with your audience and their tastes. Based on a recent study conducted by Cumulus Media, 57% of people that consume podcasts prefer watching the show over just listening to the audio. Based on new data, YouTube has emerged as the number-one podcast platform, eclipsing the likes of Apple Podcasts and Spotify (both of which have incorporated video functionality in their apps).
New data, from a report compiled by Cumulus Media and Signal Hill Insights, shows that 39% of “heavy podcast consumers” enjoy actively watching the video episodes of podcasts, with another 28% enjoying playing the video in the background while doing other things. That means that only 33% of the heavy podcast-listening audience actually wants an audio-only experience.
This same dataset shows that YouTube as a podcast platform has nearly the same market share of “Podcast Newcomers” as Apple Podcast and Spotify combined. Without being accused of hyperbole, it is now fair to say that YouTube has steadily become the go-to platform for new podcast audience members. YouTube has also recently announced that it is making video, and audio, podcasts available on the YouTube Music platform, which surpassed 80 million users worldwide in November 2022.
Why do so many people prefer video? It’s more engaging.
For a number of reasons, video content outperforms text, static graphics, or audio content. In fact, many great videos combine all those elements for a visual experience that captivates their audience.
READ MORE: Correctly Setting up Your Podcast on YouTube
2. Video Podcasts Help Connect Your Brand With Your Audience
Video podcasts provide an opportunity to humanize your brand, showcasing the faces, personalities, and culture behind the company. Thanks to the complexities of human communication, a lot of the signals we send out are nonverbal and the nuances of these signals are lost in the audio format of many podcasts. By producing video alongside your audio podcast, you can convey more of your non-verbal messages to the audience because they’re able to actually see those signals.
Per the Morning Consult, two major reasons why so many podcast consumers prefer watching is that they can, “see facial expressions and reactions from the hosts and guests (51%) and because video helps them to better focus on the podcast (50%).” Experts at YouTube have found, “that a human face is one of the more powerful “signs” you can start a story with.” By offering content in a refreshingly human format, your podcast can be a powerful tool in differentiating your brand from competitors and leaving a lasting impression on your audience.
Because your audience is able to connect better with the individual voices that make up your brand, the podcast helps position them as thought leaders in their industry. The trust built between the brand and the audience through the podcast enhances its credibility and authority, leading to increased brand reputation and industry influence.
3. Podcast Video is Increasing the Discovery of New Shows
By recording video with your podcast, you open up many new opportunities for increasing the reach of your podcast. You can feature full video episodes on YouTube and Spotify. In their April 2023 report, Cumulus Media and Signal Hill Insights found that, “YouTube is a critical entry point for podcast discovery.” Underscoring this point is that about 34% of the weekly podcast audience that found a new show within the previous 6 months discovered their new show on YouTube.
YouTube now accounts for more podcast discovery than Spotify and Apple Podcasts combined. As a further show of the platform’s intentions, YouTube recently launched its podcast-specific landing page which showcases full episodes and whole podcast playlists.
According to research reported on by Morning Consult, “1 in 3 podcast listeners said YouTube is their most preferred podcast platform”. These results came out just before YouTube announced that they are adding extra podcast functionality for creators.
Spotify has released an updated homepage that has transformed the experience for users by incorporating content in a vertical interface. This allows users to swipe up and down through content recommendations, videos, audiograms, gifs, and playlists. This update was unveiled at the company’s Stream On event in March.
4. Recording Podcast Video Makes Your Content Exponentially More Versatile
For many marketers, creating great video content is much easier said than done. It’s simpler to make tweaks to written content to improve SEO than it is to script, record, re-record, and edit video content. However, by filming your company’s podcast you can create amazing video content without all of the hassles traditionally associated with video creation.
Repurposing your video content gives you the ability to reach a broader audience with a range of preferences, from those who prefer longer, more in-depth content to those who seek short-form, snackable content. For B2B companies, this versatility provides a unique opportunity to connect with buyers in different parts of the purchase lifecycle.
For example, micro-videos, 30-60 second video clips, are an excellent way to pique the interest of potential buyers, while more extended video clips and podcasts are better suited for those looking for more in-depth information. By adding video, your audience is more likely to engage with your brand and it provides an efficient method for distributing the value within the content, regardless of prior repurposing.
You want to maximize the value of every piece of content that you make, so why would you leave something as amazing as video out of your podcast content? If you’re trying to create topical video content, try repurposing video from your podcast into 5-15 minute-long clips around a particular topic. If you need to create short-form content you can also repurpose your podcast into shorter clips that are perfect for sharing on social media platforms like TikTok, LinkedIn, YouTube Shorts, or Instagram Reels.
Examples of Content Repurposed From Video Podcasts
Adding video to your podcast content will offer numerous benefits for your B2B company. From connecting with your audience in a more meaningful way, to increasing the potential for discovery of new shows, and making content more versatile; video provides an incredible tool that can be used to drive engagement and reach new audiences.
By adding video you can ensure that you are providing your audience with the best possible experience and that your content is reaching as many people as possible. The benefits of video podcasting make it an invaluable tool for B2B brands and should be considered by any company looking to reach more customers through the power of podcasts.