Why video is the future of podcasting


Podcast production company Listen has shared the key points its team took away from the recent Podcast Show in London.

If you’re trying to build your audience, here are four things to keep in mind:

1) Content is king

No matter how you’re promoting your podcast, you’ll never build a loyal audience unless the content is quality. This doesn’t just mean investing heavily in audio equipment or trying to please everyone. It means authenticity at the heart of what you’re trying to make.

 2) Video is the future of the podcast industry

Podcasts are no longer defined as an audio-only medium, thanks to the rise in popularity of video podcasts. Video allows the listener to visualise the host and guest dynamic, bringing them closer to the action and offering another level of engagement.

 3) Gen Z wants community in podcasting

 A recent study found that while Gen Z spends a minimum of 8 hours per day in front of a screen, marketeers have just 8 seconds to grab their attention.

Isabella Maxey from Resonate Recordings sums it up: “Gen Z doesn’t want to buy your brand, they want to join it”.

4) Branded podcasts shouldn’t be ads in disguise

Jeff Vidler, Founder of Signal Hill Insights, stresses that brands need to focus on creating something people really want to hear, rather than an advert for their brand in disguise.

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