Should My Podcast Be Audio Or Video?
One of the most common questions I get is whether to do an audio or video podcast. It seems the entire internet has gone to video, but video production is harder, more expensive, and frankly, more daunting.
It All Starts With Audio
My colleague Johnny Podcasts once said “Audio is Your Shoes, and video is your socks. You can go out without one, but not the other.” Have you ever tried to watch a YouTube video with bad audio? Instant tuneout. It doesn’t matter if you have the best lighting, makeup artists, and 4K cameras. If your viewers can’t easily hear what you’re saying, they are gone.
The Case for Audio Only
Presently, Audio is more widely distributed than video. It’s easier to get audio-only podcasts on Apple Podcasts and Spotify. And other platforms still haven’t integrated video. Also, audio can be consumed in more places – walking the dog, driving, while you’re doing spreadsheets at your desk, etc. Finally, audio is scientifically proven to engage more of your consumer’s brain. When the pictures aren’t staring them in the face, they have to use their imagination to create an image of what they are hearing. It’s why, in my days as a radio DJ, listeners would frequently meet me and say “I expected you to be taller with more hair.”
The Case For Adding Video
Video is all over the internet. YouTube, owned by Google, combines to be the world’s largest search engine. TikTok is no longer for Gen Z and Gen Alpha – Millenials and older are making use of its curated algorithms. Even apps that skew older – like Facebook – are prioritizing reels. While doing high-quality video content still isn’t easy per se, it’s getting simpler thanks to better technology in webcams and smartphones, and remote recording platforms like Riverside. If you have the skills and/or staff, video is ideal.
The Compromise Between Audio and Video Podcasts
One of the fastest growing ways folks are discovering podcasts are through those social media reels – TikTok, Instagram, Facebook, and YouTube Shorts. How many times have you seen a clip in your feed, and it’s led you to a new show? Even if you are producing an audio-only podcast, record the video also. This way, you can just grab a compelling 30-90 second clip and blast that out to your social media channels. Or if you don’t have a camera you trust for this, shoot a quick vertical video on your phone. “Hey, I’m Jon and we just wrapped up a great episode of The Jag Show. Our guest told us about the one piece of advice that changed the trajectory of their whole career. Check it out on Apple, Spotify, or YouTube.”
You’ll notice I included YouTube there – for an audio only podcast? Yes, YouTube will now ingest audio podcasts via your RSS Feed (that big long URL your host gives you). They’ll play the audio and display your podcast artwork as the visual. Please put your podcast – in whatever form it takes – on YouTube. It has now surpassed Apple Podcasts and Spotify atop the list for both podcast discovery and consumption.
And if you’re worried about posting to YouTube without video? Here’s a dirty little secret. Half the folks who consume podcasts on YouTube aren’t even watching. YouTube is in a tab behind their spreadhseet, in the cup holder in their car, or in their pocket while walking the dog.
Have more questions about podcasting? Call me at 313-757-2524 or email me: jag@jagpodcastproductions.com
