Podcasts are primarily thought of as an audio-only experience. As a show host, you focus on good audio quality, skillful editing, killer scripts, and interesting guests in hopes that your show will become the next big thing.
However, there is more to building an audience than having the right microphone. Promoting a podcast, or any brand, really, involves reaching out to new demographics and thinking outside of the box.
In this post, we’re going to discuss how you can use video to promote your podcast and grow your show’s following. We’ll cover:
- Why you should use video to promote your podcast
- What types of videos you should create
- Which channels you should post to
- How Audioburst Creators can help make the job a little easier
Given that most people are creatures of habit, the best approach to distribution is to be anywhere and everywhere potential listeners may be. For podcasters, this would normally be places like Apple Podcasts, Spotify, Google Podcasts, and other popular podcatchers.
While there’s certainly nothing wrong with targetting the standard podcasting channels, adding in non-traditional formats like video can open up new possibilities for getting your content in front of listeners. To give you an idea of why video is a format worth considering, especially when working with existing content, check out these video marketing stats:
- In 2019, users spent a weekly average of 6+ hours watching online videos (source)
- 87% of video marketers say video has increased traffic to their website (source)
- 92% of marketers make videos with assets they already have (source)
Both marketers and media consumers are putting their trust in the format’s value, so the next question for you as a podcaster is what kind of videos should you create?
What to Post?
When trying to decide what kind of video clips to create from your podcast content, consider how you might best use video in your promotional activities and what type of video content your audience values the most.
Do they prefer:
- Long-form or short-form media?
- In-depth features or quick overviews?
- Simple graphics or behind-the-scenes footage?
Knowing the type of videos your listeners like to consume will enable you to create clips that will pique their interest and inspire them to share your podcast with friends, family, and beyond.
Here are a few video types to consider:
Videos recorded live during the recording of your show are great for audiences that value behind-the-scenes content. They allow your listeners to feel more connected with you, your process, and your content by bringing them inside of the recording experience.
Launching a new show? Consider making a video trailer to use during your pre-launch promotional campaign. It can contain a few fun moments from your launch episodes, or be a “pre-episode” that gives potential listeners the low-down on what they can expect each week.
New Episode Announcements
Get the word out on new episodes through video. Use your intro segment or part of a guest interview to get your audience pumped for your latest release.
Share the best of your podcast with the world by creating a highlight video. It gives potential listeners a taste of what makes your content special and worth a spot in their podcast rotation.
Where to Post?
Once you have a few videos lined up, it’ll be time to decide on the best places to get them in front of the masses. There are endless options, but here are the most popular ones to get you started.
If you choose to only upload your podcast to one visual-focused service, it absolutely must be YouTube.
Owned by Google and boasting 2 billion active users worldwide, YouTube is the most powerful video-sharing platform in existence. 73% of adults in the U.S. use the service, spanning every generation from college students to retirees. YouTube has something for everyone.
Aside from the obvious benefit of having a huge pool of users, YouTube is also a popular platform for engagement. Between 2017 and 2018, YouTube users increased their engagement by 70%. This means that the platform is the perfect environment for developing trust and creating a loyal following for your podcast.
Podcast Marketing in Action: Rumble with Michael Moore
Documentary filmmaker and political commentator Michael Moore launched his new podcast, Rumble with Michael Moore in late 2019. The show focuses on Moore’s “subversive and humorous take on the issues of the day and talks to a wide range of people from comedians and politicians to the people who’ve tried to kill him.”
While widely available everywhere podcasts are typically distributed, Moore has also added a playlist on his YouTube channel for Rumble.
Listen to Rumble with Michael Moore on YouTube here.
Another prime location to share video clips from your podcast is on social media. 63% of marketers use video in their social media marketing, as adding visual assets to your social media posts helps them stand out and increases your chance of getting noticed.
When it comes to which platforms, almost all major social media platforms are adaptable to video content. Focus on the sites where your ideal listener is well established first, then branch out from there.
Podcast Marketing in Action: Pod Save America
"We failed. The reason this happened is because of Secretary Mnuchin & the Trump Administration. We wanted 10 days minimum of paid sick leave … This is the deal we got."
— @katieporteroc on why the House bill doesn't make corporations pay sick leave.
Episode out soon! pic.twitter.com/NGRJB19gxJ
— Pod Save America (@PodSaveAmerica) March 16, 2020
Pod Save America is an American political podcast produced by Crooked Media. Hosted by former Obama aides Jon Favreau, Jon Lovett, Dan Pfeiffer, and Tommy Vietor, the show releases episodes on Monday and Thursday, breaking down the political issues of the week.
The post features a pull quote from their guest, U.S. Representative Katie Porter (D-CA), and the audiogram includes a static photo of Katie Porter, audio from their interview, and subtitles for the hearing impaired or those who may be scrolling with sound off.
Show Page / Blog
Most podcasters agree that having a home base on the internet for your show is a must. While websites are great for posting episode transcripts and guest information, they also are an ideal hub for video content.
According to Hubspot, “Including a video in a post increases organic traffic from search results by 157%,” and “Using videos on landing pages will increase conversions by 86%.”
With SEO and conversion boosts like those, adding video to your site becomes a no brainer.
Podcast Marketing in Action: This Week in Tech
This Week In Tech, or TWiT, is a podcast hosted by Leo Laporte. The show consists of round-table discussions that center around technology news.
The show is accessible via audio and YouTube, but also, live videos of all episodes are available on the podcast’s website.
We noticed that their website is the first result on Google when you search for the show:
While we can’t be sure that the videos are what put them at the top over their Stitcher or Apple Podcast listings, we know that the videos certainly don’t hurt!
How to Get Started
Once you know what types of videos you want to create for your podcast and have an idea of where you’d like to promote them, it’ll be time to put the plan into action.
Videos can be created using a video editing application like iMovie, but if you’re looking for an even easier way to create simple, elegant video clips of your podcast episodes, there is another solution you may want to consider – Audioburst Creators.
The Audioburst Creators suite of podcast marketing tools takes the heavy lifting out of marketing your podcast. Users enjoy features such as:
Video clip creation
Reach new audiences on visual platforms such as YouTube, Instagram, and Tiktok by turning your audio into stunning short-form videos.
Social Sharing Tools
Seamlessly share the best moments of your podcast to Twitter, LinkedIn, or Facebook directly from your Show Highlights page, or grab an embed code to add “bursts” to any webpage.
Our AI-powered audio system “listens” for your content, allowing for the automatic creation of fully editable episode transcripts, available moments after you hit publish.
The best part of Audioburst Creators? Unlike many other podcast promotion services, it’s 100% free!
The Bottom Line
Video is an easy way to boost your podcast’s signal and open the door to a whole new pool of listeners.