Reach your audience where they are, that’s the key to growing your podcast audience with YouTube. Or more precisely, go where they’re most likely to discover your podcast. The top platform for podcast discovery? YouTube. Your potential listeners are probably browsing through YouTube right now. However, simply uploading your latest episode and hoping for a surge in views isn’t enough. Success requires a well-thought-out strategy.
We’re not advising you to start investing in cameras and lighting – this is about utilizing the platform and what you already have, and adding minimal strategic actions to support listener discovery.
YouTube: The Premier Platform for Podcast Discovery
- Leading Platform: YouTube is the top platform for podcast discovery, with 33% of weekly listeners preferring it over Spotify (25%) and Apple Podcasts (16%).
- Dominant in Video Podcast Viewership: YouTube hosts 81% of video podcast viewership, while Spotify holds 12%, and Apple Podcasts just 4%.
- High Engagement: Video podcasts on YouTube have an 87% read-through rate, compared to just 28% for audio-only podcasts.
Video Format Options & Their Impact for Podcasters
1. Basic Branded Video (Static Image with Audio)
- Description: A static image (e.g., your podcast logo) is displayed throughout the audio playback.
- Pros:
- Easiest and quickest format to produce.
- Provides a presence on YouTube, tapping into its vast user base.
- Cons:
- Lower engagement compared to dynamic content.
- May not capitalize on YouTube’s visual-centric algorithm.
- Considerations:
- Suitable for podcasters with limited resources or those starting out.
- Can be enhanced over time with dynamic elements.
2. Dynamic Branded Video (Animated Visuals or Audiograms)
- Description: Incorporates animations, waveforms, or changing images synchronized with the audio.
- Pros:
- More engaging than static images.
- Can highlight key moments or quotes from the podcast.
- Cons:
- Requires additional time and tools to produce.
- Still lacks the personal connection of live video.
- Considerations:
- Ideal for sharing clips on social media to attract new listeners.
- Tools like Headliner or Wavve can assist in creating these visuals.
- This would be perfect for most podcasters. You are using the best of both worlds – audio while using video to support discoverability.
3. Video of Podcast Recording (Live or Recorded Video of Hosts/Guests)
- Description: Full video recordings of podcast sessions, showcasing hosts and guests.
- Pros:
- Highest engagement and watch time.
- Builds a stronger connection and trust with the audience.
- Opens opportunities for monetization through YouTube’s partner program.
- Cons:
- Requires more resources: cameras, lighting, and editing.
- Higher production time and potential costs.
- Higher skillset, lots of learning.
- Cost of equipment.
- Considerations:
- Best for podcasters aiming to fully leverage YouTube’s platform.
- Can be repurposed into shorter clips for promotional use.
Recommendations for growing your podcast audience with YouTube
- Starting Out: Begin with basic branded videos to establish a presence.
- Enhancing Engagement: Incorporate dynamic elements to make content more appealing.
- Maximizing Impact: Transition to full video recordings to fully engage with YouTube’s audience and algorithms.
By progressively enhancing your video content, you can tap into YouTube’s vast user base, improve discoverability, and foster a deeper connection with your audience.
