The Full-Circle Trend in Podcasting
Initially in the 2010s, also known as the “golden age of youtube”, creators flocked to create vlogs, storytimes, tutorials and so, so much content. Leveraging its vast user base, monetization, clickbait covers and “recommended” features, over time, creators searched for an even more intimate and convenient way to attract and further keep fans, which led many to flock over to audio podcasts.
Many creators are experiencing a full-circle journey: starting with video content on platforms like YouTube, transitioning to audio-only podcasts, and now returning to video formats. This evolution reflects the industry's adaptability and the continuous and constant quest to engage audiences through social media. Now, with the rise of “video” podcasts, there's a convergence of both worlds.
As quoted in this Variety article, a great example of this shift is the podcast “Call her daddy”, hosted by Alex Cooper. In June 2021, Cooper signed a deal worth $60 million to exclusively present the podcast on Spotify, and then just three years later, she signed a $125 million deal with Sirius XM to replace Spotify as her distribution and advertising partner.
Cooper started out giving very, fun, a bit raunchy, dating advice (I would know, I was a listener in her early days). She slowly but surely grew to the level of interviewing A-list celebrities and even former vice president Kamala Harris. It makes sense that the Spotify exclusivity sadly wasn’t enough as her platform progressed. Fans wanted to actually see celebrities' reactions to the personal questions Alex was asking, that everyone was wondering the answers to.
All is fun and games, but venturing into video podcasting introduces several challenges.
The main hurdle, specially for smaller creators, is the added production complexity and cost. Of course, filming audio is not the same as filming video, especially on the level of Call her Daddy, which is basically a full production set.
The other issue, is the fickle reliability of social media platforms and their constant changes in algorithm changes and monetization policies that can impact content reach. We wrote a whole rant on that here.
However the one obstacle that really solidifies it, with video format, you are competing with an extended amount of content. Podcasts are essentially what you listen to, usually on your way somewhere, working out, driving or even working. They are consumed as “entertainment” that you do not have to give your full attention to, kinda like music, but not really. You can’t really “watch” a podcast while driving, right? Also you should’t. And sure, Youtube has a feature to continue playing when your phone is locked, but it's of course only available for paying users. With rising competition, comes rising promotion & marketing.
With that said, you need a solid basis of not only having your podcast available in different formats, but also representing, branding and marketing it to its full extent. There are so many amazing podcasts out there, that just do not get the reach they deserve.
Talking about going full circle, recent generations (mine included) are starting to become aware of the actual power of good PR. We might be biased, but PR, compared to social media, has always been a constant. It’s been around for years and years, and journalistic power (hopefully) isn’t going anywhere.
A great example of leveraging PR and social reach hand in hand are our buddies over at Gamang. They are a newly founded independent podcasting house based in Stockholm that distribute their podcasts to various listening platforms and utilize short form content for social media, while combining it with their own branded media center, so they can ultimately bump up not only their listening numbers, but ultimately their journalistic reach and visibility. They are doing the ultimate combination.
Gamang was founded by a group of comedians after seeing their success in local Swedish stand-up.
Both Gamang and us are firm believers that whatever is spoken on news outlets, ultimately trickles down to social media. This new collaboration now allows Gamang to distribute their content effectively, ensuring it reaches the right audience without stretching their team thin.
The cyclical journey from video to audio and back to video underscores not only the podcasting industry's adaptability, but also the promotional efforts that come with it. While embracing video formats offers new engagement avenues, it's essential for creators to address the accompanying challenges thoughtfully. Utilizing platforms like Clipsource (yours truly) can empower podcasters to maintain authenticity while expanding their reach.
Are you searching for a platform that ensures your content reaches journalists safely, securely, and effectively? Clipsource is built to super-serve media professionals. From Audio to Audience—reach out to us at sales@clipsource.com.
