After reading the relevance of email Marketing, it is time we plummet into the world of podcasts. Reading an extensive blog post might seem troublesome and boring. This is why the rise of podcasts in the latest years has been meteoric. If you are a fellow netizen, you have come across the word podcast.
Podcasts have revolutionized the way we consume content every day. From crime podcasts to intellectual discussions, one can find a copious amount of content to stream readily available to listen to. However, this isn’t a new concept. The roots can be found all the way back to the 1980s and were known to audio blogging. In addition, there are now over two million podcasts with 48 million episodes which were considered to be a startling growth compared to the statistics in 2018.
Podcasts are referred to as online audio broadcasting techniques that do not necessitate visual elements. Audio broadcasting, unlike other forms of content consumption, does not demand any preparation and allows listeners the freedom of multi-tasking. The concept of audio blogging has turned the attention of many content creators bringing them a plethora of opportunities.
(https://brandastic.com/blog/why-are-podcasts-so-popular/)
Why are podcasts relevant today?
The recent trajectory shows a sharp rise for podcasts in recent years. Podcasts not only bring umpteen possibilities for content creators but also paves the way for listeners to find something that suits their niche. The podcast industry has also paved a way for content creators to reap the benefits from their creation via podcast monetization. Moreover, podcasts with an established audience base can be approached by various sponsors who are willing to invest in your content to promote their brands. Moreover, podcasts with host-read advertisements are beneficial in building trust among listeners. Incorporating ad revenue is a well-recognized monetization option among publishers and content creators online. The incentive gained through the advertisement encourages publishers to choose the audio blogging platform which further continues its popularity.
Besides, the podcast industry is progressing and has a lot of potential and opportunities for news publishers to set foot in the industry easily.
Benefits of Podcasts
- Guaranteed revenue growth
There are plenty of platforms for publishers online. However, only a few like podcasts offer guaranteed revenue growth. Even during the wake of the pandemic, the podcast industry managed to record an overall 45% growth in revenue. Moreover, it is an amazing latitude for content creators to receive more audience and also gain monetary benefits. Various industries and agencies have turned their curiosity towards the podcast industry to reach out to multitudes. Agencies have incorporated podcasts in their annual revenue up to 47% in 2019.
- Improved audience engagement
Podcasts have provided an immaculate amount of opportunities. for publishers even without advertising revenue. It has become an amazing toolkit to feed valuable content to consumers that connect more effectively. Podcasts have taken the edge off the average time spent on a web page while reading an article or blog. Moreover, the regularity of uploads also contributes to creating a loyal customer base that benefits the publishers.
- Inexpensive
The inexpensive nature of this platform has rocketed the popularity of podcasts. One can easily record and upload a podcast from their phone. However, publishers and content creators should curate a budget and invest in a decent recording environment as well as equipment. A competent setup can result in a better audience engagement. provide a better listener base.
Challenges of Podcasts
- Need for promotion
With its ever-increasing consumer base, there are now innumerable amounts of podcasts around the globe. This results in slow discovery rates. However, using the space to publish quality content along with a regular schedule might guarantee a decent listener base. Attracting an audience base to your podcasts entails vigorous promotional tactics.
- Time-consuming for publishers
For publishers and content creators alike, the main selling point is their audience base. However, new publishers often do not do their due recognition so easily making it a time-consuming procedure. According to research by Buzzsprout, channels with more than 3000 listens are considered to top only 1% of the overall podcast listings. However, gaining more listeners relies on managing your listener’s expectations from your content, gaining sponsors, and curating engagement strategy.
- Revenue is not promised
Given its incognito dispositions, many channels lack acknowledgment, thus making revenue vague. Established publishers however have a loyal audience base resulting in a better revenue system. For new creators and publishers, shifting their pivot is important. Curating a channel with valuable content instead of a space to generate leads is much more appreciated among the consumers. Moreover, publishers can consult with their sponsors and pave the way for wide exposure in media outlets, other websites, etc to ensure a steady revenue along with a strong listener base.
Top Podcast Tools
- Acast – Monetize and empower your podcast with resources and let your brand grow around the globe.
- Buzzsprout – Step into the game with the correct guidance and tools.
- Audiowat – an AI powered Audio Solution (interesting startup)
Podcast advertisement is a global phenomenon. With a growing consumer base, the industry has revolutionized the traditional methods of producing content. Apart from providing a platform for creative minds, the emergence of podcasts has provided the mass with liberty to multitask while listening to content. The podcast industry is set to see a staggering listener base of 130 million by 2023 along with Ad revenue which will experience a growth of more than 1.3 billion dollars. So, it is quite vivid that the podcast industry has many possibilities for both the publishers and the consumers in the future.
So, at the end of the series, covering six different publishing technologies, which one do you think suits your business the most? Is it just one or a combination of all of them?
