What’s the Purpose of a Video Podcast?
By Carmen Elena Mitchell, Larj Media Marketing Director
In 2023 YouTube launched their own podcast channel, encouraging creators to upload their podcasts as videos. Because of its massive user base, search and “recommended content” function, it makes a lot of sense to plant your podcast flag there in some form or fashion. In fact, a recent study shows that YouTube leads the pack (ahead of Spotify and Apple) for podcast discoverability within certain demographics.
But what exactly does it mean to turn your podcast into a video and is it a good use of your resources?
Having a “video” version of your podcast can mean several different things:
You can film your podcast while you’re recording in the studio. This is definitely the way to go if you want eyeballs (rather than earballs) on your podcast. However, this will add significant budget to your endeavor (especially if you want multiple camera angles, decent lighting and a solid video editor) and if you don’t have a host with name recognition it may not be a good investment. Most successful “video podcasts” are hosted by well-known personalities, influencers, and celebrities. These podcasts often have higher production values, extensive marketing efforts, and broader visibility, leading to increased exposure and discovery among YouTube users.
Already using Zoom to record your podcast? You can upload your episodes straight to YouTube. The downside of this approach is that your editor will need to cut your video along with your audio and you’ll likely end up with a ton of super obvious jump cuts.
Upload your fully edited podcast with a static image. This is fairly simple process that can be done with basic video software. There are even some distribution platforms (like Libsyn) that will create a video version of your podcast and distribute it directly to your YouTube channel. It’s important to keep in mind that many listeners don’t stick around to “watch” a podcast. They hang out for a few minutes, and then just listen to the audio.
At Larj, we recommend an audio-first approach. We create a rich audio landscape for your podcast designed to engage your audience's senses and pique their imaginations. However, we strongly encourage creating additional video assets to support your marketing efforts, including 60-second audiograms and video promos that take advantage of YouTube #Shorts feature and “behind-the-scenes” bonus material. Additionally, uploading a fully edited episode with a static image is a great way to expand your audience, without committing additional resources.
Feel free to subscribe to the Larj YouTube channel to see how we’re using video!