Embracing YouTube: A Must for Today’s Podcasters
Jay Nachlis and Steve Goldstein presented “The New Rules of Podcasting on YouTube” at Podcast Movement in Denver.
Another Podcast Movement is in the books. Lots of great information sharing and always a very upbeat environment.
We had a tremendous crowd for our Thursday keynote. Jay Nachlis and I shared a lot of important and actionable data from “The New Rules of Podcasting on YouTube,” a research study conducted jointly between media research firm Coleman Insights, and my podcast advisory firm, Amplifi Media.
While platforms like Apple Podcasts and Spotify have traditionally been the homes for audio content, a new player is proving to be a game-changer: YouTube.
The rise of YouTube as a podcast consumption platform is undeniable. We have seen similar findings in other studies in the past few months. With our study, we dove in and took a closer look at how consumers actually use the platform. These five findings stand out above all else:
1. YouTube is growing rapidly as a destination for podcast consumption. It now outranks Spotify and Apple.
2. A remarkable 75% of our survey respondents said a podcast can be audio OR video. Most users of Apple Podcasts and Spotify agreed. So, it’s not just a YouTube thing.
3. Users are happy and appreciate the YouTube user interface. If there was concern about it being hard to find podcasts, users say otherwise.
4. Get your podcast on YouTube. 25% of the people that prefer using YouTube for podcasts say they can’t find their favorite podcast. Most likely, that means it is not on the platform. As they say in the lottery business, “you can’t win if you don’t play.” Get your podcast on YouTube.
5. 72% of people are using more than one app for podcasts. That number blew us away. It supports the importance of bespoke strategies for each platform.
The second point is where some legacy podcasters might be uncomfortable and challenge whether a show like The Joe Rogan Experience is a podcast or a video. It’s both. It’s multi-platform. It does well as an audio podcast and a video. There are other examples including The Ramsey Show, which we worked with for years. It is a radio show, a podcast and on YouTube.
It’s a multi-platform world and each podcast platform is different and requires its own bespoke plan and strategy. Those seeking to capture more listeners and meet the audience where they are need to have a custom YouTube plan. Here is some actionable advice.
Tap into the immense audience.
Our study revealed that YouTube is now the number one platform people use to find, listen to, or watch podcasts. It's no longer just a hub for videos but a melting pot for all forms of digital content. A platform with over 2 billion logged-in monthly users, YouTube offers immense audience development potential that podcasters can tap into. It won’t be easy.
Shift your focus onto the opportunity.
So, what's holding podcasters back? For one, YouTube doesn’t yet support RSS feeds, the tool most podcasters use to distribute their content across multiple platforms. Moreover, the YouTube monetization landscape is markedly different from traditional podcast advertising methods, making it a daunting realm for those accustomed to the current system. At Podcast Movement, Google’s Steve McLendon announced that RSS feeds will happen by the end of the year. See Podnews coverage.
However, focusing solely on these challenges closes our eyes to the extensive opportunities YouTube offers.
We offered several findings and a few “new” rules at PM23:
Visual element: Even if your primary content is audio, the addition of simple visuals, animations, or even just a static background can enhance the user experience. You don’t need to be Steven Spielberg.
Warm up the algorithm: YouTube hygiene can be hard and tricky. It involves many variables including channels, keywords, consistency in posting and tags. When it sees certain content gain traction and become popular, it feeds on itself. Just like a popular restaurant becomes more popular as word gets out.
SEO benefits: Tweak your content to be sure it is discoverable on YouTube. Refer to YouTube within your podcast.
Understand how YouTube monetization fits into your strategy. YouTube monetization can be a minefield, but it's worth traversing. The key is understanding the platform's policies and using them to your advantage. Some networks are experimenting with everything from baked-in ads to commerce links. Many podcasters effectively use YouTube not as their primary monetization source but to expand their reach, driving listeners back to their main platform. Things will get better later this year as YouTube integrates the RSS feed into YouTube Music and later YouTube.
Be patient - We hear that some podcasters are frustrated with low numbers on YouTube. Results clearly vary. Some are having great success. We recommend science projects (see below).
Try science projects – it’s essential.
Adapting to change is crucial in the ever-evolving digital landscape. YouTube's emergence as a significant podcast discovery platform is a testament to this. While it may require a shift from traditional podcast distribution methods, the potential rewards for audience reach and engagement are beyond doubt. The biggest podcast companies are embracing, experimenting, and learning.
It’s time podcasters embrace YouTube. The future of podcasting might just be more visual than we ever imagined.
There is a lot more we shared at Podcast Movement. 7 key findings and 6 important “new rules.”
We are running a webinar with the same findings presented at Podcast Movement and will make our data available at that time. Amplifi Media & Coleman will present; “The New Rules of Podcasting on YouTube” webinar on Thursday, September 7th at 2PM EDT/11AM PDT. I hope you join us. Registration is now open.
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