Podcasting is a relatively new phenomenon. In fact, the term “podcast” was coined in 2004. While podcasts are a relatively new innovation, they have had a significant impact on audiences all around the world. But what exactly is a podcast, and why are so many people interested in them? Podcasts are comparable to radio shows, but they have distinct advantages that appeal to both consumers and content creators, which include advertising opportunities. Here’s all you need to know:
What Is a Podcast?
A podcast is a type of web-based audio transmission. It can be listened to while driving, commuting to work, or even working. It is a content medium that does not require your target audience’s whole attention, such as a video or a blog article.
Podcasting is in high demand. Podcast listening has increased year after year, according to Edison Research and Triton Digital.
According to the research, people who frequently listen to podcasts spend roughly 5 hours each week doing so.
As more and more people listen to podcasts, more business owners will realize their potential. So, if you’ve been wondering how to start a podcast, you’ll need to first pick what kind of podcast you’ll make.
Are Podcasts Audio?
Podcasts began as an entirely audio format. However, as podcasting has grown in popularity, many podcasters have adopted video podcasting as a method to stand out and reach a larger audience.
Video is incredibly popular—in 2022, people will spend an average of 19 hours per week watching internet videos, which is about 50% more than in 2018. As a result, podcast creators who want to see the most development and appeal to a wider audience are including video aspects into their shows.
What Is the Function of a Podcast?
A podcast can serve several functions, the most important of which is to entertain its listeners. Podcast listeners may subscribe to a podcast for a variety of reasons, including:
- Hear updates and breakdowns of current events.
- Learn about a new topic or industry.
- Laugh at cohosts’ riffing and jokes.
- Listen in on interviews with popular or famous guests.
- Experience audio drama or narrative storytelling.
But each of these motives is motivated by a desire to be entertained. Listeners want to enjoy the experience of listening to a podcast, whether they want to learn something new or simply have something to keep their minds off of a tedious activity.
They are unlikely to return if they do not enjoy it.
Types Of Podcasts
#1. The Interview Podcast
On each episode of this podcast, one or two hosts interview a different guest. This is a popular format because it does not necessarily necessitate extensive research.
Preparation typically includes researching your interviewee and developing a list of questions to ask. Of course, you’ll need certain soft skills to get started with this podcast format, such as encouraging guests to join, interviewing abilities, and the ability to consistently generate podcast episodes.
#2. The Solo Podcast
If you’ve been thinking about how to start a podcast, this could be one of the best podcast formats for you. These podcasts are usually presented as monologues, with one person (you) running the show.
Any type of content that a single person can deliver, whether it be opinion-based, news-related, Q&A-style, or otherwise, can be a solo podcast. From a technical sense, this is a simple podcast to create because all you need is your voice, knowledge of how to record a podcast, and a topic to discuss.
#3. The Multi=Host Podcast
This type of podcasting features two or more hosts, making it more dynamic than a single program. If you’ve been thinking about how to start a podcast and have a business partner, this could be a great choice for you.
Multi-host podcasts include talks with varying viewpoints and perspectives, which can provide additional entertainment value for listeners who want to hear conversations and debates rather than a single person speaking. Because there are more people and ideas, there is less pressure on the artists to keep the audience engaged and interested.
The Fizzle Show is one of the top e-commerce podcasts in this genre. Caleb Wojcik, Corbett Barr, and Chase Reeves co-host the show, which provides practical business advice on developing a lucrative business.
Of course, you are not restricted to any of these formats. You are free to mix and combine. In the e-commerce market, there are several podcasters who combine various techniques.
What Is Podcast Advertising?
Podcast advertising is a live-read 15- to 60-second audio ad that customers can hear during podcast pauses. It aids in gaining people’s confidence, reaching a large audience, increasing ROI, and promoting items.
What is the Process of Podcast Advertising?
Businesses can use programmatic audio to create a unique relationship with their target audience. An ad on a podcast is often short audio that is placed similarly to a video. Podcast listeners may encounter advertisements at the beginning, middle, and end of an episode. those on podcasts are perceived more favorably than those on other platforms. This means that your organization will be able to meet its objectives. 54% of consumers are more inclined to buy from a firm they heard about on a podcast, according to statistics.
Ads lasting 15–60 seconds are inserted into podcast episodes by podcast hosts. The reach, audio length, impressions, and downloads of an advertisement determine its price.
Now that you’re aware of the procedure, it’s time to figure out how to promote on podcasts.
What is the Best Way to Advertise Podcasts?
There are various rules to follow when placing advertisements on podcasts. Here’s a checklist for you to follow to guarantee that the procedure runs smoothly:
#1. Examine the demographics.
Podcasts, unlike TV series, do not capture the interest of diverse audiences. However, podcasts provide a wonderful opportunity to attract educated people looking for new knowledge. You have a tremendous opportunity to target the most active audience—millennials—with podcast ads. They are the ideal age, income, and educational level. These consumers are likely to be interested in your goods and able to afford them.
#2. Take note of the cost.
You should grasp the fundamentals of pricing to avoid misconceptions and overpricing when paying for a podcast ad space. Although you may believe that some platforms can charge you considerably more than you expect, this is not the case. The vast majority of podcast hosts use the same price guidelines. These networks use the same formula to calculate the estimated cost of an ad space. Some websites even provide a calculator to help you estimate the cost of an ad slot.
#3. Choose a podcast that matches your needs.
If you want your ad to be successful and attract people who could be potential clients, you should make an informed decision. Choose a podcast that is relevant to your product. There are numerous podcasts and ways to engage with niche audiences. Your objective is to insert your ad in the appropriate episode so that it appears more natural and relevant to the theme.
#4. Choose numerous podcasts to promote your ad on.
There’s no reason to spend your money on just one pricey podcast. It is preferable to place advertisements on the most appropriate and popular podcasts. Remember that even though prominent podcasts have millions of listeners, people will not remember your brand if they only hear it once. You’ll have to play your ad multiple times before you get a total cost. If the ad fails, you will lose a lot of money as well as the opportunity to reach people and increase ROI. Prospects and conversions will come from several advertisements on lesser podcasts.
#5. Determine the best sort of advertisement for your goods.
Podcast advertisements can vary. You can buy a native ad and have it play at the beginning, middle, or conclusion of an episode, or you can ask the creators to develop sponsored content. Even the podcast host can read the advertisement when it is most appropriate during the show. Your financial situation, preferences, and ultimate objectives will determine it.
How can the Effectiveness of Podcast Advertising be Measured?
An impression is a key indicator for measuring the effectiveness of your advertisement. In the case of podcasts, it is determined by the number of downloads—the more episodes with your ad that are downloaded, the better the performance. For example, if the podcast’s episode was downloaded 230,000 times, that means that your ad received 230,000 impressions. Then you can decide whether or not the results met your initial expectations.
Promo coupons can also be used to track performance. You can publish different promo codes in different episodes and watch if people buy and apply the coupon to obtain a discount or a gift. You’ll be able to determine which podcasts and episodes are the most successful this way. You can use “How did you hear about our brand?” queries in addition to promo codes. Customers that find you through podcasts will let you know.
What is a Podcast Manager?
A podcast manager supervises podcast hosts, or podcasters, in order to keep them organized. A podcast is a multi-episode audio program that you may listen to on a device such as your phone, tablet, or laptop. Podcasts usually have a theme or topic, such as finance, mystery, romance, or documentary, so podcast managers can supervise one that interests them.
What Does a Podcast Manager Do?
The following are some of the primary roles that podcast managers may have:
#1. Editing audios
Some podcast administrators may use specialized software to edit audio recordings. They may remove any undesirable sounds or errors and improve the audio to guarantee that listeners enjoy a pleasant experience.
#2. Uploading episodes
When a podcast episode is finished, podcast administrators may distribute it to numerous platforms so that listeners can access it. They may adhere to a rigid posting schedule to ensure that the episode is available at the same time every day, week, or month.
#3. Publicizing the podcast
Podcast managers may assist in the promotion of the podcast, generally through social media. They may also hire a marketing specialist to promote the podcast and increase its audience.
#4. Looking for guests or sponsors
A podcast manager may find and schedule guests for upcoming broadcasts if the podcast includes guests. They could also locate sponsors that will pay the podcast to promote their product or service during an episode.
#5. Carrying out research
Some podcasts may necessitate preliminary research, which a podcast manager can carry out. They may conduct research on guests or future themes, or they may make notes on potential talking points and questions.
#6. Providing feedback
Podcast managers may provide comments to podcast hosts on ways to improve the show for the benefit of the audience. They may perform market research to understand more about the audience or to generate new podcast ideas.
#7. Analyzing data
Podcast managers might track statistics, stats, or audience feedback to determine the success of their podcast. This enables them to provide informed comments on how to improve the podcast in order to attract more listeners.
#8. Making graphics
Some podcast managers with graphic design knowledge may assist in the creation of pictures that reflect the podcast, such as a logo or cover. They may also develop social media material to help gain an audience.
How to Become a Podcast Manager
If you wish to become a podcast manager, here are the steps you can take:
#1. Consider obtaining tertiary education.
While there are no formal education requirements to become a podcast manager, furthering your education may be a smart idea. Consider courses in communications, media studies, radio, or business management. A diploma can help you learn the knowledge you need to be a podcast manager, but a bachelor’s degree can increase your chances of landing a lucrative job.
#2. Learn more about podcasting.
Because podcasting is a relatively new medium, you may not study much about it in school. Instead, look for material online or consider interning with a podcast crew to learn more about the industry. You can even start your own podcast to learn more about how to manage one.
#3. Look through podcast directories.
When you have a better understanding of the sector and the essential abilities to succeed in a leadership position, you may browse podcast directories for one you might wish to manage. Make a list of 10 to 20 podcasts that interest you and write a professional e-mail proposal that explains your talents, experience, knowledge, and willingness to assist in running their podcast. You can also look for job posts for this position to guarantee you’re contacting podcasts that are looking for a manager.
#4. Participate in podcasting communities and groups.
Joining online communities or groups is another way to learn about podcasting opportunities. These networking opportunities may be available on social media, where you can learn more about the industry and communicate with podcasters and other podcast managers. Participate in the community by contributing resources or responding to inquiries. If a podcast manager role becomes available, other members of the group may contact you with the opportunity.
#5. Submit your resume
You may also put your resume on job search sites so that podcast hosts and producers can find and contact you. Make sure your resume is up-to-date and shows the abilities that make you a successful podcast manager. Include any relevant credentials, such as a degree or certification, on your resume to help you stand out from other candidates.
In Conclusion,
Podcasting allows you to establish a personal relationship with your audience. Podcasts are more intimate than textual content, which makes it easier to create your brand. However, before establishing a podcast, be sure your target market is interested in listening to them. A survey is an excellent technique to gauge your audience’s interest.
- PODCAST ADVERTISING: Types, Costs and Best Practices
- WHAT DO YOU NEED TO START A PODCAST: The Complete 2023 Guide
- BEST PODCAST EDITING SOFTWARE IN 2023: Top Free & Paid Options
- THINKING ABOUT LAUNCHING A PODCAST? – Everything You Need to Know
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