Is podcasting part of your brand? Here are the trends you need to know



It is been 18 a long time because the expression ‘podcasting’ was initially mentioned by journalist Ben Hammersly in an posting for The Guardian discussing the audible revolution commencing to get location.

In 2013, nine decades following the first point out of podcasting, Apple announced it had accrued 1 billion podcast subscribers.

Rapid ahead yet another eight yrs and, in accordance to Edison Research, Australia now has 91% recognition of the expression podcasting, in contrast to just 78% in the US. Our standard podcast listener states they listen to an common of 5 displays for each week, when compared to our US counterparts who partake in eight exhibits per 7 days. Podcast listeners are manufacturer loyal and very engaged, producing podcasting the fantastic device for the continued expansion of your model and profile.

Over the previous 10 years of my involvement with podcasting, I’ve observed developments, served company house owners with strategy, and acted as a decide for the Australian Podcasting Awards. I’ve watched the medium’s evolution and I know the benefit it provides business homeowners.

If podcasting is portion of your overarching brand name and marketing and advertising method for 2022, you need to have to know about emerging traits to make sure you continue to be applicable to a hugely discerning audience.

Voice search

According to Google, about 27% of the world’s population utilizes voice research to accessibility content material. The rise of voice lookup means you require to contemplate how searchable your podcast title and description are. The most effective kinds solution a question your audience is exploring.


The most below-utilised factor of most podcasts is the wealth of information obtainable when you re-goal the audio file into other formats like transcripts, infographics, slideshows and more.

Investigation implies that close to 50% of regular podcast downloads occur from more mature episodes. If you do not have a robust re-purposing approach for your present that helps make excellent use of older written content, you’re lacking a appreciable opportunity.

It’s time for movie

Just one of the major developments I see in the podcast area is video. At initial look, this may possibly appear counterintuitive, but incorporating video clip to your podcast delivers a raft of more gains.

Video permits listeners to hook up with you visually, raising the ‘know, like, and trust’ facets of all prospective customers on their shopper journey.

Uploading your podcast with video clip to YouTube also gives you accessibility to the world’s 2nd biggest research engine. Commit time optimising your title and description, and you will observe the impression this will make on your ranking, downloads and audience interaction.

Get info helpful

Podcast listeners are discerning. They know what they like and are ready to try out new podcasts that appear across their radar.

Realizing how to come across and appeal to new listeners involves unique skill sets, specifically staying able to obtain, realize and interpret info. Really serious podcasters are wanting to enhance their listener working experience via targeted search term research into popular matters and producing reader helpful written content.

Take into account establishing listener profiles from your listener data to be certain you develop content material that speaks to your perfect listener.

Brush up on your interview techniques

With in excess of 2 million podcasts offered to choose from, you need to assure you are hooking your listener promptly. Just one of the crucial differentiators in the podcast room is your interviewing competencies.

Devote time listening to the wonderful interviewers, and you are going to discover selected similarities in their kinds. They are fabulous at disarming their attendees, have impeccable analysis and are not fearful to check with tough concerns.

If you want your display to go from beige to powerful, it is time to become a entire world-class interviewer.

There is no doubt that podcasting is firmly entrenched as an superb revenue and promoting car for any company. The tendencies building throughout the field will only guide to further more options for people inclined to set in the additional work expected to take their clearly show from fantastic to fantastic.

Last of all, regularly test in with your audience to be certain your material matches what your listeners are on the lookout for whilst aligning your display with your podcasting strategy.


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