In the ever-evolving realm of digital content, YouTube podcasting has emerged as a force-de-jour, reshaping the way audiences consume information, entertainment, and brand messaging. Unlike traditional audio-only podcasts, YouTube podcasts combine the intimacy of spoken-word content with the visual engagement of video, creating a dynamic and immersive experience for viewers.

In this article we’ll look at what YouTube podcasts mean for brands and why brands should be looking to incorporate YouTube podcasting into their content strategy. From allowing for far better SEO and discovery, to developing a deeper connection with the audience (leading to a higher audience retention rate!), podcasts are a great way to supercharge your YouTube channel.

So, let’s jump in.

Firstly, what constitutes a podcast?

Traditionally podcasts have always been defined by RSS distribution but this seems to be shifting slightly with the way YouTube is approaching things (although they do allow you to sync RSS - just in a different way to other platforms). Podcasts typically feature discussions, interviews, storytelling, or other forms of content centred around a specific theme, topic, or subject matter. Podcasts are often created by individuals, organisations, or businesses and are accessible to listeners through various platforms and devices, allowing for convenient on-demand consumption.  

The popularity of podcasts has skyrocketed – it is projected that 504.9 million people in 2024 will listen to a podcast. This has doubled since 2019 and accounts for 23.5% of total internet users. Interestingly, 73% of the audience will be using a smart phone device and 59% while they are doing something else such as chores, or whilst at the gym.

(Sources: https://explodingtopics.com/blog/podcast-listeners, https://www.thepodcasthost.com/listening/podcast-industry-stats/, https://backlinko.com/podcast-stats)

To understand how podcasts work within YouTube, let’s look where they fit within the platform’s eco-system. 

As one of Neal Mohan’s YouTube priorities in 2022, podcasting functions were released as a test and learn function localised primarily to the US market. They were given a dedicated podcast tab on a channel’s homepage, included within YouTube music app and hosted on a dedicated podcast page. Each of these have a distinctly positive impact on discoverability and search results.

2024 sees these features rolled out globally with a comprehensive list of benefits for all creators and brands:

• Inclusion in YouTube Music

• Podcast badges on watch and playlist pages

• A spotlight on youtube.com/podcasts to attract new listeners

• Official Search cards

• Easy discovery from the watch page to help listeners find episodes

• Recommendations to new listeners with similar interests

• Improved search features to help audiences find your podcast

But do audiences actually like to listen to podcasts on YouTube?

In a word, yes. According to a research study conducted by Coleman Insights and Amplifi Media, YouTube out performs both Spotify and Apple Podcasts in terms of audience satisfaction (https://www.amplifimedia.com/blogstein-1/zfoerbzwfxoctllcgob69l8uktsfkr)

YouTube’s algorithm is so finely tuned that audiences are discovering podcasts that are perfectly aligned to their interests, something Apple and Spotify just can’t do. With such a positive response to this personalised menu of content, we are expecting podcasts to drive audiences to other long form content within their interest areas. This could have a significant impact for brands. It’s a new avenue to reach and connect with audiences in an organic and sustainable way.

What are realistic, tangible steps a brand could do today?

We advise two routes. One, if your brand is already producing podcasts and two, your brand isn’t producing podcasts but has long form content that could be consumed non-visually.

• Firstly, if your brand has podcasts in audio form you can upload this pre-existing podcast to YouTube by inputting the RSS feed into YouTube studio. Remember that, unlike usual videos, to create a podcast you need a square thumbnail to be used as the Playlist cover and appears in YouTube Music. For the individual episodes, you can maintain a 16x9 thumbnail. This thumbnail will serve as the visual for the video element of the podcast if its audio only.

• Secondly, if you don’t have specific podcast content, we advise that you take stock of your existing video content. Could any of this content lend itself to being enjoyed as a podcast. Our rule is, if you can listen to the video and do something at the same time, that content should be uploaded as a podcast. Within YouTube studio there is the option to convert an existing playlist into a podcast. This won’t get rid of an existing playlist, but rather duplicate it into a podcast, meaning that it can be enjoyed on YouTube music remotely as well as just on YouTube. And remember, the thumbnail will need to be changed!

In conclusion, the benefits for brands are indisputable:

1.    SEARCH:

a.     YouTube is a SEARCH ENGINE: compared to other platforms, it allows for far better SEO and discovery.

b.    The YouTube algorithm is also superior as it has a broader reach than just podcasts.

c.    Closed captions are a huge advantage for accessibility, something the other platforms lack.

2.    PROMOTION:

a.     The video first perspective allows creators to generate more content for promotion.

b.    Shorts, Videos and the community tab are all available.

3.    VIDEO FIRST

a.     Studies show Video encourages the viewer to develop a deeper connection with the creator and brand, leading to a higher audience retention rate.

If you have any questions on if, why and how your brands should incorporate podcasts within your YouTube strategy come and have a chat with us 👉 hello@navigatevideo.com