Is Video Podcasting Replacing Traditional Audio-Only Podcasts?

You're here wondering if video is the future of podcasting or if video podcasting is going to replace audio-only podcasts. And you're thinking that you're missing out on massive growth opportunities because you don't have a video podcast yet.

Before you start a video podcast or introduce video to your existing audio-only podcast, I'm going to share some very interesting podcast industry insights.

Additionally, I’ll answer the three most burning questions you probably have regarding video podcasting.

Before we start, if this is your first time here, Welcome to the PSS Creative Media! I’m Veronica, the marketing director and instructor in our programs.

My job is to help you make a podcast that attracts the right audience so you can hit your personal or business goals.

If you’re a business owner, this is a great time to:

• start a podcast to educate prospects about what you do

• become a trusted authority in your industry

• connect with your customers

Question number one, is video podcasting something you must do, or is it another fleeting industry trend threatening to end podcasting as we know it like Clubhouse or Fireside, which are no longer talked about?

Well, let's unpack this.

The first thing is that video podcasting is not new. As an example of this, we have the Joe Rogan Experience podcast, which started posting episodes on YouTube back in 2013.

Other very famous podcasts on YouTube followed his example, and now their audiences are in the millions.

If you don't know about the Joe Rogan Experience, it just so happens to be one of the most famous podcasts in the industry.

Even though video podcasting has been around for a while, it seems like in the last three years, more and more creators are getting into video podcasting and they have been able to grow their audiences here on YouTube and their channels are in the millions of subscribers.

We've seen that there's been a shift in the industry. I recently had the opportunity to speak on one of the stages at Podcast Movement about video podcasting on YouTube.

To my surprise, FIVE other speakers talked about video podcasting, which shows that the industry is NOW beginning to recognize that video has become a big part of what was considered an audio-only medium.

We've seen various businesses in the industry launching different apps, services, and tools for podcast creators who want to record audio and video as part of their podcast workflow.

However, it’s not ONLY…

• the many podcast industry experts

• businesses launching podcasting tools

• or the podcast industry itself

…that recognizes video podcasting is a way to make podcasts.

Successful podcast creators also say that video podcasting is the future of podcasting.

One of those successful creators is Steven Bartlett, one of the keynote speakers at Podcast Movement.

When Steven Bartlett was asked, “What is the future of podcasting?” he said that the future of podcasting is video.

And something interesting that he shared with all of us podcast creators, is that we should look at our podcast like it’s a show, not just a podcast.

It can be produced in different ways, audio and video, giving you the ability to post it on a wide variety of platforms to reach your audience.

Our look at successful shows made the opportunity clear: a conversation can serve both viewers and listeners. That observation is not a census of the podcast industry.

To my surprise, 60 percent of those podcasts were also on YouTube as video podcasts.

As you can see, video podcasting is more than a trend.

Video podcasting is here to stay and is posing a great opportunity for you to add video to your podcast or to start a video podcast and be on different platforms and reach your audiences on different platforms in different mediums.

However, I also understand the other side. I've been a podcast coach for seven-plus years working with podcast creators. I have collaborated with businesses in the industry. I'm a podcast creator myself and a big proponent of video.

So of course, I'm going to push you into the direction of having a video podcast.

With that being said, I understand that some of you may not be ready to add video to your podcast production, or the idea of starting a video podcast seems too overwhelming and confusing.

If you're someone who wants to stick with your audio-only podcast or launch an audio-only podcast, you may be wondering, is video podcasting replacing audio-only podcasting?

The short answer is no.

Audio-only podcasts are still thriving so you don't have to run and cancel your RSS feed and go all in on YouTube or give up on your dreams of launching an audio-only podcast.

People find and consume podcasts in different ways. Video adds another option without making audio obsolete.

We have people on YouTube who want to watch or listen to a podcast there on YouTube.

We also have people who like to enjoy an audio-only podcast while driving to and from work or exercising.

To listen to audio-only podcasts, they use podcast players, like Apple Podcasts, Spotify, or one of the many other apps.

On August 20, 2024, Apple Podcasts for the Web was released, which means that your audience can listen to your podcast from their browser and they don't need to have an Apple account or an Apple device.

Now podcast listeners have the freedom to access podcasts on their favorite platform and the option to either watch or listen to podcasts.

For you as a creator…

• this doesn't mean that you have to abandon your audio-only podcast or that you have to focus solely on video

• it means that you will have to add an extra layer to your podcast production and distribution workflow

• what you will get in return is plenty of content to reach your audience and connect with your audience via audio and video

Yes. there are plenty of examples of podcasts that are audio-only and are super successful with big audiences and big communities.

But you can certainly take advantage of the opportunity and connect with your audience through video as well.

For example, part of my work with clients is to strategize the distribution of their shows to different platforms, especially when they are making a video podcast.

We distribute the video and audio files to different platforms.

First, when we are done editing an episode, we export two files, the video file and the audio file.

Second, we distribute the audio-only file.

We use two different web hosts for distribution: Buzzsprout or RSS.com, and Spotify for Creators.

After we upload the audio-only file to the web host, the web host distributes the audio file to the podcast players.

Third, we upload the video to Spotify for Creators if we want a video on Spotify.

Fourth, we also upload the video episode to YouTube.

Fifth, we take the peak moments from the main episode and we turn those into vertical videos for social media.

So as you can see, adding video to your podcast production doesn't mean that you're abandoning audio or that your podcast can't be called a podcast anymore.

It means that you have found a more efficient way to make content.

It's not a matter of choosing one over the other, it's about you being efficient with your time and sitting down and recording both audio and video at the same time. 

Question number two, “Is video podcasting for me?”

• Can I pull it off?

• How easy is it to start a video podcast?

• Can I just record a video podcast with my computer?

• How do I go about adding video to my show?

There are different ways to record a video podcast, and it all depends on your goals, skills, budget, and the level of help and support you enlist for your project.

If you are looking for a simple video podcast set up and you want to be able to record at your desk, what you will need is:

1. a camera

2. a USB microphone plugged into your computer

3. a solution like Descript to record and edit the audio and video of your podcast

I recommend Descript because it's very intuitive, easy to learn, and contains many tools that can help you quickly repurpose your content and maximize your production workflow. 

This is ideal if you're just starting out and don't have it in your budget to hire a video podcast editor to help you with your project.

If you are aiming for a better quality for your video podcast, then you can use a more advanced and bougie setup , I wouldn't call it bougie.

THE SETUP PICTURED ON THE LEFT: I’m looking straight into the camera that I would recommend for you to use if you want to create a better quality video. It's the Sony ZV-E10. The lens that is attached right now to the camera is the 16-millimeter lens. The image pictured below on the left is how it looks.

You can also use a camera like the second camera I’m using for the side shot in my setup, the Sony A7 III with a 20-millimeter lens attached.

You can see the difference between the lenses and the cameras as well.

For my audio, I'm using the Shure SM7dB. It’s an XLR microphone that is plugged into an audio interface and the audio interface is plugged into my computer. 

While this may instantly give you crisper, better-looking video, and audio, I also recommend hiring a professional podcast editor to help you edit your video podcast because it's a little bit more complicated setup that requires more advanced video and audio editing software to edit the recording.

Let me tell you, editing video is a little bit more time-consuming than editing audio. If you don't have the expertise and knowledge, it's going to be a steep learning curve for you.

You should spend your energy and brain power on being the talent in front of the camera and delegate the editing to a video editor.

If you have bigger production goals, like maybe you envision your podcast with…

• a co-host or guest in the room with you

• three different camera angles

• professional studio lighting

• high-end microphones

• camera switchers

• and a complicated setup

You will definitely need help, not only for post-production but also while you're recording your podcast.

Let me explain why you're going to need help in a big production like this.

It's really hard for ONE person (the host) to:

• handle all of the equipment, tech, and software

• keep everything synced and in order

• ensure everything is working properly: the audio is recording clearly, the cameras are in focus and capturing the right composition, and the lighting is effective

• sit down and operate an audio interface

• possibly also operate a camera switcher (if you’re live-streaming your podcast)

• ALL WHILE trying to be present with your guest(s), engaging in the conversation, and asking the right questions

When you're deciding whether a video podcast is for you, I want you to take into consideration your production goals.

Do you want to keep it simple or a full-scale production for your podcast?

I want you to be realistic about how much time and budget you should allocate for your project.

Remember that even the most successful podcasters started small.

The key is to find a production workflow that fits your lifestyle so you don't get burned out and can keep podcasting for the long run.

I also want you to consider your skill level when it comes to editing video.

I know that you're smart, you can learn how to edit video, and you can do it yourself, but is learning how to edit and weekly editing something you want to spend your precious time on?

Seriously, your time and energy would be better spent focusing on other aspects of your podcast, like marketing your podcast to grow your audience and crafting high-value episode content.

Question number three, “Is video podcasting worth my time?”

If your audio-only podcast is going really, really well, your audience is growing, and you're hitting all of your podcasting goals, you don't have to get into video podcasting. 

But if it's the opposite…

• if your download numbers are stuck

• if you haven't seen any significant growth since you launched your podcast

• if you're starting to feel a little discouraged about making your podcast

• if you don't have the same enthusiasm to press record or to plan your episodes

…then it's time for you to incorporate video podcasting and change your strategy for podcast growth.

Growing an audience as an independent podcaster with an audio-only podcast is really, really tough.

This is why we recommend our students and clients add a video to their podcasts. Having a video you can post on YouTube is an extremely effective way to grow your podcast.

Why is posting video podcasts on YouTube so effective for audience growth?

It’s because YouTube is a search engine and it has a smart algorithm that matches content with ideal viewers on the platform.

So, although it may seem counterintuitive, but if you want to grow on the podcast platforms, what you do outside of them is really, really important.

KEY TAKEAWAY: Adding video to your podcast production allows you to tap into wider audiences and growth-oriented algorithms. 

Video podcasting offers incredible flexibility when it comes to repurposing your content.

When you record your video podcast, you're not getting just one piece of content, you are opening up a world of possibilities on other platforms.

With just ONE video, you can create multiple vertical videos that you can post on LinkedIn, Instagram, TikTok, and YouTube Shorts to engage your audience on those platforms.

This means that when you sit down and record your video podcast, you know you will have plenty of content to post across the different podcast players, YouTube, and your social media profiles.

The ability to schedule a block of time, sit down once, record an episode, and distribute it on all of the popular platforms is what makes video podcasting so efficient.

Not only does this save you time, it increases your visibility on other platforms, helping you connect with your audience.

There's so much equipment out there for video podcasting and it all varies depending on your production needs and your workflow.

Figure out what you actually need before you going shopping so you don’t waste your time and money on a bunch of gear that’s just going to collect dust.

Who's going to be editing your video podcast?

If it's going to be you because of current budget restrictions, ask yourself, “Do I have the skills to edit a video?" Do I know how to edit video on Premiere or another video editing platform?”

You are going to need a video editing solution to edit your video podcast.

If you don't have those skills, then you are going to have to set aside time to learn those skills so you can do it yourself.

You have to think about the distribution strategy that comes with making a video podcast and posting it on YouTube.

You’ll need to learn:

• how the YouTube algorithm works

• how to optimize your videos

• how to optimize your channel

Learning those things will ensure that all the content you post on YouTube does what it's supposed to do to help you grow your audience there on YouTube. 

The debate around video podcasting replacing traditional audio-only shows boils down to ONE thing: evolution.

Video is rapidly becoming an essential part of podcasting, offering creators new ways to connect with audiences and tap into platforms like YouTube that thrive on visual content.

However, audio-only podcasts remain a thriving, valuable medium, especially for listeners who prefer to consume content on-the-go or in the background.

You don’t have to choose between the two.

By incorporating video into your production, you can leverage the best of both worlds, expanding your reach without sacrificing the simplicity and accessibility of audio.

Ultimately, your podcasting strategy, production, and workflow should align with your goals, resources, and the experience you want to offer your audience.

Whether you stick with audio or take the plunge into video, the most important thing is to stay consistent, keep evolving, and continue delivering value to your listeners.

Not entirely, but it’s certainly reshaping the landscape. And as a podcaster, you have the exciting opportunity to decide how to adapt and grow with it.

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