Podcasting is the New Blogging
While your product and/or service may be world class, consumers have abundant options at their disposal…most of which can be found with a quick Google or social media search.
Brands that are truly winning new customers and retaining current ones have found innovative ways to connect, engage, and build loyalty to the point their customers become advocates of their business. Not only do they patronize the business themselves, they tell everyone in their circle about their experiences. Depending on the type of business, some advocates will go so far as to literally bring their friends, family, and colleagues to the business to check it out first-hand.
The point is this: It’s not enough to just post on social media. Today, it’s all about engagement.
In the early 2000s, blogging was all the rage. EVERYONE had a blog. It gave folks a platform to publish their thoughts, features, and commentaries with just one click. No going through an approval process. Write it, upload it, share it, repeat.
As time went on, brands and companies of all sizes began leveraging the popularity of blogging as a means of communicating industry news, innovations within their company, and service offerings for customers to utilize. In the same mold as Facebook, Twitter, etc, blogs were not originally designed for business use. But, as time went on, these mediums became trusted resources where consumers spent a lot of their time. It was inevitable that businesses would capitalize.
With 2021 on the not-so-distant horizon as of the release of this feature, audio and video are the hot media platforms. People have gravitated to podcasts, YouTube, and other audio/video services in droves, lending more credence to the importance of these modes of communication with each and every download. Blogs themselves have become hubs for delivering content in written form with a healthy complement of videos and podcasts to create the ultimate user experience for website visitors.
If you’ve been kicking around the idea of producing a podcast to amplify your brand message and enhance your visibility, your mind is definitely in the right place. Podcasting is the hottest content medium on the planet today with more and more people utilizing podcasts for news, education, personal growth, entertainment, and discovering brands every day.
The Numbers Don’t Lie
Consider these stats, courtesy of our friends at musicoomph.com. As of August 2020:
- There are now more than ONE MILLION active podcasts
- Over 30 million podcast episodes
- Content available in over 100 languages
- 80% of listeners listen to an entire podcast episode or most of the episode
- 70% of the US population are familiar with the term ‘podcasting’
- 51% of the US population have listened to a podcast
- 32% of the US population listen to podcasts every month
- 22% of the US population listen to podcasts weekly
If there is any silver lining to COVID-19 (and we both know those linings are few and far between), it’s that people who were working from home or under forced lockdown had more time on their hands. And many of them spent that time discovering podcasts. This, along with the built-in passive nature of podcasting, has bumped the popularity of this medium to soaring heights and the momentum it has gained is nowhere near slowing down.
Why Is Podcasting Passive?
One of the beauties of podcasts is they can be consumed while partaking in other activities. You can turn on a podcast while commuting to and from work, riding public transportation, going for a walk, working out, doing chores around the house, or just kicking back on the patio with your favorite beverage.
In other words, a podcast listener can do multiple things and 100% of their attention is not required to be focused on a particular episode in order to absorb its message. As the statistic listed above states, 80% of listeners listen to an entire podcast OR most of the episode. That’s substantial. A person cannot absorb the content of a video or blog post without dedicating all of their attention to what’s in front of them.
This is a prime example of the power of podcasting. People will always be active in other activities. If you have a podcast that’s in their ear while those activities are taking place, you set yourself up to win.