You don’t need us to explain just how much has changed in the past year. But what’s important to note is that as the modern world changes, your communication should, too!
Although podcasts have ebbed and flowed with a decline in listenership as the morning commute went away, in the past year, they’ve managed to come out on top. With 60% of listening done at home, the popularity of podcasts became especially notable amid the pandemic, but the growth isn’t expected to stop. According to a study by Infinite Dial, in 2020, an estimated 100 million people listened to at least one podcast each month (up 39% from 2019). That number is expected to increase to 125 million in 2022.
But it’s not just the listeners that have seen this growth. In 2018, there were only 550,000 podcasts available on iTunes and as of March 2021, that number grew to 1.97 million—not to mention there are plenty of other platforms where you can find podcasts!
Simplicity by Design
So what makes podcasts so popular? For listeners, the popularity lies in their simplicity. The fact that podcasts are audio-only means you can listen to them just as often or in the same scenarios you would listen to music—in the car, while cleaning your house, working, cooking, exercising, and plenty more. It’s perfect content for on-the-go consumers, since not everyone has the time to sit down and read written content, no matter the length.
This is just the first of many reasons why you should be podcasting.
Inexpensive to Produce
Another reason podcasts have become a popular marketing tool is because they don’t break your marketing budget. All you need is a microphone for quality audio and a podcasting service (which can be as low as $70 and $20 a month, respectively). Although if you do have extra money to put into it, you can pay certain services extra to take the editing, production, and transcribing off your to-do list!
A Minimal Time Commitment
Podcasts also can fit into a busy schedule (especially if you outsource editing or are a podcast guest!). As a host or guest, the only thing you have to do is sit down and talk! If you are the host bringing on a guest, you should have some questions prepared, but as you build your connection with your guest, you will think of most conversation topics on the fly. As the guest, you just have to share your knowledge!
PRO TIP: Repurpose your podcast episodes into other content! You can transcribe your podcasts to turn them into Q&A style blog posts, post them on social media, promote them in a newsletter, and if you can record video and audio, you can even turn the podcast into a YouTube video! If you’re the guest on a podcast, ask the host about repurposing content on your own channels. Most will love the additional reach!
Showcase Your Authority
Sharing your expertise through audio also gives you authority you can’t always express with the written word. Customers want to be sure the company they work with has industry expertise, so being able to present your knowledge and demonstrate your enthusiasm about topics through audio can relay that in ways blogs or social media cannot. The more podcasts you do, the more you’ll be able to establish your brand’s credibility within your industry.
Broaden Your Connections
The connections you make recording podcasts are also unmatched. For 20 minutes to an hour, the host and guest give each other their undivided attention, which creates a bond that can lead to regular collaborations. Plus, after these bonds are established, people are often more eager to introduce you to personal connections they have that may be beneficial to you.
Don’t Forget to Have Fun
Last but not least, podcasts are fun! It’s work you can look forward to. You get to be a guest or meet and interview guests, and often you hear from your listeners, too! What’s not to like?
If you’re thinking about getting into podcasting but don’t know where to start, shoot us a message. We’re happy to help you on your podcasting journey!