YouTube is not merely a video-sharing site anymore; it’s making significant strides into the world of podcasts. Having been a fan of podcasts for nearly ten years, I’ve appreciated their convenience as a listener. However, I never anticipated that I would eventually join the ranks of creators, sharing my own podcasts. Initially, my content revolved around my radio shows, which were simply recordings of live broadcasts rather than true podcasts.

Since launching "Talking Tech" and the "Minus Sixteen" podcasts, I consider these to be authentic podcasts—focused on discussions and interviews, typically lasting about an hour. They’re ideal for listening during commutes or workouts. The appeal of podcasts lies in their ability to deliver quick, digestible content that fosters a sense of connection. A recent report indicates there are over 950,000 podcasts and more than 30 million episodes available, with the industry projected to reach a value of $4 billion by 2024.

YouTube has announced plans to integrate podcasts into its platform, allowing podcasters to submit their shows via RSS feeds from their hosting services. This will include audio-only advertisements and a range of analytics. Although it may seem unusual for a video-centric platform like YouTube to venture into audio, it aligns with their goal of creating a comprehensive content ecosystem. This strategy aims to retain viewers and listeners on the platform longer, ultimately increasing ad revenue for both YouTube and its creators.

Some prominent creators have recognized this trend. For instance, Marques Brownlee has launched a dedicated podcast channel to take advantage of this shift. The WVRFM podcast is available in both audio and traditional video formats, designed for optimal audio consumption. Listeners can also choose to watch the studio discussions, enhancing their engagement.

As of 2020, YouTube boasted 77 million paying subscribers, which prompted the reintroduction of audio-only advertisements to support this growth. Additionally, last October marked the appointment of Kai Chuk as the first head of YouTube's podcast division, a move backed by a survey of 1,002 podcast listeners in the U.S. The survey revealed that 57.8% preferred YouTube for podcasts, while 53.6% opted for Spotify. It also indicated that listeners responded better to live, in-show ad reads than to pre-produced advertisements.

With approximately one-quarter of the global population using YouTube monthly, it’s a platform that every smart podcaster should consider. The platform caters to a diverse audience across various age groups and interests.

Podcasting on YouTube offers unique advantages. Unlike many podcast players that lack comment features, YouTube fosters a community where listeners can engage with creators, enhancing their connection and investment in the content. Sharing is also a key element of the YouTube experience, providing multiple options to distribute content across social media platforms. This increased visibility can significantly broaden a podcast's audience.

While YouTube has yet to announce an official launch date for its podcast division, the introduction of “partner-sold audio ads” suggests it may make a significant move into audio content by year-end.

Earlier this year, I discovered YouTube’s interest in audio podcasts while listening to a podcast myself. A key rule for growth is to place content where audiences are likely to find it. After securing guests, researching, and editing my audio, I uploaded my content to various platforms, including Apple Podcasts and Spotify.

I learned to convert my audio MP3 files into video format for YouTube, which proved to be straightforward. Even though the initial listenership was modest, it was a small concern given the broader implications. My channel is now better positioned for increased engagement, contributing positively to my analytics. Additionally, being an early adopter of audio podcasts on YouTube could yield advantages, especially with rumors suggesting that the platform may financially reward creators who participate early.

In conclusion, there’s no one-size-fits-all solution in content creation, but podcasting stands out as an effective way to discuss topics you are passionate about. It allows for personal interaction with your audience. If you’re considering starting a podcast or already have one, YouTube is a crucial platform for visibility.

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Originally published 30th June, 2022 https://talkingtechandaudio.com