With YouTube's 2 billion visits per year, and Spotify announcing last year that they are incorporating video podcasts alongside their audio offering, the power of video is clear. Video podcasting is only going to grow. Now is the time to start a video podcast for your business.
Businesses already see the benefits of using video in their content marketing, with 86%of businesses already using video as a marketing tool. With video podcasting, you’re not just creating a video, you are using video elements to complement the audio feed of a podcast, harnessing the benefits of both.
Humans are visual creatures. We respond to the additional sensory stimulation. With the added visual element, it encourages users to fully engage with your content, rather than listening while multitasking, thus strengthening your audience’s connection with you. It also makes the content as inclusive as possible, offering your content in an alternative format that may be more accessible for your audience. You also get more reach with a video podcast. The average organic reach to a video is 135% more than any other type of post on social media.
Whether you already have your business podcast launched and you want to add video to it, or if this is your first venture into the world of podcasting, follow this step-by-step guide to launch your business’ video podcast to success!
Before you dive in and start a video podcast, it’s time to get your vision clear.
Whether it's live or recorded, a “fly on the wall” style, or you want more visual elements like animated storyboards, you need to decide what form your video podcast will take. While not all styles are suitable for a business video podcast, there are still many styles to choose from.
• Solo or Monologue podcast: A common form for many video podcasts to take, this is a great option to set you up as an expert and build a strong connection with your audience.
• In-studio interview: The most popular form, providing engaging video and more options for content. Having guests on your video podcasts brings both their audience and increased credibility. Keep in mind that multiple camera angles is needed to capture each participant and varying angles.
• “Talking heads” (or remote interview): An interview-style video podcast without the need to have each speaker in the same location. There are many software tools available that record multiple webcams simultaneously, such as Zoom, Riverside.fm or Squadcast.fm.
• Static image: While not the most exciting style of video podcast, it is the easiest to create while still leveraging the benefits that come with the video format.
• Audiogram: Another simple way to create a video podcast where waveforms and transcriptions are overplayed over an image.
• Animated: If appropriate for your business, an animated storyboard can be a captivating and visually pleasing means to bring your podcast to video format.
As with recording an audio podcast, you’ll need a quality microphone, headphones, and recording software, but there is additional equipment specific for video podcasting that you will also need to acquire.
• Camera: While you don’t need to invest in an expensive camera, you do need some way of recording high-quality video. You can decide based on your budget and resources what you want to use. Nowadays, the quality on your smartphone or laptop could be good enough for recording your video podcast! One camera is enough, but using multiple cameras if you have them gives a more interesting visual experience to the viewers. Of course, you won’t need a camera at all if you opt for the static image, audiogram, or animated options.
• Tripod/camera stand: Set yourself up for success by using a tripod to get the best angle and to record steady footage.Nobody likes watching a shaky video, especially when you don’t want your business and your podcast’s credibility to suffer.
• Lighting: Good lighting can do wonders for the quality and appeal of your video podcast. It will also give you the freedom to record at any time of the day and keep consistency amongst all your videos.Again, a huge investment is not needed, ring lights are a popular and affordable option that work very well.
When it comes to selecting the location for your podcast, don’t underestimate the power of your decision here.
While you want it to be aesthetically pleasing, you do not want it distracting to the viewer either. Find the balance between matching your business’ brand, and the style and tone you want for your video podcast, while also allowing room for some creativity.
With this in mind, you should also consider how well the space conducts sound. Lots of hard surfaces can cause echoes, so think about having soft furnishings around you.
It is time to film your first episode.
Help yourself relax by preparing a script beforehand so you have an idea of what you are going to say.
Like you would with an audio podcast, practice your mic technique to avoid sounding muffled or difficult to understand. If more than one person is talking, record separate audio files for each person whenever possible, try to avoid speaking over each other, and don’t be afraid to restart sentences.
Record a sample clip first to test your audio, camera angles, and lighting. When you’re happy with your setup, it’s time to hit that record button.
Don’t expect your first take to be perfect and remember you can edit afterward!
When it comes to editing your episode, start with editing your audio first. Programs such as Garageband (Mac) and Audacity (Windows and Mac) are great places to start for free. Taking the time to make sure your audio quality is polished, and the listening experience is pleasurable will pay off in the long run.
Once you have the audio ready, you can make any edits to the video using iMovie, AdobePremiere Pro, or Final Cut Pro X. You can do as much editing here as you feel comfortable with. A professional intro can add perceived value and help the show stand out. You could also experiment with transitions and effects if appropriate. Remember with a business video podcast you want to keep it professional, and often less is more.
When you have the final, edited video file, you can get ready to launch it to a hosting platform of your choice. When it comes to video podcasts Buzzsprout, Anchor, Podbean and Castos are great options for hosting platforms that support video. Or, the most popular option for video podcasts, you can upload the video directly to your YouTube channel.
Next you need to upload your video podcast to a hosting platform. You’ll need to think about:
• The thumbnail you want to appear as the preview for your video. Try using Canva to create high-quality thumbnails.
• The podcast description, or the elevator pitch for the podcast, gives a concise overview of the vision for the show.
• The episode title will draw in your audience and show them the value of the episode.
• The show notes give your audience an overview of the episode, with timestamps for the topics covered.
Now that you have everything ready to go - it’s time to get your video podcast onto directories. Video podcasts are supported by Apple Podcasts, Spotify, and YouTube.
If you’re uploading to Apple Podcasts or Spotify, you will need the RSS feed from your hosting platform and submit it one time manually to each directory. Keep in mind each podcast directory requires a one-time manual setup process that takes 1-2 weeks for their teams to approve, so be sure to plan ahead!
If you’re opting for YouTube, you’ll need to create your channel to publish your videos.
When it comes to launching your video podcast, we recommend that you launch the podcast with a trailer or promo video. This is the additional benefit of using video podcasts where teaser trailers are ideal for sharing across different channels and marketing platforms. Launching 2 -3 episodes right off the bat will give your listeners a chance to binge multiple episodes and develop a stronger connection with the show when they first discover it.
If you want to make a robust launch strategy, check out some creative ways to get the word out about the podcast in our eBook “Launch a Podcast for your Business in 7 easy steps”.
Now that you’ve launched, you need to start promoting your video podcast. Your marketing strategy can be similar to how you would promote an audio podcast.
• Use pre-existing marketing channels to leverage your current brand channels - whether it’s posting on social media, including it in email newsletters, posting a blog, or adding a banner to the website.
• Build a podcast website to create a home for your video podcast where you can establish clear brand packaging for the podcast, and give clear instructions to your audience on what to do (listen to this episode first, subscribe here, join our email newsletter here, etc.).
• An email list is critical as it allows you to own direct access to your audience. You can get started with Mailchimp or Mailerlite.
• You shouldn’t view other podcasters as competitors but rather as your equals or friends. Consider cross-promotion where you can be a guest on other podcasts, run an ad swap on other shows, or run a promo/trailer or full episode on another show's podcast feed.
When it comes to promoting a video podcast, you have additional marketing strategies that you can employ to harness the power of video.
• Social media sees more video consumption than anything else. Make sure to leverage this to maximise shares and likes on your video podcast. Trailers, sneak peeks, and if appropriate to your business brand, behind-the-scenes and blooper reels are all great ways to generate interest in your podcast. Think about using Reels onInstagram or TikTok if these are social platforms your company is open to.
• Consider using going live for an occasional episode. Live streaming content can maximise engagement with your video podcast and bring you closer to your audience. You can even think about including an element of interactivity such as a liveQ&A.
• If you’re planning to upload to YouTube, you need to be thinking about YouTube’s keywords and SEO.If you want to appear in searches on YouTube, be sure to use keywords in your video podcast's titles, description and tags, including matching keywords, and similar phrases.
• Track your engagement graphs for your videos so you can learn what your audience is engaging with most and continually improve as you go.
For more ideas, check out our blog on Top 10 Podcast Marketing Strategies here.
Creating a video podcast doesn’t have to be daunting or all-consuming. Follow this guide to successfully record, produce, and launch your business video podcast!
If you think starting with an audio podcast would suit you better, check out our eBook “Launch a Podcast for your Business in 7 easy steps" instead.
If you would prefer to have someone else help manage each stage of the process you can always find a professional or a podcast production agency.
