Forget the endless conversations this week about Microsoft’s CoPilot, OpenAI’s launch of ChatGPT-4, and the US Copyright Office’s guidance for AI-created works.
No, the buried news that deserves your attention comes from a “big” announcement from YouTube.
Get Robert Rose’s perspective in this week’s CMI News video, or keep reading for highlights.
Listen on YouTube
TeamYouTube made this announcement on Twitter last week: “Podcasts are on.” That means new features in YouTube Studio for desktop let you create a podcast, set an existing playlist as a podcast, and measure your podcast’s performance.
podcasts are on! 🎉✨New features on the Studio desktop now let you
🎙️create a new podcast
🏷️set an existing playlist as a podcast
📈measure the performance of your podcast
— TeamYouTube (@TeamYouTube) March 16, 2023
It was a public announcement of the plans that had been whispered over the past year. But Robert Rose calls it the “most disappointing product launch” he’s seen in recent times.
As YouTube explains in this “helpful” video, YouTube podcasts are playlists. If you can make a YouTube playlist, you can make a podcast. “It’s literally just a tag assigned to your playlist that you call a podcast,” Robert explains.
Why would your brand want to do this? YouTube says content tagged as a podcast will show up in podcast-specific searches and possibly even on its podcast homepage. YouTube Music subscribers can access content marked as podcasts. Oh, and your podcast and video content might get special badges.
So, if you want to improve your existing podcast promotion or use YouTube and want to create a podcast, go ahead with YouTube podcast features.
Still thinking about the value of podcasting?
If your content marketing strategy doesn’t include podcasting because you’re concerned about market saturation, Robert has a few thoughts.
“While there has been a general slowdown in ad revenue for podcasts, their audiences have never been larger or more eager for quality content,” he says. “Podcasts remain an incredibly viable way to build relationships with audiences.”
But before you hit the record, consider these two tips. If you’re going to do it, get involved. Recent research has found that 26% of podcasts only have one episode. Almost two-thirds (66%) have three or fewer episodes. If you can’t offer and commit to 12 episodes, don’t start a podcast.
You shouldn’t think of podcasts as a way to build audiences, either. Instead, view them as an opportunity to develop closer relationships with your existing audience. Yes, you will add subscribers and people will be introduced to your business through podcasts. But most of the value of the podcast will come from people who know you a little and relate to you through your podcast.
Does that mean you should treat podcasts as a customer retention game? Robert says that’s the best benefit he can see, whether you use YouTube to start it or not.
What are your podcast plans for this year? Let us know in the comments.
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Cover image by Joseph Kalinowski/Content Marketing Institute