In 2006, only 11% of the U.S. population aged 12 and older listened to podcasts. However, by 2023, that percentage had risen to 64%, according to data from Edison Research. With an average of 42 million listeners in the U.S. alone, podcasts have solidified their status as a global phenomenon.

In the podcasting world, there is a variety of genres, from general information and true crime to history and entertainment. Added to this diversity is the emergence of a subgenre: video podcasts, which offer an appealing alternative by allowing for deeper conversations and comprehensive analysis. In an environment where user attention is fleeting, video podcasts provide a more complete and engaging experience.

To fully capitalize on this potential, monitoring the performance of social media video metrics is essential for growing viewership and creating captivating content. Tracking video views is particularly important, as videos tend to outperform images in engagement. This added value is crucial for sponsorship exposure, making it a top priority for influencers and organizations when producing sponsored content.

Imagine enjoying a conversation among friends, where you can both hear and see their reactions and gestures. Best of all, producing these podcasts doesn’t require too much production—quality content can be created even with a simple video call, facilitating accessibility for new creators.

One of the main advantages of video podcasts is their ability to maximize content impact. A single episode can be divided into numerous clips, ideal for short video platforms like TikTok or Instagram Reels, which tend to generate significant viewership and engagement, serving as a showcase for the full video. This strategy allows content to reach a larger audience while adapting to different viewer preferences: some prefer consuming brief, dynamic snippets, while others enjoy more comprehensive and in-depth episodes. It also enables live streaming through platforms like Twitch, fostering real-time interaction and enhancing viewer engagement.

The golden age of podcasting also presents challenges for organizations and brands, creating a new landscape for connecting with audiences. Many organizations have been at the forefront of utilizing this medium, such as esports clubs. This universe has produced great content creators who dominate social media, speak the language of the internet, and naturally communicate with millions of followers, creating a unique community.

Esports organizations collaborate with content creators for several reasons: to expand the clubs’ reach to these influencers’ audiences, to generate greater exposure for the team’s sponsors, and to develop new types of content that the clubs alone could not create. With the rise of podcasts, these creators have become ideal protagonists for this format, bringing the same naturalness and freshness they project on their channels to video podcasts.

One notable example is Team Heretics with their show CLUB 113, led by Jorge “Goorgo” Orejudo, Nil Ojeda, and Jorge “Werlyb” Casanovas. In each episode, they interview guests in a relaxed and informal tone, making viewers feel as though they are part of a friendly chat. Sponsors San Miguel and Takis are subtly and organically present in the living room where the show is recorded, creating a cozy and intimate atmosphere.

Media outlets have also jumped on the podcasting trend, leveraging their essence as tools for dissemination. An example is Men in Blazers which has over 1.8 million followers on social media and offers video podcast content. From a conversation or interview, they not only release the full clip on YouTube but also generate shorter, more engaging clips. This strategy ensures brand exposure and reaches a diverse audience: those who prefer direct, brief content, as well as those seeking more in-depth analysis.

Adopting this multifaceted approach to content creation and brand integration allows organizations to create new spaces where brands can connect and reach their audience. As video podcasts gain popularity, organizations have found a unique opportunity to integrate their brands into this new format.

The golden age of podcasting has opened new avenues for brands seeking to connect with consumers in an authentic and appealing way. One of the most attractive aspects of this medium is the flexibility it offers sponsors, allowing them to choose whether to sponsor entire episodes or specific segments of a podcast. This approach enables brands to integrate their message organically into the content, increasing recognition without resorting to intrusive advertising.

Another way brands can be present in video podcasts is through their physical participation, organically integrating their products into the content. This natural integration allows products to be showcased to the audience and become part of the conversation. This activation creates an authentic and genuine connection with the audience, as products are part of the podcast’s narrative, making them perceived as genuine recommendations, thereby enhancing their impact and relevance.

With the advent of social media, each user became a transmitter of information, enabling sports organizations, teams, and athletes to get closer to their fans and share their messages directly. Podcasts take this idea a step further, providing a platform to convey ideas more deeply and in detail or to introduce personalities more intimately. That’s why this format has resonated deeply, not only among traditional media but also among teams, national selections, and athletes who have joined the podcasting trend to connect even more with their audience.

Track and Value Video Views and Other KPIs With Blinkfire

Blinkfire’s patented and proprietary AI and computer vision technology enables rights holders, brands, agencies, athletes, and influencers to precisely track and value all your social media content. With Blinkfire’s advancing reporting tools, users can unlock new insights into the value of their content.

Written by Rocío Valls
–
September 30, 2024
– 349 Views