How Branded Podcasts can Leverage Video Content

Often when people think about podcasting, they tend to think audio-only. They see it as a medium people tap into when they’re on the go or commuting. Even though that’s true to some extent, marketers can’t ignore video. 

A recent survey by Voices showed that 57.8% of podcast listeners prefer to listen on the video-based platform, YouTube. Video is a great way to connect with your audience across another medium and format. In fact, it’s an incredible way to connect even more intimately with your audience. 

We often see brands recording their podcast with video, but then the video never sees the light of day. And we’re here to put an end to this. Video content doesn't have to be wasted and can be leveraged to help you grow and scale your show. 

Let’s dive in and explore three ways your branded podcast can leverage video content!

1. Short clips on social media   

We all know the power that video has on social media channels, and the good news is that social media platforms have become optimized for video. Just take a look at TikTok, YouTube Shorts, Instagram Reels, and the list goes on. 

Short, bite-sized clips of your podcast will increase your content’s shareability and reach on social media. 

Give your audience a sneak peek of your episode through episode clips. This is a great way to not only engage your audience on the channel they’re on but also encourage them to listen by giving them a preview of what the entire episode offers.

The Daily Show with Trevor Noah is a great example of the power of video on social. Initially, even if people were not turning into the show, incorporating video and bite-sized clips for social media (especially Instagram and TikTok!) brought in new listeners who contributed to the raving popularity of the show. 

It’s also easier to go viral with video content. A clip can quickly spread across TikTok, Twitter, and Instagram, helping your podcast gain more exposure and subscribers. And lastly, let’s not forget that basically every social channel now has the ability to post live stories – another way to further showcase your content. 

2. YouTube video sharing

Getting in front of new audiences that might be interested in what your show has to offer is a major driver of audience growth. So just like you tap into your podcast audience via digital marketing techniques, consider tapping into video channels that introduce your content to new listeners. 

As a search engine of its own, YouTube has become a huge destination for branded podcasts. In fact, did you know that according to Statista 2022, over 2.6 billion people worldwide use YouTube once a month? 

Thanks to the searchability of YouTube videos, it offers a way to get in front of a new audience that might not listen to audio-only formats. 

What’s even better is if a future consumer of your podcast is interested in a certain topic, their YouTube algorithm will serve up more content in the same vein, so your podcast has a higher chance of being discovered by people who are genuinely interested in the space.

3. Subscription-only content

If you’re creating a newsletter, blog, or email list to support your podcast, then you’re always looking for ways to make your subscription content more enticing to increase audience engagement. If you’re not regularly posting the video portion of your podcasts on socials, consider sharing your videos with your subscriber base via these channels.

This is a great way to add additional value to your most loyal fans and create another reason for non-subscribers to opt-in to your content (plus a whole new potential revenue stream!).

Quick Tip: Make sure your listeners are aware of your subscription-based content by creating a call to action and putting easy-to-access links in your podcast notes.

Whether you already utilize video as a part of your podcasting strategy or you’re just getting started, there is untapped potential in using these mediums together to drive better engagement and value to your audience.

At CoHost, we’re committed to giving brands access to the tools that make it easy to use podcast video content and amplify it across their marketing strategy.