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Why I Stopped Doing Video Podcasts

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So I've decided I'm no longer going to shoot and edit video for my podcast.

So for a few months, I recorded video down here in the JAG in Detroit studio.  There are some podcasts who love doing video. My podcasting collaborator Johnny Peterson has really had the video side of his business take off.  But for me, I had to know what I don't know.   I worked in radio for 15 years. I'm an audio specialist.  I am not a professional video editor.  And the time I was spending editing the video for just this 3-5 minute podcast was resulting in diminishing returns.  Yes, you'll still be able to get this show on Facebook, Instagram, and even TikTok as a video.  I'll just be using the Headliner app to create a video with a static image and transcription of the show.  It still lives in the same ecosystems as video, just without some bells and whistles.

In Rob Walch's presentation at Podcast Movement this summer, he looked at the top 200 podcast in Apple.  How many of them were video?  Zero. That's right. None.    Now, I'm not saying DON'T do video if you've got a good workflow for it.  But as a business owner, I need to focus my attention on the things I do well and that bring in revenue.  The same is true for you as a podcaster. Your email box is likely stuffed with offers from a bunch of third party podcasting apps you haven't even heard of.  Keep your eye on the ball.  Only spend your time on what's important to you and your show.

OK, some podcasting headlines from the last week.  Facebook now has an audio tab on its mobile app - it's going to be for podcasts and more.  If you wanna explore, open the "Watch" button at the bottom of your app, then look at audio.

The New York Times is working on a new app to consume news - you guessed it, by audio.  It's going to be called, simply, New York Times Audio - and they are looking for beta testers for it now.

Podcast editing app Descript has rolled out a bunch of features with its latest release - including something called Studio Sound, which will use AI to improve audio quality and reduce background noise.   It also includes improvements to its editor and a Slack integration.  More here: https://www.descript.com/blog/article/new-in-descript-studio-sound-overdub-model-pro-audio-effects-and-more

She Podcasts Live is now...well...live...in Scottsdale Arizona through Sunday.   I know some of the people involved with this and it's an amazing event.  Looking forward to some second hand nuggets from the event I hope to share with you next week.

And finally, the nominees are out for the iHeartRadio Podcast Awards.  I'd tell you more, but except for nominees and the folks that work for iHeart and are forced to run promos for it on their radio stations.....NOBODY CARES.

Stay healthy and stay safe.  I'll talk to you next week.  Lata!

The Many Fails of Facebook

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It's been a really bad week for Facebook - including on the podcasting side.

Apologies for not getting a podcast episode out last week.  With Facebook rolling out podcasts for business and fan pages, I was ready to do a how-to episode on that. After all, with podcasts hitting Facebook, we can get more ears on your show, and podcasting in general.  Well, turns out the Facebook podcasts process is far from perfect, and there's no rhyme or reason as to whether your podcast will actually show up on your page.

Of course, add to that the drama around Facebook being down Monday, and their whistleblower appearing before Congress Tuesday.  I don't think podcasts are Mr. Zuckerberg's top priority at the moment.  But there IS a lesson here - and thanks to JAG Show listener Andrew for this point.   Don't put your eggs in one basket.   You should be promoting your podcast in as many places as possible.   Sure, Facebook and Instagram are huge.  But don't forget LinkedIn, Twitter, an email list, maybe even TikTok.  I put all my episodes on all of those platforms.  Should "The Facebook" go down - you're promoting your content in other places as well.

In his show "I Hear Things" last Friday, podcast data guru Tom Webster wondered if podcasting is a way to create genuine connections with people.  Is there something more pure about that than a platform like Facebook, where everything is superficial and you may not trust what you are seeing?  Here's his podcast and article: https://tomwebster.media/podcasting-for-connection/

As I've mentioned before, a great place to be with your podcast is YouTube - even if you don't shoot video.  Audio podcasts can live on YouTube as well, and they are noticing.  YouTube is looking to hire its first Podcast Executive, per Bloomberg. https://www.bloomberg.com/news/articles/2021-10-05/youtube-looks-to-hire-its-first-executive-focused-on-podcasts

Yes, audio without video CAN be very successful.  A study from iHeartMedia and research firm WARC says that for the average consumer, 31% of their media consumption is audio.   That means 1 out of every 3 minutes they spend consuming media is listening, not watching.  The study goes on to say that advertisers are behind the curve on this. Less than 9% of ad spending is on audio.   Again.  31% of media consumption - but only 9% of ad spending - is on audio.  It's only a matter of time before advertisers start catching up.   The study was reported in PodNews here: https://podnews.net/press-release/warc-iheart-investment

Finally, we are now into the final quarter of the year - the time when folks start thinking about their 2022 marketing plans and budgets.  If podcasting is something you're considering for next year, I'd love to help you.   I've got a list of services available at a price point that will work for you.   Wanna know more?  Email me.  jag@jagindetroit.com.  Until next week, stay healthy and stay safe. Lata!

Why You Can’t Trust Joe Rogan

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Joe Rogan is here to entertain you, not to be a trusted source of information. There's a difference.

Last night, a friend of mine posted a meme that said "Those who fail to learn from history are doomed to repeat it."  On one side was a baseball fan, at a game, with a COVID-vaccinated QR code on a bracelet.  On the other side - a tattoo from a concentration camp.  Needless to say, I was offended, particularly as a Jewish man.  But before I chimed in, I read the other comments.  My friend, as it turned out, had heard on Joe Rogan's podcast that in Australia, the unvaccinated were being banished to certain areas.

I looked into this, and there's NO evidence that's the case.   I stated as such, and politely told my friend I was offended by the meme.   He messaged me this morning, told me he took the meme down, appreciated my feedback, and gave me permission to tell the story on today's show.   I should mention, the meme itself didn't come from Joe, but when my friend posted it, he saw it through the prism of the Rogan podcast, which he took to be a reliable source.

OK, what does this have to do with your podcasting and the industry as a whole?   Well, Joe Rogan is the single most successful solo podcaster on the planet.   Regardless of your politics, he entertains and offers compelling content.

Here's the problem.

He's not a news source.

When an entertainment show's popularity hits the stratosphere, people take it's information to be reliable.  Popularity does not equal credibility.    So whether you're listening to a podcast, or watching CNN, Fox News, or MSNBC, please know whether you're consuming news or entertainment.  The line is often blurry.  And when you're producing content, make it clear to your audience which of the two they're listening to.

OK, on to this week's podcasting news.

Apple released iOS version 15 on Monday - which includes personalized recommendations in the Apple Podcasts App.  For example, if you liked this show, you may like this one. More info:  https://9to5mac.com/2021/09/20/ios-15-apple-podcasts-personalized-recommendations-listen-now-tab/

Speaking OF Apple, will this be the year Spotify finally overtakes them in podcast listenership?  Website eMarketer thinks so.  They feel Spotify will have 28.2 million podcast listeners by the end of 2021, compared with an even 28 million for Apple.  They think the gap will widen after that, and don't sleep on YouTube and Google for podcasts either. https://www.emarketer.com/content/spotify-poised-overtake-apple-podcasts-this-year

A new study from Nielsen says podcast growth is being fueled by light listeners, those who listen to 3 or less podcasts a month.  This may seem concerning on the surface, but I think this is a good thing.  This means the space is growing to a wider tent, and if these listeners can find good compelling shows, they won't be "light users" for long. https://podcastbusinessjournal.com/why-are-heavy-podcast-listeners-declining/

And finally, a perfect example of when it's appropriate to re-release an old episode.  With the passing of Norm MacDonald this week, Marc Maron re-released a 2011 interview he did with the late, great comic.  Rest in piece, Turd Ferguson.

http://www.wtfpod.com/podcast/repost-norm-macdonald-from-2011

What Should I Charge for Ads on My Podcast

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What Should I Charge for Ads on My Podcast?

How much should you charge advertiser in your podcast?  Libsyn and AdvertiseCast have crunched the numbers, and average CPM for a one minute ad is $23.57. That means podcasters are charging $23.57 for every thousand listeners to their podcast.  So if you want a statistic, there it is.  But here's the thing - every podcast is different, and your listeners are valuable to advertisers in your space.   So I say, charge whatever you think you can get.   But if you want a number, it's $23.57. More from PodNews: https://podnews.net/press-release/libsyn-advertisecast-adrates-pr

How Do I Prioritize My Podcast?

A podcast, like most endeavors, can only be successful if you commit the necessary time and resources to  it.  But that's much easier said than done.  You've got Zoom meetings, personal commitments, and activities that bring in revenue for your business. The only way to succeed at a podcast is to be consistent - how the heck are you going to do that?

Make a bite sized commitment.  Do a podcast season.  That can be 5 episodes, 10 episodes, 3 episodes - whatever you feel you can manage.  Commit to a certain number of episodes, released at regular intervals.  This could be weekly, bi-weekly, monthly, you name it.   And if your content isn't time-sensitive, you can even record several episodes at once, and stagger the release schedule. My point is this.  Don't commit to a weekly or monthly podcast from now until eternity.  Commit to a finite number of episodes in a finite time frame and see if you like it and get traction.   And if you, or you clients, find value in it, extend from there.

In a perfect world, you'd do all of the things when it comes to podcasting.  Writing, recording, editing, promoting across an endless horizon of social media platforms.  Well, chances are, unless you have a huge marketing team, you just don't have the bandwidth to do all of that.  Mark Asquith of Captivate suggests dividing podcasting tasks into three categories - things I like doing, things I hate doing, and things I like doing that take too long. Once you have your lists, then you can prioritize what you want to spend your time on. https://www.markasquith.com/the-podcast-accelerator/295/

Upcoming Podcast Events

Two upcoming podcast events I should mention: PodFest Origins will be both live and virtual this year.  You can watch online at the end of October or in person in Tampa November 4th and 5th.  https://podfestexpo.com/

She Podcasts is an amazing event for women and non-binary podcasters.  That is October 14th-17th in Scottsdale Arizona. https://www.shepodcasts.com/

Help With Your Podcast

As always, if you enjoyed today's content, please share with someone you know - that's how we grow the show.  And if you need help launching or improving your podcast, find me at jagindetroit.com.

What Ted Lasso Can Teach Us About Podcasts?

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Book a podcast discovery call with Jag here: https://jagindetroit.com/calendar

After countless recommendations, I subscribed to Apple TV and started watching Ted Lasso.

I'm just into Season 2 of Ted Lasso, and I figured out why it's so popular.  In a world of political divisiveness, climate disasters, and general ugliness, Ted Lasso is a show of, as my friend put it, relentless positivity.   Now I'm not saying your podcast needs to be all sunshine, rainbow, and homemade biscuits, but Ted Lasso is a runaway hit because it offers something unique.  And if you want your podcast to be successful, it also needs to be unique.  Of the 300,000 active podcasts out there, what sets you apart? If someone asks, "Oh, why should I listen to your podcast," you'd better have an answer ready.  And for the love of Roy Kent, please don't let that answer be "Because my friends think I'm funny."

Podcast Ad Spending in the first five months of 2021 is up 24% over the same period last year. That's significant because this year, we weren't all locked up in our homes listening to podcasts - or at least, as  locked up.

Google Podcasts is now the clear #3 podcast app you have to have your show on.  PodNews, via Android Police.com, reports that Google Podcasts now has 100 million downloads. If you want an Android user to listen to your show- they don't have Apple Podcasts on their phone and they may not have Spotify.  But a Google Podcasts link will automatically open your show on their phone.  Also, the Google Podcasts App just got full makeover and is now easier to navigate. https://www.androidpolice.com/2021/08/30/google-podcasts-gets-a-fresh-ui-that-simplifies-sorting-through-your-endless-library-of-episodes

Many podcasters get frustrated trying to record multiple cohosts in the same room, with only one computer.  Most computers will only support one USB mic at once, and that Blue Yeti in the middle of the table ain't gonna cut it.  Well Rode, the microphone company, has devised a way around that - but you will need to buy their specific NT USB Mini  microphones, one per person, at around $100 each. https://rode.com/software/rode-connect

I've told you to be very wary of Apple Podcast Subscriptions for your show.  To make it work, you've got to have really good content and a unique audience.  I've linked to an Apple Subscription success story in today's show notes.  But guess what? It was a podcast that was already pulling 300,000 downloads per episode. Tread VERY carefully if you are considering asking your listeners for money. https://blog.lime.link/first-45-days-with-apple-subscriptions/

I've also told you to stop asking for Apple Podcast reviews - because they don't help people find your show.  I still believe that. But Evo Terra says if you do get a great review, celebrate it.  Tell the world. He's not wrong. https://podcastpontifications.com/episode/celebrate-your-podcasts-reviews-like-a-boss

Finally, if you are thinking about a podcast as part of your 2022 marketing strategy, please let me help.   I'm happy to do a discovery call with you. Book a time that's convenient for you at jagindetroit.com/calendar.