How to build a profitable podcast.
Do you want to know what the future of podcasting looks like? This article will definitely show you...
Let us welcome our guest writer Terry Tateossian!
If you’ve been wondering what’s the future of podcasting, and whether it’s a good investment for your business’s marketing strategy, then this article is for you.
Currently, about 120 million Americans listen to podcasts on a regular basis. And that’s not all. In 2022 this number is expected to grow to 140 million and in 2023 to 164 million.
Given the steady growth of podcast listeners in the country in the past 10 years, investing in creating content for the platform is a sure way to reach your target audience, boost brand awareness, and raise curiosity for your products and services.
Podcasts open the door for potential growth for any business willing to put the effort needed in creating and maintaining a podcast series for their audience.
The future of podcasting seems bright, but we also have to mention that there is considerable competition on the market. By mid- 2021, there were 2,000,000 million podcast shows with over 48 million episodes.
That said you shouldn’t feel discouraged to start a podcast for your business. For just one month an estimated 193 million Americans tuned in to their favorite podcast. Not only that, but the average adult listener spends 1 hour 34 minutes a day listening to podcasts.
The data clearly shows that people are more and more interested in learning about new things through listening to audio content, which they can access everywhere at any time. And the more accessible your brand message is the more likely you are to get the attention of your audience.
Podcasts are a simple way to connect with your audience, establish an authoritative presence(especially when you take time to talk about topics that interest and educate your audience.
On top podcasts can be created from virtually everywhere ( commercial location, home office, shared office space). The benefits for businesses are indisputable, so it is clear that producing a podcast can help your brand grow as well.
So, let’s look at the top podcast trends for 2022 and how you can take advantage of them too.
Creating a podcast is one thing, choosing where to host is entirely another. The hosting platform is where you upload your episodes and broadcast them to the world.
With a business podcast that can happen through a multitude of channels. You can dedicate a podcasting page on your website, you can upload and promote it on social media, and if you’re starting a video podcast YouTube is one of the best options.
When it comes to audio platforms that can propel the success of your
nascent podcast, however, Spotify and Apple are the two largest players in the industry.
The two competitors collectively reach over 240 million people each year- 165 million subscribers for Spotify and 75 million for Apple.
Spotify and Apple continuously acquire brands that help them broaden their capabilities and sign contracts of exclusivity with popular podcasters that ensure a steady stream of subscribers.
Their reign, however, might be disrupted by some newcomers that are expected to grow listeners’ reach in 2022.
Platforms like bCast catch the attention of creators and listeners alike and will likely manage to disturb the dominance of the two giants and build substantial communities.
Tapping into the future of podcasting and producing a successful audio show in 2022 will require you to carefully analyze which platform works best for your niche, and your audience interests and demands. Choosing a genre and topic is also something that needs careful consideration.
Here are 5 top trends that will help you get an idea of what people tune in to.
Nailing the theme, topics, and host for your podcast is critical in getting your content out and attracting attention, but so is the genre, and 2022 experts predict podcasts with the best chances to spark interest are:
Short Form Audio
Short-form recordings are the social, shareable, and thought-provoking new player on the podcasting scene.
They are often a form of an audio diary for their creators helping them track their daily lives and stick to routines. But they can also be an engaging form of social content that gives people the opportunity to start conversations and connect through personal experiences.
Startups like Beam, Pluto, and Quest- all platforms centered around personal storytelling, have already seen the potential of short-form audio and are advancing in the field, creating the right environment for creators and listeners to participate.
User-generated content (UGC) is one of the most influential types of content in the marketing world. Brands are effectively utilizing it in their social media marketing strategies, websites, and influencer campaigns to establish credibility and trust with their audience.
Short-form audio seems to be the natural development for UGC and it’s expected that 2022 will be the year of audio sharing platforms widely utilized by creators and businesses alike.
Chat shows have always fascinated audiences, giving them a glimpse into the lives of public figures ranging from Hollywood celebrities, athletes, to scientists, experts in different fields, and even politicians.
Among the most popular podcasting chat shows like “The Joe Rogan Experience”, TED Talks, and “The Michelle Obama Podcast” represent the great versatility of this format demonstrating how a chat show podcast can truly cover any topic that interests the target audience.
Podcast chat shows will remain a leading trend for podcasts in 2022 and investing in a chat show format for your business podcast will help you educate and entertain your audience while building trust for your brand.
Audiobooks are on the rise. According to Pew research 1 in 5 Americans listens to audiobooks. And that presents a huge opportunity for creators and businesses alike to promote their message through paid advertising within audio streaming.
Platforms like Audible, Google Audiobooks, and Scribd are helping authors reach a broader audience and in many cases put the spotlight onto new and upcoming authors that publishers need the extra marketing effort to promote.
This format is nothing new for listeners around the globe, of course, as it has long been used to entertain radio listeners. It’s even helped authors like the esteemed writer Douglas Adams popularize their work.
Douglas’ most beloved sci-fi novel “The Hitchhiker’s Guide to the Galaxy” was first a BBC Radio 4 show that became so popular that the writer adapted it into a novel.
One thing that will always stay in trend is comedy. Along with the surge of foodie culture that is in an absolute boom, these two formats will reign in 2022.
Covering topics around all things food-related is a great way to connect with audiences in their own kitchens, helping them cook restaurant-quality dishes or explore the diverse culinary world.
Comedy, on the other hand, is a great way to brighten up someone’s day and help people relax after a busy day at work. And statistics show that comedy is the number one preferred podcast genre.
A combination of these two podcasting formats is a sure way to success. Look at Off-Menu, for example- a podcast hosted by comedians Ed Gamble and James Acaster that combines guest interviews with food talk.
The hosts bring special guests who share their ultimate restaurant experience, with each episode showing how surprising the culinary culture can be.
The 2020 restrictions on in-person interactions prompted businesses and individual creators to look for other channels to connect with their audiences.
Live podcasting was yet another way to boost engagement with listeners who are looking to participate in the conversation at the time of it happening.
This podcasting genre gives businesses another opportunity to build trust by starting conversations around topics that audiences can react to in real-time. This format is harder to edit and script and is a great way to show audiences that your business is genuinely looking for feedback and does its best to deliver what users are looking for.
Live podcasting is great for hosting webinars, conferences and summits, Q&A sessions, debates, live coverage of events, and why not online courses. These types of virtual events further strengthen the influence of your brand on the market.
The audio content channels can reach and retain the attention of target audiences better than most other types of marketing channels these days. Podcasting has become a strongly influential form of media in the United States.
Listenership continuously increases and covers all age groups and the diversity of listeners. Audiences both those who spend most of their time at home and those regularly commuting consume more podcasts than ever before.
Podcasts are proving to be a needed marketing tool for businesses looking to adapt and deliver quality to their audience at the virtual places users like to hang out.
In 2022 podcast listening will continue to soar, and the sooner you include it in your marketing strategy, the better. These top trends will give you an idea of what the future of podcasting holds, and what type of podcasting content is worth investing in, in 2022.
