Audio Mediums are Resurging Against Video Marketing

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Since the very first YouTube video was uploaded in 2005, the digital video medium has revolutionized communications and spawned a new frontier for marketers to make important and focused connections with consumers. Today, nearly 300 hours of video is posted on YouTube every minute. Nearly 5 billion videos are viewed each day and in an average month eight of every ten 18 to 49-year-old viewers watch a YouTube video every month. The popularity of video is unmistakable, but in a historical twist of order (first came radio then television) audio podcasting is making its presence known in the world of marketing and is promising to be the next big pathway to building a brand’s value, awareness and credibility. “Podcasts are one of the fastest-growing, if not the fastest-growing category within digital audio,” said Lauren Fisher, principal analyst at eMarketer. “Performance marketers and brands are recognizing the value in reaching consumers who aren’t just tuning in to tune out—they’re tuning in to actively be entertained or engage their minds. And that’s a mindset advertisers increasingly want to be a part of.”

The reason for the resurgence of audio can be traced to its portability. While watching video on portable devices has greatly enhanced its viewing value, audio is far more flexible and convenient in where and when it is utilized. With smart speaker technology, listening can take place at home, in the car, while exercising, walking the dog or doing just about anything you do while doing it just about anywhere.  According to Edison Research, podcasting is on the rise, growing by 300% since 2006. Approximately 73 million Americans listen to podcasts each month. “Audio is one of the most intimate forms of media because you are constantly building your own images of the story in your mind and you’re creating your own production,” says Emma Rodero, a communications professor at the Pompeu Fabra University in Barcelona.

With nearly 30 percent of Americans being regular podcast listeners, the medium is providing businesses another great opportunity to target and connect personally with consumers. With podcast distribution channels already well-established, small businesses can reach thousands of potential customers easily and economically. While there is some upfront cost associated with producing and posting a podcast, the expense is minimal and is a good way to build a genuine connection with a targeted audience.  A well-produced podcast can engage an audience with comprehensive content while entertaining the listener. So, what makes a great, effective podcast?

As with all social marketing, content quality is king. The message should be original, informative, relative to the subject at hand and consistent. The host must be personable and credible and the message concise. While there is no predetermined or optimal length to a successful podcast, effective messages are simple, shorter (rather than too long), to the point, and organized. Adding expert guests and recognized influencers can enhance the message and host’s credibility. Uniqueness and personal rule the day. Identify and project your own brand’s voice, outline your message and don’t ramble off-script. Boring runs counter to adding value to your content. Project confidence and ask listeners to return to the next podcast.

The Interactive Advertising Bureau (IAB), and PwC, are predicting that podcast advertising will top $1 billion by 2021 with 70 percent of those ads being bought by Direct-to-Consumer (D2C) marketers.  The field will be a crowded one, so your podcast must stand out amidst the crowd.

For more on podcast marketing, contact the professionals at Junction Creative Solutions (Junction) today at 678-686-1125.

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