Content that is "time-shifted" or "on-demand" enables listeners to consume podcasts on their schedule, unlike radio or other broadcast mediums. In turn, this attracts younger audiences, especially listeners who rarely listen to broadcast radio. Applications like Spotify and Apple Music are commonly used to search and listen with YouTube as a primary source for video podcasts.
Keep It Long N' Sweet
Most podcasts range in length of time between 45 minutes to 1 ½ hours depending on the context and topics. This type of "long format" content makes it easy to passively consume without focusing both your ears and eyes, the way a movie or instructional video would be experienced. Additionally, by only listening to the podcasts, users have a more intimate experience and feel "closer to home" versus watching large budget videos.
My Time. My Schedule.
The beauty of podcasting is that it exists between loyal fans who like to "save the date" and tune into live streaming or on-release podcasts, while more casual fans can choose when they want to listen. Many podcasts are set up as a series to keep audiences engaged, versus a single feature. This approach keeps audiences coming back for more. The empowerment of the audience is both helpful and challenging to people wanting to market to an audience.
Younger audiences want the flexibility of listening to podcasts when and where it works for them.
Creating Awareness
Platforms like Facebook are generally less oriented towards promotions and may be less effective in creating awareness. Many podcasts build interest with users on Instagram, YouTube, and Twitter that are more likely to consume new content.
Advertising To The Younger Generation
The needs of listeners (especially young people) are hyper-specific. Guided ads, ads that air on specific podcasts, will help brands meet consumer needs in a way that the younger generation is open to accepting. A podcast is more intimate versus TV and radio, where commercials are expected and mostly tuned out. The goal should be to meet the audience "where they are" instead of "strong-arming" them into an ad or irrelevant offer.
Time For Action
Podcasting is growing each year, and the younger generation is at the forefront of the trend. Podcast listeners are more engaged, emotionally involved, and likely to remember a brand mentioned during a podcast, versus one mentioned in a TV or radio commercial.
Not sure how to create your podcast or voice your podcast commercial? Let the experienced producers and engineers at CMD help you. CMD provides exceptional Podcast and Radio Show recording studio services to storytellers from all industries. Bring your story to life with creative input from our experienced engineers, editors, and sound designers. Contact us at 212-213-9420 or info@cmdnyc.com.
