Over the past few years, video podcasts have grown in popularity, and this trend is not slowing down.
YouTube is one of the most popular (if not the most popular) podcast listening platforms, according to sources like Backlinko and Edison Research. As of June 2024, Spotify reported a quarter of a million video podcasts published on their platform. And many of the podcasts that have topped the charts this past year include a video component, including shows like The Joe Rogan Experience, Conan O’Brien Needs a Friend, and Drink Champs.
But does this mean you and your company should have a video podcast? Not necessarily.
In this article, I’m going to talk about the 6 main challenges of creating video podcasts and the four ways our team is using video for our clients to better align with their goals.
Do you really need a video podcast?
First, let’s get clear about your goals and what you actually mean by “video” podcast.
When most people say they want a video podcast, they describe it as a long-form, full-length video version of their podcast interview available on platforms like YouTube.
However, whenever I drill down further and ask prospects and clients why they want this, most of them realize what they actually want is video presence and the discoverability it can bring. This is different from needing a full-length podcast interview.
If you, like many people I talk to, think you want a full-length video podcast, this is a great moment to dig deeper. To begin, you’ll want to consider the 6 main difficulties of long-form video podcasts.
The 6 main challenges of video podcasts.
1. Video is more expensive.
I’m talking about video cameras and lens, lighting, background/studio, and production—all the gear you wouldn’t need for an audio-only show. This also includes the talent to run the equipment, toggle cameras, etc. It even includes the need for more robust data management. For example, video files can be 10 to 100 times larger than audio files, depending on file format, resolution, and compression.
According to Bradley Hope, the co-founder of Project Brazen, video could add “anywhere between $5,000 and $50,000 in costs, or between 2 percent and 20 percent” to your podcast project.
2. Video is more work to produce.
You can edit and rearrange an audio-based show any which way you want. When edited well, no one will hear the difference. But with video, you can’t hide your mistakes and edits as seamlessly.
- Have to edit a bunch of “umms”? Your video will have jump cuts, or you’ll need to overlay B-roll.
- Did your guest make a weird face or pick their nose? You’ll need to cut to the host.
- Need to rearrange the order of the interview or piece together recordings from different days? So much for continuity.
- And want to fix some mispronounced words with AI voice modeling? That’s definitely going to look weird on video.
3. Talking heads are boring.
The majority of top video podcasts have professional, in-person studios. I’m talking 5 to low 6-figure style setups where the guests travel to a different city—or even country—for the interview.
That’s significantly different from dealing with the average guest remotely.
You can’t control a guest’s environment. I’ve been surprised by many noteworthy figures with drab or distracting backgrounds, and even ugly bokeh video filters.
Unless you have a nice studio, and you’re inviting guests in, you might end up hurting the perceived quality of your brand.
4. Video is more intimidating.
I just had a friend tell me, “I hate recording video. It takes me forever. And I look stupid, like I’m reading a script. Just recording a conversation? I could talk all day. I think I’d really like it too.”
Let’s face it, many people are uncomfortable recording videos. For whatever reason, sticking a mic in your face is more reasonable than sticking a camera in your face.
5. A video podcast (probably) won’t grow your YouTube channel on its own.
I’ve worked with many clients on leveraging audio and video podcasts together, and I consistently see two things:
- The clients who do well with a video podcast either go all-in with a proper studio, great equipment and production, and strategic promotion, and/or they already had a consistent YouTube presence and strategy before releasing the podcast.
- On the other hand, the clients who do not have an existing or consistent audience do not perform well.
In some cases, having low view counts is ok because the show’s goal is relationship building, not reach. But in most cases, people want to increase their views and discoverability with video.
6. Video and audio mediums follow different rules.
I’ve argued for a while now that audio has an unfair advantage compared to other mediums. Audio is consumed with your ears. It can be done while doing other things. And it’s more intimate because of its close proximity to the listener.
Video is consumed with your eyes, which suddenly puts it in competition with every other visual medium there is—think long-form video (YouTube, Netflix, Hulu, etc.), short-form video (YouTube Shorts, Instagram, TikTok, etc.), written content (articles, books, etc.), images (art, infographics, etc.), and even going outside to play with your kids!
Further, you can easily make a career out of video alone. There is so much to learn about the YouTube algorithm, video titles, thumbnails, length, format, etc. You could easily hire an audio and video expert to handle it well.
What to do when you still want a video podcast?
Let me be clear: I’m not against video.
Video has a ton of positive qualities that brands can benefit from. But it’s important to understand your goals and use video the right way.
So if editing a long-form podcast isn’t the best decision for you, how else can you use video?
Here are 4 ways my team at Come Alive is helping our clients take advantage of video.
4 ways to leverage video in podcasting.
1. Use video segments for discovery.
Podcast episodes (especially standard interview-style shows) cover all kinds of topics in a single piece of content. And Google/YouTube likely isn’t going to return the entire episode in a search query because it knows there is probably a better answer.
But what if you edited out a single segment from the episode? Like the answer to one question? And then you repeat this for 3 or 4 other solid questions?
Instead of publishing one 45-minute piece of generic content on YouTube, you could publish four or five short-form pieces of targeted content. For viewers, it’s far less intimidating to click on a 5-minute clip of why a platypus doesn’t have a stomach compared to a 45-minute video on the life of a platypus.
If the segment is interesting and delivers on the intent of the viewer, you have a much higher chance of them checking out your podcast.
Bonus tip: This video to podcast conversion is especially helpful when you’re trying to attract people who don’t already listen to podcasts.
2. Use short-form clips for promotion.
This is probably the most widely accepted use of video in podcasting at the moment. I’m talking about video clips, shorts, audiograms, and the like. But like most other mediums, it takes work to standout.
You might be tempted to speed up the process with an AI “clip grabbing” or “clip selection” tool. However, at the time of writing this, the tools still have much to be desired, even if they’re improving. For the most part, AI selected clips are often edited in weird places, lack context, and just aren’t interesting. Instead of using AI and generic repurposing, the people who thrive are intentional.
Bonus tip: Use text overlays and captions to help with silent scrollers. Use engaging visuals to highlight important ideas and points. Use hi-res images and strong composition to make images standout.
3. Publish select episodes to video.
I recently completed Jay Clouse of Creator Science’s “Podcast like a YouTuber” course. In it, he discusses a variety of helpful information, including the fact that it takes a lot of work to create a video podcast.
The solution? Only turn select episodes into videos.
This is especially helpful if you’re releasing a weekly podcast or have budget restrictions. By releasing only some episodes in video version, you can spend more effort making fewer, higher-quality videos that achieve the same goal(s) than a bunch of videos, and it will require a lower time and money investment. And depending on your timing, you can also see which audio episodes are performing the best and turn those into video versions.
4. Use looping animations for long-form.
I’m a big fan of the Chillhop music scene (Chillhop Essentials Fall 2021 is one of my go-tos) and they often have long, 60+ minute videos featuring a variety of songs.
But instead of static cover art, they frequently use animated loops as visuals. Think 1 to 3 minute animations that repeat for the length of the video.
With an approach like this, you give the audience something pleasing to watch that doesn’t need to be watched. You’re able to have a professional, long-form video presence without the added challenges.
Wrapping up.
There often isn’t a “best” way to approach podcasting, but certain formats and tactics will perform better than others. While video podcasting continues to grow in popularity, it doesn’t mean your show needs to follow the trend. It’s better to evaluate your goals and determine what is the best way to leverage video for your show (if at all).
Still on the fence about whether you need video or audio only for your show? Schedule a free 45-minute strategy session with me if you’d like the insights from someone producing podcasts for over a decade. 😎
