Why is it that radio has such a small share of podcasting?
Broadcast audio makes sense in the moment, podcasting however isn’t easy to repackage broadcast content. Daniel Anstandig, CEO, Futuri Media and his team have developed a system where show hosts have control of creating a podcast from the content that is currently on air. Producers can bookmark talk sections that can be immediately distributed to various channels. One click and content to go to all social media channels, this allows people to see how much people are engaging with content.
His suggestions for improving podcasts include visuals are an opportunity not a an afterthought. The power of visuals is growing as people base their decisions to engage on what they see first – so don’t use your station logo! Audio is more likely to be played (by 186%) if it has an interesting image. But you need a compelling image. Facebook users like videos and photos and usually watch videos first and then listen to the audio. On Twitter a tweet with an image is 150% more likely to be re-tweeted.
Your image and content needs to keep evolving and you need to send content to all digital platforms. Content needs to be distributed to all platforms. Listeners and views are everywhere and so do you need to be. 73% of time-shifted content is consumed on social media and 67% of that is on Facebook – Facebook is the place to discover content. Over half of SM content are engaged on Twitter. While content on station websites is the highest place for engagement all platforms matter.
‘Speed matters, publish your content while it’s hot, content posted within 30mins gets 46% engagement’. There needs to be staff specifically working on getting your content out there.
Local content is good for podcasting, it’s relevant and interesting to an audience. There is very little of this content currently available, mainly podcasts are broad in topic this is a new area of growth of audiences. This can localize any brand.
This is pioneer land, this means you need to track and adapt to help you succeed. There needs to be a huge amount of flexibility in podcasting. The next innovation is auto transcription on podcasting and new ways of pulling video into a podcast. ‘Now is the time to innovate and re-think how broadcasters create content’, there is so much content which broadcasters have and it’s a missed opportunity not to use this content for podcasts of the future.
