Variations and prospects for cooperation

Because of their narrative ingredient, video vs audio podcast are immediately among the many media sorts most well-liked by entrepreneurs. The power to create narratives is an especially sought-after ability by corporations that use it to develop branding methods via which they’ll intercept and affect modern customers. 

In an economic system primarily based on communication, podcasts and movies share the identical future and the identical transformative energy of the collective creativeness: They’re narrative gadgets outfitted with particular narrative engineering that may make the fictional worlds created by manufacturers genuine, credible, and vital. The title “Podcast vs video” represents a small provocation. On this publish, we are going to attempt to clarify how, inside a structured advertising plan, the successful system will not be actually considered one of “podcast or video” however quite considered one of “podcast and video.” It’s in a relationship of dialog that each appear to work greatest. Right here, the 2 instruments are used extra successfully if they’re conceived as complementary and not different


Video vs audio podcast: How to decide on? 

The podcast, particularly in Italy, is a younger and evolving format, and it’s not all the time straightforward to understand its distinctive options. To make clear any doubts about what a podcast is, we invite you to learn our publish, the place we offer context and common definition. 

To be taught extra in regards to the specificity of the video content material consumption expertise, you’ll be able to be taught extra in these publish on Video Advertising.  

Right here we’ll focus primarily on the similarities and variations between these two expressive media: podcasts and movies. 


1. Video vs audio podcast? They’re each a part of the identical media system 

Each podcasts and movies totally replicate the aesthetics of the period by which we stay, an period of fiction economic system, by which symbols, photographs, and audio content material represent a direct supply of financial worth (Fulvio Carmagnola, Il consumo delle immagini: Estetica e beni simbolici nella fiction economic system). Put one other method, podcasts and movies take part in the identical ecosystem of content material (textual and visible) that produce actions and that means on the identical time, together with financial actions. 


2. Audio podcasts might be consumed anyplace, movies can’t 

Due to their format and supply system, podcasts are extremely versatile, making them a fantastic choice for reaching your audience wherever they’re. The power to obtain podcasts (or hearken to them on-line from cellular) and luxuriate in them every time and wherever you want (at house, at work, on the gymnasium, within the automotive, on a street journey) makes them extraordinarily interesting to companies trying to improve their connection choices.  

Video, alternatively, has additionally turn into much less and fewer “demanding.” Streaming platforms are making the method of watching content material more and more fluid and friction-free, with content material immediately accessible, typically even with out adverts. Video doesn’t have that better of each worlds nature that’s as an alternative typical of podcasts. For instance, you can not take pleasure in video in sure cellular conditions (whereas driving to the workplace, jogging, or strolling the canine), nor does it require your unique consideration and involvement that doesn’t allow you to take pleasure in different actions concurrently. 

3. Podcasts have a number of platforms, movies have YouTube 

In the case of podcasts, the platforms by which to add content material and share it are many and numerous, they usually are typically straightforward to handle and cheap. If one platform doesn’t meet sure wants, you’ll be able to change to a different comparatively simply.  

Within the case of video creation and distribution, the scenario undoubtedly modifications. Whereas there are totally different video distribution platforms, with its 2 billion customers worldwide (Statista, 2019) YouTube stays the dominant service by far. As of December 2019, it was additionally the most well-liked social platform for Italians, with 36.2 million customers, in comparison with 35.9 million registered Fb customers. 

4. Podcasts want lighter gear and fewer specialised abilities (however solely within the case of beginner merchandise) 

This level wants a preliminary distinction between beginner podcasts {and professional} podcasts. Even when the boundaries to entry for the manufacturing of audio content material are fairly low, within the case of professionally made podcasts–which intention at creating top quality merchandise–an articulated manufacturing construction and specialised abilities are nonetheless wanted (to be taught extra, learn our 10 tricks to make an ideal podcast). 

Having stated that, skilled gear is definitely much less indispensable for beginner podcasting (in concept, a laptop computer and a microphone are sufficient) than what’s required for video manufacturing on the identical degree. Podcasts are additionally a more sensible choice for many who don’t have expertise working with video gear or who could not really feel comfy in entrance of a digicam. The flexibility, accessibility, and decrease enterprise threat supplied by an audio-only resolution make podcasts reasonably priced for writers and sound engineers who don’t have a conventional journalism or movie background. 


5. Podcasts handle to maintain the viewers’s consideration and curiosity for a very long time (however there’s a return of the lengthy kind for movies)  

In accordance with the newest report in Italy by Nielsen for Audible, 6 out of 10 respondents listened to a minimum of one podcast and the common listening time was 25 minutes, two minutes greater than in 2019 (Supply: This constitutes a very long time throughout which folks select to focus and get entangled. On this sense, the podcast can boast an optimum consideration threshold: “Audio is by its nature a really intimate type of communication, and podcasts take this degree of intimacy to a good greater degree than different forms of audio. Not like different media, many podcasts are focused at a distinct segment viewers.” 

Many corporations are studying to use this capability to attach with notably attentive and receptive audiences and are utilizing branded podcasts to attain a collection of business targets. These embrace enhancing model notion, providing a brand new perspective on institutional messages or product strains, reaching related audiences, selling the listening of sponsored content material, opening a channel of communication with potential clients within the medium, and creating communities of and lively customers. 

In current instances, and within the final 12 months particularly with lockdowns which have made digital increasingly more central inside the client journey, customers have began once more to desire lengthy kind content material, additionally in relation to video content material. Already in 2018, in accordance with a report by Ooyala, a number one video analytics firm, lengthy kind video consumption had elevated throughout the board, with whole smartphone video consumption leaping from 47% the earlier 12 months to 54% in Q1 2018 (Supply: Additionally in 2018, Instagram launched IGTV, the app that permits the creation and publication of movies that transcend the 60 seconds allowed as much as that time.  

As increasingly more long-form audio content material from podcasts turns into established as a precious useful resource within the service of company communication, a return of long-form video additionally appears to be underway. Each objects, in several methods and to totally different extents, supply manufacturers privileged entry to communities of already certified and mobilized listeners


> EBOOK – Why podcasts will rework our consumption habits


Audio podcast or video: Two proposals for collaboration 

Podcasts and movies are each, if used to the very best of their technical and narrative prospects, strategic property on the service of the model. Removed from being alternate options or in opposition to one another, they’ll create attention-grabbing synergies, whether or not they’re juxtaposed inside a single format, as is the case with video podcasts, or whether or not they coexist on totally different axes of content material technique. 


1. Video + podcast = video podcast: the visible ingredient so as to add humanity 

Video vs audio podcast? Video podcast! A video podcast is a podcast with a video ingredient. The video ingredient might be easy or advanced, it could possibly include a single static picture or a video recording of the podcast hosts and company. Why use a video podcast inside a advertising plan? In accordance with, there are mainly 4 causes. 

  • Individuals love to have a look at faces. Human beings are visible creatures. Thirty % of our brains are concerned by what our eyes see. And we particularly love faces. Newborns direct their gaze to faces as early as 24 hours after their start. As we become old, this tendency appears to turn into even stronger. From facial options, from the emotional nuances communicated via expressions, we get quite a lot of info. Including video content material the place faces seem (for instance, these of the speaker) will help audiences make deeper connections with the story being informed. 
  • Video opens up a wider viewers. Including a video ingredient to your podcast may give you entry to a broader, extra generalist viewers. On this case, it’s a matter of actually defining what communication targets we’ve: Will we need to broaden the viewers of potential clients as a result of we’re all for increasing into new markets? Or can we desire to qualify our goal vertically, via the development of a privileged and unique relationship? 
  • Video is far more social. Audio clips, when posted on social media, usually are not as instantly participating as video. In actual fact, movies on social media are set to play robotically, however with out audio. It is because social media platforms are optimized for video, and never audio, which is turned off by default. Including video will increase engagement for social media customers as they discover the podcast of their feed. 
  • A superb portion of the work is already performed. When it comes to time and labor, there’s not a lot distinction between making a podcast and making a video podcast. It solely takes a number of further steps so as to add a video ingredient, on a finances.

2. Video or podcast? Let’s combine each within the advertising combine 

Movies and podcasts are half, within the phrases of Andrea Fontana, of a content material continuum made up of hyper-content, “top quality and nutritious arguments,” by which “many of the info circulating is used via narrative codecs” (Andrea Fontana, Storie che incantano, pp. 21, 23). Despite the fact that they share a widespread vocation for in-depth evaluation, they can be utilized as gadgets with their very own id and autonomy. Inside the content material technique, they carry out totally different communicative capabilities and are due to this fact utilized in probably the most environment friendly method in parallel, thus avoiding redundancies or overlapping. 

Video and audio podcast, as we’ve seen, coexist inside the identical symbolic universe, that of the model within the case of brand name advertising, and if they’re made respecting their respective specificities, they’ll show to be excellent narrative gadgets, capable of activate virtuous methods of making the reputational and communicative worth of an individual, a product or a model.


The whole lot it’s good to learn about podcasts on this free e book. Obtain it now!

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