Social Media Marketing
The last decade has seen many brands lean into the inbound methodology and content marketing. They have invested a lot of time and money in different types of content. And in 2020 and beyond, brands will continue to invest more.
One of the tools we’ll see more brands use is video podcasts. They will become a vehicle for businesses to extend reach. And in this blog post, I’ll walk you through how to plan and create your very first video podcast.
But first, should your brand invest in video podcasting?
Why Podcasts in 2020 and Why Video Podcasts
Podcasts are a tried and tested means of engaging audiences and are a big attraction for brands. Analysts forecast US podcast advertising spend to increase by 110% in 2020 to $659 million.
And according to Podcast Insights, January 2020 saw over 30 million podcast episodes released, and stats show that 51% of the US population has listened to a podcast.
While video podcasts sound like a weird concept, they are actually gaining traction. For example, Joe Rogan’s PowerfulJRE video podcast has over 7.5 million subscribers with over 1.9 billion views.
Rogan’s video podcast may be more mainstream, but there are other niche examples like Tom Ferry’s Podcast Experience. It’s all about empowering his audience (business professionals) to live their best lives. Some of his episodes have attracted over 90,000 views.
Video Podcasts Can Grow Your Business
Beyond the marketing opportunity, video podcasts offer, creating one for your brand can lead to big wins. In a case study, Think Media shares how a client was able to grow its revenue from $30k to over $200k per month in just 9 months. What’s more, they also grew their audience from 0 to 14k+ subscribers and have enjoyed over 50k streams.
And if you’d like to boost your revenue stream, using an OTT service can help you monetize your content.
How to Get Started with Video Podcasting
Launching your video podcast can be distilled into a four-step process. It includes finding great ideas, planning your content, producing your video podcasts, and promoting them.
Let’s get started!
Step 1: Ideate
All savvy business owners and marketers know that without intimate knowledge of your ideal customer, your brand can’t be as successful as you want to be. And video podcasts, like other forms of marketing, live and die by the same truth.
Identify Your Audience
For your video podcasts to resonate with your ideal customer, you’ve got to get specific. You need to know who your audience is, and what challenges, problems, needs, wants, desires, goals, and ambitions they have.
Working with personas gives you direction. Personas help identify key attributes that influence everything from the ideas you use to the direction of content for your brand. Personas also help you establish how your product or service fits into the lives of your customers.
If you haven’t yet, download a copy of DigitalMarketer’s free customer avatar sheet. It will help you discover who your ideal audience member is and what matters most to them.
Finding content ideas is easier than you think. And with a good understanding of what your audience wants, you’ll be able to create value-packed video podcast episodes. To get started finding great ideas, lead with questions your audience has around your product or niche.
These include, but are not limited to:
- How does your product work?
- What’s your product made of?
- What tips can you share about using your product?
- Who is your product for and why?
- What are some of the most common misconceptions about your product or industry?
- When is the best time to use your product?
- What customer stories can you share about your product/how has it changed lives?
Answering these and more will help you pull a crowd of enthusiastic listeners looking to your brand to help them solve their specific problems.
Step 2: Plan
Planned content will always be more effective than sporadic content. This is why you must develop a video podcast content plan.
Once you’ve collected a list of ideas, prioritize them. The best way to order your ideas is by creating a calendar. Your calendar should include dates for when you’ll record and publish new content. It should also account for seasons, video sales funnel stage, and other important calendar events that you can leverage as part of your marketing strategy. Click here to make a copy of the exact video content calendar that we use in-house. You can easily repurpose the template for your video podcast episodes. Alternatively, you can use a project management tool like Chisel, Trello, or Notion, to plan your content.
As you plan your video podcast production schedule, you’ll find that, unlike blogging, it’s possible to shoot more podcasts in a shorter time frame. Being able to produce more video podcasts in one go is a perfect way to leverage your time by batching them.
Batching is really a matter of figuring out how much time you have each week to produce content. You’ll also need to know how long each podcast will be, factor in connecting with guests you may have, and time to edit your podcast episode once recorded.
Step 3: Create
The idea of creating your first video podcast may be a little overwhelming. But rest assured, it is possible to do away with the butterflies with a little prep work. Here’s how:
Create Talking Points
Before you hit record, hash out your idea. Take pen to paper, or take notes using an online tool, and create talking points for your podcast. While a script may work, reading one may sound a little and if you spend the duration of your episode reading from a screen, your viewers will feel ignored.
Talking points, on the other hand, will give you the flexibility to sound more conversational and human to your audience. Also, having talking points will give you structure and keep your conversation on-topic and be easier to glance at as you engage guests.
Set the Stage and Prep Your Equipment
While recording a video podcast can be done in less time than writing a blog post, there are still important measures to take to make your video podcast ls look and sound professional. Here are tips on how to prepare your setting and on the equipment you’ll need to produce great video podcasts.
Pick a Quiet Place
Where you record your video will directly impact its quality. Find a room that is capable of blocking out background noise. If you can’t, soundproof where possible. Invest in acoustic foam to help create a quieter setting.
Remove Reflective Surfaces
Reflective surfaces cause glare on camera lenses and will degrade the quality of your videos. Remove any and all objects that create reflections from your space.
Create a Neat and Ordered Environment
Ordered objects create a sense of balance for the eye where scattered objects introduce a sense of disharmony and can distract your viewers. Make sure any objects in the background or foreground of your video are ordered.
In Caleb Wojcik’s video, while the background is darkened, one can still make out a clean and ordered environment. There aren’t any objects out of place that pull your eye or attention away from Caleb.
Choose Your Camera Equipment
Picking the right camera equipment today is far easier and more affordable than it was a decade ago. Today, smartphones and affordable cameras like GoPros are capable of recording high-quality video.
Most digital cameras include a basic set of features that allow you to capture the right shots easily. If you’re using a digital camera, two features that will help streamline your recording process are autofocus and facial recognition.
Autofocus enables you to set up your camera(s) once and make recording easier by focusing on subjects. Facial recognition saves you the time it takes to manually focus on the faces of your setting. While there’s a good chance that you won’t be moving around a room during your podcast, autofocus and facial recognition make it easier to set up faster.
And on the matter of setting up your camera(s), try and get your hands on a tripod to help level your camera or smartphone. If yours will be a permanent setting, you can also use floor markers to quickly replicate your ideal set for future video podcast sessions without losing perfect angles.
Here are some of the best video cameras you can use to record your video podcast and stream them live:
Lighting can make or break the quality of your video podcast. Too little and your video will be shrouded in shadows, too much and you’ll risk overexposure. Aim to place at least two light sources at 45-degree angles in front of you. This setup does away with shadows, without the possibility of exposure.
Audio quality is just as important as video quality. If you are yet to figure out how to record sound, I recommend choosing an external mic. Most cameras and digital video recording devices are capable of recording sound but don’t support high-quality sound recordings.
Source: Kal Visuals
When it comes to mics, you can go with a desktop mic or a lavalier mic. Both will work to record audio. There are some important points you should be aware of when choosing the best tool for the job.
While a lavalier mic is small, compact, and will be well-hidden under your shirt or lapel, using one for audio will require a little extra work in post-production. Lavalier mics record audio separately, meaning you’ll need to sync your video and audio when editing your podcast sessions.
Desktop mics, on the other hand, record directly to your computer. This means one simple stream of video and audio, and there’s seldom the requirement to sync any files.
You’re in the final stretch of wrapping up your first video podcast. Editing is really when it all comes together. In this phase, you’re able to add finishing touches to your podcast to make it look and feel professional.
Here are tips to help you edit your video podcast like a pro:
Use Color Correction
Color correction is used to change colors in a video or image. When applied, you are able to introduce more blue or red color (referred to as a stark change) or more white balance (referred to as a subtle change. Color correction will help you create a professional and balanced video.
Ensure that your audio matches your video. Having audio out of sync with video is painful to watch and won’t help your score any points for the professionalism with prospects genuinely interested in what you have to offer.
Use transitions to highlight moments on your podcasts. You can do so using basic effects like zooming in when a guest makes an important point or cutting away to another to show their reaction. Also, create engaging video podcasts by including images (graphs or others) that are relevant to your conversation. They help break the monotony of dialogue and the same camera angles.
Add Intro and Outros
Intros and outros are quintessential elements of all effective videos. Creating engaging and impactful intros for your video podcasts is no easy feat. But these days, you can create breathtaking intros in just a couple of minutes with no design skills required. They’re the perfect chance to generate hype for your brand.
Add an intro to the start of your video podcast episode and take the opportunity to highlight your brand. Include what your video podcast offers viewers so they see a direct benefit and stay and watch more.
For your outros, capitalize on the last few seconds of your video podcast to serve up more chances for your audience to engage with your brand. These can be links to other video podcast episodes or your social media handles for them to join in on the conversation with you using a platform of their choice.
Include your logo in every frame as you work through your video edit. It’s a great way to help drive brand association for viewers, making them see that your brand is helpful and best positioned to offer sage and timely advice.
There’s a new trend that’s developed around the way people consume video online. Research shows that more people opt to watch videos with the sound off, trading audio for captions. In fact, 85% of people on Facebook watch videos without sound.
But there’s more to just catering for people who choose not to hear the sound. Creating captions for your videos also makes it possible for the hearing impaired to join and enjoy your community, brand, and content.
But more than making your video podcasts accessible to everyone, captioning videos can help improve your video SEO, and rankings. Many creators, including myself, believe that Google and YouTube both use the subtitles files to learn more about the context of your videos.
Both YouTube and Facebook automatically generate captions for your videos, but they’re far from being perfect. You can use services like Rev.com and 3PlayMedia to easily transcribe videos and create captions for your podcast episodes.
Always Include Supporting Content
Video podcasts are a great way to get your viewers to engage your brand. And in most cases, the best way for people to reach out and become familiar with what you have to offer is by making supporting content available.
Here’s a list of supporting content that you can provide:
- Links to lead magnets and downloadable content
- Show notes (links to video podcasts, tools, and content referred to)
- Product page links (only include what’s relevant)
- Contact details to get hold of you or your team
Step 4: Promote
Congratulations, you’ve just published your first video podcast! Now it’s time to promote it! Here are four ways to get the message out about your first video podcast:
- Social media. Publish posts on all your accounts.
- Email. Send an email broadcast and include a mention in your weekly newsletter.
- Partner brands. Reach out to partner brands and ask them to promote your podcast to their audience.
- Paid media. Use paid ads and target your demographic. Try social media platforms, YouTube, and other media outlets that cater to your audience demographic.
Video podcasts are a tremendous opportunity for brands in 2020. They give brands the chance to publish relevant and timely content that audiences want, making it possible to attract more eyes and mindshare in 2020 beyond.
Amir Shahzeidi is the digital marketing manager at Uscreen, an all-in-one video monetization and OTT platform provider that empowers video entrepreneurs and creators to monetize their content and build thriving businesses around their videos.