We all know the world of content marketing is constantly evolving. And as the online world becomes more noisy and saturated, the need to keep on top of what’s working is increasingly important.
Something we’ve noticed recently is that more and more brands and creators are sidelining audio-only content in favor of video AND audio content.
Video’s popularity is no new thing. But even podcasters and radio shows are heading to YouTube, streaming services, and TV to expand their content output and reach new audiences.
If you create audio-only content, could now be the time to switch your camera on and create video and audio?
In this podcast episode and blog post, we share how a major audio broadcaster made the shift to a video-first approach and highlight three reasons why going the same route could be the change your content strategy needs.
Press ‘play’ below to listen to the episode:
Or continue reading to find out more…
What is a “video-first approach”?
We describe a “video-first approach” as a content marketing strategy that places video at the forefront.
It’s no secret that video content has been a huge part of marketing and entertainment for decades. Whether it’s more traditional media such as film and TV or contemporary video content such as YouTube videos, livestreams and TikToks, video has played a considerable role in our lives for years.
Why are the audio and video worlds colliding?
Have you noticed how many podcasts and radio shows are adopting a focus on video content?
Have you noticed how Spotify plays video-podcasts on the app...it’s almost as if you’re on YouTube.
Talking of YouTube, did you know YouTube is one of the main platforms that people go to for podcasts?
It certainly feels like audio and video are merging together.
This isn’t to say radio stations and audio projects making video content is new. BBC Radio 1, iHeartRadio and other well-known stations have had successful video output for years.
But there has been a considerable and noticeable move to make video the focus. Or at the very least, make audio not the only focus.
In April 2022, News UK, the owners of TalkRadio, launched TalkTV. This new TV station, airing on normal television as well as streaming services around the world, is essentially simulcasted content from TalkRadio.
TalkTV also posts regular content to Snapchat, Facebook, Instagram, Twitter and TikTok.
What does this tell us?
News UK’s decision indicates that airing shows on radio simply wasn’t enough and they felt the need to broadcast that same content across visual media too.
Scott Daunton, President of Broadcasting at News UK, describes the channel as “designed for the streaming age,” suggesting that the corporation is responding to ever-changing audience needs.
TalkTV’s video strategy allows its content to be easily shared and distributed, firstly by the company itself but also by listeners and viewers. But what about TalkRadio fans? Don’t worry, TalkTV is TalkRadio, as the audio content still goes out on DAB, smart speakers, online and on their app.
Listen on TalkRadio if you want to listen. Watch on TalkTV if you want to watch. Simple.
The good thing about a video-first approach is that you don’t have to focus solely on video. Video might be the main focus, but you can still develop audio and other visual content besides video.
3 reasons to embrace a video-first approach
If you aren’t doing so already, switching to a more video-focused content approach is something to consider.
But why? Here are 3 reasons:
1. YouTube – the most popular podcast platform
The Reuters Institute Digital News Report in 2021 found that YouTube is the no.1 podcasting platform for listening in the US. The platform clearly benefits from both video and hybrid podcasting.
Spotify introduced video in 2021 in an attempt to catch up and, in March 2022, YouTube announced its plans for “tighter integration”, monetization and analytics for podcasters on the apps.
These facts prove that the shift from audio-only to video is real – and big media publishing sites are certainly taking note.
2. Video content converts
Wyzowl reported in 2022 that 87% of marketers say video gives them a positive ROI – that’s up from just 33% in 2015. This shows us there’s been a big shift in audience’s needs and desires when consuming content.
Content marketers are looking to connect with audiences in the most engaging ways and combining audio and video – with the right platforms – is more likely to hold someone’s attention.
With more people willing to watch video content, this opens more opportunities to build trust, authority and a strong connection with your audience.
3. Repurposing potential
One major plus of putting video front and center of your content strategy is the sheer amount of repurposing potential it opens.
Long-form video content such as YouTube videos, livestreams and video podcasts can be clipped into shorter videos for teaser videos, TikToks or Instagram Reels.
Video can be repurposing into blog posts, graphics, and of course, a podcast episode.
We covered the types of videos that you can repurpose in 10 Types of Video Content Your Business Should Repurpose.
Plus, adopting this change won’t prevent you from putting out high-quality audio content for those who still want to listen. It’s important to remember that audio-only isn’t dead, it’s just being offered alongside video content.
You can still release the audio from your video podcast on Spotify, Apple Podcasts and other podcast apps. That way, you get to reach the video fans AND the podcast fans.
How to Repurpose Videos for Social Media could help you with further advice on how to extend the life of your video content.
This transition from audio-only to an obvious video focus is hard to ignore and – more importantly – it shouldn’t be ignored. Brands and marketers are seeing clear success, backed by strong numbers, with a video-first approach. So it’s no wonder more and more podcasters and content creators are making videos.
So, are you ready to create content with a video-first approach?
If you need some help changing to a video-first approach or just require help with content repurposing, we can help. Our content repurposing services mean we integrate with your marketing strategy to help maximize your content. Find out more about our services today.
For more content repurposing resources, check out our library of podcast episodes and blog posts. Plus, why not get your hands on the ultimate guide to content repurposing, Content 10x: More Content, Less Time, Maximum Results.