Episode 204 | The Key to Podcast Growth on Audio vs. YouTube
Release Date: December 16, 2024
Host: Kevin Chemidlin
Podcast: Grow The Show
Introduction
In Episode 204 of Grow The Show, host Kevin Chemidlin delves into the critical differences between growing a podcast audience on YouTube versus traditional audio platforms like Apple Podcasts and Spotify. Drawing from his extensive experience and interactions with successful podcasters, Kevin provides actionable insights for content creators navigating both mediums.
Understanding Audience Distinctions
One of the primary revelations Kevin shares is the minimal overlap between audiences on YouTube and audio feeds. Contrary to common assumptions, "there is virtually no overlap between the people who consume your podcasts on YouTube and the people who consume your audio feed on Apple Podcasts or Spotify or another listening app" (00:05). This distinction underscores the necessity for podcasters to approach each platform with tailored strategies rather than assuming a unified audience.
Key Takeaway:
- Treat YouTube and audio audiences separately. Develop distinct content and messaging strategies for each platform to effectively engage their unique listeners.
Growth Mechanisms on Each Platform
Kevin contrasts the organic growth capabilities of YouTube with the more challenging landscape of audio podcasting. He explains that "YouTube is more of a get new people platform. Audio is more of a serve the people who already know of you platform" (15:30).
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YouTube: Leverages algorithms that introduce content to a vast audience, with approximately 80% of viewers being new to the creator. This makes YouTube an excellent tool for reaching potential new listeners.
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Audio Platforms: Lack a similar algorithmic push, requiring podcasters to actively market their content. Kevin emphasizes the role of the podcaster as their own algorithm, suggesting strategies like guest appearances and leveraging social media to drive listenership.
Key Takeaways:
- YouTube is ideal for attracting new listeners.
- Audio platforms require proactive marketing efforts to grow an existing audience.
Host’s Personal Journey and Strategies
Kevin recounts his own transition from an audio-only podcast to incorporating YouTube, highlighting the necessary adjustments made to cater to YouTube's unique audience. "I had to make some changes. I had to have more of an intro. I had to hook people even harder in the beginning" (10:45).
He also references insights gained from industry experts like Jay Klaus, who advocates for creating distinct content for YouTube that appeals to new audiences, while maintaining separate, more in-depth episodes for audio feeds.
Key Takeaways:
- Adapt content presentation for each platform to maximize engagement.
- Invest time and resources appropriately, recognizing that video production demands more compared to audio.
Practical Advice for Podcasters
Kevin offers pragmatic advice for podcasters considering a presence on both YouTube and audio platforms:
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Understand the 80/20 Rule: Recognize that the majority of YouTube viewers will be unfamiliar with your podcast, necessitating content that introduces your brand and value proposition effectively.
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Separate Content Streams: Avoid duplicating content across platforms without customization. Tailor your YouTube videos to attract and educate new listeners, while your audio feed can delve deeper for those already engaged.
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Leverage Multiple Growth Channels: Utilize social media, YouTube algorithms, and podcast pitching to diversify growth efforts. As Kevin states, "the three ways to grow a podcast that I have seen be the most successful are social media algorithm growth, YouTube algorithm growth, and podcast pitching growth" (25:10).
Key Takeaways:
- Distinct strategies are essential for each platform's growth.
- Invest in quality and relevance when tailoring content to new versus existing audiences.
Conclusion and Future Plans
Wrapping up the episode, Kevin emphasizes the importance of understanding platform-specific dynamics to optimize podcast growth. He hints at upcoming resources and training in the Grow The Show Academy aimed at further assisting podcasters in mastering these strategies.
Notable Quotes:
- "You need to understand that YouTube is more of a get new people platform. Audio is more of a serve the people who already know of you platform." (35:20)
- "If you're making audio episodes and throwing them on YouTube and YouTube's not growing, just understand that's why it's because when you make episodes that are meant for an audio feed, where people generally know who you are, if you just throw that into a place where people have no idea who you are, it's just not going to perform as well." (30:05)
Final Thoughts
Episode 204 serves as a crucial guide for podcasters navigating the complexities of multi-platform content distribution. Kevin Chemidlin effectively delineates the unique characteristics and growth strategies pertinent to YouTube and audio podcasting, empowering creators to make informed decisions that align with their audience engagement goals.
For those seeking to delve deeper into these strategies, Kevin promotes the Grow The Show Academy, offering a community and resources tailored to accelerating podcast growth and monetization.
Note: This summary excludes promotional segments and focuses solely on the episode's content, adhering to the directive to omit advertisements, intros, outros, and non-content sections.