Forget the unending conversations this week about Microsoft’s CoPilot, OpenAI’s launch of ChatGPT-4, and the U.S. Copyright Office steerage for AI-created works.
No, the buried information deserving your consideration comes from a “big” announcement by YouTube.
Get Robert Rose’s take on this week’s CMI News video, or hold studying for the highlights.
Listen up on YouTube
TeamYouTube made this announcement on Twitter final week: “podcasts are a go.” That means new options in YouTube Studio desktop allow you to create a podcast, set an present playlist as a podcast, and measure your podcast’s efficiency.
podcasts are a go! 🎉✨new options on Studio desktop now allow you to
🎙️create a brand new podcast🏷️set an present playlist as a podcast📈measure your podcast’s efficiency
study the advantages: https://t.co/kivg85eEZW & get extra creator ideas: https://t.co/llq8uUC0LO
— GroupYouTube (@GroupYouTube) March 16, 2023
It was a public announcement of plans that had been whispered about for the previous yr. But Robert Rose calls it the “most underwhelming product launch” he’s seen in latest occasions.
As YouTube explains in this “helpful” video, YouTube podcasts are playlists. If you may create a playlist on YouTube, you may create a podcast. “It’s literally just a tag assigned to your playlist that you’re calling a podcast,” Robert says.
@YouTube’s #podcast features – a year in the making – earned the “most underwhelming product launch” in recent times, says @Robert_Rose via @CMIContent. Click To Tweet
Why would your model wish to do that? YouTube says podcast-tagged content material will get featured in podcast-specific searches and possibly even on its podcast house web page. YouTube Music subscribers can entry content material tagged as podcasts. Oh, and your podcast and video content material might get particular badges.
So if you wish to improve your present podcast promotion or use YouTube and wish to create a podcast, go forward with YouTube’s podcast options.
Still pondering the worth of podcasting?
If your content material advertising and marketing technique doesn’t embrace podcasting since you’re involved about market saturation, Robert has some ideas.
“While there’s been a general slowdown in advertising revenue for podcasts, the audience for them has never been bigger or more eager for great content,” he says. “Podcasts remain an incredibly viable way to develop relationships with audiences.”
But earlier than you hit report, take into account these two items of recommendation. If you’re going to do it in any respect, decide to it. Recent research found that 26% of podcasts have solely a single episode. Almost two-thirds (66%) have three or fewer episodes. If you may’t provide you with and decide to 12 episodes, don’t begin a podcast.
Commit to 12 #podcast episodes before you launch, and you’ll do better than 66% of podcasts created, says @Robert_Rose via @CMIContent. Click To Tweet
You additionally shouldn’t view podcasts as a approach to construct audiences. Instead, take into account them a chance to develop nearer relationships together with your present viewers. Yes, you’ll add subscribers, and folks will turn into launched to your organization by way of podcasts. But a lot of the podcast’s worth will come from individuals who know you somewhat and turn into nearer to you thru your podcast.
Does that imply it’s best to take into account podcasts a buyer loyalty play? Robert says that’s one of the best profit he can see – whether or not you employ YouTube to begin it up or not.
What are your podcast plans for this yr? Let us know within the feedback.
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Cover picture by Joseph Kalinowski/Content Marketing Institute