Everyone seems to have a podcast these days. Just glance at a popular podcast chart and you’ll spot high-profile names ranging from Jessie Ware, the British singer-songwriter, to David Tennant, the Scottish actor and former Dr Who star. Any Tom, Dick, or Harry can get involved, too, which is why there’s a vast array of topics under discussion. But to stand out in this competitive market, many podcasters are turning their shows into vodcasts (also known as video podcasts or video casts) to capitalise on the extra value offered by video.
Podcast fans certainly seem to appreciate the option of watching their favourite shows. According to a recent report from Cumulus Media, around 60% of podcast listeners prefer podcasts that also have video. Half of that group actively watches these shows while they listen, while the other half chooses to minimise the video while working on something else.
To spotlight the developing world of vodcasts, this article will explore why the medium is becoming so popular, the benefits vodcasts offer businesses, and how Hunterlodge can assist.
Rise of the Vodcast
You wouldn’t have vodcasts without the meteoric rise of the podcast, the world’s hottest new digital media. Spotify predicts it will have more than five million podcast titles (and 400 million active listeners) by early 2024. It’s not just the wide range of topics (ASMR, crime, news, finance) that contributes to the medium’s popularity but also its role as modern-day radio, and also because of its multitask-friendly nature and ease of access.
Vodcasts are the natural evolution of podcasts, but what are they exactly? Well, the term is a contraction of “Video-On-Demand-cast” and essentially describes what you’re thinking: a video version of a podcast. Easy to make, most podcasters simply pop a camera on during a recording session, but some go further to include visual elements such as slides, clips, charts, or animations. One of the best and earliest examples is The Ricky Gervais Show, an animated remake of his popular XFM radio broadcast.
The vodcast offers the best of both worlds, audio and video, making them ideal for viewers seeking deeper engagement and a more immersive experience. Research from Morning Consult says 46% of dedicated podcast fans prefer video podcasts, in contrast to 42% who specifically opt for audio.
How vodcasts elevate podcasts?
Let’s discuss the different types of vodcasts because it is a rich and developing medium. The most basic format is the Static Image, where a basic image (or a logo or hosts) is used as the video element of the vodcast. In-studio is a vodcast featuring hosts in a studio setting. Remote footage involves capturing a conversation over the web. Finally, B-roll also includes b-roll footage in the vodcast. Here are some examples:
- Trash Taste. A podcast centred around anime, manga, and similar properties. It uses the in-studio format but enhances it with b-roll and animation.
- Ted Talk. Produced by the non-profit media organisation TED, the Ted Talk is a video lecture – “ideas worth spreading”.
- YouTube Creators. Showcasing the power of animated storytelling.
- The Diary of a CEO with Steven Bartlett. For high production values and editing that makes conversations more compelling.
- Violating Community Guidelines. Hosted by Brittany Broski and Sarah Schauer, the show explores all corners of the wild and wacky web, making good use of media drawn from the internet.
The examples above reflect current vodcasting trends, but the medium is developing rapidly.
The business benefits
Vodcasts are a great way to reach a broader audience and capitalise on a popular and growing digital medium. Posting on a social media channel like YouTube will give you access to its monthly 2.7 billion active users, and with a little know-how, it’s also easy to repurpose a vodcast for shorter clips on social channels like TikTok, Instagram, Facebook, and Twitter.
A great way to boost audience engagement, vodcasts let your audience see real people, hear voices, and grow to know the personalities involved over multiple episodes, building a sense of connection and brand loyalty. Perhaps this is why nearly 20% of podcast listeners have increased their listening over the past year, and 17% plan to do so in the upcoming year, according to a report from YouGov on the global media landscape.
Many forward-thinking organisations are trying to get ahead of this trend and adapt to new listening habits, investing in podcasts or podcast advertising to target a younger, highly engaged, and educated audience. We believe it will soon be one of the main pillars of content marketing.
Lights, camera, action!
Vodcasting is not as daunting as it might seem on the surface. There is a rough and ready nature to the medium where listeners prefer an honest and transparent discussion that they can settle into.
If you’re in need of help, Hunterlodge can assist you with strategy, casting, and scriptwriting. Not only do we have the kit and technical know-how, but our team of content experts is also available to steer the conversation in the right direction for success.
To find out how Hunterlodge can create a successful vodcast for your brand, contact nick.friend@hunterlodge.co.uk
