Why Audio Podcasts are Better Than Video

Podcasting has officially become mainstream, but it happened in a way that many (myself included) didn’t really expect. It happened due to video content.

When podcasting became a thing in 2004, shows were audio only. They were literally on-demand radio shows. I began podcasting in 2007, and when I launched “Startup BizCast” that year, it was still very much an audio medium. That was the case until fairly recently, when Google Podcasts shut down and Google started pushing “podcasters” over to YouTube. Basically, YouTube started referring to shows created for the platform as “podcasts” even though they were video shows. Spotify has also been pushing video as a “podcast” for a while. It caught on.

Now, many people think of video when they think of podcasting. Many of these YouTube video podcasts also have an audio version that’s available in places like Apple Podcasts, but the video version is really the primary product.

As a result, if you or your organization are thinking of starting a podcast, you may actually be thinking about producing a YouTube video show. If that’s the case, you’ll want to think about whether it’s a mistake. Here are a few reasons it might be.

REASON ONE: TIME
An audio podcast can easily be recorded and released on the same day, if necessary. It’s possible for a video podcast to accomplish that same feat, but only if it’s just a recorded Zoom conversation with no editing done. That’s a pretty dull proposition, and would make your organization look cheap. Also, if that’s all you plan on doing, what’s the point of the video? More on that later. If your organization is going to do video podcasting correctly, they’ll want at least a two camera setup (ideally three), good audio equipment, proper lighting, and extensive editing done to make the product look professional. That extensive editing can sometimes take days.

REASON TWO: MONEY
Remember in the last paragraph when you read about the two or three camera setup, audio equipment, lighting, and extensive editing? Equipment costs money, and unless you have a video production capability in house, editors cost money as well. To be sure, equipment for an audio podcast costs money as well, but a couple of good microphones can be had for around $150. One decent video camera costs more than that, and you still have to buy microphones. That doesn’t even take into account the possibility of having to modify a space to look good on camera. Audio editing, when contracted out, also costs money of course. But, it takes far less time to edit an audio podcast, and thus it’s far less expensive to produce.

REASON THREE: ACCESSIBILITY
Forget the time and expense of video podcasting for the moment, and think about your audience. Are they busy? Do they have time to sit down and watch your show for 30-60 minutes (or more) while sitting in front of their computers or staring at their phones? It’s a bit of a big ask when you’re creating a corporate podcast. This is why an audio show makes so much more sense. Your audience has the option to listen while driving, exercising, doing chores, or literally whenever they have time. They’re not tied to a video screen.

REASON FOUR: WHAT DOES VIDEO REALLY ADD?
As I mentioned before, many video podcasters create an audio version that is a “true” podcast and can be listened to wherever. The fact that these shows can do that, and their listeners really don’t miss anything, is one of my favorite arguments to make when disputing whether audio or video is best. If you go through the trouble and expense of creating a well-produced video podcast, and people can enjoy it just as much without the pictures, then why do video at all? Unless you’re famous and people like to look at you, what is your audience really gaining from the video in the first place?

Obviously it’s your choice whether you want to do a podcast or a YouTube video, but make sure you understand the decision you’re making before you make it.