Remember when Clubhouse was the next big thing, and everyone was scrambling to jump on board, ?
Or how Mark Cuban's Fireside Chat app was going to revolutionise podcasting by making it live, more exciting, and more interactive?
If you blinked, you might’ve missed them. We all know what happened to Clubhouse. And as far as Mark Cuban's concerned - nobody in podcasting has heard from him since his 'dramatic' keynote at Podcast Movement in 2021. Sure, the app still exists. In fact it seems to have creators populating it with much over-enthusiasm. But the claims of it replacing podcasting are surely now just an embarrassing memory for founders Mark and Falon.
Now, there’s the 'new' kid on the block.
Video podcasts.
The latest 'shiny object' in the world of podcasting that all of LinkedIn's podcast marketing bros just won't shut up about.
What many of them don't realise is that a lot of us legacy podcasters remember the last time video podcasting was going to be the next big thing. In 2005. The 5th generation original iPod had video capability.
Guess how many podcasts took advantage of that tech? Fewer than 2000.
So it was hardly a huge format. Think of it as the Betamax of podcasting.
But we didn't have the might of Alphabet Inc and its content chain Google investing time and money into it back then.
So I’m here to give you the honest lowdown on what this latest push for video podcasting really means for you.
Video Podcasts: The 'Latest' Podcasting Fad?
Let’s get one thing straighter than a back to school ruler - video podcasting is everywhere right now.
It's not something that's possible to ignore, regardless of our views on it.
Platforms are pushing it hard, influencers are talking it up, and you might be feeling the pressure to jump in on it yourself.
But before you rush to set up your new camera and lights, a quick reality check.
What Video Podcasts Really Mean for You
Video podcasts aren’t about generating more listeners for your audio podcast.
They’re a completely different animal.
Video is just another vehicle for content consumption, and it needs to be treated as its own product.
If you’re thinking about video podcasting, understand that you’re not simply adding a camera to your setup.
You’re creating something very different for an entirely new audience.
Don’t get me wrong - there’s value in video content, but it’s not going to magically boost your podcast’s success.
It’s a ‘nice to have,’ not a ‘must-have.’
Think of it like a restaurant adding a vegan version to a popular main course dish.
It can open the experience to new fans, but it’s not your main event.
Are you following "The Podmaster"?
You Don’t Need Video to Succeed—But It’s an Option
Here’s some good news!
You don’t need video to have a successful podcast.
Plenty of top podcasts out there have never touched a camera, and they’re doing just fine. In fact, only the podcasts from big publishers such as Global even have a video version on YouTube. There's a Love Islander in the top 10 whose podcast is audio only.
Your success isn’t measured by whether or not you’re on video; it’s measured by the value you bring to your listeners through your content.
That said, Podknows Podcasting does help clients to add a video element to their podcasts.
We’ve got the tools and the know-how to create a polished video version of your podcast if that’s something you want to explore.
But remember, it’s an enhancement, not a requirement.
And we're not claiming to be YouTube experts, so we don't guarantee results.
The Real Reason Video Platforms Are Pushing Video Podcasting...
Now, why are all these platforms so eager to push video podcasting?
Simple: it’s good for their business.
The more people jumping on the video bandwagon, the bigger their profit margins.
They’re selling you the idea that video is essential for discovery and success, but the truth is, it won’t make or break your podcast.
In fact, many of those guys and gals rushing into video podcasting right now will likely give up in the next few years.
Why?
Because they’re not likely to be seeing the results they expected.
Video is time-consuming, resource-intensive, and frankly, not for everyone.
And that’s okay.
That "be everywhere" advice from the likes of Gary Vee is terrible. I prefer the quote from Seneca - "To be everywhere is to be nowhere".
Poignant.
In my experience, those who focus too much on their YouTube channel don't enjoy the best results from their audio podcast.
So, What Should You Do?
Great question.
Here’s my advice.
Focus on what’s right for you and your podcast.
If video excites you and you’re ready to invest the time and energy into doing it right, then go for it. But if you’re nailing it with your audio content and don’t see the need to add video to the mix, don’t feel pressured to follow the crowd.
For me, given the blatant difference in ROI for an audio podcast (potentially thousands or millions of listeners) versus a video one (lucky if you break 1000 views) I'd always suggest tweaking and polishing the audio podcast first.
There are so many different ways you can push the needle with your existing content and get better results from it.
Most if not all of my podcast audit clients have experienced an immediate lift in results within days.
And this is where I'd be focusing my efforts to get the quickest wins possible.
Here's the button to book if you're curious.
If you’re curious about exploring video but aren’t sure where to start, or if you just want to chat about how to keep your podcast thriving, I’m here to help.
Let’s set up a time to talk about your goals and how we can make sure your podcast continues to grow, with or without video.
Click here to book a free consultation, and let’s get you on the path that’s right for you.