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What Is A Video Podcast, And Why Is It Important For eCommerce Businesses

Video content is taking the world by storm. This type of content allows brands to connect at a deeper level with their audience.

Humans are visual beings and can learn more from what they see around them. Videos are also way more engaging. That's probably why 91% of consumers want to see more video content from brands, including eCommerce businesses.

Podcasting is on the rise as well. A podcast is a program in digital (and typically, audio) format that people can download or stream online. As of 2023, there are 464.7 million podcast listeners globally, which continues to increase. 

These stats show that combining two can make for a powerful business tool. As an eCommerce store, you can leverage the engaging nature of video and podcasting's huge listener base for growth.

Don't believe me? Learn more about video podcasting and why it can be an essential tool for eCommerce brands.

What is a video podcast?

In its simplest form, a video podcast is an audio podcast with a video element, such as a motion graphic or static image. Video podcasts, also known as videocasts and vodcasts, usually have a host and follow a theme. Some video podcasts are about gaming, travel, and health. Although the host may talk solo about these topics, they may invite guests or have another co-host join the discussion.

The truth is podcasts didn't initially have a video component. First developed in 2004 by MTV video jockey Adam Curry and his friend Dave Winer, podcasts were originally audio-based. Adam and Dave coded a program dubbed “The iPodder,” which allowed them to download radio broadcasts on their iPods. This is where the name “podcast” comes from. Because of their origins, podcasts are still widely associated with audio productions, not video. 

Over the last few years, however, video podcasts have seen exponential growth. Nowadays, nearly a third (32%) of Americans prefer podcasts with a video component. Of those who recently listened to a podcast, 46% also like one.

In other words, you're missing out if you're not using video podcasts for your eCommerce business.

Why should you have a video podcast?

For many reasons, having a video podcast for your eCommerce business would be best. Here are four reasons:

1. Builds authenticity and trust with your audience

Fans enjoy seeing the people behind the products they love. The facial expressions seen through a video podcast also help viewers see your passion for the subjects you discuss. These little details add to the authenticity of your podcast and overall eCommerce brand. Around 90% of consumers say authenticity is important when deciding which brands to support.

Moreover, vodcasts make you more relatable since people can see you. That helps boost the level of trust your listeners have with you. 

Ultimately, when your audience trusts you and finds you authentic, they are likelier to stick around for more episodes and recommend your podcast and eCommerce brand—to their loved ones. A staggering 72% of people will recommend a positive brand experience to six or more people. 

2. Increases engagement

Video podcasts help your audience form deeper connections with you. They see your face and engage with your personality, generating a sense of community. That makes people want to engage with your podcast content and, by extension, your eCommerce brand.

Plus, videos on social media platforms, in particular, do exceptionally well. On Facebook alone, more than eight billion videos are viewed daily. More than one billion hours are spent viewing videos on YouTube.

Then there's the fact that some viewers tend to grab something random from videos and make it a trend. So, a snippet of the video could be used as a meme on social media, for example. A short clip can be shared many times and become viral, spreading across TikTok, Twitter (X), and Instagram, among other platforms. Viewers could also generate their social media conversations based on something that happened in the video or something you, your co-host, or your guest said. 

Audience engagement is critical to the long-term growth of your eCommerce brand. The successful attention of customers contributes to 23% of the revenue increase in businesses. On average, highly engaged customers spend 60% more per transaction than those who do not.

3. Widens your reach

Repurposing means taking a piece of content intended for one channel and reusing it on other media. 

With video podcasting, you can just as quickly repost one recording or trim digestible clips of a main recording across different platforms, from Facebook to TikTok, Twitter (X), YouTube, or even your site. You can also use these in email campaigns. 

Repurposing video podcasting content helps you meet your audience where they are. And each platform you repost your content to has a large audience base you can tap into.

For instance, Facebook has a staggering 2.95 billion monthly users. On YouTube alone, with your quality video podcasts, you might be able to capture 1.9 billion people accessing the channel each month. 

If you're reposting on social media, make your videos discoverable in the first place. Optimize them for the social search engine. You can do this by using relevant keywords in your video title. Also, create an optimized video description with AI tools. These tools are beneficial when it comes to scaling your content creation. Although it's true there are generative AI risks, there are countermeasures you can implement to reap these tools' many benefits. 

You can also use a social media marketing tool like Buffer to save time when posting your video podcast content across different social platforms. It will allow you to upload one piece of content across many platforms with just a few clicks. Time management stats show 76% of employees spend a staggering ten hours moving data from one place to another. With this type of tool, you have at least ten hours saved. That's time you can spend doing other, more important things to boost your eCommerce business growth.  

Ultimately, the more visible you are online, thanks to repurposing, the better. It can help enhance awareness, not just of your podcast but also of your eCommerce products and brand. 

4. Can help you earn more

When you repurpose your video podcast content, you can also increase your earning potential. After all, you're reaching different types of audiences on other platforms. Aside from your eCommerce sales and possible podcast sponsorships, you can earn from YouTube.

Choosing the Type of Video Podcasting Content 

Let's assume you've decided to give video podcasting a go. Great! Now, you only need to choose the type of podcast content to create. Although you're an eCommerce brand, you don't have to promote your products on your podcast platform necessarily directly. Note that 88% of listeners say they consume podcast content to learn. 

So, why not offer your audience content that educates? For instance, if you're an eCommerce beauty brand, you could offer some beauty tips. For example, you can have some beauty professionals guest on your show and discuss what's in during the summer. Or, you could give your audience some suggestions on mixing and matching makeup colors to achieve a specific look.

Ideally, by looking at the products you sell, you should know the topics you can touch on in your podcast to educate your audience. So, if you're selling books, for instance, you could have a podcast featuring discussions about the plot, characters, and chosen books. Or, if you're selling pet products, a podcast on how to take care of pets may be a good option.

But sometimes, you can't say what video podcast topics fit your eCommerce brand. For instance, it's hard to determine the type of video podcast content a soft drink brand should develop.

If you're in this situation, you can follow in Coca-Cola's footsteps. Coca-Cola looked back at its mission, vision, and core values as a brand to determine the types of content to create. Since it sees leadership as a critical component of its growth, it developed a podcast featuring candid conversations about leading people and organizations with executives across North America—the Coca-Cola CMO Leadership Podcast aimed to empower leaders as they guide their organizations toward success.

The sky's the limit when choosing the type of video podcast content to develop for your audience. The key is to provide something relevant and of value. Remember that your goal is to get your audience to make it a habit to consume your video podcast content. You can't do that if you don't offer something that applies to them and which they can put to good use.

Types of Video Podcasting

Now that you know what types of video podcasting content to share, let's talk about some of the ways you can share them in the first place. Here are three popular video podcast formats you might want to consider:

Static image podcast

Who says you must spend a lot of time creating your video podcast? With this video podcasting format, you only need to record your audio episode as usual and then upload it to a basic editing software solution. Use the tool to add images or a slideshow on top of your audio.

Don't worry. Your final video podcast content doesn't have to look that straightforward. For example, you can infuse creativity using cartoons or caricature images of your guests instead of their professional photos. 

Remote interview recording

This is your best bet if you have a podcast guest or a co-host who can't physically go to your studio to record an episode, either because they don't have the time or are miles away. 

With this video podcast format, you can record yourself and ask your guests to record themselves separately while talking to each other. Then, you use software to play around with the recordings. For instance, you can split the audience's screen during the conversation and show your face with your guests or co-hosts. Or if you have more talking minutes, you can fill the audience screen with your face instead.

For this to work, though, your and your partner's Internet connection should work perfectly. You don't want to end up with lagging sounds or choppy visuals.

In-studio recording

This video podcasting format is excellent if you have a designated physical space. That's because your cameras can capture everything about your co-host or guest–from the facial expressions to the hand gestures and even body movements–if they're in the same space as you. 

You'll need to set up your cameras and microphones before recording. So, allocate at least 15 minutes to studio setup before recording. Also, you should edit your video using editing software afterward. This will help ensure your episode doesn't drag on for too long. It will also help you remove any comments or gestures you don't want your audience to see.

The Power of Visual Storytelling in Video Podcasting

Have you ever found yourself engrossed in a story, hanging onto every word, feeling every emotion, and visualizing every scene? That's the power of storytelling. Now, imagine combining that with the visual allure of video podcasting. It's like reading a book and watching a movie simultaneously. The narrative draws you in, while the visuals make the story come alive. It's a potent combination that can captivate an audience like no other. Why do you think movies based on books are so popular? It's because they combine the depth of a story with the allure of visuals. Video podcasting offers the same experience, making it an invaluable tool for eCommerce brands.

The Human Connection: Seeing is Believing

Why do we trust someone more when we meet them face-to-face than just hearing their voice over a call? Seeing someone allows us to read their facial expressions, gauge their sincerity, and feel a connection. Video podcasting offers this human connection. When viewers see the host's passion, excitement, or even vulnerability, it resonates on a deeper level. It's like having a conversation with a friend. And in the world of eCommerce, where transactions are impersonal, establishing this human connection can set a brand apart.

Breaking Down the Complex: Simplifying Through Visuals

Have you ever tried explaining a complex concept or process over a call? It's challenging. But show someone a diagram, a chart, or a simple animation, and suddenly, it all makes sense. Video podcasting excels in this aspect. It breaks down complex ideas into digestible visual chunks, making it easier for the audience to understand and remember. For eCommerce brands, this means explaining product features, demonstrating usage, or even sharing customer testimonials becomes more effective.

The Art of Persuasion: Rhetorical Questions and Engaging Dialogues

“Why haven't you started video podcasting yet?” This question might make you ponder. That's the power of rhetorical questions. They engage the audience, making them reflect and become part of the conversation. Video podcasting, with its visual and auditory appeal, amplifies this effect. It's not just a monologue; it's a dialogue where the host converses, questions, and engages with the audience, making them more invested in the content.

A Journey Through Time: The Evolution and Future of Video Podcasting

From the humble beginnings of “The iPodder” to the dynamic vodcasts of today, video podcasting has come a long way. But where is it headed? With advancements in technology, we can expect more immersive experiences. Perhaps 3D video podcasts or even virtual reality episodes. The possibilities are endless. Stay updated with these trends so that eCommerce brands can offer a competitive edge.

In Closing

Video podcasting can be a powerful tool to grow an eCommerce brand.

Video podcasting can help you build a strong connection with your audience. Since viewers can see you and not just hear you, they can develop trust in you and find you more authentic. Video podcasts also help you with engagement. They can quickly become viral on social media and earn Instagram likes, Facebook shares, or comments. Since you can repurpose video podcasts and post them across different platforms, you can also widen your reach with this type of content. Lastly, video podcasting can increase your earning potential as a brand.

So, what are you waiting for? Begin your video podcasting journey now and see your eCommerce brand soar.

Frequently Asked Questions

What is the primary advantage of video podcasting for eCommerce brands?
Video podcasting allows eCommerce brands to establish a deeper connection with their audience, demonstrate products effectively, and build trust through visual engagement.

How does video podcasting enhance audience engagement?
The combination of audio and visual elements in video podcasting captures the audience's attention, making the content more memorable and engaging.

Can video podcasting replace traditional marketing methods for eCommerce?
While video podcasting is a powerful tool, it complements traditional marketing methods rather than replacing them, offering a holistic marketing approach.

How do I start my video podcast for my eCommerce brand?
Begin by identifying your target audience, deciding on relevant content topics, investing in good-quality recording equipment, and promoting your podcast on various platforms.

What are the technical requirements for creating a video podcast?
You'll need a good-quality camera, microphone, video editing software, and a platform to host and distribute your podcast.

How often should I release new episodes for my video podcast?
The frequency depends on your content strategy and audience preference. However, consistency is critical, whether weekly, bi-weekly, or monthly.

Is video podcasting expensive for eCommerce brands?
The initial investment in equipment can be a cost, but the ROI regarding audience engagement and brand awareness can be significant.

How can I monetize my video podcast?
Monetization options include sponsorships, affiliate marketing, ads, and promoting your eCommerce products directly.

What's the difference between a podcast and a video podcast?
While both are content formats, podcasts are primarily audio-based, whereas video podcasts combine audio with visual elements.

How do I measure the success of my video podcast?
Metrics like viewer count, engagement rate, subscriber growth, and feedback can help gauge your video podcast's success.

What type of content works best for video podcasting in eCommerce?
Content that educates demonstrates products, shares customer testimonials, or offers behind-the-scenes looks at the brand tends to resonate well with viewers.

How long should each episode of a video podcast be?
The ideal length varies based on the topic and audience preference, but most successful video podcasts range from 15 to 45 minutes.

Do I need a professional studio for video podcasting?
While a professional studio can enhance production quality, many successful video podcasts start with essential equipment in a quiet, well-lit space.

How can I promote my video podcast to reach a wider audience?
Promote your video podcast on social media, collaborate with influencers, leverage email marketing, and encourage listeners to leave reviews and share episodes.

Can I integrate my video podcast episodes directly into my eCommerce website?
Yes, embedding video podcast episodes on your eCommerce site can enhance user engagement and keep visitors on your site longer.

How do I handle negative feedback or criticism about my video podcast?
Constructive criticism can be valuable. Listen to feedback, thank the audience for their input, and consider adjusting if many share similar concerns.

Is it essential to have guests on my video podcast?
While guests can provide fresh perspectives and expertise, solo episodes or episodes with a consistent co-host can also be effective.

How do I ensure my video podcast content remains relevant to my eCommerce audience?
Stay updated with industry trends, listen to audience feedback, and regularly review and update your content strategy.

What are the potential challenges of video podcasting for eCommerce brands?
Challenges can include staying consistent, managing technical issues, producing high-quality content, and measuring ROI effectively.

How can I ensure my video podcast aligns with my eCommerce brand's values and messaging?
Develop a clear content strategy, maintain a consistent tone and style, and regularly review episodes to ensure alignment with brand values.

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