NEW YORK – Video blogging and podcasting are experiencing rapid growth, with many consumers being reached via mobile, said a panel of podcasters and video bloggers at the ad:tech New York conference.
Because the mobile and Web video industry has seen a significant rise in the last several years, marketers and brands can effectively use those kinds of platforms to reach niche audiences. Videos and podcasts offer consumers control, which makes marketing appear more natural.
“Consumption has really gone mobile,” said Rob Walch, vice president of Podcaster Relations, Libsyn, Pittsburgh, PA. “More people are consuming now on mobile devices, and the media has become more aware of it.
“Podcasting is about consumers being able to consume the podcast when they want, how they want. Podcasting is the antithesis of streaming – you are in control.”
Tips for engagement
The way in which podcasts are being consumed has changed drastically in the past two years, with large numbers coming from mobile, said Mr. Walch. Video podcasts have decreased, with audio leading the way in building up listeners.
“Consumption has switched over to audio from the podcast side, and a lot of that has to do with people streaming from smartphones,” Mr. Walch said.
However, podcasters and video bloggers must be cognizant about which devices they are marketing towards. The iOS platform has over 500 million devices that have native-built podcast mobile applications, but Android does not.
“On the mobile side, it really is still an Apple world,” Mr. Walch said. “For podcasters, Apple is your friend. Google is not.”
Marketers seeking to use the podcast or video platforms should also make sure to keep the URLs simple, but unique for each show within the campaign.
Podcasters seeking to build a substantial fan base should ensure to focus on gaining listeners and followers rather than number of listens. Subscribers are also directly related to return on investment.