Why Does Your Brand Need a Video Podcast?

In this article you’ll learn: 

• What is video podcasting? 
• Why creating a video podcast is critical for your business
• The three pillars of video podcasts
• Your video podcast as the foundation of your content engine
• The ROI of video podcasts
• Common challenges (and how to overcome them)

Video podcasting is more than a buzzword—it's a transformational strategy that combines video content, storytelling, and personal branding into a powerhouse for marketing and audience engagement. 

With its ability to build trust, spark connection, and position your brand as a thought leader, video podcasting is not just another tactic—it’s the key to creating an unforgettable brand presence.

Here’s a deep dive into why your brand should embrace video podcasting and the substantial benefits it offers.

What is Video Podcasting?

Video podcasting combines the traditional audio podcast format with the dynamic appeal of video content. 

Instead of just listening, audiences can watch hosts, guests, and interactions, enhancing the experience through visual storytelling. This hybrid format taps into the popularity of both mediums, catering to diverse audience preferences — which are continuously leaning further into video formats. 

The Current Landscape of Video Content

• Video makes up 82% of internet traffic in 2023 (and it's only growing!) 📈
• 72% of people prefer learning about products through video
• Viewers retain 95% of a message through video (compared to just 10% when reading) 🧠

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Why Video Podcasting?

Let's be real – we're all tired of the same old B2B marketing playbook. You know what I'm talking about: those AI-generated "thought leadership" posts, overly polished whitepapers, and generic branded ads that all blur together.

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Video podcasts are incredibly versatile. They can be repurposed into short clips for social media, transcribed into blogs, and even turned into email series. It’s a content goldmine that feeds your entire content strategy.

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Here's why video podcasting is different:

1. Enhances Engagement

Video content inherently grabs attention more effectively than audio or text. With video podcasting:

• Visual storytelling (60,000x faster processing than text!)
• Emotional connection through authentic conversations
• Personal branding that positions your team as thought leaders

Combining visuals, audio, and emotional storytelling better resonates with the audience. (psst — this is where you build real connection)

2. Builds Trust and Authenticity

Video podcasts provide an unfiltered, genuine glimpse of your brand and the personalities behind it. 

• Humanizes your business: Viewers can see the faces, expressions, and emotions behind your message. They tie your expertise to real people. Especially in the age of AI, consumers place more trust in the experts behind your brand.
• Establishes credibility: Video podcasts with real conversations and candid moments foster trust in a way polished marketing cannot — we’ve found the magical formula includes three co-hosts for the perfect pacing and chemistry. 

3. Amplifies Reach and Accessibility

Unlike traditional podcasts, video podcasts are highly shareable. You still get to keep the traditional audio-only format across podcast platforms, but you also unlock so many more opportunities for distribution and audience growth: 

• Platforms like YouTube, LinkedIn, and TikTok make it easy to distribute and repurpose content.
• Videos can also (and should) be accompanied by closed captions, making them accessible to a broader audience, including those with hearing impairments.

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Three Pillars of Video Podcasting

1. Video Content: The Engagement Driver

Video remains the most effective format for grabbing and holding attention. Its benefits include:

• Visual storytelling: People process visuals 60,000 times faster than text. This makes your message more impactful and memorable.
• SEO advantages: Video podcasts can boost search rankings. Websites with video are 53 times more likely to rank on the first page of Google. 

2. Storytelling: Creating Emotional Connections

The heart of a successful podcast lies in the hosts’ personalities, chemistry, and storytelling:

• Fosters deep connections: Podcasts provide a platform for nuanced conversations, diving deep into industry-specific topics. Different segments can directly involve audience involvement, too, making them a key part of your show. 
• Inspires action: Emotional storytelling makes your message more persuasive and compelling.

3. Personal Branding: Putting a Face to the Name

Video podcasts elevate not just the brand but the individuals behind it:

• Establishes authority: Showcasing team members or experts position them as thought leaders and authority figures in your space. When people trust your hosts, they trust your brand.
• Increases relatability: People follow people. People buy from people. When viewers connect with your team, they’re more likely to trust your brand.

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Repurposing: The Content Goldmine

One of the most compelling reasons to invest in video podcasting is its versatility. A video podcast, positioned correctly, can power your entire content engine. 

With our Creator House, we capture 3 months of content in 2 days to deliver an entire quarter’s worth of content across the channels that matter most for brands. 

A single podcast episode can generate content for multiple channels:

• Social media snippets: Short, impactful clips can be shared on Instagram, Twitter, LinkedIn — wherever your audience spends their time.
• Blogs and articles: Transcriptions can be turned into written content for your website or guest posts. (Take that, SEO)
• Email campaigns: Key takeaways can be repurposed and expanded upon in email newsletters.
• Infographics and quotes: Highlights can be visualized into shareable graphics.
• Text-only LinkedIn posts: Hosts can use talking points and segments to pull their POVs into consistent posts. No more, “I don’t have time for that,” from your company leaders.

This multi-channel approach ensures maximum ROI for your efforts.

The ROI on video podcasting goes beyond leads. It’s about establishing your brand as a thought leader, a category creator, or even the go-to resource in your industry. 

That’s where the real magic happens — the brands with the engaged audience have all the leverage. 

Video Podcasting in Action: Case Studies

1. HubSpot’s "The Hustle Daily Show"

HubSpot successfully uses video podcasting to engage its audience, creating content that spans YouTube, Spotify, and blog platforms.

• Results: Boosted audience retention and tripled their blog traffic by repurposing podcast insights.

2. The Joe Rogan Experience

The Joe Rogan Experience highlights the power of video podcasting on platforms like Spotify and YouTube.

• Impact: Millions of viewers tune in weekly, driving ad revenue and solidifying the show as a cultural phenomenon.

The ROI of Video Podcasting

There’s one major benefit video podcasts offer brands that you won’t find anywhere else — incredibly valuable audiences. 

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1. Lead Generation

Video podcasts are a lead magnet:

• Calls to action within episodes can drive viewers to download resources or sign up for webinars.
• Branded podcasts can attract a niche audience, making them more likely to convert.
• With a show-style viewing experience, video podcasts are perfect for content looping. 

2. Thought Leadership

Establishing your brand as an industry authority pays long-term dividends:

• Audiences are drawn to consistent, high-quality insights.
• Being a trusted voice gives you a competitive edge.
• Brand recognition increases with every single episode and post viewed. 

3. Long-Term Value

Unlike ads, which have a short shelf life, podcast episodes continue to deliver value long after they’re published. Their evergreen nature offers a compounding return on investment.

Top Video Podcast Challenges & How to Overcome Them 

1. Production Quality

High production standards are crucial but don’t need to break the bank:

• Solution: Affordable equipment like ring lights, high-quality webcams, and software like Riverside.fm or StreamYard can ensure professional results. Don’t want to invest in creating your own professional studio? Partners like the Creator House exist just for you.

2. Time Commitment

Creating content consistently can feel overwhelming:

• Solution: Batch-record episodes to streamline your schedule. Use AI tools for transcription and editing. Partner with a professional podcast team to further optimize efficiency and consistency.

3. Distribution and Promotion

Even great content can go unnoticed without proper promotion:

• Solution: Leverage paid ads, email newsletters, and partnerships to amplify reach. Don’t forget to use a video-first approach to tap into free distribution on YouTube (officially the #1 podcast discoverability platform today). 

Metrics to Measure Success

To gauge the effectiveness of your video podcast, track these metrics:

• Views and listens: Measure the reach of your episodes across platforms.
• Engagement: Monitor likes, shares, comments, and average watch time.
• Conversions: Track actions taken after watching, like signing up for a newsletter or downloading a resource.

Final Thoughts: Why Your Brand Needs a Video Podcast

Video podcasting isn’t just a trend—it’s a future-proof strategy that’s only gaining traction. It merges the intimacy of podcasting with the dynamic appeal of video, fostering trust, engagement, and authority in a way few other formats can match.

Key Takeaways:

• Video podcasts amplify your brand’s voice and personality.
• They’re a rich source of repurposable content for multiple platforms.
• With careful planning and execution, they can deliver exceptional ROI.

Want to learn more about the current state of video podcasts and what they can do for your brand? Download our free report. 

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