Why podcasts outperform video for lead generation
I get it. We all pine for a viral TikTok video. It’s a flex. It strokes the ego.
But if that’s our focus for our business marketing, we need a reality check. And that’s, hopefully, what this blog post is going to give you.
The reality of online video consumption
Roughly 12% of people finish a video they’ve started.
And if that video is on TikTok, on average, your audience will only watch 15-20% of your video.
Wow. Now that’s a harsh reality check.
So all of that time spent researching TikTok trends, rehearsing your video, shooting it, editing it, posting and then refreshing to watch the view count go up… Well, perhaps it’s not having the impact you were hoping for. And if you were hoping for a business lead, maybe your hopes are misplaced.
Why podcasts are winning the business conversion battle over short-form video
I get it. All businesses have limited resources. Whether that’s time or money, we don’t have a never-ending supply of either. The question that smart business owners, decision makers and marketers need to be asking is “How much resource do we put into chasing viral fame versus just starting a podcast?”
The goal in marketing is pitching our product or service to the right people and then eliciting the right response. That response will vary based on where the audience is in our sales funnel; it could be that we want them to make an inquiry with us, buy a product, book a consultation, etc. Our marketing content needs to meet our audience where it currently is.
Let’s compare engagement time with podcasts.
Why?
Firstly, podcasts in their “purest form” are audio content. So, only the ears and the brain are involved. Videos, alternatively, require eyes, ears and brain. And also hands (to hold the phone).
So, a typical podcast listener is sitting in their car, walking with the dog, on the rowing machine in the gym…you get the idea.
The headphones go on, the episode gets started, and the listener does their thing. Your podcast episode is a welcome addition to whatever activity they’re doing.
Have you ever tried to watch a video, or scroll through TikTok or Instagram Reels while on a rowing machine? Yeah, it’s not happening.
placing yourself and your message directly into the right ears
Branded, B2B or business podcasts - whatever you want to call them - are positioning themselves as the content of choice for the right market. You publish an episode addressing a common question that your market is likely to have. You use the time in their ears to showcase your expertise and knowledge. You’re helping them make a buying decision: “These guys are great, what a helpful episode, I’m gonna book a consultation”.
It makes sense, right?
Do short-form videos still have a place in marketing?
Absolutely. Brand awareness via Instagram and TikTok is unmatched (just remember that’s all they are, not lead-generating platforms first and foremost). Consistently posting content on those social networks is like a dripping tap. You want to keep showing up there, over and over and over again.
Add a video component to your podcast recording. Snip up the best sections of the podcast episode and release them on your socials. You’re raising awareness of your brand and business, but also of your podcast.
But just remember, you’ll get more attention, in terms of minutes, from your audio podcast than any other form of marketing.
Ready to jump in? Get in touch, and we’ll help you figure out a plan for your business podcast.
