As you begin to create content, you might be faced with the decision to use video or audio for distribution. So, which medium is better for your company's podcast? There is no right answer.
Different mediums work better for different goals, messages, and audiences. However, we believe there are major benefits to both types of media that can help you make the best decision for your company's podcast.
Benefits of Audio Podcasting
Podcasting is super convenient and easy to consume throughout daily activities - at home, on the go, or at work. Audio requires less focus and commitment than video, allowing your users to better multitask. This is why it’s no surprise listeners are downloading 1 billion episodes per month. As you’ll discover in our Enterprise Podcasting Fact Pack, nearly 25% of adults listen to podcasts in their car and 34% of podcast listeners already listen to podcasts at work. So, why not take advantage of this medium for your own enterprise?
Cleaning up dialogue for your listeners can be more discreet on an audio file than it would be for video. This will ultimately reduce your production time, making it easier for you to get content out for your employees in a timely manner. If you are hosting a guest who is new to podcasting or camera-shy, an audio podcast might make them feel more comfortable, also making editing easier for you on the backend.
Users can play audio on almost any device or media application and files are more regularly supported than video.
Benefits of Video Podcasting
Video is Engaging and Detailed
Actions can speak louder than words and according to the New York Times, 55% of communication is nonverbal. Gestures and body language can be helpful in getting your message across to your audience, and the visual advantage of video allows your emotions to be better represented. It can be argued that the amount of attention required to watch a video rather than listen to an audio file will force your users to focus on the message you are sharing.
Video has SEO Benefits
Hosting your company's video podcasts on platforms such as YouTube allows your content to appear higher and more regularly throughout search engines. However, in order to take advantage of this benefit, don’t forget to include the right information on the backend so search engines know how to categorize your video. An example of this is including strategic keywords and tags for your video if you’re uploading to YouTube.
Video is Humanizing
When your viewers are ressaured that there is a face behind the microphone, it can strengthen their connection with you and your content. Enabling them to put a face to a name will allow you to be better recognizable and memorable. The connection you have with your audience can help the length to which your media is consumed over time.
This addition to video to podcasting increases efficacy by ensuring that companies can deliver media content in the format that is best suited to the message and the audience. Our podcast applications enable access to both mediums from one convenient place. Audio and video can be optimized to reach employees conveniently at any point during the day, helping companies unlock more value from their content. Our convenient dashboards allow users to track and compare both audio and video data to help determine what medium works best for which message.
You can more about our video-enabled podcasts and request a demo here.