Producing video for a podcast comes at a cost of both time and money, and that may be why indie podcast producers are, so far, less inclined to move beyond audio. While shows under the wing of big producers are making the move, a new deep dive into the mindset of independent creators by The Podcast Host finds indie creators are taking a more cautious approach.
Its just-released IndiePod Manifesto finds that a majority (51%) of those surveyed say they are not using video at all in their podcasts and nearly a third (32%) have no plans to do so. This compares to 18% that don’t currently record video for their show, but plan to in the future.
Among those that are already embracing the video option, the survey finds just 11% are releasing full episodes and 12% only release clips for marketing purposes. Surprisingly, even more –16% – record the video to see their guests, but don’t publish it. “Experienced indie podcasters are less likely to use video than new indie podders,” the report says.
The IndiePod Manifesto is built upon the results of a census of 1,200 independent podcasters from all over the world, surveyed over a period of three months. The result is a report that ThePodcastHost.com says are the “ten pillars for podcasting success” based on the information it collected.
Among the key takeaways is that 43% of podcasters agreed that “having patience to play the long game” is the No. 1 key to podcasting success, followed not-so-closely by good planning (19%) and good equipment (14%).
“Overnight success is a myth in podcasting, and indies know it,” the report says. “It’s natural to want the quick fix, the one simple tip, the silver bullet solution. But podcasting offers big rewards for those who can take this advice on board and get to work.” It tells indie creators to embrace the fact that there’s no overnight success in podcasting, yet the medium offers a “fantastic opportunity” to get to know the early core of listeners. It also says that playing the long game doesn’t mean waiting months or years to have fun. “Enjoyment can start right away. It’s not about being busy or frantic, so take things at your own pace. The only thing to obsess over is quality,” it says.
The Podcast Host’s survey finds most indie creators are going it alone as solo shows are the most popular format, representing 43% of shows. But the data also shows an evolution is occurring, too. While solo shows are most popular among newbies, the trend declines the longer a show has been running. The more episodes a podcast has totted up, the more popular co-hosted shows become, which its authors say suggests podcasters adapt their format and bring in an extra pair of hands to ensure they’re producing regular content for their listeners.
With financial success a lot harder to come by for indie shows, it is little surprise that the report finds that “purpose and passion” drive creators more than fame and fortune. Fewer than three in ten said their podcast is their main income source, while nearly half said their aim is to bring about change. The same number said they want to raise awareness about a topic, while half also said they just want to have fun.
“It’s easy to fall back on educated guesses and predictions in any industry, but the best way to learn is to ask the creators themselves,” said Colin Gray, founder of The Podcast Host and Alitu. “We ran this census to hear the experiences and expectations of real independent podcasters from as many corners of the industry as possible, so that they could have their say and even play a part in shaping the future of the industry. By gathering those insights, we were able to craft this IndiePod Manifesto that provides solid, actionable advice based on the collective lived experiences of other podcasters.”
Download a copy of the IndiePod Manifesto HERE.
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