Since podcasts entered the zeitgeist as a form of owned media, they have evolved. From tinny sounding mics and mp3 files to live shows and video recordings—podcast quality and format range wildly.
The Shift to Video
Whether you’ve noticed this in your social media feed or read about it in industry publications, there’s a shift in the pod world afoot: more and more of those podcasts you used to listen to on your commute are now showing up as full-blown video productions.
As creators, we recognize and stay on top of the evolution of content, and we continually evaluate the best approach for each organization we work with and what their audiences need and will find helpful.
But it’s a little intimidating, right?
One of the things I loved about the audio-only approach when we first started our podcast, Think Fresh: a de Novo Marketing Podcast,was that I didn’t really have to think about the whole hair and makeup thing. Or whether I have broccoli in my teeth after lunch. (Gross example, I know—but shout out to Panda Lin’s Chicken with Broccoli.)
Despite that, we’ve decided to make the shift to video, too. I picked up some desk floss.
And truthfully, I probably won’t ever watch the podcasts I love. I know they say the human brain can’t actually multitask, but I can get a lot of yard work done while I catch up on Smartless. Regardless, the shift is happening and the data proves it. Inside Radio reports that nearly half (42%) of podcast listeners now prefer podcasts with a video component.
So let’s dig into what’s driving this and how you can do it well, without a Disney Studios-sized budget, and how you can bridge both formats without blowing your marketing budget.
Why They’re Watching, Not Just Listening
This is the big question: If I can listen to my favorite hosts while I’m gardening, why would I stop and watch them talk?
- Context is King: Short-form video clips—think TikToks, Instagram Reels, and YouTube Shorts—are the primary way new audiences discover content. A quick, compelling 30-second clip of a host passionately arguing a point is far more shareable than an audio-only snippet. The video format acts as the ultimate marketing tool for the full episode.
- The Intimacy of Eye Contact: When we watch two people having a conversation, or engage with our favorite solocaster, we feel like we’re in the room. We pick up on the subtle body language, the head nods, the exasperated sighs (apologies to my co-host, Ryan), and the moments of genuine laughter (Sexy Cereal, anyone?). Capturing those visual connections helps build trust and deepens the relationship between the listener (now viewer) and the host in a way that pure audio can’t touch.
- Multitasking is a Myth: Yes, people can listen to a podcast while doing other things. But when a topic gets genuinely engaging, most of us instinctively pause to pay attention. When you add video, you’re simply giving the viewer a way to engage a little deeper with the hosts, experts or talent who represent your organization.
The Two-Headed Beast: Making Dual Formats Work
This shift isn’t an either/or scenario. Your podcast shouldn’t choose between audio and video; it should embrace both. Think of it as a dynamic duo, each format serving a different purpose and audience.
You’ll produce your podcast for video platforms, but you’ll simultaneously publish an audio version to all of the traditional podcast players. And don’t forget—you can add bonus content that is available on one platform or the other to drive engagement.
By embracing both, you meet your audience where they are: giving them the choice between formats without a ton of extra work on your part.
This means that you’ll have different platforms that you need to track for overall measurement, rather than one or two. A good digital dashboard will help with this, pulling your analytics together in one place and making it even easier to measure your effectiveness and ROI over time.
Production Value: Authentic vs. Overly-Polished
This is where a lot of creators get stuck. They picture a full-blown Netflix documentary when they hear “video,” and suddenly the cost and speed feel prohibitive. Stop overthinking it.
A video podcast is not a fully produced commercial or documentary; it’s a recorded conversation—really just a moment in time. The primary goal is to capture the conversation cleanly, not cinematically.
In this case, the balancing act boils down to this: Solid Production Value > Cinematic Production Value.
You need to invest in:
- Solid Audio Quality:Great microphones are non-negotiable. Sub-par microphones (like the ones in your AirPods, or your computer mic) kill a podcast in either format. We plug all our mics into one soundboard and our producer controls levels and quality while we record.
- Consistent Lighting: A simple two- or three-point lighting setup (even LED ring lights) makes a massive difference, ensuring the hosts look professional and awake. Shadows, grainy quality, and other visual faux pas distract the viewer from your content and reduce the human connection.
- Simple Camera Angles: One camera per person is often enough. The footage should be clean, steady, and in focus.
In the case of video-call style podcasts, your webcam, mic, and lighting STILL matter. And so does that of any guest you might have on. Ensure all of this is top-notch and show-ready. The investment of time and preparation, as well as equipment (even for your guests) makes a big difference. Nobody has the tolerance for grainy, dark or blown-out video, or audio that sounds like it’s coming from the bottom of a tin can. (That goes for audio-only podcasts, too).
The difference between a video podcast and a $20,000 corporate video is the speed-to-market and cost. The editing is fast—cutting for flow and highlighting key moments. You don’t spend hours color-grading or adding complex motion graphics.
Your production value needs to be high enough to look credible and engaging and low enough in cost and time to allow for a consistent publishing schedule. There’s a lot more to cover (future blog forthcoming).
Podcasting doesn’t mean you show up with a microphone (and now a camera) and just start talking. The best podcasts are planned out, rely on consistency to build recognizable patterns that their audiences learn to recognize, and publish consistently. This takes a while to build, but ultimately, you create an entire library of expert-led content that your audience forms a relationship with over time.
