This week, I am going to return to analyze the subject of the podcast and its massification, which has led me to a deep reflection on the effects they have on audiences and their evolution.
Invariably, I have to re-explain that by sticking to the truth and the real origin of podcasts, nothing that is video can be called that way. He podcast is, itself, an audio file. Technically, it should be a file of the mp3 or AAC type, which are known as a lossy format, and are so called because when generated for streaming (originally to an iPod) they lose quality unlike uncompressed formats such as WAV, AIFF or PCM. In order not to overwhelm you with the technical, suffice it to say that Podcasts were born to be audio files delivered through a syndicator (RSS/XML) so that the device “pulled” the latest version of it.
In other words, a kind of timeless radio program that could be consumed whenever the listener likes. Whenever you want. A podcast is a digital audio format that is distributed through Internet and that can be downloaded and listened to 24/7.
The big problem of podcast was always the way monetize them and the main distribution platforms such as Spotify, Amazon Music, Apple Music and Google Podcasts It’s not like they’ve created such extensive programs to reward content generators in this regard. The process has been longer and slower than previously thought and while creators “easily” monetize on most other platforms especially YouTube, Instagram and TikTok, Producing a podcast is usually not the big business that everyone thinks. And less if it is pure audio.
For this reason, we are now seeing that Podcasts are beginning to be defined as a hybrid between a television production and what has been known as a Vlog, especially for interviews. Which is a pretty convenient definition, especially if you want to monetize. We have to be honest and understand the basics to then explore the business possibilities.
We cannot confuse the “podcast format” and want to turn it into a “podcast genre”. This push to make it a content genre has to do with one of the kings of podcasts and who transformed everything: Joe Rogan. With his shows, he began to cut them into smaller pieces (clips) and with shorter and more relevant videos, he began to monetize on other platforms faster (and smarter). Genius, to say the least. However, this is not a genre of communication.
In the end, we have to talk about “genres” and not about formats. And in terms of genres, in the podcasts we find everything from talks, news, chronicles, comments, dialogue, informative interview, investigative interview, magazine, round table, reports and novels/dramatizations… Anyone with a minimal knowledge of communication Sciences will know that you are basically referencing the genders radiophonic. He podcast By definition it cannot be a genre, it is a form of delivery and distribution currently, although at first it referred to a type of digital format.
And this brings me to my next point: while there is a lot of podcast content out there today, we have to start realizing that there is a lot of high-value content that is being heavily consumed. Which leads us to think that there are audience segments that are very interested in content that contributes to their knowledge or improves their lives.
It is necessary to emphasize that they have become a vital tool for continuous learning. Unlike television and radio, which have limited programming hours, podcasts are available online 24 hours a day, seven days a week. This means listeners can access the programs anytime, anywhere, making them ideal for self-study.
Additionally, podcasts offer a unique way to learn from experts in a variety of fields. Many podcasts feature guests specializing in areas such as science, technology, politics, and culture. Listeners can get first-hand information from people who have experience in a specific topic.
On the other hand, podcasts can also be useful for formal education. Many universities and schools use podcasts to supplement face-to-face classes and offer additional resources to students. Teachers can create their own podcast to explain complex topics or to share additional information with students.
Another way that podcasts are bringing knowledge to people is through the divulgation scientific. Many programs focus on science and technology topics, using accessible language to explain complex concepts to a general audience. Science outreach programs can help create greater awareness and understanding of science, which in turn can lead to more investment in research and scientific breakthroughs.
Podcasts are positioning themselves as a great entertainer, but also as a point of knowledge, learning, and high value for those who consume them. The most curious thing is that with this level of engagement brands only think of breaking in asking for mentions or requesting the reading of a message: Where are the giveaways?
Cross promotions? maybe a naming? whatpresented by? Sponsorship? and that is what comes to me soon. There is a world to explore, but to do it well, you have to understand the bases, the evolution and be able to approach it in a more transparent way and connect with the audience.