Podcasting is having a Golden Age as the clunky interface of iTunes has been replaced by much sleeker push feeds like Stitcher, PocketCasts, NPR One, and other apps. At work, we have been enjoying this podcasting renaissance, both as listeners and
as the people who put guests in touch with hosts.
While podcasts have a ton of benefits, I have found through
sponsoring a few that they are generally not good sales opportunities. People aren't buying stuff they hear about on podcasts.
Why?
People love listening -- and that's about all they do with podcasts.
I think
podcast listeners are passive and, especially in endurance sports, doing something
else at the same time as listening to a podcast. I mow the lawn and do
housework while listening.
But what I definitely do NOT do is buy anything
after hearing a podcast or after listening to an NPR show.
The problem is location:
- Where to get the show: I don't have to go anywhere to get a show! One of the beautiful qualities of podcasts is that they are pushed to me on my phone. I download most podcasts through PocketCasts -- and if the show ain't on PocketCasts, I ain't listening to it because I've gotten accustomed to being lazy and waiting for the show to come to me. For most shows, there is no one centralized location that I’m forced to go to in order to get a new episode. That means that I am never exposed to any potential advertising or merchandising. This is obviously a benefit for consumers of podcasts and for podcasts to quickly build big audiences, but it’s a drawback for podcasts who want to sell sponsorships or ads outside of the actual episode and for people who represent guests on shows.
- Where I am when I’m listening: I’m in the car, I’m on a ride or run, or I’m bopping around the house doing something else. Podcasts are exceedingly interesting from a human interest perspective, but I have (so far) found them to be bad sales channels.
So I wonder: is there a way to make podcasting more lucrative for both
podcaster and the guests? I’m not sure what it might be, but I think there’s
untapped value available.
