You're keen to get your podcast out there, and you are probably looking for as many ways as possible to get it in front of potential listeners. Is it a good idea to include YouTube in your marketing strategy, though?
First of all, is it even possible to upload an audio-only file to a platform that deals solely in videos? Well, it is, kind of. It's possible to upload the audio of your podcast, but you'll have to manipulate it so it looks like a video file. How you go about doing this is pretty simple. You can combine your podcast audio with an image, such as your podcast artwork, to create a video file. Using this super simple workaround allows you to easily upload your podcast to YouTube for all your eager listeners to enjoy.
But is there any value in putting your podcast on YouTube? There are pros and cons to leveraging the platform as a way to add another way to listen to your show and get it in front of a huge potential audience.
You can reach more people with your show. Some people prefer to consume content through YouTube - maybe they manage all of their subscriptions there and use it to play music as well as watch videos. It is a simple process to add your podcast to this additional platform, so why not make it easy for people to find and listen to you?
It’s a breeze to upload your show to YouTube. Podcast hosting sites such as Podbean and Libsyn can automatically create and post video versions of your audio podcast to YouTube with no extra expense or significant effort. If your host doesn’t offer this feature, you can use a service like Headliner to do it.
Audio is the perfect medium to enjoy while you're busy with routine tasks. Podcast audiences often listen to shows in the car, in the gym, or even while out for a walk. Video needs a little more attention and is not conducive to multi-tasking, and as YouTube is a platform for video content, it's not optimized for listening only.
The algorithms that YouTube uses remain largely a mystery, and no one fully understands how YouTube treats audio-only content. So, it would be wise to tread carefully. If you are also posting good quality video content to YouTube that ties into your niche, you don't want to end up being penalized for your audio-only podcast uploads.
Maybe you're thinking of recording your interviews via Zoom and uploading the video, which actually shows you to your listeners. Remember that recording video will generate added expenses such as editing and equipment to do it properly. It’s much easier to create a high-quality audio recording than a video recording.
If you are committed to the idea of having a YouTube presence with your podcast, there are alternatives to uploading full shows. You could consider using your YouTube channel for audiograms, to show an intro or highlight reel, or even as a way of adding additional content in the form of a pre or post-interview chat with your guest.
Putting your audio podcast on YouTube could go either way, and we've seen mixed results from using it to promote your show. It tends to be effective when you already have a following, but don't expect YouTube to drive much traffic to your audio. While we've seen some success, we've also seen some audio podcasts sit for months, even years, with literally 0 views. All you can do is experiment and see how it pans out.