As an trade, we discuss loads about how we are able to enhance podcast discovery. However making your podcast seen to new listeners is just half the battle. You continue to should persuade listeners to hit the play button, too.
In our Podcast Discovery Survey this yr, we requested a load of podcast listeners what does and doesn’t assist them determine whether or not to hit the play button on a brand new present.
We then ran a survey with podcast creators to see what they imagine is a very powerful think about changing new listeners.
And right here’s what was fascinating. There was a little bit of a notion hole between what creators assume listeners need and what listeners truly search for.
Right here’s what the survey knowledge tells us, and what you would possibly do to capitalise on these listener insights.
What makes a listener hit play?
We requested survey respondents to fee the next 11 elements between 0-5 (5 being most necessary, 0 being in no way).
Right here’s how the outcomes labored out for podcast listeners:
And right here’s how podcast creators rated the elements when it comes to what they assume is necessary to listeners:
Disclaimer: You’ll discover there are solely 10 factors within the podcaster survey however 11 after we requested listeners. That is simply because ‘Know what the host appears like’ didn’t make the minimize within the creator model. We figured nobody would select this selection when fascinated about themselves as a bunch.
For comparable causes, you’ll discover the solutions aren’t all the time similar. For instance, ‘Know who the host is’ for listeners was modified to ‘My fame’ when chatting with creators. We adjusted them barely due to the completely different audiences, however you get the jist!
So now onto the juicy bit: What do these outcomes inform us about our podcasts, and what we are able to do to get extra performs?
Podcast descriptions carry probably the most weight
Like a blurb on the again of a ebook, podcast descriptions are clearly essential for pushing new listeners to hit that play button.
Which does make sense. When was the final time you learn a ebook with out no less than scanning the again of it first? Or watched a film you realize nothing about with out seeing the trailer?
Podcast descriptions and episode descriptions aren’t simply necessary instruments for making your podcast extra discoverable in listening app searches, however pushing listeners over the road, too.
So it’s value asking your self: How a lot time do you truly spend on writing your descriptions? And is there something you are able to do to make them that bit extra convincing for listeners?
AI tools for podcasters could be a huge assist with writing episode descriptions, however it’s necessary to not simply allow them to do all of the work. Research have proven that 1 in 2 readers can detect AI content at a look, and not all listeners are happy about us using AI.
Plenty of nice suggestions in right here about how to write podcast descriptions that get listeners tuning in.
Your podcast identify isn’t as necessary as you assume
One of many largest disparities we discovered within the survey between what creators and listeners assume is how necessary the identify of a podcast is. Whereas creators ranked this because the second most necessary issue in convincing somebody to hearken to their podcast, listeners rated it fairly low, at simply #7.
There have been additionally feedback from creators like, “A well-informed, memorable title alone could be a recreation changer” and “It has to start out with identify. You don’t even get previous first base if that’s incorrect.”
But when the survey outcomes are something to go by, this isn’t completely true.
Whereas a very good podcast identify is certainly necessary, it’s not the dealbreaker creators assume it’s. Earlier than the Spotify and Apple Podcast search capabilities obtained extra subtle, podcast names had been necessary for guaranteeing your present appeared in matter searches. This may very well be why they’re thought of extra necessary to creators than listeners.
Regardless of the causes are for this disparity, the lesson right here is to not fear an excessive amount of if you happen to’ve fallen out of affection along with your podcast identify and are contemplating a rebrand. This survey knowledge suggests there are extra necessary elements to consider.
And one other factor that’s not value worrying about…
Listeners care much less about video than we’re advised
We all know that video platforms like YouTube and Spotify are enjoying a considerable new position in podcast discovery. Research have proven that these platforms have gotten an important a part of how individuals eat audio in addition to video content material.
This was mirrored within the creator survey. Having a video part was listed because the 4th most necessary issue for attracting new listeners. However, the listener survey listed this selection on the backside of the record. It was ranked because the least necessary issue of all of them.
As you’ll be able to see from the graph, an enormous 65% of these we surveyed stated having a video part didn’t matter in any respect to them. Lower than 1% stated it was ‘essential’. Solely 6% of listeners rated this selection 3 or above, suggesting it mattered to them considerably.
In fact, that’s to not say that you just shouldn’t make a video podcast. It simply signifies that not having a video part gained’t influence a listener’s resolution to hit play in your present.
There’s quite a lot of stress on the market that claims podcasters have to be doing video to outlive within the trade proper now. These survey outcomes counsel this merely isn’t true.
As we just lately found, quite a lot of podcasters are profiting from the advantages of YouTube as a listening platform without creating video.
Good visitors may be your secret weapon
One thing else fascinating arose from the survey. Whereas most listeners stated that having heard of the host and understanding what the host seemed like didn’t actually matter to them, it was a unique story for visitors.
Realizing who an interview visitor was was cited because the fifth most necessary issue to listeners when contemplating a brand new present. Recognising the host solely got here in eighth.
So what can we take from this? Effectively, individuals are open to being launched to new hosts. They don’t want the presenter of a brand new present to be a identified celeb or determine to present it a shot.
However do interview visitors matter extra as a result of individuals don’t wish to spend time with ‘consultants’ they’ll’t belief?
There have been additionally a few feedback in regards to the important position interview visitors play in podcast discovery that I wished to spotlight:
“I’ve discovered a number of podcasts by trying to find some interviewee, preferred the present after which subscribed.”
“I have a tendency to seek out new ones when present pods have visitors I like that then get my curiosity and I’ll go in search of their pods.”
This isn’t precisely information to the podcasting group, however it’s value a reminder. Inviting fascinating and/or well-respected visitors can do wonders on your present. And likewise, guesting on other people’s podcasts can earn you an entire new viewers, too.
Your art work may very well be letting you down
I’ll admit – of all the insights we gathered from this section of the survey, that is the one which shocked me probably the most.
However first, let’s begin with what didn’t shock me. Creators ranked podcast art work as one of many least necessary elements for influencing listeners – it got here ninth on the record.
However listeners? They ranked it fifth – above the podcast identify, understanding who the host is and whether or not the present has a video part.
One listener stated there have been two elements that may persuade them to hit play:
“I’ll decide to pay attention primarily based on the outline & image (description extra so)“
And there was a remark from a podcaster that helps this too:
“Many listeners remark that they found my present (Dupont Investigations) as a result of they preferred the art work. “
— Marc B. Langston @ Nocturnehall Podcasts
So, the excellent news for indiepodders? You don’t have to be a star or create costly video content material to present listeners what they need.
Focus as a substitute on delivering high quality content material and publishing descriptions that do your laborious work justice. If this survey is something to go by, these components are much more more likely to convert a possible listener into your subsequent loyal fan.
If you happen to’ve loved dipping into this knowledge, you’ll be able to read our 2024 Podcast Discovery report in full, right here!
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