The Business Bulletin
Should you start a podcast? A few years ago, having a podcast was a unique and highly desirable element of a marketing strategy. However, as the popularity of video began to increase and the functionality of social media channels began to embrace and prioritise video, we saw the podcast trend slowly disappear in favour of vlogs.
Podcasting is a labour of love, and
quality remote recording became
for many, as downloads slowed, this
realities. Jump on Amazon and
activity started to weigh heavy due
order a decent lapel (or lavalier) mic,
to the time and intensity of work
download an app and you can pretty
spent producing and delivering each
much create and launch your podcast
episode. Fast forward to 2019, and
via your iPhone!
there was a clear resurgence of this audio-based media. Like all good trends, podcasting
easier to create; it was on-trend; people
was back in vogue! Downloads
were listening on their commutes,
were on the up, and thanks to what
listening for their self-development
I’ll describe as ‘the Gary V effect’,
and for their entertainment. But
repurposing content meant that
then lockdown hit, and, as a large
content creators were no longer
percentage of those commuters
seeing podcasts as a thankless task
were forced to stay at home, we saw
but simply another medium in which
downloads slow a little.
to distribute their message using something that had already been created. Let’s also consider the technical
38 | Issue 10 – Sales and Marketing
Yep – come the end of 2019/early 2020, podcasting was on the up. It was
However, we also saw an increase in new podcasts being created and launched. We thought people weren’t listening – it wasn’t that they’d stopped;
side of things. The tech required to
they were creating their own shows!
produce a podcast at home had
The dip in downloads was relatively
sprinted ahead, and producing
short-lived, and although they may not
podcasts became much, much
have fully returned to pre-COVID levels
easier too, in that mics and recorders
for everyone, the expectation is that
were suddenly compact and easily
numbers will continue to increase and
transportable, and options for high-
exceed expectations.
