If you’ve been keeping up with the podcasting world lately, you’ll know that video podcasts are all the rage.
But just because Spotify for Podcasters rebranded to Spotify for Creators and YouTube Podcasts has become the number one platform for podcast consumption doesn’t mean you need to scrap your audio-first strategy in favor of full-length video episodes.
Video podcasting can also mean short clips – like TikToks, YouTube Shorts, and Instagram Reels. These short-form videos draw in new listeners, cater to your visual viewers, and are much more shareable compared to audio-only content. Not to mention, they’re also a fraction of the lift of producing full video episodes.
If you’re a podcaster on the fence about adding video to your workflow, this blog’s for you. We’ll be diving into the different ways you can use video for your series including the benefits of each, best practices, and examples we love.
Video definitions for podcasters
Before we get into the details, let’s dive into what we mean by “short-form” and “long-form” video:
Short-form video
Short-form videos for podcast promotion typically sit around the 30-second to 3-minute mark. They rely on punchy hooks, trends, and quick value-adds. Podcasters who lean into short-form video promotion are focused on sharability, engagement, and (of course) driving viewers to the full episode.
Social media sites have each taken their turn rebranding short-form videos to fit their platform. Here are the most common types of social short-form videos to be aware of:
- TikTok: Vertical videos, typically 15 seconds to 3 minutes long (but as of 2024 can reach up to 10 minutes), known for trends and algorithm-driven discovery.
- YouTube Shorts: Bite-sized vertical videos of up to 3 minutes long, designed for quick consumption and often repurposed from longer YouTube content.
- Instagram Reels: Vertical videos up to 3 minutes long, featuring music, filters, effects, and interactive elements.
You can see the three play out below in this example from Call Her Daddy:
Long-form video
Long-form videos exceed 10 minutes in length and typically live on YouTube and (most recently) Spotify.
In the context of podcasting, these are almost always full-length podcast episodes presented in video format. These videos often feature hosts and guests in a studio setting, behind the mic. However, some podcasts have started using animated visuals to accompany their episodes – like Darknet Diaries.
Unlike short-form videos, these will take a landscape format. Let’s return to the Call Her Daddy example:
Why are creators adding video to their podcast workflow?
Whether it’s short clips or full-length episodes, video is becoming commonplace in podcasting. Here are a couple of reasons why:
Reach new audiences
Ultimately, the whole “video vs. audio” debate comes down to audience preferences. Some people prefer to listen and others prefer to watch. That’s why many creators looking to maximize their reach have incorporated video into their podcast workflow – whether that’s through full-length episodes or short video clips.
In particular, video is a great way to reach Gen Z because:
- 49% of Gen Z monthly podcast listeners say video provides a better understanding of context and tone through facial expressions and gestures
- 45% of listeners feel more connected to podcasters through video
- 84% of Gen Z monthly podcast listeners consume podcasts with a video component
Additionally, video podcasts are the top choice for new listeners. A recent study found that 65% of listeners who consume podcasts on YouTube are doing so for the first time.
Visual supplements
Adding visual aids to your podcast—whether in full video episodes or short social media clips—can make your content more engaging and easier to understand. Charts, on-screen examples, or live demonstrations help explain complex topics in a way that sometimes audio alone can’t.
Plus, if you’re anything like me, sometimes you just want to see what people are talking about. What do the guests look like? What about the places or products being described? Adding visuals satisfies that curiosity and makes the experience feel more immersive.
Why podcasters use short-form video: Increased engagement and sharability on social media
Adding video to your podcast opens the door to more visual platforms like Instagram Reels, YouTube Shorts, and TikTok. This is especially important when we consider how people react toward visual vs. text-based content:
- Tweets with video have 10x more engagement compared to text-only tweets
- 62% of people watch videos under 60 seconds all the way through
- Consumers remember 95% of the messages from video clips compared to just 10% from text posts
These short-form videos are a lot more shareable and digestible than full-length podcast episodes. Therefore, they’re more likely to gain attention from new audiences and persuade them to check out the entire episode later on.
Considerations for short-form videos
Because podcasters are busy people, oftentimes promotion can fall to the back burner – and this includes selecting and editing your video clips.
While short clips are much easier and quicker to put together than full-length video episodes, you still need to be strategic about the clips you select and how they look on social media.
With that said, here are some rules of thumb:
- Check your dimensions: For TikTok, Reels, and Shorts, you’ll want to ensure your aspect ratio is 9:16 (portrait).
- Keep clips short and punchy: With our collective attention span reaching new lows (we’re currently sitting at 8 seconds), it’s a good idea to keep your videos brief and to the point. Starting with a controversial statement or adding a bold title to your clip helps capture audiences mid-scroll.
- Add subtitles: Most audiences view social media videos on mute, so you’ll want to make sure your videos have legible, accurate captions.
- Cater to your platform: While TikTok, Reels, and Shorts don’t have major differences in terms of how your video is formatted, you’ll want to tailor your caption and hashtags to the best practices of each site.
Why podcasters produce full video episodes: Increased visibility across podcast apps
While a relatively new player to the podcast scene, YouTube has already proven to be a force that creators can’t ignore.
Podcasting now reaches 89 million American listeners each week. Compare that to ~197 million American YouTube users – and 62% of them access the site every day. With these numbers in mind, it’s not hard to see why podcasters are so excited about uploading their podcasts to YouTube and the increased visibility it brings.
On top of that, Spotify has seen a 70% increase in video content on the app in the past year alone. They also rebranded “Spotify for Podcasters” to “Spotify for Creators” to make the interface and their offerings more video-centric.
With all this in mind, video offers a unique opportunity to reach new audiences and boost discoverability on two of the largest podcast directories.
CoHost Tip: While these numbers are taken from full-form video episodes, we suggest audio-only podcasters also upload their episodes to YouTube to maximize your discoverability. Most hosting platforms will do this automatically and use your podcast’s cover art as your show’s visual, so there’s no extra lift if you’re uploading via RSS feed.
Considerations for full video episodes
One of the largest considerations for podcasters looking to venture into long-form video content is resourcing. This includes money, time, team members, and expertise. Recent research reveals that 54% of podcasters cite a lack of resources as their biggest challenge.
Adding full video episodes to your podcast workflow isn’t as simple as setting up a camera and pressing the record. You’ll need a branded background, professional lighting, and recording and editing tools to make a video podcast that performs.
For many creators, putting in this level of time and attention isn’t feasible – and that’s okay! In that instance, we suggest trying out short-form videos or audiograms to help give your podcast a recognizable visual identity that can be more easily shared across social media.
Podcast shorts we love
The Cancelled Podcast
The Cancelled Podcast, hosted by internet celebrities Tana Mongeau and Brooke Schofield, uses short-form videos to highlight the most outrageous, dramatic, and hilarious moments from their episodes.
Particularly active on TikTok, their clips, often featuring quick-witted banter and juicy storytelling, drive engagement by capturing the most viral-worthy soundbites.
We’re All Insane
We’re All Insane takes true crime storytelling to the next level through short-form video clips that pull viewers in with suspenseful hooks and gripping teasers. Hosted by Hannah Hill, the podcast shares chilling firsthand accounts from guests who have experienced unbelievable real-life events.
Their TikTok strategy revolves around creating tension in the first few seconds, using text overlays and dramatic pauses to keep viewers watching, ultimately leading them to listen to full episodes for the entire story.
Mile Higher Podcast
The Mile Higher Podcast, hosted by Kendall Rae and Josh Thomas, excels at repurposing its long-form conspiracy and true crime discussions into compelling short-form content. Their TikTok clips often feature eerie cases, unsolved mysteries, and conspiracy theories, with complimentary images and video overlays.
Video podcasts doing it right
Smosh Reads Reddit Stories
Smosh Reads Reddit Stories is a light-hearted and comedic video podcast where the Smosh team reads and reacts to some of the most outrageous, hilarious, and bizarre stories from Reddit.
The full-length episodes, typically lasting 15-30 minutes, provide a blend of humor, reactions, and playful commentary that keeps viewers engaged from start to finish. With its casual and fun approach, the podcast appeals to fans of Reddit and those looking for a quick dose of laughter.
Rotten Mango
Rotten Mango is a true crime podcast that delves deep into some of the most chilling and shocking criminal cases. Hosted by Stephanie Harlowe, this full-length video podcast brings dark, immersive storytelling to YouTube. In each episode, Stephanie walks viewers through real-life investigations, often adding her own research, insights, and visuals to make the cases more compelling.
The Rest is Politics
The Rest Is Politics is a political commentary podcast where hosts Alastair Campbell and Rory Stewart break down current events, provide expert analysis, and engage in thought-provoking discussions about global politics.
The full-length video podcast episodes, typically over 30 minutes long, are a blend of insightful commentary and thought leadership. By bringing in expert guests and analyzing real-world political developments, the hosts make complex topics accessible and engaging.
Our two cents on video podcasting
Short-form videos on YouTube, TikTok, and Instagram are a great way for creators to get their podcasts in front of new, larger audiences. Plus, they don’t require a professional editor, expensive editing software, or significant time to create. For these reasons, short-form videos are a great way to reap the advantages of video podcasting without having to revamp your entire podcast process.
On top of that, short-form videos are a great way to try out video podcasting. You’ll be able to see how your audience engages with video, whether you’re able to incorporate the camera into your podcast workflow without much hassle, and if editing a full-video version of your podcast feels doable.
Depending on the results, you’ll be better equipped to determine if the benefits of adding full video episodes to your podcast are worth the extra cost (time, people, and resources).
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