Have you listened to a podcast recently?
If you have, you’re part of a growing number of listeners that are sparking a huge growth in this multi-media communication tool. 75 million people are tuning in to podcasts every month, tripling in number from 25 million just 5 years ago, according to Rawvoice- a data research firm who tracks 20,000 shows.
As monthly listeners numbers grows so also does the weekly audience. Figures released by Edison Research shows weekly audio podcast consumption have grown 25% year-on-year. As more and more people download and listen to podcasts, at their desktop and when travelling, now is a great time for organisations to start using this effective multi-media tool as part of their marketing strategy.
The rise in listeners of online podcast can be linked to the growth in smart phone and tablet use. These devices are now becoming the preferred way to listen and watch online content when travelling. Their speed, connectivity and small form factor allows listeners to download content quickly and consume on the move. The ready availability of wireless internet and increased speeds of connection have also helped drive this growth.
Podcasts also owe their growing popularity thanks to the improvement and development in Podcast Apps and Bluetooth connection to in-car radios, as an alternative to listening to traditional broadcast media.
So what is the benefit of podcasts and what does it mean for organisations?
Podcasting is a simple way to communicate, due to the speed at which they can be recorded, produced and distributed. They can either be in audio or in video format with both having their advantages and disadvantages. Audio is simpler to produce and edit, whilst video is more engaging but requires more equipment and technical considerations.
With customers demanding a better experience particularly online from its brands, podcasts gives them another powerful and flexible tool to do that.
What also helps make Podcasts so effective is their versatility. They can be used for employee training, communications in-house or externally as an informational tool for customers and other 3rd parties such as the press. Organisations can also use record a live event and make it available afterwards as a podcast. This allows people who were unable to attended the live event the chance to do so – therefore giving that event an even bigger audience over time. Podcast can also be shared via social media and commented on making them a potential interactive tool for engagement.
Podcasts are flexible and can be consumed on demand unlike traditional radio or TV unless you are watching a repeat. Because of the flexibility of playback podcasts are powerful tools for education and instruction. A podcast can be stopped and replayed so a section they either missed, needed to understand better or really enjoyed can be better understood or enjoyed.
Want to discover how video and audio can improve your business? Take a look at our Training Calendar or request a Free Guide to Video.