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Overlook the endless conversations this week about Microsoft’s CoPilot, OpenAI’s launch of ChatGPT-4, and the U.S. Copyright Workplace steering for AI-created works.
No, the buried information deserving your consideration comes from a “massive” announcement by YouTube.
Get Robert Rose’s take on this week’s CMI Information video, or maintain studying for the highlights.
Pay attention up on YouTube
TeamYouTube made this announcement on Twitter final week: “podcasts are a go.” Which means new options in YouTube Studio desktop allow you to create a podcast, set an current playlist as a podcast, and measure your podcast’s efficiency.
podcasts are a go! 🎉✨new options on Studio desktop now allow you to
🎙️create a brand new podcast
🏷️set an current playlist as a podcast
📈measure your podcast’s efficiencystudy the advantages: https://t.co/kivg85eEZW & get extra creator suggestions: https://t.co/llq8uUC0LO
— TeamYouTube (@TeamYouTube) March 16, 2023
It was a public announcement of plans that had been whispered about for the previous yr. However Robert Rose calls it the “most underwhelming product launch” he’s seen in current instances.
As YouTube explains in this “helpful” video, YouTube podcasts are playlists. Should you can create a playlist on YouTube, you possibly can create a podcast. “It’s actually only a tag assigned to your playlist that you simply’re calling a podcast,” Robert says.
@YouTube’s #podcast features – a year in the making – earned the “most underwhelming product launch” in recent times, says @Robert_Rose via @CMIContent. Click To Tweet
Why would your model need to do that? YouTube says podcast-tagged content material will get featured in podcast-specific searches and possibly even on its podcast house web page. YouTube Music subscribers can entry content material tagged as podcasts. Oh, and your podcast and video content material might get particular badges.
So if you wish to improve your current podcast promotion or use YouTube and need to create a podcast, go forward with YouTube’s podcast options.
Nonetheless pondering the worth of podcasting?
In case your content marketing strategy doesn’t embody podcasting since you’re involved about market saturation, Robert has some ideas.
“Whereas there’s been a basic slowdown in promoting income for podcasts, the viewers for them has by no means been greater or extra keen for nice content material,” he says. “Podcasts stay an extremely viable technique to develop relationships with audiences.”
However earlier than you hit file, take into account these two items of recommendation. Should you’re going to do it in any respect, decide to it. Recent research found that 26% of podcasts have solely a single episode. Virtually two-thirds (66%) have three or fewer episodes. Should you can’t give you and decide to 12 episodes, don’t begin a podcast.
Commit to 12 #podcast episodes before you launch, and you’ll do better than 66% of podcasts created, says @Robert_Rose via @CMIContent. Click To Tweet
You additionally shouldn’t view podcasts as a technique to construct audiences. As a substitute, take into account them a chance to develop nearer relationships along with your current viewers. Sure, you’ll add subscribers, and other people will turn into launched to your organization by means of podcasts. However a lot of the podcast’s worth will come from individuals who know you a little bit and turn into nearer to you thru your podcast.
Does that imply it’s best to take into account podcasts a buyer loyalty play? Robert says that’s the perfect profit he can see – whether or not you utilize YouTube to start out it up or not.
What are your podcast plans for this yr? Tell us within the feedback.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute
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