Before our video podcast clients hit record, we give them the same reminder:
This is an audio show first.
Even though we’re filming and the plan is to post it on YouTube and cut it into Reels, shorts, and TikTok vids…
Your podcast is audio first, always.
92% Of Podcast Listeners Are Audio-Only (Or Aren’t Actively Watching Your Video)
Depending on the platform and the survey, about 92 percent of podcast listeners are choosing the audio version of a podcast, OR they have the video on while doing something else…
They’re driving. Working out. Making dinner. Walking the dog. They chose your voice to come with them, which is amazing — and also means that everything you do that depends on visual context isn’t going to make sense to them.
So when you say “that’s an amazing shirt” and don’t follow that up by describing the shirt in such a way that your listener can PICTURE the shirt, you’re officially leaving the listener out.
(And no, it doesn’t make them want to go check out your YouTube channel to get the visual.)
When this happens enough, your listener starts to feel annoyed and eventually, they will stop putting your podcast on.
Your Video Should Be A BONUS
Being audio-first means that your audience should miss absolutely nothing if they choose to listen to your pod over watching it. Think of your video as simply a bonus layer — for you to clip for socials, for your guest to share on socials, and for anyone who belongs to the 8% of people who prefer to watch a video podcast.
Here’s What It Means To Prioritize The Audio Experience:
If you bring anything into the screen that adds to the conversation, describe it. “I’ve just grabbed a yellow sticky note from my monitor that says ‘done is better than perfect’,” or “I’m holding up the book ‘Create Once, Distribute Forever‘ by Ross Simmonds.”
When you find yourself nodding along, or smiling really big, and you sense that it’s bringing something to the conversation, speak that out loud. “I’m nodding my head so furiously right now because yes, I couldn’t agree more,” or “I need the listeners to know that my smile couldn’t be bigger right now.”
It’s not easy but once you start doing it, you’ll get the hang of it and it will start to become second-nature.
Pro Tip: Give Your Guest A Heads Up And They Might Help You!
During your Pre-Recording Brief Session, give your guest a heads up; “Even though we’re recording video today, I prioritize the audio experience for my listeners, so you’ll notice that I will describe anything visual. So if you or I hold anything up, or I comment on your shirt or your background, I will describe it so the listeners can picture it. Feel free to do the same!”
Your guests usually understand the assignment and we find that they join in on describing things, which makes the audio experience that much better for your listeners.
We have a post that tells you the 9 things you should cover in your Pre-Recording Brief Session — read through it to make sure you’re setting you AND your guest up for success!
Think You Nailed The Audio-First Rule?
Ask someone you trust to listen to your episodes and give you feedback on whether or not you missed any opportunities to describe what was happening. We find that it can be hard for you to listen to your own episode and pick out things you might have missed describing, because your brain knows what you’re talking about. It SAW the visual, so it can fill in those gaps and there’s a good chance you won’t catch them.
And, As Our Friend Jamar Diggs Says In This Thread:
Most people think that simply turning on their video when they record their podcast is an efficient way to simply create content once and have it in multiple formats. Otherwise, it’s like wasting the opportunity.
We (respectfully) disagree.
We’ve seen time and time again that turning on and recording video actually makes podcasting WAY harder for our clients, for two main reasons:
First: It makes the audio-first rule difficult, which can negatively affect your listenership. So yes, you have more content to post to your socials but if you’re losing listeners because of it, is it really worth it?
Second: It (typically) adds a barrier to recording, because people feel like they have to be “camera ready” every time they want to record an episode. If you’re only recording audio, you can record at any time looking any kind of way. Threads user sallyprosservoice posted about this:
Think We’re Trying To Talk You Out Of Adding Video To Your Podcast? We’re Not!
We simply want you to prioritize the audio experience so that you provide the best listening experience for your listeners, because they will make up the majority of your audience — and once you’ve lost a listener, it’s extremely hard to get them back.
And we want you to let go of the idea that you HAVE TO include audio, especially if that thought has been holding you back from starting your podcast.
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