12 Audio vs Video Podcasts: Monetization Opportunities
In this Geelong Podcasters episode, we dive into the many ways podcasts can bring in revenue, from sponsorships to product placements.
Topics Discussed This Episode:
0:00 - 2:00 - Intro to podcast monetisation and a recap of the series so far.
2:01 - 4:00 - Monetisation options for audio podcasts: sponsorships, donations, and ad formats.
4:01 - 6:00 - Monetisation for video podcasts: visual opportunities, affiliate marketing, and product placement.
This episode of Geelong Podcasters covers the opportunities and challenges in monetising audio and video podcasts. Tune in to learn about ads, sponsorships, and the differences in revenue potential for each format.
Podcasters look at the landscape of monetisation options available to both audio and video formats. For audio podcasts, listeners learn about the effectiveness of sponsorships, listener donations, and ad placements, which can be seamlessly integrated without requiring high production costs. However, limitations in audio-only formats may challenge creators needing visual branding.
Video podcasts open up more avenues with additional screen real estate, allowing for product placements, affiliate marketing, and ad revenue from platforms like YouTube. This episode encourages listeners to weigh these options against their resources and audience needs. If you’re ready to monetise or want a fresh perspective, listen in to decide on the best approach for your podcast!
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0:00
We've talked audience, engagement and reach and production complexity when it comes to audio versus video podcasts, and now it's time for the money, baby. Let's Talk Money. Welcome to Geelong podcasters. Your weekly podcast for tips and tricks to grow your audience. We are a group of passionate podcasters located in Geelong and the bellerine in Victoria, Australia. If you're down our way at the end of the month, why not come to one of our free monthly meet up events and also find the booking links and more in the show notes. This is the third part of a three part series for talking about audio vs video podcasts. We've previously talked about audience engagement and reach, and the pros and cons of each and the production complexity when talking about audio versus video podcasts and today, we're going to discuss monetization opportunities, even though most podcasts do not get to the point of sponsorship or making money for their hosts and producers. Yours may be the podcast that reaches that point, or you're able to include it into other aspects of either your business or your personal brand, where monetization opportunities just come to you. So let's talk monetization opportunities for audio podcasts. Monetization usually comes in the form of sponsorships regarding the show or an episode of the show. There's also listener donations or Patreons are usually quite popular. There is also opportunities for ads, usually dynamically, or AI inserted ads that go into each of these episodes, usually during certain breaks, the start the middle or the end of a podcast. Episode is usually quite consistent. You also have host red ads that come in the form of sponsorships and patronages by companies or people who want to, you know, get the get the ear of your audience. And audio ads are usually, I want to put a big caveat here, are usually less intrusive and easier to integrate into someone's listening experience. The pros are, there is easier ad insertion, so that you can put these ads. You can pause the podcast or leave it at a cliffhanger and then go straight into the ad. You can do this in video too, but it's slightly easier to do it just in audio. There is a wider range of platforms for monetization, including Apple podcasts, Spotify, pod chaser, all those lovely ones. And there is a low visual production cost, so you don't have to worry about getting everything looking pretty. You just have to make it sound pretty. The cons of this, as you can imagine, are only limited to audio only ad formats. So when it comes to selling, you need to be able to be a very good storyteller, and you need to be able to rely on the audio aspect of these ads. And this may not be as appealing for those that have visual brands, or it's very important regarding the visualness of a brand when it comes to getting people or getting your audience to buy, when it comes to video podcasts, you have more monetization of avenues, as you can probably imagine, because you have more screen space, people are watching your videos. They are watching your podcasts, and you have more of the opportunity to show both the visual and auditory aspect of whatever you are showcasing to your audience, from ads to sponsorships to YouTube. Monetization by views and ads, there are plenty of opportunities. And also there is affiliate marketing. Yes, you can do affiliate marketing via audio only platforms as well, but it's not as common when it comes to affiliate marketing. Affiliate marketing is when you showcase a product or service in, yep, a visual format, and then you get a cut of whenever someone signs up, usually around 10% but sometimes 20, as big as 30. And last thing I'll mention for video podcasts is that product placements within the within your video podcast can be a lot more visual and be less intrusive to the overall experience of your podcast because it's just sitting on the visual aspect. This may be like some logos, some brands, or maybe some gear or merch in the corner, or maybe just on you as you're presenting and hosting. The pros of this are additional revenue from YouTube and other more consistent revenue streams. There are more attractive responses because you've got a both audio and visual element to it, and the visual branding and affiliate marketing opportunities are quite consistent compared to, say, audio only platforms, unless you are part of a larger group, where you can a larger group of other podcasters that can probably push a little bit sway compared to just one lonely podcast. The cons of this, as you can probably imagine, it depends on higher viewership numbers to get substantial income. Yes, it can be part of a strategy of gaining income, but not it shouldn't be the only and sole way of getting those incomes for you when you are accepting money for your podcast and also increased production costs usually mean increased increased money that you have to make to cover your break even cost. Costs. So both of these formats have their strengths and challenges, and it's about choosing the one that is right for you and also what your audience needs. Now this is the end of our series regarding audio and vs video. Podcasts. Let us know what you think and let us know what other things you want to hear from us. This little series was brought to you by some of the members of the zo podcasters who are interested to know more about the differences between audio and video podcasts. And I hope this series has been helpful, too. This podcast is sponsored by me, Zoe video confidence coach, connecting the dots of your personal brand with the power of video. See more in the show notes. Speaking of show notes, see all the show notes, including links upcoming events and details for this episode and many more in the episode description, or just go to Vcc dot training. Slash Geelong dash podcasters, make sure you tune in for next week.
The above episode description and transcript were generated with ai.
Who are Geelong Podcasters?
Geelong Podcasters are a lively group of both professional and hobby podcasters based in Geelong and the Bellarine in Victoria, Australia. We release a weekly bite-sized podcast every Friday, exploring the wonderful world of podcasting, and host in-person catch-up events in the Geelong CBD on the fourth Friday of each month. Committed to community support, we regularly donate to local charities and use our podcasting efforts to make a positive impact.
Who is your Host?
Zoë Wood, your Video Confidence Coach connects the dots between personal branding and video marketing. Helping women and non-binary folk in small business, find their way in the world of marketing their passion without the energy drain.
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