Should You Add Video to Your Podcast?

Maybe … But understand that adding video isn’t as simple as “adding video.”

Things to consider:

• The time and money it takes to produce video content, especially the kind that captures the attention of viewers, is significantly more than audio content.
  

• Audio podcasts are far more portable than video. Listeners can effortlessly carry (and consume) their favorite podcasts wherever they go, including while they’re doing other things, such as driving.
  

• Audio-only content has a remarkable ability to ignite "theater of the mind" within listeners, giving them an extraordinary and immersive experience that’s entirely within their control.
  

• Users on YouTube are always one click away from watching something else, while podcast listeners, because of the passive-nature of consumption, are far more likely to stick with your content.
  

• Consider that your audience may prefer audio-only formats. Video may expand your reach to platforms with a more visually oriented user base, but it could also alienate listeners who prefer the traditional podcast experience.

Is there an opportunity with video content? Yes. Incorporating video into your content strategy has the potential to enhance engagement and expand your audience. However, video production demands additional resources and will introduce new challenges in retaining viewers’ attention. 

Before making the leap to video, consider if this will truly complement your content and resonate with the audience you have and want. Most audio podcasters don’t benefit from video in the ways they think they will.