Podcasting for Business on YouTube

The Company Show

Something that we know from the State of Business Podcasting Report is that the vast majority of business podcasts post their episodes to YouTube, and most do live-action videos. One of the reasons?

YouTube has a powerful and effective discovery algorithm - something that no audio-based platform has been able to replicate.

Podcasts can now be found, in most countries, as a part of YouTube Music, and they are currently testing the ability to upload podcasts via RSS feed. Now that YouTube is starting to add real podcast muscle to its platform, as a company podcaster, you would be remiss not to use it.

Happily, there are many video experts who are extremely generous with their knowledge and insight. One of them, Angela Hollowell, is the creator of Honey and Hustle, a video-first podcast and founder of Rootful Media, a digital media production company focused on photography, video production, and digital content creation for purpose-driven visual storytelling.

In this episode, Angela gives a closer look into the preparation and workflow differences between an audio and video podcast. She also shares systems that you can apply to your own workflow and the different apps that you can use to streamline the process.

Aside from the potential increase in profits, video podcasting has other unique benefits that it can give you and your business. If you’re interested in that, definitely don’t miss this episode.

Listen to our conversation below, or continue reading the blog post!

Tune in to the full episode to learn about:

• Reasons why you might want to do a video podcast
• The differences in the preparation, production, and the recording process
• Systems and technology that you can use to streamline the process
• The ways your video podcast can support your business
• How your podcast can impact new shows or business ideas
• The hidden benefits and opportunities of video podcasting

Don’t forget to join us for our free monthly strategy calls on the third Thursday of every month!

YouTube vs audio podcasts: A peak into the differences

Doing a video podcast might mean more work and resources spent, but the potential benefits can make it a worthwhile endeavor. Not to say that audio is inferior, as always, it depends on your goals and current capacity.

Want to see if a YouTube podcast is for you? Continue reading!

YouTube podcasts are easier to find

YouTube has a powerful and effective discovery algorithm. This is something that no audio-based platform has been able to replicate or even really come close to yet. This, combined with its engaging nature, larger audience, and effective search engine makes Google’s video platform a podcasting powerhouse.

Optimal organization

Another thing to keep in mind is the power of YouTube channels for organizing your content and creating a convenient experience for your viewers.

Their playlists are the mechanism. This is done on YouTube, and they are basically categories of content that creators can make on their channel. For example, organizing all of their episodes or all of their reviews, or all highlights into a single playlist. That can make it easy for people to navigate and consume a whole bunch of your content, one right after the other.

The visual aspect makes it more compelling

With YouTube podcasts, you get to know a person beyond their voice. You see their mannerisms, the way they present themselves, and how comfortable they are. You get to see what their face looks like when they're thinking, amused, or when they're being clever.

This is not to say the audio doesn't matter. It definitely does. If you're solely a person that likes to gain information, absolutely, audio podcasts are the way to go. But for people who like to gain information, but also like to gain inspiration and a deeper sense of engagement, video podcasts win.

Which is easier?

People would think audio would be easier, but when Angela started podcasting, she was still a filmmaker and was already doing video professionally for clients. And so for her, doing a video podcast was just a natural extension of the work that I was already doing.

If you’re already in a visual field or comfortable with being on camera, always consider a video podcast!

Do guests find video podcasts harder?

According to Angela, not really. She’s pretty straight up in saying that it is a video podcast. When recording in person, she gives out tips like:

“I'll be giving you a lav mic. It's going to clip onto your clothes. So try not to wear anything that makes too much noise. So like really long dangly earrings, dangly necklaces.”

Try to prep people, have systems in place, and always send them reminders. It’s also your duty to help your guest make sure that they show up at their best on camera.

The systems and apps that you can use

There are certain tasks in your business that you do repeatedly all the time. And if you're doing it repeatedly, there's a chance that you can automate those steps so that instead of you spending time writing the same email 20,000 times, you can be doing something else. Something else that makes you money.

1. SavvyCal - for automated scHere are some of the tools that Angela uses:
   heduling
2. Zapier - make your apps talk to each other and create a robust automated system
3. Airtable - for episode guides
4. Typefully - social media scheduling

BONUS: Angela’s tips for a great video interview

How to give guests a unique experience

You don't want guests to feel like they're regurgitating answers from previous interviews with other people. You want them to feel like this is something that is unique to them and that is unique to their story.

The best videos happen in pre-production. 90% of a good interview happens in the planning phase. So definitely allot time for good preparation and good research. Find out which questions have been asked before and .look for different angles The other half is knowing when and how to be vulnerable and how to share stories of your own that leave space for people to feel comfortable in whatever capacity, sharing stories that are similar.

How to make a guest comfortable

For Angela, she always asks people a fact-based question first.

1. How did the business get started?
2. Why this business? Why this lane?
3. Why do you do this specifically?

When you start off asking someone you don't know that well, something that's a little more emotionally based might not get them to open up as much. They're probably not going to be as comfortable, and it's going to set the tone for the rest of the interview.

The benefits beyond profit

Angela noticed that linking her podcast to her email signature would make people reach out to her. They have seen an episode with someone they love, trust, or worked with in the past, which prompts them to engage.

Just by the power of positive association, she was getting this unofficial co-sign for people who are reaching out to her for work and inquiries, which helped the video and photography production side of her business.

Key Quotes

“You're going to have a different guest every episode, but you are the only constant. So the people that are listening to this also kind of want to feel like they know you as well, and they know certain parts of your story.” - Angela Hollowell

“A lot of friction comes from miscommunication or just a lack of communication. That comes from not treating podcasting like a business and not understanding that your guest experience if you are doing an interview-based podcast, is just as important as a listener experience.” - Angela Hollowell

Resources

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About Angela Hollowell

Angela is the founder of Rootful Media, a digital media production company focused on photography, video production, and digital content creation for purpose-driven visual storytelling. Rootful Media is driven to create and share stories with diversity, inclusion, compassion, and sustainability at their core. Angela is also the host of the video podcasts Honey & Hustle and Creative Architects by Castos. Through storytelling interviews, she talks with founders and creators about their personal journeys as entrepreneurs and experiences in the creator economy.

Through documentary photography and filmmaking, she works to create a digital space highlighting the unique lifestyle, challenges, and moments in the American South and beyond. From the food we eat to the land we live on, our culture is heavily intertwined with our history and our humanity. As a storyteller and human rights advocate, Angela weaves together the narratives of individuals, nonprofits, and organizations from script to screen to amplify the voices of people in our communities.

Twitter | LinkedIn | YouTube

Related Episodes and Media:

• Video Podcasts: Reflections and Decisions
• The Video Advantage for SEO with Atiba De Souza
• Should Company Podcasts be Company Vlogs? An Audio vs. Video Showdown

PFBCon 2023

We’re starting to get ready for this year’s Podcasting for Business Conference, and we’re currently looking for speakers! Go to PFBCon.com and click on “Become a Speaker” to share your idea! It’s happening this November, all online.