IS YOUTUBE OR PODCASTING BETTER TO GROW YOUR BUSINESS?

This question has come up multiple times this week. Which is better to build your authority and grow your business – YouTube or a podcast? Should you spend your content time creating videos for YouTube or creating a podcast?

You’re not going to like my answer.

I love podcasting. But, YouTube is also amazing.

Your podcast allows you to create powerful relationships with your listeners. YouTube is a powerful search engine that is tough to match.

So, which is better to embrace? Which one is better to grow your business?

Well, it depends. What are you trying to accomplish?

YOUTUBE AND PODCASTING ARE DIFFERENT

Many people see YouTube and podcasting as two strategies to reach the same goal. That’s simply not the case.

In 1928 in Schenectady, New York, WRGB became the first television station in the United States. Soon after, people started announcing the death of radio.

Now that you could see your favorite shows on video, why would you ever listen to the radio?

Yet radio adapted and survived. It even thrived. The golden age of radio was the 1930s and 40s.

In 1953, the world changed again. RCA introduced the color television. Surely this would be the demise of radio.

Radio did it again. In 1954 the transistor radio debuted. Television was confined to the home while radio was portable. It served a different need.

In 1950, only 9% of households in America owned a television set. By 1960, that number climed to 90%. However, radio continued to thrive in the 60s and 70s with the explosion of the FM band.

HOW DOES IT SURVIVE

With cable and streaming and the other offerings, how does radio continue to reach over 90% of Americans every week? It serves a different purpose.

The same applies to your podcast and YouTube videos.

Audio and your podcast is a dance in the imagination.

When you and I see a video, we see the exact same thing. There is very little left to the imagination.

Have you ever read a book and then seen the movie? Maybe it was Harry Potter or Jack Ryan. Any book.

When you see the movie, do you say to yourself, “Wow, that’s not how I envisioned it.” Or do you say, “That’s not what I thought he would look like.”

That’s the power of audio. The stories you tell on your podcast create visions in the theater of the mind that are unique to you in a way that is most pleasurable.

When we see a video of Harry Potter, he is what he is. His glasses, his hair, his robe, and the scar on his head look the same to both you and me. No imagination.

Audio and video are different experiences. Because audio sparks that imagination, it is a very intimate conversation with someone. You are literally in their head.

PORTABLE

Another difference between podcasting and video is the way we use it.

People listen to audio, because they don’t want to be alone. You are their companion.

They listen while they are exercising, driving, walking the dog, or home alone so they don’t have to do those things by themselves. You keep them company.

Your listeners can consume your content while they are doing something else. It is a little difficult to watch a video while you’re taking a shower or mowing the yard. You can do both while listening to a podcast, but probably not both at the same time.

Even though both are portable, podcasting is easier to consume while you take it with you.

RESULTS

But the biggest difference between podcasting and YouTube is the results you get from each of the platforms.

YouTube will get you discovered. Your podcast will build relationships.

YouTube is one of the biggest search engines in the world. Millions of people are on YouTube everyday searching for their solution and being entertained.

If you want to get discovered, there are few better ways than YouTube.

However, you are competing with over 50 million other YouTube channels. The platform changes is algorithm regularly making it difficult to go viral.

It is challenging to build a relationship with your audience on YouTube, because the competition for time is fierce. There is also very little loyalty.

When you subscribe to a channel on YouTube, that channel shows up in your subscription list. You might even get a push notification to your phone when a new video is released.

But when you open YouTube, it isn’t guaranteed that the video will be right there waiting for you. To see the video, you’ll probably need to go into your subscriptions and into that channel to find the new video.

However when you subscribe to a podcast, every new episode shows up on your phone when you open your podcast app. It’s right there waiting for you to listen.

RELATIONSHIPS

We often talk about building know, like and trust with your prospective clients.

Your audience will get to know you, understand what you believe, and learn what you value by listening to your show every week. Your story helps build the friendship with your listeners.

It is difficult to build a relationship through YouTube, because your videos don’t become a habit. Listeners or viewers aren’t coming to your show every Saturday to enjoy the new episode like they do with podcasts.

With your podcast, you are telling stories of your journey. You are sharing things about yourself with your audience, both successes and failures.

When you trust your audience with your failures and missteps, the law of reciprocity kicks in. They start trusting you in return. Your listeners begin to feel like they know you and a friendship starts to develop before you even meet.

I am the public address announce of our local hockey team. One night after a game, I was walking along the concourse with my family when a couple approached us.

They say, “Hey, Erik! Great game, huh?” We start chatting it up.

After a few minutes, we go on our way. We get a few steps away and my wife smacks me on the arm. I say, “What was that for?”

She says, “Why didn’t you introduce me?”

I told her I had no idea who those people were. They just knew me, because they had been listening to me for years.

That’s the power of audio. You have a one-on-one conversation with your listeners while they are listening with their ear buds and you’re in their heads.

PROS AND CONS OF YOUTUBE AND PODCASTING

There are pros and cons to both podcasting and YouTube.

Creating a video takes time to look great and set up a lot of gear. You need to have a good hair day and great lighting.

You can record your podcast without much prep. Just turn on the mic. Be in your pajamas if you’d like. There is a lot less headache.

It has been said that a picture, or video in this case, is worth a thousand words. That makes it easier to demonstrate things with video than audio.

Podcasting requires more description and the right choice of words to get your point across and create that vision in the theater of the mind.

Video editing is a bit more involved and challenging than audio. There is also less tech involved with audio.

On the other hand, it is a lot sexier to have video that is produced very well. It can make you look great. However, it is also more expensive in time or money to make that happen.

MY SUGGESTION – YOUTUBE OR PODCAST

So which is better for your business? It depends.

What are you trying to accomplish?

My recommendation is do both.

Use YouTube to get discovered. Then create powerful relationships with your podcast.

Create great videos that will be found when people search the internet for your solution. Then, get them on your email list.

Send the list an email every time you release a new podcast episode and invite them to listen.

Tell great stories on your podcast. Share something about yourself, so your listeners get to know you and you build rapport.

Finally, invite them to work with you.

YouTube and podcasting aren’t the same. They each serve different purposes. Use both to achieve their respective results and build them into your strategy.

CONCIERGE

I know it seems like a lot to create both YouTube videos and a podcast. There is a way to do both without doubling your work.

With a little editing, you can use the video audio as your podcast. You’ll need a little more introduction for the podcast and a few other nuances. But it is possible to effectively repurpose the content.

My Podcast Profits Concierge package is a full, done-for-you service to create a powerful, effective podcast that attracts your ideal, high-ticket clients while saving you hours of time.

It combines one-on-one coaching, group coaching, full audio and video production, and a full toolkit. You will have more clients and more time to deliver in your zone of genius.

With the Podcast Profits Concierge service, we work with you to build a solid strategy to attract your ideal clients with your content. You are armed with a proven system to create a steady stream of income.

Most importantly, Podcast Profits Concierge prevents you from spending too much time on an ineffective podcast that isn’t doing anything to grow your business.

When you build a strategy that attracts an audience and converts those listeners into paying, high-ticket clients, you create a steady stream on income. You build a real business that creates the freedom and lifestyle of your dreams.

But when you spend all of your time producing your podcast, you have no time to have sales conversations, work with clients, or grow your business.

Your podcast gives you the opportunity to serve your clients when you have the right strategy and team behind you.

The Podcast Profits Concierge is your team.

LET’S TALK

Let’s have a conversation to see if Podcast Profits Concierge makes sense for your business. Go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me.

We will take a look at your situation, develop your plan and see how I can help and support you to achieve your podcast and business goals.

It is time you get your time back while publishing both a podcast and YouTube video every week quickly and easily. Take advantage of the free call with me and discover the possibilities.

Go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. I look forward to talking with you.