Beyond the Earbuds: Why Your Company Podcast Needs to Be On Screen in 2025
In today's dynamic digital landscape, a company podcast is no longer just an audio experience. The world of podcasting is rapidly evolving, with video emerging as a dominant force that can significantly amplify your brand's message and reach. If your business is looking to enhance its online presence, build deeper connections with its audience, and establish itself as a thought leader, then integrating video into your podcast production strategy is no longer optional – it’s a necessity.
At Message Heard, we create podcasts with purpose, helping brands tell their stories in ways that truly resonate. The shift towards video is a testament to audiences' desire for richer, more engaging content, and it presents a monumental opportunity for businesses to get their message heard on a much broader scale.
The Visual Revolution: Why Video Podcasting is Booming
The podcast industry continues its impressive growth, with worldwide podcast listeners projected to reach 504.9 million by the end of 2024. This growth isn't just in audio; video is fueling a significant portion of it. In the U.S., over half (51%) of the population has watched a video podcast, with 37% watching monthly. This demonstrates a clear audience demand for visual content, reshaping the entire podcast landscape.
Why the surge? Audiences today seek more than just sound; they want an experience. They desire to see body language, facial expressions, and the personalities behind the voices they connect with. This multi-sensory engagement creates a more immersive and relatable experience, drawing viewers in and keeping them hooked. For a podcast production company like Message Heard, this means leveraging every tool at our disposal to ensure your content stands out.
How Video Amplifies Your Company Podcast: Key Benefits
Enhanced Engagement and Connection: Seeing is Believing
Video inherently captures attention more effectively than audio or text alone. When your audience can see the faces and expressions of your hosts and guests, it fosters a deeper, more personal connection. This humanises your business, building trust and authenticity in a way that polished marketing often can't.
Research indicates that 70% of video podcast viewers watch in the foreground, meaning your show earns more dedicated attention. This increased engagement translates into stronger relationships with your audience and potential prospects.
Increased Discoverability and Reach: Beyond Traditional Platforms
While traditional podcast directories remain crucial, video opens doors to massive new audiences. Platforms like YouTube, LinkedIn, and TikTok prioritize video content, offering unprecedented opportunities for distribution and audience growth.
For instance, YouTube is the most frequently used platform for podcast listening, with 33% of weekly podcast listeners in the U.S. using it, compared to 26% for Spotify and 12% for Apple Podcasts. This means your company podcast can tap into new demographics, especially younger audiences, with 84% of Gen-Z monthly podcast listeners engaging with video content.
Repurposing Power: Maximizing Your Content Investment
One of the most significant benefits of video podcast production is the ability to repurpose content across various platforms effortlessly. A single video podcast episode can be transformed into:
Short video clips for social media (e.g., Instagram Reels, TikTok, YouTube Shorts) to attract new viewers.
Audiograms for visual appeal on audio-centric platforms.
Transcribed blog posts for SEO benefits and alternative content consumption.
Visual presentations for webinars or internal communications.
This versatility maximises your content output and ensures your message reaches audiences wherever they are, demonstrating the efficiency of working with a comprehensive podcast production agency.
Monetisation Opportunities: New Avenues for Revenue
Video podcasts unlock diverse revenue streams beyond traditional audio-only sponsorships. Platforms like YouTube offer monetisation through ad revenue, and the visual nature of content provides more opportunities for integrated sponsorships and product placements. Brands are often willing to pay more for video content due to its enhanced showcase potential, making it a lucrative avenue for your company podcast.
YouTube's Undeniable Influence
YouTube has solidified its position as a powerhouse for podcast consumption, with over a billion hours of content watched on TV on the platform every day. It's a top discovery platform, especially for Gen-Z, superseding traditional streaming sites and matching the trend of longer-form viewing of easily digestible content and its significance for video podcasts cannot be overstated.
For a deeper dive into optimising your podcast for this platform, be sure to read our other blog:
Practical Considerations: How to Get Your Company Podcast on Screen
Transitioning to video podcast production requires careful planning and execution. While the benefits are clear, there are technical and creative considerations:
Equipment: Beyond microphones, you'll need cameras, lighting, and suitable backdrops.
Editing: Video editing is more complex than audio, requiring specialized skills for seamless visuals, graphics, and transitions.
Expertise: Producing high-quality video podcasts demands a blend of technical prowess, storytelling acumen, and strategic insight.
Attempting to do this in-house without the necessary experience can lead to sub-optimal results, potentially damaging your brand's perception. This is where a seasoned podcast production company becomes invaluable.
Message Heard: Your Partner in Video Podcast Excellence
The statistics speak for themselves: video podcasting is a powerful tool for building brand awareness, establishing thought leadership, and driving lead generation. At Message Heard, we are experts in developing, producing, and growing successful podcasts for brands of all sizes, ensuring your company podcast not only looks and sounds great but also achieves your strategic objectives.
We offer a full-stack service , handling everything from understanding your goals and crafting compelling formats to pre-production, high-quality recording (avoiding pitfalls like Zoom for critical audio/video capture) , post-production, distribution, and amplification. Our dedicated team of producers, audio engineers, video editors, and marketing specialists ensures technical excellence and robust project management .
We don't just produce; we partner with you to align your podcast with your wider marketing strategy , leveraging our relationships with major podcast directories and expertise in audience development . We're committed to making your company podcast a success, whether through dynamic inserted advertising within other podcasts or strategic outreach for features on platforms like Apple, Spotify & Youtube.
Don't Just Be Heard, Be Seen in 2025
The shift to video podcasting isn't a fleeting trend; it's the future of how audiences consume branded content. By embracing video, your company podcast can unlock unparalleled opportunities for engagement, discoverability, and brand growth.
Ready to bring your company podcast to life with stunning visuals and strategic impact?
Contact Message Heard today to begin our Discovery process, and let's get your message heard – and seen!
References:
[1] Statista. (2024). Share of U.S. population that has watched a video podcast as of February 2024. https://www.statista.com/statistics/1359620/video-podcast-viewership-us/
[2] Edison Research. (2023). The Infinite Dial 2023. https://www.edisonresearch.com/the-infinite-dial-2023/
[3] Statista. (2024). Most used platforms for podcast listening in the U.S. as of February 2024. https://www.statista.com/statistics/1297594/podcast-listening-platforms-us/
[4] Sounds Profitable. (2023). The Podcast Landscape: Gen Z. https://soundsprofitable.com/article/the-podcast-landscape-genz
[5] Brainshark. (n.d.). The Power of Video in Marketing. https://www.brainshark.com/company/news/webinars/10-secrets-webinar-success
[6] YouTube Official Blog. (2023). More ways to watch and listen to podcasts on YouTube. https://blog.youtube/news-and-events/more-ways-to-watch-and-listen-to-podcasts/