YouTube, Tik Tok and Audiograms

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(By Traci Long DeForge) What’s the difference between YouTube and Podcasting? Am I too late to launch? Should I put an Audiogram on Tik Tok? Those are the three questions I tackle this week from PBJ readers.

What are the audience reach differences between YouTube and Podcasting?
Traci: YouTube is without a doubt one of the most dominant social media platforms. Interestingly enough, YouTube is also the leading platform for past year usage among monthly podcast listeners. More than 4-in-10 (43%) say they went to YouTube for podcasts in the past year, ahead of Apple Podcasts at 34% and Spotify at 23% and it is projected that Spotify will surpass Apple by the end of the year. 

Here is a general overview comparison of the YouTube Audience vs Podcast Audience.

  • 81% of U.S. adults use YouTube.
  • 56% of male adults use YouTube. 44% of female adults use YouTube.
  • 57% of the US population have listened to a podcast.
  • 56% of podcast listeners are male, 44% are female.

The stats for Listeners who use YouTube as their primary podcast platform vary however from the overall podcast demographics. 

  • They are aged 18–24 
  • Access podcasts on a desktop/laptop computer 
  • Live in a household with income less than $50k/year
  • Have high school education or less 

This is in comparison to the more general podcast demographics. 

  • The age bracket with the highest number of podcast listeners is 12-34 at 56%. Podcast listeners aged 35-54 account for 39% of total listenership while those aged 55+ account for 26%
  • 65% of podcast consumers are most likely to listen to episodes on a mobile device.
  • ​Twelve percent of the monthly American podcast listeners have an income level of $75k-$100k. The majority of them have an income level of $100k-$150k.
  • Podcast listeners are 68% more likely to be postgraduates.
  • Fifty-one percent of monthly American podcast listeners are full-time employed.

I’m nervous about starting a podcast in a seemingly saturated market…am I too late?
Traci: The answer is a definitive NO. It is not too late to start a podcast when you take into consideration:

  • Facebook has 2.85 billion monthly active users
  • YouTube has over 2 billion accounts
  • Twitter has more than 206 million accounts
  • More than 100 million Tik Tok Users in the United States alone

There are over 2,000,000.podcasts on Apple Podcasts and over 48 million episodes as of April 2021. But only approximately 500,000 of those podcasts are currently releasing new episodes so the market is not nearly as saturated as seems. The growth trajectory is still on an accelerated track. In 2021, the number of monthly US podcast listeners will increase by 10.1% year-over-year (YoY) to 117.8 million.

A recent research study conducted by iHeart Media shows that Adults are spending 30+% of their time on audio listening however only 8% of Brands are advertising on audio. This opens up a huge opportunity for future ad revenue for podcasters.

The sooner you start a podcast. The quicker you can claim your stake in this growing platform.

Do audiograms work on Tik Tok as a promotional tool for podcasts?
Traci: TikTok is the new hip place for you to build your brand. According to an article in Inc.com, Brands need to start thinking of entertainment as a service–a way to add value to consumers first and establish a relationship before moving to transaction. Importantly, entertaining content doesn’t need to exclusively be a frivolous distraction. Done right, TikTok videos can be a gateway to brand education, tying to a brand’s mission or higher purpose in more creative and authentic ways.

The audiograms you are using on other platforms like Instagram, Twitter and Facebook can be repurposed for use on TikTok and is an effective way to start – especially if you use bright colorful episode cover art. Hashtags will be key for discovery so make sure you use Keywords and TikTok specific hashtags to increase the opportunity to be found in search. You will also want to do some personal videos which can be done from your phone talking about the episodes to mix it up. All the new content created can also be repurposed on the other social media platforms. It’s a long haul strategy but it is effective.

For more detailed info on marketing your podcast using TikTok you can go to my earlier article here at PBJ.

Sources:
Medium.com
Omnicore Agency
The Infinite Dial

Traci Long DeForge is the founder of Produce Your Podcast, and a consultant, speaker, and strategist. She can be contacted at traci@produceyourpodcast.com or 912.223.9525. Visit her websites: TraciDeForge.com and ProduceYourPodcast.com

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