Video vs. branded podcast: which one to choose for your strategy?

We don't need to spell it out for you. You already know that content is essential for building brand awareness. But a new Google search... and you're lost in yet another headache: should I choose video or podcast to communicate about my brand or my product? We thought we'd help you decide! We promise, if you read on, you'll know which medium is best for your brand.

1. The podcast can be consumed anywhere, not the video!

Audio format promotes multi-tasking

No need to create suspense... Podcasts have the advantage of being downloadable and listenable without the need for a 4G or WiFi connection. Let's do the test: stop reading for 5 seconds... Got it? Now think of all the places where you've already listened to a podcast:

• At home doing the dishes?
• At work during your lunch break?
• Changing subway lines?
• In your car during traffic jams?
• At the gym?

Thepodcast allows you to use this previously unoccupied time and reach your audience wherever they may be!

Video is not suitable for all types of consumption

Video, on the other hand, is much more restrictive. Without a sufficiently powerful 4G connection or a wifi that doesn't skip, loading a video is virtually impossible. This format doesn't offer the opportunity to do something at the same time... For example, you can't consume a video on your mobile while you're watching a movie:

• Drive to work,
• Running after work,
• Walking your dog.

And while streaming platforms like Netflix, Amazon Prime and Disney + are trying to make the experience seamless with :

• Video content available immediately,
• Which runs between episodes...
• Adapted to cell phones

... It's a much more demanding activity for your attention!

2. The branded podcast has different platforms, the video has Youtube

Podcasts are a multiplatform format

Every day, a new podcast distribution platform is created. So, if a podcast "host" platform no longer suits you, you can "unpublish" it and host it on another podcast platform. It's also a way of finding your listener... no matter which platform they listen to their podcasts on.

List of platforms on which to distribute your podcast

Below you will find a list of platforms for distributing your podcast:

• Apple Podcasts
• Spotify
• Deezer
• Google Podcasts
• Amazon Music
• Stitcher
• IHeart Radio
• TuneIN
• Alexa
• OverCast
• PocketCasts
• Castro
• Castbox
• Podchaser

Most are easy to manage, free (or very inexpensive) and will fit in perfectly with your podcast distribution strategy.

Video is a "uni-platform" format

On the other hand, when it comes to video, the situation is totally different...I can see where you're coming from... You're going to tell me about the "stories", "real" or "vertical videos" found on Instagram, TikTok or Facebook.Unfortunately, when it comes to video... there's Youtube to go with it. In France, Youtube represents 46 million monthly active users (Source: BDM), so to do without Youtube in the distribution of your video would be to shoot yourself in the foot... But it also shows the extent to which, without Youtube, a video won't exploit its full potential to reach its audience.

The podcast can also be published on YouTube

Applications like Headliner are multiplying to enable podcasters to publish their podcasts on Youtube, adding(YET AGAIN!) a new distribution channel for the audio format. Podcasts are everywhere...

3. Podcasts are a popular format for introverts

Another important point that favors podcasting in your content strategy. Getting in front of the camera, showing your face and seeing yourself on screen is not for everyone. Lack of confidence often plays tricks on you, and you quickly abandon your video projects to launch your own Youtube channel. In this case, the podcast stands out from the crowd, since all you have to do is use your voice, without fear of being judged on your looks. I imagine that by now your marketing heart is leaning much more towards the podcast. And while we agree, at Calliopé we see things differently... Indeed, podcasts and video are 2 sides of the same coin in modern marketing. In other words, both formats correspond to these new ways of consuming content, with the importance of :

• Image to enhance brand and products,
• Audio to contextualize and bring listeners closer to the brand,

So, if your budget, your team and your availability allow it, we invite you to combine video images with your podcasts.

Avner UZAN