Podcast

A podcast is a recorded audio file, broadcast internally or externally to get a message across (single episode for a product, service or event) or to create a community around a concept (series of episodes).

It can be broadcast on all platforms (audio streaming platforms, social networks, web, radio…) and is accessible wherever and whenever you want.

Podcasts are therefore a powerful communication tool, offering great listening freedom and mobility. In fact, 82% of French people listen to their podcast at home, including 25% in the car as a replacement for the traditional radio.

Podcasts are an important choice for attracting attention. Human beings are four times more attentive to audio than to visuals, and retain 20% of their content, compared with just 5% for video.

Listening is also more effective than reading, with 250 words per minute compared to 150.

Production

What ?

There are two categories of podcast: catch-up (rebroadcast program) and native (original content created by the brand).

Here, we’ll focus on the native podcast, dividing it into two sub-sections:

  • Editorial: developing a narrative around a particular theme.
  • Brand: disseminating information about the brand directly (newsletter, announcement, product, service, partnership, contest, event, etc.).

Each podcast can be in narrative format (one speaker) or interview format (several speakers).

Where ?

The podcast is distributed on any platform that broadcasts audio content and corresponds to the brand’s communication strategy:

  • Website
  • Radio
  • Audio streaming platforms
  • Social networks

How ?

The creation of a podcast requires solid upstream work on the part of the company. It must :

  • Define its editorial line: what subject to tackle, how to express itself, what message to put across?
  • Write the content
  • Record it: the brand should invest in sound recording equipment or call on the services of a specialized agency to maximize the quality of the rendering.
  • Distribute it: you can distribute a podcast yourself, but you’ll need to know how to host it.

The most effective solution is to seek advice from the recording agency on how to host the podcast in the right place, so that it can be broadcast on the right platforms.

Figures

82 %

of French people listen to their podcast at home, including 25% in the car as an alternative to the traditional radio.

400 %

Human beings pay four times more attention to audio than to visuals.

20 %

This is the memorization rate for audio content, compared with only 5% for video.

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