While you might think of podcasting as an audio-based medium, video is what has helped the form reach a much wider audience, especially in the last decade. It’s rare now to see a popular podcast that doesn’t have a video component, whether that be full episodes posted on platforms like YouTube and Vimeo, or shorter clips meant to circulate on Instagram and TikTok. Video not only keeps your viewers more engaged, it also can create a deeper, more connected relationship between you and your fans. When fans can see body language and facial reactions, they’re far more likely to emotionally connect with podcast participants and want to stick with a series. So how did video become such an integral part of podcasting, and what are some of the styles that the top podcast creators employ to stay relevant? Let’s dive in.
The Definition of a Video Podcast
A video podcast is … well … a podcast with video. It’s really that simple. The video could just be a smartphone capturing a wide shot of the entire setup, or it could be an elaborate array of cameras covering every inch of a professionally lit studio. Similarly, some podcasts will choose to release one long, unedited video of an entire episode, while others will only release select video clips and refer fans to the audio version to hear a full conversation. There’s no wrong way to do it, and the format of your video podcast should be determined by its content, intended audience, and virtual destination.
Posting an unedited two-hour video podcast straight to TikTok likely won’t light the algorithm on fire, but neither will 100 hyper-edited clips sent straight to YouTube. Many video podcasts now try to do the best of both worlds, posting full episode videos to some platforms, as well as selected clips to others. To keep this simple, let’s say any video of someone recording a podcast is by definition a video podcast, though there’s an infinite number of different styles and personalities under that umbrella.
The History of Video Podcasting
An exact definition of a video podcast is hard to nail down—partly because the form is actually just as old as audio-only podcasts. It’s possible to point to many early online web series as the original video podcasts, as they featured groups of people sitting around discussing topics like gaming, movies, news, and pop culture. 2003 and 2004 are the typical years to point to for the origin of both audio and video podcasts, though the audio-only iterations took off more immediately, and what we think of as traditional video podcasts surged more in popularity during the 2010s, when longer form content took hold on YouTube.
If you’re tracing the threads of video podcasts, most will lead back to YouTube. It has billions of monthly active users consuming countless hours of content and shaping an algorithm that has gotten better and better at serving up new shows to the people they’ll best resonate with. Since Spotify started hosting video podcasts in 2020, it has also become a major platform for discovery and consumption. While TikTok, Instagram, and Facebook are great for podcasts clips, they’re still not ideal for full length episodes. As video podcasts grow in popularity, so too have their technical complexity, with more and more using professional cameras, graphics, and b-roll.
Why Add Video to a Podcast?
In short, the reason to add video to a podcast is to connect. Though there is something intimate and personal about hearing your favorite podcasters voice in your ear, being able to see their facial expressions and body language takes things to a different level. That can help with engagement, retention, and even converting casual listeners into fans who provide financial support. Additionally, video opens up opportunities to shake up a podcast’s format, adding in static images, b-roll, video calls, visually compelling action, and more. You can immerse viewers in a way that audio-only content never will, and create a nuanced aesthetic for your podcast.
If you’re a solo podcaster or building a portable setup, it makes sense to stick with one or two cameras. For multi-person podcasts, more cameras can mean great close-ups of each and every speaker. Many podcasters will initially keep their video setup simple—one camera, likely a smartphone, maybe even a webcam, capturing a wide shot of the scene or a single shot of them. But the more elements they add—cutaways, reaction shots, close-ups, inserts, etc.—the easier it can be to keep audiences engaged (though you will reach a point of diminishing returns). When creators take the time to build out a custom set that fits the energy and subject matter of their podcast, the opportunities really start to skyrocket. Suddenly new viewers can catch a quick clip online and be instantly reeled in, determined to see more.
The Future of Video Podcasting
If you are trying to take your podcast to the next level, video is now an essential component. Though some creators lean into a basic DIY approach with a home studio and a single camera, many others go full maximalist, with massive studios, high-end cameras, and tightly edited productions that feel more like a television show than a traditional podcast. If you’re trying to come across like a relatable, everyman figure, it makes sense to keep it simple. If you’re trying to capture the feel of a expertly produced TV show, going big is the obvious way. Both styles will always have a home online, alongside countless video podcast productions that fit somewhere in the middle.
Identify your ideal audience, reflect on the subject matter of your podcast, and build out a video production style that feels like it organically fits. The future of video podcasting will undoubtedly include more people producing more episodes in a wider variety of styles. If the content is compelling and fits the visual aesthetic, these videos will be shared. If not, engagement will come up lacking. The most important thing is staying true to your vision for your podcast, and integrating video in a way that bolsters that vision and doesn’t distract from it. But how do you do that? What elements and tech should you consider? Stay tuned for future articles where we’ll dig into the nitty gritty.
