Is Podcasting Dead?

4 Mar

How many people do we know actually listen to podcasts on a regular basis? If you had a group of 20 of your family members or closest friends in a room and asked the question “Who knows what a podcast is?” To take a stab, I’d guess many would probably have heard of a podcast, but might not know what it is.

In an article by Socialbrite called Should your organization launch a podcast?, Kyria Abrahams discusses some issues about podcasting and states that few people listen to podcasts anymore. And if they do, it’s nearly impossible to measure!

So what companies should use podcasts? If any at all? UNICEF.org and NPR still have popular podcasts sections. But these companies already have a radio presence and the podcast is really just a way to deeper drive brand affinity. So they are taking pre-existing radio programs, and simply podcasting them. If you already have the resources and material (like NPR and UNICEF.org) then by all means, podcast it! But with all the social media platforms that companies are trying to keep up with, should podcasting really be at the top of the list?

Podcasts aren’t completely dead but there is a lot of work that goes into creating something that looks so simple. It’s all the more important to make sure your podcast is part of a bigger social media campaign or program. Although there are some pros to podcasts, including that they allow people to do their work while listening to one.

So while podcasting is still being used by some audience, before you begin podcasting, your company really needs to evaluate if the benefits of a podcast will outweighs the time and cost of creating one.

Do you agree? Are podcasts dead or are they still useful for companies?

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7 Responses to “Is Podcasting Dead?”

  1. Rob Walch March 7, 2012 at 9:03 am #

    Podcasting is hardly dead. Podcast downloads increase month over month, year over year. More people are downloading / listening to podcast now then ever before. Podcasters like Marc Maron have a larger audience as a podcaster then he did on AirAmerica. And one very important thing about podcasting is it sets you apart from your peers that are not podcasting – there are only about 200,000 active Podcasts compared to over 20 Million active blogs. If you want to get your content out to a loyal and busy audience – Podcasting offers the opportunity for your audience to consume your content when they are driving in the car, doing yard work, working out or even when they are working.

    • rmlaflam March 17, 2012 at 9:55 pm #

      Interesting points, Rob. Thank you for your feedback! I do believe podcasting has a lot to offer people, but I’m not sure if it’s the best median for companies to go through. I agree that it’s great to listen while driving, yard work, etc. But I guess I could compare it to books on tape. Although people still do listen to books on tape, not nearly as many as before. People tend to be turning to video it seems rather than only audio.

      • Rob Walch March 17, 2012 at 11:34 pm #

        Actually people have much more time in the day to consume Audio than they do video. When driving in the car, working out, doing yard work,… If you are a business and trying to get a message to people in the work force that are busy – getting to them when they are driving to work or walking through airports – a podcast is a perfect medium to do that. Video is fine for entertainment opportunities – but for business – Audio is still a better medium.

  2. relating2thepublic March 16, 2012 at 11:05 am #

    I definitely agree with you. I think for companies, there are a lot other ways that are more beneficial to get through to your audience. I know for me personally, I do not take the time to sit and listen to something for an hour or even a half hour… unless I am in my car. So I would say, companies should focus in on the networking things that will really make an impact.

    • rmlaflam March 17, 2012 at 10:01 pm #

      Great point! Why put out the time and effort into podcasting if you can put that time and effort into other ways that matter more?

  3. douglain March 29, 2012 at 11:04 pm #

    How many people are listening to podcasts in their cars, and will companies like Stitcher succeed in increasing that number? I think podcasting could continue to be significant, but the jury is out.

  4. ryanjohnshea April 13, 2012 at 5:56 pm #

    I definitely agree that Podcasting does have things to offer people, but like Mikelle said, I don’t take the time to sit there and listen. I think that there are other ways to get through to your audience.

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