Podcast consumption is increasing at a rapid rate. In 2021, Spotify subscribers spent 78% of their time listening to podcasts. Furthermore, Edison Research identified that 72% of stay-at-home workers listened to audio streaming. With that in mind, it is safe to assume the pandemic has had a positive effect on audio consumption. But that growth has also increased demand. As podcasts have become mainstream, so has the desire to create podcasts. And as more and more new podcasts enter the market, the fight for podcast discoverability has become a challenge. Even the best podcast creators can struggle with gaining exposure and listeners. Read on for some effective ways you can improve your podcast discoverability.
An increase in choice has made podcast discoverability a challenge
If you’re listening to, or creating, podcasts, you’ll know it is a growing medium for entertainment, enlightenment and education. Someone recently joked that in 2021 there will be more people with a podcast than without one. They are not far wrong. Their growth in number appears to be on the same trajectory of those consuming them.
Audio, and the spoken word, in particular, remains the most common form of human communication. Podcasting is an intimate medium. People connect with the voices who give them good information or vibes. And, it’s our ability to multitask, when listening to audio, that makes podcasts so attractive to an audience. Listeners can choose when to be informed, educated and engaged whether they are working, cooking dinner, going for a run, commuting or enjoying downtime. Podcasting allows entertainers, storytellers, interviewers, content marketers, businesses and brands to leverage this trend with an audience providing an efficient, effective and multi-dimensional way to communicate and be heard.
With more and more high-quality content coming online, easily and cheaply distributed, through massive audio platforms such as Spotify, Apple, Google, Soundcloud and many more, it is becoming hard for an audience members to find the content they want, and for podcast producers, promoters and publishers to find their audience quickly and cost-effectively with scale.
AI spoken word technology can unearth content that will connect you closer to your audience
This is how Sonnant can help you!
We realised that the spoken word is essentially an unstructured form of data. Recorded speech on audio/video is chronological – it has a start, a middle and an end – but other than that, there is little current understanding and interpreting of what was said, how it was said and more. The value for humans is really that piece in the middle. Using the power of artificial intelligence and machine learning, we have begun understanding, extracting, exactly what is in the middle, and connecting it with the right people at the right time. It’s a bit of a breakthrough.
If you know what your audience listens to, and what they tune into – and you’ve made content that hits that button, doesn’t it make sense to automatically connect the two? And that’s just the start.
“Find me the part where Elon Musk talks about crypto with Joe Rogan?” Ask your smart speaker that question and be taken to the exact place in the content. Yes, it’s happening now.
Content discovery is a two-way street, you want to find things you are interested in, and producers, creators, advertisers and promoters desperately want you to listen to it. We’ve solved parts of the discovery problem, and we are fixated on solving more. In the interim, we are creating incredible promotional capabilities and productivity gains. You really should check out what the future of spoken word discovery looks like.
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