BRX Pro Tip: Is Video Replacing Audio in Podcasting?
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, do you think video is replacing audio in podcasting?
Lee Kantor: I think replacing is a tricky word in the sense, like did TV replace radio? Did movies replace TV? Is video replacing audio? Yeah, a lot of people watch video. A lot of people listen to audio.
Lee Kantor: I’d ask you this: are AI summaries going to replace both of them? Because if people are just wanting information, an AI summary is going to give them all the information they need a lot faster than watching a video podcast or an audio podcast. So, all of these things are going to be fragmented even more. So sure, video is growing, but that doesn’t mean audio podcasting is dying. It just means that these are different formats for different types of consumption.
Lee Kantor: So, someone who’s in their car running is not going to watch a video. Maybe they’ll listen to the video while they’re running on a treadmill, but they’re not going to watch the video. Somebody scrolling through social media might prefer a shorter clip. You know that’s true. So, you should be doing all kinds of things.
Lee Kantor: I think AI summaries are a bigger threat than video is to audio podcasting, because AI summaries are just the simplest way to get the answer you’re looking for. You don’t have to… you can even ask AI to summarize the podcast. Like there’s no need… the AI needs the content in order to do what they do. But the summary, the AI summaries are a tool that are going to – if people just want the information, they are a tool to get you the information, but they’re never going to replace the original content because they don’t build authority or relationship.
Lee Kantor: They just give you a transactional piece of content. A show or an audio podcast or a video podcast gives you a human-to-human interaction, and people are like them because it is a human being that is interacting with them, even if it’s passively and they’re just listening, but they get to know that person, they get to like that person, they get to trust that person.
Lee Kantor: So sure, a summary can tell you what someone said, but it doesn’t let you hear their voice. It doesn’t let you kind of appreciate their personality. That’s where real connection happens. That’s where real relationships build.
Lee Kantor: At Business RadioX, we do audio, we do written content. We do social clips. Some of our people do video content. We use video as a means of distribution of our content, because people consume content in all different ways.
Lee Kantor: So, I wouldn’t really be stressing about which format is going to win. I would find the format that works best for you. Lean into it. Focus on creating valuable content in whatever format serves your audience best, and then what you want to focus in on, at least for podcasting in our world, we want the relationship, so we want great relationships with our guests. We want great relationships with the fans of our content. We want to build human-to-human interactions. And we use this as a way to do that.
Lee Kantor: So, the content is a part of the deliverable, but the relationship is really the metric that matters in our world. So, the format isn’t the point; the value that you deliver, the relationships you build, that is the point.
