#content-podcasting

There's something no one talks about when it comes to launching podcasts that's bothered me. When I worked in broadcast media, networks didn't just obsess over what they were producing — they agonized over when and for how long content was consumed. From as far as I can tell, no one launching/running podcasts for brands thinks like these media companies.

When I was developing the podcast strategy for Hopin, almost every B2B podcast was an hour long — some even longer. Far too many recorded an interview with a subject matter expert and published it unedited. This isn't inherently "bad" and there's a good chance some have accidentally struck gold. But when I see the sea of sameness across so many podcasts, I can't help but wonder if all these 30-60 minute-long shows ever considered when their audience listened and for how long.

Gracenote (Nielsen) reports that most people consider audio to be an in-car medium. According to a few sources, the average work commute is anywhere between 26-to-52 minutes. Based on that, the average audience has time to listen to hour-long one episode of a B2B podcast a day (split between their morning and evening commute).

The idea that audio is an in-car medium is changing — even more so since the start of the pandemic. Gracenote's research also found that at-home listening has increased. Anecdotally, I know people who listen to podcasts at the gym or during their lunch break.

Ultimately my point is this: If you want to launch a successful podcast don't just think of who your guests will be and what you'll talk about. Put yourself in your audience's shoes and ask yourself — where are they and what are they doing when they're listening. You might realize that when your hour-long interview with a subject matter expert is trimmed down to 15 minutes you'll reach a wider, more engaged audience.