New YouTube Studio Podcast Assist

Overlook the endless conversations this week about Microsoft’s CoPilot, OpenAI’s launch of ChatGPT-4, and the U.S. Copyright Workplace steerage for AI-created works.

No, the buried information deserving your consideration comes from a “huge” announcement by YouTube.

Get Robert Rose’s take on this week’s CMI Information video, or maintain studying for the highlights.

Hear up on YouTube

TeamYouTube made this announcement on Twitter final week: “podcasts are a go.” Which means new options in YouTube Studio desktop allow you to create a podcast, set an present playlist as a podcast, and measure your podcast’s efficiency.

It was a public announcement of plans that had been whispered about for the previous yr. However Robert Rose calls it the “most underwhelming product launch” he’s seen in latest occasions.

As YouTube explains in this “helpful” video, YouTube podcasts are playlists. For those who can create a playlist on YouTube, you’ll be able to create a podcast. “It’s actually only a tag assigned to your playlist that you just’re calling a podcast,” Robert says.

@YouTube’s #podcast features – a year in the making – earned the “most underwhelming product launch” in recent times, says @Robert_Rose via @CMIContent. Click To Tweet

Why would your model need to do that? YouTube says podcast-tagged content material will get featured in podcast-specific searches and perhaps even on its podcast residence web page. YouTube Music subscribers can entry content material tagged as podcasts. Oh, and your podcast and video content material may get particular badges.

So if you wish to improve your present podcast promotion or use YouTube and need to create a podcast, go forward with YouTube’s podcast options.

Nonetheless pondering the worth of podcasting?

In case your content material advertising technique doesn’t embrace podcasting since you’re involved about market saturation, Robert has some ideas.

“Whereas there’s been a normal slowdown in promoting income for podcasts, the viewers for them has by no means been larger or extra keen for excellent content material,” he says. “Podcasts stay an extremely viable solution to develop relationships with audiences.”

However earlier than you hit report, contemplate these two items of recommendation. For those who’re going to do it in any respect, decide to it. Recent research found that 26% of podcasts have solely a single episode. Virtually two-thirds (66%) have three or fewer episodes. For those who can’t provide you with and decide to 12 episodes, don’t begin a podcast.

Commit to 12 #podcast episodes before you launch, and you’ll do better than 66% of podcasts created, says @Robert_Rose via @CMIContent. Click To Tweet

You additionally shouldn’t view podcasts as a solution to construct audiences. As an alternative, contemplate them a possibility to develop nearer relationships along with your present viewers. Sure, you’ll add subscribers, and other people will turn into launched to your organization by podcasts. However a lot of the podcast’s worth will come from individuals who know you just a little and turn into nearer to you thru your podcast.

Does that imply it’s best to contemplate podcasts a buyer loyalty play? Robert says that’s one of the best profit he can see – whether or not you employ YouTube to start out it up or not.

What are your podcast plans for this yr? Tell us within the feedback.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute