Video vs Audio Podcast: Differences and Possibilities for Cooperation

• Thanks to their narrative element, video vs audio podcast are today among the media types preferred by marketers.

• Human beings are visual creatures. Thirty percent of our brains are involved by what our eyes see. And we especially love faces. Newborns direct their gaze to faces as early as 24 hours after their birth. As we get older, this tendency seems to become even stronger. From facial features, from the emotional nuances communicated through expressions, we get a great deal of information. Adding video content where faces appear (for example, those of the speaker) can help audiences make deeper connections with the story being told.

• Video is much more social. Audio clips, when posted on social media, are not as immediately engaging as video. In fact, videos on social media are set to play automatically, but without audio. This is because social media platforms are optimized for video, and not audio, which is turned off by default. Adding video increases engagement for social media users as they find the podcast in their feed.

• TikTok is gearing up to make a major play in e-commerce, according to a report published by the Financial Times (FT) on Monday.

• The hugely popular short-video social media platform owned by China-based ByteDance is aiming to integrate online retail sales and marketing, a development that sees it moving into increased competition with Facebook (NASDAQ:FB).

• Posters on TikTok will reportedly be able to include product links with their content, paving the way to receive commissions on purchases made through referrals.

The Weight of Influence in Trust

• As more people gain access to social media platforms and discover their voice and amass followers, influencers as we call them, have exponentially increased digital content and, ultimately, changed the way we interact with brands.

• The public’s regard for these personalities has definitely shifted over time — but perhaps no shift has been greater and more relevant than that which happened during 2020, when the pandemic struck out of nowhere, rendering many of the frills and fluff of social media nearly obsolete.

• More than the diversion that the otherwise “fluffy” type of influencer marketing used to provide, audiences are in search of what mirrors their own realities.