Why you shouldn’t start a podcast
Everyone seems to have one, so it must be easy right? Think again.
Podcast is the new ‘it’ word in the world of marketing and entertainment ventures. Getting on the mic, talking about what interests you most, and sharing it with the world. Now that's a gig many of us would love full-time. Easy tiger…even though podcasts are for everyone, easily accessible and look simple to do, behind the scenes it is an entirely different story.
This post is not designed to scare you away from podcasting. On the contrary, as a podcast producer myself I’m here to prepare you for what’s to come and allow you to decide if this venture is really for you. In the world of marketing, entertainment and social media there are so many options to consider from text, imagery, video and audio. Podcasting is just one of those options.
To give some perspective, remember when blogs were the craze because we saw but a handful of people make mega bucks? The masses came running believing it was a great way to get rich quick, easy to do, no promotion required and you needed no prior skills or creative edge. Well, this is that scenario all over again but on the mic rather than fingers to keyboards. Many learned quite quickly blogging is the long game, requires dedication, a creative flair, promotion and pure passion. Podcasting is no different and below I discuss why you shouldn’t start a podcast if you are not prepared to take on six key foundations that will make or break your potentially groundbreaking show.
You heard everyone has a podcast, so you should too?
Would you jump off a cliff because your friend told you to? No. So why would you start a podcast just because everyone else is? You should only start a podcast if it is truly something you are passionate about, you have something to share and actually listen to podcasts in the first place. The amount of people I hear creating podcasts and then saying, ‘oh no I have no time to listen to other podcasts’, meanwhile watch ten hours plus of Netflix a week. I can only eye roll to these comments as it is an easy catch that they won’t be around for the long game.
Podcasting can be a part-time to full-time commitment depending how often you produce episodes, if you are working with audio and video production, if you need to organise guests and the quality level you are looking to achieve. You need to ask yourself why you want to start a podcast and have goals in mind. This will help to give you direction, set targets and keep you motivated along your journey. Here are some general questions to get you started:
Why do I want to start a podcast?
What will the show be about?
Who is my audience?
What is the purpose of the show?
What do I want to achieve with the podcast?
You need to be able to answer these early stage questions honestly before you begin or your podcast could be heading in the wrong direction. Commit to questioning the why, how, when and where of the show. Ask why you want to start the show and not because others are doing it. Think about how often you want to produce episodes and the time you have to commit to the project. Timing is key, so think about when you will deliver the show to your audience and finally the where. The location of your podcast set is important to consider as it might be a studio, dedicated space in your home or office and/or on the road.
This leads to the production of the show, which requires audio, video, presenting, interviewing, social media, copywriting, design and marketing skills. Time to consider the next point…
Easy to learn, no prior knowledge of audio and video production?
Unless you are prepared to pay the big bucks to podcast studios to produce your show it might be time to consider some courses or study online. Learning how to set up and record audio and/or video and post-produce is not overly difficult but it does take some time to learn properly if you have never done it before.
I had previously studied video and undertook podcast audio courses to get up to speed. The best thing about doing it yourself is you have total control over the creative and it feels great to know this baby is all yours. Don’t get me wrong, outsourcing can work but it depends what you want to achieve and if undertaking the creative work is in your court.
Here are a few things to consider when setting up your first podcast:
Audio Production
Zoom is a popular option but the quality will never be great. Also consider how remote calls force awkward pauses and lack a personal dynamic between guests and hosts. It is workable but if you want to compete with the likes of the big players, you need to consider recording in a good space with decent equipment.
What does a good space look like for audio recording? Consider small carpeted rooms with padded walls or large drapes to reduce reverb. By this I mean, you don’t want the podcast to sound like an epic echo chamber. It doesn't need to be perfect, just with a few minor and cheap adjustments to keep the sounds from bouncing, will make the world of difference. Or, if you are stuck in a room with reverb you will spend a lot more time in post. It’s not impossible to fix but not fun either.
In regards to equipment there is a lot of great mid-tier gear you can get from brands like Rode or Shure for first time podcasters that are not hard to use. There are lots of courses online and no doubt something in person locally for you to try out. Remember though, even the start-up equipment costs money and you will need to prepare a budget towards this if you want decent audio to compete alongside other podcasters.
Video Production
Podcasting is not all about the sound anymore. Everyone is jumping to video as a means to connect with their audiences either on social media or platforms like YouTube. If I’m being honest, it’s hard to compete with the shows doing both now and if you truly want to get into the game you need to consider video.
Now this is where the big bucks can come in. Video equipment is not cheap for even the most basic setups. If you are unsure, consider a simple setup to begin with using iPhones for example. It pays off to attend video courses, network with podcasters to see what they are using or researching online. Take your time to consider what your needs are, what you want to achieve and go from there.
Think it’s a cheap marketing option?
I worked for a brand that believed chucking together a half hour show over Zoom, editing in GarageBand and sharing to the masses would make them famous. Obvious to say but the show had a short shelf life. If you want to market your business, brand or self-promoted show you need to invest in the following:
Note: This is a general guide of things to consider and completely depends on your show style, purpose, goals and overall setup.
#1 Pre-Production
Setting up the podcast platform to release the show via an RSS feed (e.g. OMNY, Buzzsprout etc)
Creating social media and YouTube accounts.
Designing a logo and the copy for the show's description, tagline and other promotional materials required.
If you are interviewing guests then you need to factor in scheduling to reach out, plan briefings and set up the recording date.
Prepare the interview questions and any research required. If there are no guests then it's still a matter of planning the content to be discussed.
#2 Recording
Consider where you want to host the show such as a studio, area in your home or on the road.
Equipment for audio and/or video production.
If you have started solo, consider if you need someone to assist depending on your setup.
#3 Post-Production
Audio and video editing in software such as Adobe Suite. There are many more professional options and this will be a personal preference.
Editing social media assets such as reels, tiles, copywriting and any other promotional materials you wish to use.
Scheduling the show on podcast and video platforms, such as YouTube.
This leads to the next point…
You don’t have time to promote your podcast?
Then who the hell is going to know it even exists? Seriously, the internet is drowning in talent, bursting with creative flair and overrun ultimately with podcast shows. If you want to cut through and be seen you need to promote the show regularly. Time, money and energy need to be spent in this core area. Again, let me emphasise; podcasts are not cheap.
Promoting your show can be done through organic growth or paid advertising depending on your budget. However, both are expensive as you are either spending your valuable time to organically grow the show or paying using online advertising. The best ideas to promote your podcast can include (obviously not limited to):
Facebook, TIKTOK, Instagram and other social channels.
YouTube is great! If you are producing video content and recording the show this is an amazing platform to build an audience.
Podcast networks including Spotify, Apple Podcasts, Google Podcasts and more.
If you are going down the paid advertising route this could also include Google Ads and other online options.
For the show, On The Couch with Hooly, I even contacted our local newspaper and pitched our podcast as a feature article, which helped to grow a local audience. You could go old school and try flyers, networking events, stickers and other guerilla marketing strategies.
Just ensure you are willing to promote the show or your subscriber base will not grow on major podcast and YouTube platforms, which means you won’t be able to monetise down the track. For example, on YouTube you need 1000 subscribers and 4000 watch hours to hit that subscription button. Spotify is beta testing a similar system in the US as we speak, so promote till the cows come home baby!
You have to promote the show, including yourself…
Do you have a unique, creative idea that’s a cut above the rest?
Audiences generally speaking want to be entertained, educated and inspired. If you are going to proceed down the podcast rabbit hole make sure you have considered your unique and creative idea that will stand out amongst the crowded market.
If you are considering a sports podcast, think about what will make yours different. Consider the niche, guests, topics, research or maybe an angle others haven't tried. It may take some trial and error to get it right and platforms like Spotify now allow you to post questions and polls to your audience. This is a great way to see what is and isn’t working to help grow your audience.
Think you will get rich and famous quickly?
All I can think of at this point is…LOL! Having gone through all the reasons why you shouldn’t start a podcast by now this one is obvious. Podcasting is a long game. You will not get rich and famous quickly unless you are already both of these things. If you see LiSTNR, Spotify and other platforms spitting out new shows that hit #1 on the first day, take a look at the talent. All the hosts are well-known celebrities, influencers, change-makers or come from a media background.
It takes time to build an engaged audience that returns week on week to hear and see more from your show. Commit to building great content, producing top quality audio and video, marketing your show and overtime the audience will grow. Just make sure you are passionate, excited, dedicated and bloody love what you do or it will be a painful chore.
Bottom Line…
Start a podcast if…
You love podcasts in the first place. (Like, actually listen to them.)
You have something interesting and exciting to talk about.
You’re committed to producing great audio and video that engages audiences.
You have a marketing plan to promote the show.
You are doing this first and foremost because you love it, not to get rich quick.
You’re ready to invest in your podcast financially, towards training and development and the big one; time.
Also, remember that a podcast is like any other start-up. It might fail the first time if you realise the audience is too niche or you were focused on the wrong topics or maybe even need a better recording space. There are heaps of reasons a podcast might not work and you had all the passion and right objectives behind it to begin with. Just know you can start again or as the entrepreneur community loves to say, ‘pivot’. Take what you have learned in round one, go back to the drawing board and come back stronger. There is no shame in a few different takes to get things right. If you love podcasting enough, you will succeed.
If you have any questions about podcast production drop a comment below and I will do my best to answer. Happy podcasting!
