The world of Podcasts: do you know how to explore it?

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The practicality of audio content has attracted more and more followers on the most varied streaming platforms for this form of communication. Extremely democratic and accessible, podcasts are winning over young people and adults throughout Brazil.

According to a survey released by comscore, the audience that consumes the most audio content in Brazil is between 25 and 34 years old, but the age group from 15 to 45+ has a very small difference in percentages in the survey. In other words, young people and adults are becoming avid listeners, optimizing their time . The truth is that people are spending more and more time with their headphones in their ears, regardless of what they are doing…

Especially as a marketing tool, the 3 most used types of materials in audio format, which triple the reach of productions, are:

Narrated Posts – like this one for example.
Audiobooks – which consists of reading a book, physical whatsapp mobile number database free download or digital, with interpretative language and often more than one narrator to differentiate the characters’ voices.
And the famous Podcasts .
But after all, what are Podcasts?
Podcasts are audio content recorded and broadcast online , with the possibility of downloading to listen offline .

In general, they are prepared in series formats with several episodes on a central theme to delve deeper into the topics or expand the range of possibilities of the subject, theme or profile of the program; also called a podcast.

Podcasts are basically divided into 4 types and are strongly influenced by radio. A person or company can work with an “Interview” type podcast. Do you know that “ping-pong” that is well-known in the world of communication? Well, yes. It can also be done in the form of a “monologue” , that is, an individual podcast, where the topic is addressed and explored in an interactive way with the audience sending questions via chat.

There is also the informative type , very similar to many radio programs on the air to this day. And finally, but without exhausting the countless possibilities of the podcast universe, we have the “panel” format ; which is almost the “round robin” of podcasts . But this needs to be very well structured so as not to turn into a big noise where no one understands each other.

However, the most common recording formats are interviews with an interlocutor and a guest expert on the subject; or individual recordings with audience participation via chat.

These two formats have a lower recording and editing cost , when the material is used to develop other formats of the same content.

What do I need to create a Podcast?
Like any content production, it all starts with planning. Ideally, you should be able to:

Define the objectives of your podcast, that is, what do you want to communicate? Is the objective to increase the reach of your brand? Or is it to give more visibility to the company's positioning on a certain subject? Or is it to launch a new project within the brand ? In short, outline the objectives. It is worth remembering that objectives and goals are different things but they go hand in hand.
You already have a persona for your business, right? Is it the same for this new communication format ? This needs to be clear from the beginning…
What type of podcast will you be releasing? Interview? Individual? Anyway, this is very important for many reasons, and technical equipment is one of them.
Just as your brand has a visual identity, your Podcast should also have one, even if it follows the same one (name, logo, etc.)
What will be the duration and frequency of both episodes and publications? This is also defined in the planning phase. But you can do “pilot projects” to see what best fits your business profile…
Still in the planning stage, but already thinking about execution, it is necessary to think, research and define structure and script. In other words:
Recording Location
Soundtrack
Bit rate (bit transfer rate, taking into account the large use of 3G for audio content consumption)
Microphone Type(s)
Clips from the previous episode, or the one that is about to begin;
Retrospective when one episode is a continuation of another…
Vignette
Presentation of the interlocutor and/or interviewee
Development
Thanks – to guests and sponsors
Call to Action
Standardized farewell with catchphrase
Definition of guidelines
Podcast communication, editing, recording and hosting software
How to earn $ with Podcast?
Like everything in life, we want more than recognition. And after investing so much time and money , we expect a return, right? Right!

In 2019, it is estimated that there was a revenue of around one billion dollars from podcast advertising. But you won't be able to earn $ with just one episode. After 10 episodes, you can start thinking about having advertisers, sponsors and other ways to monetize your podcast.

Podcasts as a Marketing Tool
Columnist Sonia Racy, from Estadão, reported in her column on October 2, 2020 that more than 59 million Brazilians used audio streaming services in the second quarter of 2020. This data alone would be a reason to have audio tools in your marketing strategy. Also in the second quarter of last year, another source reported that audio platforms had more than 730 thousand interactions.