Yesterday we looked at the Podcast Marketing Trends report issued by the Podcast Marketing Academy. The information is based on a survey of 515 podcasters, representing over two billion downloads and 28,000 episodes. Today we bring part 2 of our review. (Part 1 is HERE.) (The source document is HERE.)
The thesis of this report observes that while launching a podcast is easy, growth is difficult.
One of the most revealing and details graphs in this lengthy presentation is a graphical representation of how show topicality ranks by growth rate:
Business and Health/Fitness are the leading growth topics.
There is show topic, and there is show format as a distinct metric of interest. Eight named formats, and one catch-all unnamed format, are shown below with their growth rates. The Interview format includes many shows that are categorized in the Comedy section of most podcast topographies — for example, The Joe Rogan Experience, widely measured as the world’s most successful podcast.
Publishing frequency also relates to growth, and the key values are volume and frequency. That is to say, high-growth shows are more likely (than low-growth shows) to have published an episode within the past seven days. The average show length among podcasts with a greater han 100% growth rate (>100% growth) is 31.6 minutes.
The Growth / Budget Connection
Growth is correlated with overall budget and marketing budget, as illustrated below.
So What Works?
In a graphic too vertically demanding to show here, the surveyed podcasers rank the effectiveness of growth tactics. The top five “most effective:
- Consistency
- Improve show quality
- Gues selection
- Increased output
- Promo swaps
And thefive least effective tactics:
- Social media (at the bottom)
- Paid advertising
- Lack of action
- Show notes, transcripts, and bonus content
- YouTube
Again, the full report in single-infographic format, is HERE.
