Hey Besties!
First of all, welcome to the newest members of our community. When I started this newsletter almost a year ago, Iād only hoped to connect with so many podcasters, aspiring podcasters, and industry folks ā itās exciting to see such a cool tribe of folks all dedicated to improving our craft and marketing savvy. Iām thrilled yāall are here. š
Please donāt hesitate to hit reply to this email if thereās anything you want me to cover. Iād also love to hear from you if youād like to collab, work together, or just say hi.
Over the past several months, thereās been loads of hype about the importance of YouTube for podcast discovery, so today, Iām bringing you a Q&A with a podcaster who is crushing his pivot to video. In March,Ā Jay ClouseĀ gave tips forĀ creating community around your podcasts, and now heās back with 411 on how to make a *good* video podcast (and some considerations to help you determine whether or not thatās the right move for you.)
You recently started releasing a video version of your podcast on YouTube. How long had you been doing your podcast when you expanded to YouTube, and why did you decide to make the pivot?
JC:Ā We published the first video episode on July 12, 2022, and the podcast launched on March 24, 2020. So it was more than two years and 108 interviews later that we decided to go into video.
It became clear to me that one of the best ways to build new audience and get in front of new listeners (quickly) was to be on YouTube. There is just so much constant potential discovery when youāre tied to a search engine the size of YouTube. Iād always had the aspiration, but I also knew I wanted the video production quality to match the audio production quality ā which is high. So it took finding a great editor with his own vision for the show to finally pull it off.
I love your video aesthetic. Any tips for setting up a home studio?
JC:Ā I worked with Kevin Shen ofĀ Dream Studio CourseĀ to get my studio looking good āĀ and it probably cost me $4K+ to get the equipment that achieves this look. I have a lot of lighting equipment, a Sony Alpha 7C camera with an f1.3 lens. I recommend working with professionals to get this stuff right!Ā
What are your equipment recommendations to get professional quality video?
JC:Ā This is notĀ reallyĀ my expertise ā I just took good direction. But even that direction was tailored to my space (which I have a lot of). The Aperture keylight I use, for example, has aĀ massiveĀ footprint. So Iāll share that I use a Sony Alpha 7C camera with an f1.3 lens, as well as an Aperture Softbox keylight. But, truly, I recommend hiring a professional likeĀ Dan Bennett.
What recording platform do you use?
JC: I use Riverside!
How do you prep your guests to try to get better remote interview video from whatever platform youāre using?Ā
JC:Ā Using Riverside, which records locally, I donāt have to give a ton of direction. Before we start recording, I will do some basic checks on whether theyāre using their best camera, weāll identify the best audio-in option for them, and weāll also ensure they donāt have any feedback coming through. Iām just looking, listening, and then Iāll coach them on how to make things as good as they can be ā but it really just comes down to equipment.
Any editing tricks for making the most of Zoom video in post?
JC:Ā I really donāt recommend Zoom. I find that using a remote recording tool built for podcasting (Riverside, Squadcast, Zencastr) is a much superior option. As far as editing goes, we do a LOT of editing ā and the magic there is that I hired an editor.
One thing we try to do is make full use of the video frame. When you use a side-by-side Zoom recording, there are tons of wasted space above and below the video. By actually editing the video, we can zoom and make a 2-cam setup that makes full use of the frame. We even zoom in and out throughout the episode to keep the viewer visually engaged. Pretty standard YouTuber stuff ā just applied to a remote podcast recording.
What are your biggest learnings from your pivot to video thus far?
JC:Ā The video show hasĀ definitelyĀ opened me up to a wider audience. Since publishing the video show, the audio show has even grown faster than before (coincidence?). One thing I really love is that people can comment on your video, and you actually know WHO is watching/listening. Itās such a mystery in audio.Ā
I also learned that itāsĀ hardĀ to do 60+ minute interviews on YouTube. Itās definitely not the type of content that YouTube pushes the hardest. You need to take titles and thumbnails seriously, too ā but the nice thing is, itās kind of a solvable problem. You try something one week and see how it does via YouTube analytics. Oh, the Average View Duration is down? Letās try something to improve thatā¦the feedback cycle is really quick.
Itās also a bit of a challenge to make a video showĀ equallyĀ good in audio. In video, you want to move through things quickly to keep the viewerās attention. In audio, I find myself adding additional dead air between sentences to let the listener feel a little cozier. In video, you can add things on-screen that help the viewer. But if those things donāt have associated audio, itās a confusing listening experience.
So itās tough to do both. In general, we think of the show as video-first, but we have a lens to ensure that anything on video can still be understood in the audio-only version.
I imagine doing video well is a significant time and money investment. Can you speak to that?
JC:Ā For sure ā itās the biggest investment I make in my whole business every month. Luckily for me, itās actually reduced my own editing time; instead of editing audio, I simply write the (small) amount of scripting and then record that direct-to-camera. Then itās over to my editor to take all the raw files and make a great video episode out of it.
Between audio, video, clips, transcripts, and thumbnails, Iām investing ~$4-5K/mo.
How has moving to YouTube impacted your reach and audience growth?
JC:Ā Itās definitely brought me a new audience. Both the audio and video shows have grown more quickly since starting on YouTube. Itās also easier to market the podcast as a whole because videos are much easier to share and promote.Ā
The flip side is that thereās no hiding on YouTube. Your subscriber and video view counts are very public. So you have a bit of a chicken-or-the-egg problem initially trying to get started because you have no social proof to get people to watch. Without people watching, thereās no social proof.
Anything else Besties should know if theyāre thinking about whether or not to jump into YouTube?
JC:Ā Riverside has a nice exporting tool that allows you to export a full video that combines the raw files into one single file and then switches between speakers using AI. In the beginning, this is minimally viable. But you canāt half-ass YouTube. You can certainly grow your show using it, but only if itās a priority. So if youāre not going toĀ take it seriously, it may not be worth the investment of time and money.
Thank you, Jay!
ā”ļø Of course, check out Jayās Podcast Creative Elements on YouTube.
ā”ļø Accelerate your journey to becoming a professional creator with Creator Science and stay up to date with Jay on Twitter.
Producer II, Criminal, Vox Media Studios (temporary, full-time) at Vox Media | Remote
Post-Roe America Podcast Series Producer & Editor (part-time) at The Nocturnists | Remote
Development & Operations Coordinator (part-time) at Radio Diaries | Brooklyn, NY + Remote Hybrid
News Director (full-time) at Nebraska Public Media | Lincoln, NE
Fall 2022-2023 Production Fellowship (full-time) at Maximum Fun | California-based Remote
Marketing Assistant (contract) at Podglomerate | Remote
Manager, Marketing and Audience Development (full-time) at Podglomerate | Remote
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Soā¦ ROLL CALL! š£
Are you publishing your podcast on YouTube? If so, whatās your strategy? If not, whatās your rationale for holding off?
Follow me @courtneykocak onĀ TwitterĀ andĀ Instagram. For more, check out my websiteĀ courtneykocak.com.