Audio Discovery and Consumption; Best Practices

Three best practices: 1) High-definition 'talking head' video, 2) Custom video thumbnail, and 3) Video sharing on social media, are provided in the findings below. For each best practice, the focus is placed on podcasts and time-shifted audio content. The overview, examples, and the consideration as the best practice are also provided for each.

Best Practices: High-Definition 'Talking Head' Video

One of the best practices of using video to aid audio discovery and consumption of podcasts and time-shifted audio content is by doing a high-definition video recording of oneself and guests during the actual recording session.
Not minding that the show format is a podcast, the video quality must be in high definition. Presently, many smartphones can deliver high-definition videos.
In using this best practice, the orientation, layout, and presentation of the visual must be top-notch. From the manners in which bodies are positioned, use of the microphone, visibility of expressions, to the clothes used for the presentation, everything matters. To enhance additional visual appeal, wherever the podcast is made from should be decorated appropriately and resonate with the related topic of the podcast.
When a video is done right, as indicated above, the quality of it will attract the audience and enhance audio discovery and consumption. A 'talking head' video made of the lowest quality will not aid the discovery and consumption of podcasts and time-shifted audio content.
Examples of podcasts and time-shifted audio content that have made use of this best practice include Blind Wave's 'E3 and Catching Up,' ESPN's Dan Le Batard Show, and the Dave Ramsey Show. The videos of these podcasts are made in high definition 'talking head' formats, aiding consumption.
High-definition 'Talking Head' Video is considered one of the best practices because Dan Le Batard Show is ESPN's most popular time-shifted audio content with "8.3 million downloads in October 2018." More so, ESPN's Dan Le Batard Show and the Dave Ramsey Show are listed in 2018 among the top five podcasts by downloads with almost 6 million subscribers and 1.32 million subscribers on YouTube, respectively. If the videos of these podcasts are not made of quality, they wouldn't attract so many downloads in the first place.

Best Practices: Custom Video Thumbnail

The first thing that gets listeners to click on a podcast on a video platform, like YouTube, is a video thumbnail. However, it should be noted that "fake podcast videos made up of static images lose 90-95% of their audience within the first 90 seconds."
What has considered the best practice in this respect is the creation of one's custom images from the video, which should reflect the podcast’s branding. This will give the podcast channel a more consistent look to drive audio discovery and consumption by listeners.
In engaging the efficient use of this best practice, podcast channels use colors that best resonate with the brand, highlight facial emotions, include the podcast logo, and let the episode title/catchy phrase of the podcast be crystal clear on multiple devices.
Examples of podcasts and time-shifted audio content that have made use of this best practice include 'Ear Biscuits,' 'This American Life,' ESPN's Dan Le Batard Show, and the Dave Ramsey Show. The custom video thumbnails of these podcast channels draw the audience's attention to click and eventually listen to the audio content.
This 'Custom Video Thumbnail' is considered one of the best practices because it has been reported that "90% of the best-performing videos use custom thumbnails.
" It is, therefore, important that videos that make use of custom thumbnails aid audio discovery and consumption.
Also, podcasts and time-shifted audio content such as 'This American Life,' ESPN's Dan Le Batard Show, and the Dave Ramsey Show make use of custom video thumbnails, and they are listed in 2018 as among the top five podcasts by downloads. While Dan Le Batard Show generated "8.3 million downloads in October 2018," 'This American Life is heard by "2.2 million people on 500 radio stations and generates an additional 2.5 million podcast downloads per episode."

Best Practices: Video Sharing on Social Media

One of the best practices of using video to aid audio discovery and consumption of podcasts and time-shifted audio content is by sharing video content of recorded sessions on social media platforms such as Facebook, Instagram, Twitter, and YouTube. Because the latter is a video platform, it is natural that its audience will only expect video content.
Shooting a video for podcasts is not just meant to be uploaded; the best practice suggests the video link should be shared on social media. YouTube is the best platform for this, although short clips can be posted as well on the likes of Instagram, Facebook, and Twitter.
Having a sneak peek into the next podcast video episode can excite the listeners' consumption. Also, short clips on other social media platforms outside YouTube should be posted with a "call-to-action to view the full episode."
Examples of podcasts and time-shifted audio content that have made use of this best practice include Blind Wave's 'E3 and Catching Up,' 'Ear Biscuits,' 'This American Life,' ESPN's Dan Le Batard Show, and the Dave Ramsey Show. Through the sharing of their podcast videos on social media, they have increased their subscribers base and enhance more downloads of time-shifted audio content.
Video sharing on social media is considered one of the best practices because video content does "incredibly well on social media, as 45% of people watch more than an hour of video per day." It is also considered one of the best practices because "78% of social media marketers believe videos attract more traffic to their pages." Consequently, the sharing of podcast videos on social media will aid in audio discovery and consumption.
More importantly, it is considered one of the best practices because podcasts and time-shifted audio content such as 'This American Life,' ESPN's Dan Le Batard Show, and the Dave Ramsey Show make use of video sharing on social media, and they are listed in 2018 as among the top five podcasts by downloads. While Dan Le Batard Show generated "8.3 million downloads in October 2018," 'This American Life' is heard by "2.2 million people on 500 radio stations and generates an additional 2.5 million podcast downloads per episode."

Popular Video Types on Social Media Channels

Videos are the best performing content type on social media. The top 3 videos types that generated the most views on YouTube are Product reviews, How-to’s/Tutorials, and Vlogs. The top 3 most-watched Facebook video publishers worldwide are LADbible, UNILAD, and Viral TRND. The most successful type of videos posted on Instagram is about product promotion and building brand trust and the 3 top video types on Twitter pertain to presentations, answering tweets, and question & answers.

Video is Twitter's fastest-growing advertising option; it generates 2.5x more responses, 2.8x more retweets, and 1.9x more favorites than other content.
Views of branded video content have increased by 99% on YouTube and 258% on Facebook between 2016 – 2017.
 81% of businesses have used video as a marketing tool in 2018 due to the fact that 64% of consumers are more likely to buy a product online prior to watching a video of it first.

YouTube

Product Reviews

Product review is the #1 most popular video type on YouTube.
Reviews are an important part of the consumer's purchasing journey; most people would not make a purchase unless they consulted online reviews first.
Product reviews raise the bar for online reviews by allowing the viewer to "see how a product performs while also hearing feedback on the product".
Product reviews are frequently created and shared by influencers and the most popular review types are about technology.

How-to’s/Tutorials

How-To videos provide instructional details of how to accomplish a task. This video type is widely used among beauty influencers.
Some of the most popular how-to’s/tutorials include make-up, technical skills, and software troubleshoots.
The perfect combination of education and utility can be attributed to the popularity of tutorial videos.

Vlogs

Vlogs are simply a video version of a blog.
Vlog channels get hundreds of millions of views as viewers due to the authenticity of the video format.
Many beauty influencers incorporate vlogging into their channels.

Facebook

LADbible

LADbible is the biggest community in the world for a social generation. They are the home of "entertainment, viral video, trending content, and the latest news".
LADbible generated an estimated 1.6 billion views on Facebook in March 2019.
In 2018, LADbible alongside UNILAD has worked with 146 brands on sponsored video content which has generated 243 million views on Facebook alone.

UNILAD

 UNILAD is the source of the "latest news, the funniest videos & viral stories" from around the world.
UNILAD reached 1.5 billion views on Facebook in March 2019.
LADbible’s acquisition of UNILAD makes it the 4th most viewed media property worldwide.

Viral TRND

 Viral TRND is a collection of "funny, exciting and incredible viral videos from the internet".
Viral TRND reached 1.5 billion views on Facebook in March 2019.
The popularity of entertainment videos can be attributed to the fact that people use Facebook as an entertainment medium.

Instagram

Product Promotion

Videos are a huge asset for a business that sells a product or service because they have the ability to impart large masses of information in a short period.
Using Instagram video to show products in action could produce a large increase in the return on investment.
Instagram Live can be used for promotions and sales in order to create a sense of urgency to watch a broadcast.

Build Brand Trust

Sharing Instagram videos that transmit a brand message or introduce a company culture is a great way to "build trust with followers and customers".
An example of this is Munchery, a meal delivery service that shares video content that is " relevant to their target market and provides value to them".
Instagram video posts is a great strategy used to educate the audience on various topics such as recipes, makeup tutorial or gadget review.

Twitter

Presentation Video

A business profile presentation video is an excellent way to introduce a company in an innovative way to attract clients.
By using few words and being more visual, clients can learn thoroughly about the structure of a business.
Native video is the original video content whereby content is recorded and uploaded. This is an ideal strategy to "snap viewers to attention: since videos play automatically on Twitter.

Answer Tweets

Answering a tweet via video is preferred and more successful in engaging the audience as opposed to using tweets which is limited to 140 characters.
Answering tweets via video is popular as it makes answers more attractive, personal, and viral.
More interactions are received and there is a higher possibility to win the audience over.
One example of this is Guru Internet Gary Vaynerchuk, who created a 3 seconds video to answer one of his 1.3 million followers.

Question & Answer Sessions

Creating a video to respond to questions is an excellent way to connect with followers, generate confidence and increase interactions.
One of its best practice is to start by promoting the event with enough time by adding a specific hashtag so the audience can send questions there.
The question & answer sessions are a popular video medium because of its simplicity and there are no resources required other than "Twitter itself and a little bit of time.