Podcast Review reposted this
I wholeheartedly chime with what Michelle is saying. I've been writing for Podcast Review for over five years. We've always championed authentic reviews and podcast discovery, but it's getting harder and harder to reach listeners with the recent Google SEO changes. We're worried that people will rely increasingly on large publications (hello, domain authority) that tend to talk about the same shows, over and over - or Apple's discovery page, which we know is easier for big pods to capitalise on. I've also seen no evidence that TikTok, Reels or YouTube views translate into actual podcast subscribers. (If anyone has these stats, I'm all ears. But a TikTok user is not the same as a podcast listener.) Socials help build personal brands - but what if you're not selling a book or a speaking gig? What if you just want to make a great podcast? I've been sharing podcast recommendations every week on BBC radio. This seems like the most logical pipeline for a new listener. After all, radio and podcasts are cousins. But there's no way to track or substantiate this. We have over 11,000 newsletter subscribers, and we are grateful for their trust in us to deliver real recommendations. Just as small pods are desperate to expand, so are we. So what's the solution?
Audio Entrepreneur & Podcast EP for Jane Goodall, Coca-Cola, DVF, Vox Creative & More
There is a massive chasm between how the talking heads of the podcasting industry speak about our industry and what is actually happening. Every time I venture back to LI, I see the usual podcast industry folks (the same faces who have been at every single speaking engagement and on every single panel for the last 3-5 years) talking about how excited they are about the future of podcasting. Meanwhile, Pacific Content just shuttered. And loads of productions companies did the same last year. And horrible deals were made that stripped founders of their IP and hard work last year out of sheer desperation to survive. And there are more podcast production companies willing to do the work for next to nothing so clients and potential clients are demanding high caliber work for the smallest budgets I’ve ever seen. And millions of dollars invested in original content companies have had little to no returns. I’m excited about a lot of things - the creator economy, the potential for AI to transform the future of work, post-capitalism. But I am not excited about where podcasting is and where it’s headed. This industry needs much better PR, a fresh set of voices, and much more realistic conversations. We’ve been watching what feels like the collapse of our industry for over a year now. When are we going to have an honest conversation about it? I spend less and less time on LinkedIn these days because somehow, while so many other platforms are pushing toward greater authenticity, this platform seems to be going in the opposite direction. So here’s me being the change I want to see.
Stephanie Fuccio
2mo
I wonder if GEO will shift this in the future. (GEO, Generative Engine Optimization, a supposed parallel web influence, not replacement of SEO). 11k readers is powerful. To expend empower them to word of mouth the pub to the next level. I know, easier said than done but community is powerful. Moreso than SEO often. What CTAs are there in the newsletter that ask, motivate and inspire them to share the pub? I mean, with 11k, youve already done so much right but ctas always need refining, right?
Haley Hatcher
2mo
Thid is good, Alice Florence Orr (would love to know more about how you source/find shows to recommend to your subscribers), I commented on the original post too! Especially love what you said about social media likes/followers not translating to actual listeners but this is what is often marketed as the best way to grow. I am not sure of the solution but it certainly feels like the same things are being said over and over in terms of the future of the industry. Podcasts supposedly replaced blogs. Do these sentiments mean something is on the way to replace podcasts?
You’re performing a great service, Alice Florence Orr. I’ve been thinking about this problem of lopsided discovery as well, from the perspective of being a listener increasingly frustrated with discovery - I hate Apple’s recent changes that make it so hard to simply go from one episode to the next in a podcast you’re following - and as a producer writer analyzing the craft of audio storytelling. I’m thinking about adding recommendations, with audio clips, to my weekly newsletter, but that’s a drop in a leaky bucket. I do like Hark (props to Jody Avirgan!) and I’m really curious about the effect of Benjamin Riskin’s Selects. Thoughts?
Nick Wilmshurst
2mo
This is interesting/scary stuff. I had no idea this was happening in the states. Will watch to see what happens... From behind the sofa..
Fractional CTO. Collaborate • Deliver • Iterate. 📱
2moI don’t agree with all of his conclusions, but Eli Schwartz does offer some interesting thoughts about the changing Google algorithm. Worth following.