PodMov Daily: Monday, October 25

Episode 527: Your Monday Mix

(At Least) One Solution for Podcasters on Facebook

Podcasts on Facebook present a complicated opportunity, says Edison Research SVP Tom Webster. “Facebook is not set up to deliver eyeballs or earballs to your platform of choice. Facebook is set up to take them away from you. Let's never get that twisted.” Taking advantage is all about your mindset.

Most Facebook users, including Webster, simply don’t consume long-form content on the platform. The solution may be to circulate a standalone experience of your show. Not a ‘clip’ or preview, but “a great 60-second version of your podcast” that incorporates video and is branded with the show’s title.

The idea is to “make something in that minute that requires nothing else of your audience except their enjoyment in that moment.” It’s an effective way to advertise without making anyone change their habits, and best of all, it’s likely to direct listeners away from Facebook and toward your body of work.

How to Craft a Podcast's Brand Experience

What do people say about your podcast when you're not in the room? A strong “brand experience” is the way to influence that conversation many times over, writes Captivate CEO Mark Asquith. “Connecting with your listeners and parlaying that brand is a significant and often overlooked bridge.”

A standout brand experience may seem like a lot to take on. Asquith offers an efficient solution that keeps the workload problem in mind: “There are two vital cornerstones of your brand that you can nail down right now. Think of them [as] the core “tests” that any decision that you make for your podcast must pass.”

A lasting brand experience is based on these two questions: How will you “reward” engagement? How do you want to be described? Asquith explains how to approach them and why they make a podcast’s brand scalable — a quality that’s left out when creators focus on content and promotion alone.

Now’s the time, new podcasters: November's 28-Day Launch Challenge begins a week from today. Members of this free class will have access to daily tasks, private community discussions, and a chance to win a pass to a PM event in 2022. 

Here's what else is going on:

• Popcorn time: This Thursday is The X Fronts, or indie podcast upfronts. A full day of programming will feature preview presentations from indie networks and creators, plus sessions from expert speakers like Jordan Harbinger, Touré, and Juleyka Lantigua. 10:00 am – 4:00 pm ET. Free registration. 

• Travel log: This Wednesday, the Africa Podfest Discovery Tour stops in Kenya on the road to this year’s event. Members of SemaBOX’s DADA Podcast Initiative, the continent’s first podcast incubator for women, will share experiences, skills, and tips. Begins at 5:45 am CT/1:45 pm GMT +3.

• By design: This Thursday, SoundPath will host “Making 99% Invisible.” From story research to final edits, producer Chris Berube will offer tips on how to tell visual stories in audio. The webinar wraps with a Q&A featuring fellow 99PI producer Vivian Le. Tickets are $10 for non-AIR members.

• California dreamin’: Speaker and moderator applications for Podcast Movement Evolutions will be accepted until this Sunday, October 31. Is your best session or panel idea ready for the stage? The in-person Los Angeles event is March 23-26, and decisions will be made in mid-December.