Podcast hosting providers (and therefore podcasters) have been unable to gather accurate show performance data from Facebook, reports Ashley Carman of Hot Pod. Simply put, “The issue relates to user agents, or the data a hosting company receives when a third-party server asks to receive a podcast.”
Knowing a definitive number of plays is critical: “If your show does amazing on Facebook, maybe you’ll double-down on your Page. If not, well, you’ll go on continuing to pretend Facebook doesn’t exist.” The company says the problem is being fixed, which is guaranteed to be faster than Apple Podcasts’ disaster response.
Meanwhile, Magellan AI has announced “verified downloads,” which can be confirmed for advertisers. These details get complicated but are worth understanding, Carman says. “Everyone needs to know how and where their shows are doing well, including on the newest Big Tech player to care about podcasts.”
Comparative advertising — where competitors are called out as inferior — is alive and well in podcasting. For Sounds Profitable, Stew Redwine of OXFORd Road has written a fascinating, entertaining history of the practice. (In the words of editor Bryan Barletta, here’s “why it’s bad for companies to sh*t on each other.”)
Considering the tactics out there, Barletta’s phrasing is more than justified. Redwine digs into the costs and potential benefits of putting down your peers, a lesson podcasters should take to heart. From the automotive wars of the 1930s to Samsung vs. Apple, wasting energy on ‘naming names’ is a time-honored tradition.
In 1945, an ad journal columnist advised publicly ignoring your competition altogether: “Tell your own story — exclusively, positively — give your copy sound construction, sequence and conviction — and you’ll get your share of the market.” Today: Know your niche, be respectful, and hone your craft as only you can.
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