Discovery: the action or process of discovering or being discovered.
In the past several years podcasters have proclaimed there is a podcast discovery problem. What I believe they mean is that they have a podcast marketing problem.
I’ve been in podcasting since 2006, yet many podcasters and podcast listeners have never heard of me. Why? This is due to numerous factors. For example, I’m in the TV & Film category, so people looking for information on podcasting are not going to “DISCOVER” me or my content. Those are two totally different categories. It’s akin to me driving past a golf course and them assuming since I drive past their course every day, I’ll start playing golf. I’m neither looking to start playing golf nor am I interested in their business in the slightest.
I believe many podcasters are applying the YouTube effect to podcasting. On YouTube, you can have a particular video go viral regardless of channel size. In that case, then, you could say podcasting has an app problem if you’re looking for an app that is structured like YouTube. I would argue podcasting is a much more intentional medium. I don’t search for podcasts to solve problems, per se, like I would on YouTube. Plus, when I enter in keywords on podcast apps, I find shows that fit those keywords.
Unlike any other hobby or business, many podcasters think all of this should be free. You would never expect to go play golf or any other hobby for free, and you would never set up a physical storefront all for free. But when it comes to podcasting, so many people expect to host audio files for free, have a free website, and skimp on audio equipment. When you produce a show for free, you often get similar results. A brief press of the play button often reveals why a podcast isn’t behind a paywall.
“But Hank, I don’t have the money!” People always have enough money for whatever they really want. I recently interacted with a podcaster who “didn’t have the budget for a new microphone”. However, upon further investigation, he owns hundreds and hundreds of those Funko pops at $10 or more a piece and mountains of comic books, DVD’s, you get the idea. So, what he should have said is he doesn’t value a microphone purchase more than his other hobbies.
When you present an amateur podcast you get amateur results, which is true with any hobby or business. That’s why I encourage business owners to STOP saying they own a small business. No. You own a business. The same should be said for your podcast. You should run a podcast: not a hobby podcast, not a side hustle.
When podcasters come to me for marketing advice, I tell them to cut back on whatever it is they’re spending their money on unnecessarily and invest something into their podcast’s growth. That doesn’t mean a microphone (unless it’s a huge issue). I’m not a big Facebook ads guy, but if that’s where you’re comfortable advertising, then do it. Do something every month to grow the reach of your show, whether it’s just $20 or whatever.
Do you agree with me? Does podcasting have a marketing problem more so than a discovery problem?
