YouTube is not just a platform for viral videos and entertainment clips – it has evolved to become a powerful medium for podcasters to reach global audiences.
For B2B brands and professionals, publishing podcasts on YouTube offers a unique opportunity to grow and expand its reach.
After Google, YouTube is the world’s second largest search engine – so utilising it to your benefit is something you should be doing.
By combining audio and visual content with emotion and intellectual storytelling, a podcast will increase discoverability, and engage with audiences in a more interactive way.
At LRB, a Bristol-based B2B podcasting company, we help clients across the UK and worldwide harness YouTube to grow their podcast audience and enhance their brand presence.
Why YouTube for podcasts?
While audio-focused platforms like Spotify, Google, and Apple Podcasts remain essential for podcasters, YouTube provides distinct advantages that they do not have.
First, it allows your content to be discovered by people who might not actively search for podcasts. It is free for everyone!
The platform’s algorithm promotes videos based on relevance and engagement from the user, making it easier for potential listeners to find your content – especially if they have an active interest in your industry.
Second, YouTube allows for visual engagement as it showcases your host, guests, or graphics adds context and personality that purely audio podcasts may lack.
Finally, comments and community features enable direct interaction with your audience, fostering loyalty and creating a space for conversation.
Other benefits include its ability to be monetised – and that it is highly shareable content for social media platforms.
Optimising your podcast content
A successful YouTube podcast begins with optimised content that has clear messaging and crisp production.
Audio quality is paramount. By investing in professional microphones and cameras – as well as soundproofing and software to improve all facets of the products will ensure your episodes sound and look polished.
Video quality is equally important. From simple visuals, such as slides, captions, or a static branded frame, to drone shots and cinematic filming – all-encompassing into a final product will significantly improve viewer retention.
We recommend clients to produce episodes in both audio and video formats, allowing cross-platform distribution while maximising engagement.
It also allows maximum return on investment as the final product can be repurposed into social media posts, blogs, and other marketing campaigns.
Titles, thumbnails, and descriptions
The YouTube algorithm heavily relies on metadata and surface content – much like other search engines like Google and Bing.
However, for your podcast on YouTube, your titles should be descriptive, keyword-rich, and engaging. They will also need to be relevant to the subject – and include a brand name where appropriate.
Thumbnails need to be visually striking and consistent with your brand’s identity. It can also be used to visually pose a question or use the face of someone featured within the podcast.
Descriptions on YouTube offer the chance to include detailed show notes, links to resources, and calls-to-action. You can also link to your website or to another link relating to your marketing strategy.
Furthermore, users should also include timestamps for key topics or guest segments.
This will improve viewer experience, making it easier for audiences to navigate longer episodes.
Consistency
Consistency is a key factor in building a loyal YouTube audience – for both quality of the product and when episodes will be released.
Regular publishing schedules signal to viewers and the algorithm that your channel is active and reliable.
This builds anticipation and something for the audience to look forward to – and something they can plan to participate with.
LRB helps client’s production workflows that ensure consistent output without compromising quality.
Engagement
YouTube’s comment section provides an immediate opportunity to interact with your audience.
Encourage viewers to ask questions, share opinions, or suggest topics for future episodes – these can be used for future content and to show that you care about your audience.
Responding to comments and incorporating viewer feedback demonstrates that your podcast values its audience, fostering stronger engagement and loyalty.
B2B podcasting partner for your YouTube series
If you are looking to get involved in the world of podcasting and share your content on YouTube, then finding the right partner is vital.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting world.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.