- Hello insiders.
My name is Erica
and I'm a strategic partner manager at YouTube
focusing on podcasts.
You may have seen our recent blog post on podcasts.
If you missed it, we'll link it below.
We wanted to expand a bit more on the topic
by answering some frequently asked questions
and give a few best practices
for those of you in podcasting
or thinking about podcasting on YouTube.
Let's jump into it.
First.
Many of you asked if your podcast is audio only,
can you post to YouTube?
While content focus mainly on audio
is fine to upload to YouTube,
we encourage podcasters to upload video content
to their YouTube channel as well.
For instance,
audio only podcast could utilize a static image.
For example, your shows cover art as video,
along with the audio, or you could use audiograms.
Similarly, some of you have wondered,
why should I upload my podcast content to YouTube
if my show is already available on other podcast platforms?
Well, YouTube benefits podcasters across our reach,
monetization opportunities, and audience analytics.
As of Q2 2021,
YouTube is the third most frequently used service
for listening to podcasts according to Edison Research.
On YouTube, podcasters can reach and build a community
with billions of potential listeners,
monetize through ads and other tools
and measure success through more sophisticated analytics
than what's available anywhere else.
And if you're worried about cannibalizing
your existing podcast audience
by uploading to YouTube,
worry not.
By uploading to YouTube, we believe
that you can gain incremental reach for your podcast
beyond the audience you have today.
And finally, let's talk about monetization.
If you're in YPP, can you monetize podcasts
like you would video content?
The answer is yes.
Podcast creators who are part of the YouTube partner program
can monetize in a variety of ways,
including advertisements, paid subscriptions,
and alternative monetization products.
For example, channel memberships, super chat,
super stickers, and merchandise.
You may be asking, are there any benefits
to including video ads in my podcast?
Again, the answer is yes.
Video ads, which are YouTube's core focus
generally have higher CPMs than audio ads.
Meaning that you can have an opportunity
to increase your revenue by enabling video ads on YouTube.
With YouTube, you have complete control
over the ad types and advertisers
that appear on your content.
In addition to pre-roll ads, mid-rolls and post-rolls
are a great way to monetize larger content
and increase the chances that one or more ads are served
on your content.
You can choose between manually placing mid-rolls
in eligible videos eight minutes or longer
or having YouTube automatically place them for you.
Now let's quickly talk about a few best practices
AKA podcasting on YouTube dos and don'ts.
In terms of your playlists, don't mix clips.
Different shows or uploads from other channels
within a show's full episode playlist.
Don't break up seasons into separate playlists either.
Do create a public playlist for each individual show
that contains all of that show's full episodes
published on your channel.
And ordering your videos,
don't forget to add each new full episode upload
for your show to your playlist.
Order your videos as you want audiences to consume them
if they were starting from the top.
For example,
oldest first if your show is narrative driven,
newest first if your show is topical.
How should you title your playlist?
Don't add extra words to your show's full episode playlist.
Save the creative packaging for clips.
However, you should use
the exact number of your podcast show
as your full episode playlist title.
You wanna make it easier
for audiences to find you as they know you.
Lastly, description.
What context should you provide to your audience?
You should not ignore the extra SEO boost
by leaving your description blank.
You should add a comprehensive description to your playlist.
Remember, it's not just audiences that know you
who will find your show.
We'll keep you posted
as we develop more tools for podcasters on YouTube.
In the meantime, leave us your comments and questions.
Thanks for watching.