Podcast vs. Webinars: Which content media performs better in 2024?
It’s 2024 and one thing is abundantly clear: content marketing works. Podcasts, webcasts, webinars, blog posts, and even email marketing all work well. Your next plan of action should be to implement media formats that use audio and visual components.
Enter podcasts and webinars. This article maps out everything you need to know about the difference between the two, the pros and cons of each, and how to launch your very own podcast. If you need help feel free to contact us at Content Allies.
What Is the Difference Between a Webinar and a Podcast?
The biggest difference between a webinar and a podcast is that the latter is audio-only and the former features both audio and video. Webinars can also utilize other forms of media, like custom-made slides, graphs, and diagrams.
Podcasts are typically recorded, edited down for clarity, and then released. You can also add tons of after-effects to podcasts, like an introductory jingle or other sounds and music. There is a podcast out there on nearly every subject and they are designed to be informative as well as entertaining.
Webinars, short for “web-based seminars,” are typically live. Webinars allow the listener/watcher to interact with whoever is running it in real-time, and the whole experience is generally more interactive than a podcast.
The Pros of Podcasts Over Webinars
Podcasts are a rapidly growing medium
There’s no denying it—podcasts are increasingly popular all over the world. Studies show that the US leads this phenomenon with about 40% of all internet users tuning in monthly to at least one podcast. The same study predicts that monthly podcast listeners will increase by a little over 15% in 2022, climbing to a whopping 383.7 million listeners across the globe!
Podcasts are evergreen
When you choose podcast ideas that are interesting enough to catch your reader’s attention yet evergreen enough to remain pertinent, no matter when they listen (that means staying away from dates and current events), you can’t go wrong.
Discoverability in podcast apps
If you use the correct tags and descriptions on your podcast, you can attract new readers simply and effectively. Potential listeners can discover you through the podcast app on their smartphone (available on iOS and Google Play). This is great news for those of you with a niche business! Listeners can also download episodes they connect with, which means your name (and your business) will stay with them.
Podcasts are not live
For all of you with stage fright, this can be a lifesaver! Podcasts are recorded before they are released, which means that you can work from a script, edit out sections you don’t love, and take as much time as you need to get it right.
Much easier to prepare and produce
All you need to create a podcast is an audio recorder and software that will let you upload the audio file to the internet. Sure, in the future you may want to invest in a high-quality microphone or rent out a recording studio. But you don’t need any fancy equipment to get started.
The Cons of Podcasts Over Webinars
Not a visual format
You’ve likely pondered this question at some point when you were in school: are you a visual or an auditory learner? Everyone is different and, unfortunately, podcasts cater to the auditory learners amongst us.
That said, many podcasts now also live on YouTube. If you like to watch people as they talk, you can always look up their page.
Not an "event" that you can promote
When it comes to webinars, one way to grab your potential watchers' attention is to promote them as an event. You can do so via your social media channels, through email, or even through good old-fashioned word of mouth. This can attract large audiences who want to watch your web seminar in real-time.
Some businesses repurpose their webinars and turn them into podcasts, giving their listeners the chance to tune in after the event. This is a great example of making the most out of your content!
Harder to measure engagement
With a webinar, you’ll be able to see the exact number of people in attendance via the webinar software you use. There are ways to find out podcast audience engagement through the use of polls and reviews, but it’s not the same as seeing people participate in a webinar.
Not typically live with an audience
Podcasts are recorded and then released to the public. Webinars are usually live, in front of an audience. That means interactions with participants, however, it also can mean interruptions.
You won’t get interrupted when recording a podcast but you also won’t get to participate in a live Q&A session with some potential prospects.
The Pros of Webinars Over Podcasts
Great for educational formats
An online seminar can teach many different practical skills, while a podcast may not be the right fit for a variety of educational subjects. If you refer to a graph while hosting a podcast, it can be difficult for some listeners to get the gist. You won’t have this problem with a webinar.
Typically include visuals
Webinars are all about visuals. They’re a great marketing strategy for: a new product demo; a topic that would be better explained through the use of a visual aid; to show the audience what the lecturer looks like.
Allow for audience Q&A and live interaction
This is potentially the biggest pro of webinars over podcasts! An audience Q&A can help you determine where you can improve on your content and it is also a great moment for the lecturer to connect with those watching. This added level of live interaction best suits businesses that are hoping to collect real metrics on whether or not their webinar-based content marketing strategies are working.
The Cons of Webinars Over Podcasts
They take additional effort
Podcast hosts can confirm that, whilst recording a podcast episode does take some effort, it’s minimal compared to the pomp and circumstance that can go into putting on a webinar. You have to concern yourself with different things like deciding which platforms are best as well as having the right lighting, audio, and webcams.
If you want to have a guest speaker on your webinar who lives far away, you’ll also have to invest in video conferencing software.
Webinars are not edited in post-production like podcasts
There is a lot more pressure on the webinar lecturer than there is on the podcast host. When you put on a webinar, you only get one shot as they are often live. You have to make sure to stay on topic (you can’t edit out pointless tangents like you can with a podcast!) and you also need to be careful not to mess up or stumble over your words.
Often only available to those you market to
While podcasts can be discovered through a podcast app store, webinars are only available to people with whom you’re already in touch. This makes your potential audience much, much smaller compared to the possibilities that a podcast can bring.
Looking to launch a podcast?
You’ve read through the pros and cons, you’ve discovered the platform differences, and, ultimately, you’re interested in monetizing some audio content. It looks like it’s time to launch a podcast!
ContentAllies.com
Content Allies is a B2B podcast production agency and service. We pride ourselves on helping companies build revenue-generating podcasts. We take the heavy-lifting out of promoting podcasts so that you can focus on building relationships with your guests—and your listeners.