start a podcast

Should I Start a Podcast?

At this point, you’re probably already on basic social media, such as Facebook and Twitter. Now, you’re considering taking it one step further by asking yourself, should I start a podcast or online radio show? Before you sink your time and resources into it, here’s what you need to know. Social media and the online world are becoming increasingly important in the business environment of today. Many successful companies use the web to market, grow their businesses and expand their market footprint.

More and more people are listening

According to Pew Research Center, more and more people are tuning in for podcasts and online shows. Recent data shows that 21 percent of Americans aged 12 and up say they’ve listened to at least one podcast in the last month. This reflects a steady growth since the formats were first tracked back in 2013, when that same percentage was only 12%. In short, podcasts and radios shows have the potential to reach many new potential customers at a lower cost than a national marketing initiative. Before you jump, ask yourself, “Is my target market listening to podcasts or online radio?”

They require hard work

An online radio show or podcast takes a lot more work than you may realize, says Entrepreneur Magazine. You’ll need to plan the entire show and handle editing and all the promotion. Your planning has to go beyond just plain content and into innovation, too, since you don’t want to be just a copy of what is already out there. Online content in general needs to be fresh and new to stand out from the massive crowd. This is particularly true when it comes to online casts as there are thousands out there and it’s a longer format than a typical ad.

While you will reach new people, the audience tends to be niche and it will take time to grow your number of downloads each month. If you’re looking to make money off of your web shows via sponsorship, that could take months or even years. Sponsors tend to go with shows that have at least 10,000 downloads each month.

Whether you should start your own online show is going to depend on your ideas and your time and resources. If you have enough time to devote to creation, execution and promotion, it could be a great way to tap into a new audience. I believe the future is in online broadcasting, embarking on your own show could give you the competitive advantage your business needs to stand out.


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