Why Your Podcast Video Isn't Clicking on YouTube and How to Fix It

Video can’t be ignored when it comes to Podcasting. With the vast majority of Podcasts being recorded remotely, the video footage is being captured. And so, it should be utilized. I recommend most people create short snippets as a starting point. But what about YouTube? For most new Podcasters I speak with, the go-to approach is “Just take my video and put it on YouTube”. The problem is that this doesn't work for unestablished Podcasters.

Creators often find themselves frustrated when their meticulously crafted audio content fails to translate into YouTube success. It's a common scenario: "My audio stats are great but my video version only has 15 views on YouTube." This struggle isn't unique, and after conducting extensive research and speaking with clients, it's evident that many are approaching podcast-to-YouTube conversions the wrong way.

The Misstep: The fundamental mistake lies in assuming that replicating the audio content as a "video version" on YouTube will yield comparable results. The reality is starkly different. Video podcasts (that are largely the same as the audio other than the visuals) typically garner only about 5% of the audio's download numbers. The question is, why?

Understanding the YouTube Landscape: YouTube operates on search and recommendation algorithms. It’s completely different to Podcast platforms in terms of how people behave. Many podcasts are broad 40 - 60-minute conversations, meaning they lack the specificity needed to appear in a YouTube search. It's also more challenging for new channels to gain traction on YouTube with long videos.

To stand out in the vast sea of content, creators must tailor their approach to align with the platform's dynamics. By implementing some or all of the suggestions below, you will start to see better growth on with Podcast content on YouTube.

I have included some case studies, but you can analyse ANY successful YouTube podcast to see examples of the strategies below in action.

Strategies for Success:

Package Content for Searchability on YouTube

In the vast landscape of YouTube, the real stars are the videos that answer burning questions or solve specific problems. If you want to boost visibility, it's time to reshape your podcast content strategy by honing in on those common queries within your niche. Think of it as finding the niche within the niche—a laser-focused approach to capturing your audience's interest.

The key is to frame your podcast conversations in a way that aligns with what people might be searching for. It's not just about the content; it's about strategically positioning it so that it becomes a beacon in the sea of online searches. How can you craft your podcast discussions to make them something that could effortlessly pop up in someone's search results? It's a game of making your content not just informative but also discoverable in the vast digital realm.

In a nutshell, copying everything you’ve done for audio and pasting it into YouTube is rarely an approach that will get traction.

Good YouTube packaging includes; A YouTube friendly title (more details below), A YouTube thumbnail, YouTube specific description.

Enhance Professionalism

Devote some time to enhancing the visual and auditory appeal of your podcast. The way your podcast looks and sounds can play a pivotal role in how it's perceived by your audience.

Imagine two individuals on a Zoom call—one in a living room, the other in a spare bedroom. Both neglect to use a microphone. Unfortunately, this scenario is a guaranteed way to be overlooked by YouTube's algorithm. Take a cue from the most successful video podcasts out there; they exude a professional, TV-show-like appearance. While you might not need to reach that level early on, you can still make savvy decisions when it comes to your recording setup.

EXAMPLE: Chris Williamson does remote Podcasts brilliantly:

Learn How to Title a Podcast for YouTube

I’m going to imagine that I’m a guest on a Podcast. Here’s how a lot of people would default to titling the podcast episode in which I’m featured as a guest:

The Total Freelancer Podcast - Episode 14 - A conversation with Bren Russell: Owner of Podlad

This is everything wrong with how a Podcast episode should be titled on YouTube. The name of the podcast, episode number, guest name (unless famous) or company name should never be included in a YouTube podcast video because they say nothing to your potential audience.

Here’s an example of an alternative way to title the above example:

Quitting 9-5 to become a 6 figure freelancer in 1 year

Both titles are true, but one is instantly more enticing. I’ve picked the thing about the guest that I would assume to be the most interesting and used it as leverage. Always assume that the potential audience on YouTube knows nothing about you, your guest or your podcast. How can you hook them in?

Your video's title is crucial for searchability. Create titles that not only accurately represent your content but also entice potential viewers. Be concise and clear.

Embrace Strategic Editing

Remember that on YouTube, long-form is a harder growth path than short-form.

Instead of dropping full podcast episodes, think about sharing bite-sized snippets or highlights from your podcast discussions.

Can you frame the segments so that they tackle a very specific common problem or offer value or a solution to a potential viewer in your niche?

Asking someone to commit to a full one-hour video can be quite a demand, especially if they're not yet familiar with your content. On the flip side, a 5 to 10-minute snippet is far more digestible. Consider breaking down segments of your longer podcast conversations and repurposing them. This way, you're providing instant value to someone casually scrolling through YouTube, enticing them to dive deeper into your content.

Get To The Point, and Fast!

The opening minute of your video is make-or-break. Let's operate under the assumption that your audience has clicked with the expectation of gaining value or learning something. To meet this expectation, you've got to deliver immediately.

Now, the dynamics between audio and video are crucial to understand. In the audio realm, you're addressing a more dedicated audience—they've chosen to listen, and they're likely to stick around. On YouTube, though, it's a different landscape. Viewers there aren't necessarily interested in your personal introduction or the backstory of your podcast. What they crave is value, plain and simple.

Consider the typical podcast intro: "Hi and welcome to the show, my name is… today's guest is… here's a little background about them…" But hold on, none of this holds weight in the realm of YouTube videos. Assume your audience doesn't care about the niceties; they're laser-focused on what they can extract from your content. So, don't beat around the bush—dive right into the value. Fail to do so, and you risk losing your viewer within seconds. It's a blink-and-you-miss-it situation, so make every moment count.

EXAMPLE: Jay Close is a master of editing. Take a look at the first 2-3 minutes and notice the pace and instant value, no podcast intro, nothing about the host, and no background on who the guest. Just straight into the value.

Leverage YouTube Shorts:

Embrace the dynamic trend of short-form content with YouTube Shorts, a platform that thrives on succinct and attention-grabbing videos. Instead of sharing entire podcast episodes, consider the power of condensing your most engaging and noteworthy moments into bite-sized clips. This strategic move not only aligns with the preferences of today's fast-paced digital audience but also caters specifically to the growing appetite for quick, compelling content on YouTube.

In a landscape where attention spans are shrinking, opting for shorter, more focused videos can be a game-changer. YouTube Shorts provides an ideal space for your podcast highlights, offering a quick and easily consumable format that stands out amidst the vast sea of content. By catering to this platform's preference for brevity, you're not just adapting to the current content consumption habits but also maximizing the potential for your audience to discover and engage with your podcast.

Here’s one I made earlier:

Conclusion

By implementing these refined strategies, podcasters can navigate the intricate landscape of YouTube more effectively. It's not just about repackaging content but about tailoring it to align seamlessly with the platform's dynamics. Elevate your podcasting game by improving production quality, strategically editing content, crafting irresistible titles, and embracing emerging trends like YouTube Shorts. This comprehensive approach ensures that your podcast not only survives but thrives, standing out in the vast sea of online content.

Podcasters looking to thrive on YouTube must adapt their content for a platform dominated by search and recommendations. By understanding the unique dynamics of YouTube and implementing strategic changes like improving production quality, editing effectively, and crafting enticing titles, creators can significantly boost their chances of success. It's time to shift from the conventional "video version" mindset to a more tailored and YouTube-friendly approach, ensuring that your podcast not only survives but thrives in the competitive world of online content.