Video podcast vs. audio podcast: which is more engaging?

Video podcasts are becoming increasingly popular: 46% of listeners prefer them, compared with 42% for audio-only formats. On YouTube, the leading listening platform according to 70% of listeners, video is becoming a must. And it's not just a fad: 75% of professionals believe that video will become the standard podcast format.

This evolution is changing the game. Podcasts are no longer just to be heard, but to be viewed, shared, anchored in time... and more engaging.

Wondering which format is best for you, traditional podcast or video? Calliopé can help you make the right choice, based on your objectives, your audience and the message you want to convey.

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Audio or video: two different but complementary experiences

Before pitting the two formats against each other, it's important to understand that they respond to different listening logics, and that one doesn't replace the other.

• Audio podcasts enable mobile, passive, continuous listening. It accompanies travel, daily tasks and downtime. It encourages the imagination, creates intimacy, and leaves room for voice and narration.
• Video podcasts, on the other hand, attract visual attention. It allows quicker identification of speakers, adds elements of body language and visible emotions. It performs better on search engine optimization platforms (such as YouTube) and generates greater engagement on social networks.

According to YouTube studies, 70% of listeners use the platform to listen to podcasts, and Spotify now relies as much on video as on audio. This dual channel (listening + viewing) multiplies the points of contact with the audience.

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The benefits of video podcasting

While audio remains a strong format, the video podcast format offers opportunities that audio alone cannot match. Here's why you should choose to create video content for your business.

1. Increased visibility on YouTube

YouTube is the world's second largest search engine. By publishing a video podcast on this platform, you benefit not only from powerful natural referencing, but also from an audience ready to watch long-form content.

In this way, the video podcast becomes a tool for building brand awareness, a lasting piece of content that continues to generate an audience months after it has gone online.

2. A format conducive to virality

Video content is more easily exploited on social networks: reels, short extracts, visual quotes. This makes it possible to divide an episode into several pieces of content, increasing your digital presence.

There's also more interaction with video formats (comments, shares, reactions), so you can build an engaged community around your podcast.

3. A better embodiment of the brand

Video helps to humanize. Seeing a person speak, expressing themselves with their body and face, creates a faster relationship of trust with the audience. The format is therefore ideal for brands wishing to :

• Reinforce their image.
• Give a voice to internal ambassadors.
• Work on their employer brand or HR strategy.

Thinking of launching a video podcast? Calliopé can help you script, film, edit and distribute content that reflects your brand identity. Discover our video offer here.

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Why audio remains a pillar of engagement

Even in the age of ubiquitous video, the audio podcast retains unique assets that make it indispensable.

1. Free, mobile listening

The audio podcast remains the most accessible format. It can be listened to anywhere, anytime, without screens or distractions. This is a major strength, especially when your target audience is in a hurry, on the move or multitasking.

2. Lighter production

In terms of logistics, audio requires fewer technical resources than video shooting. It's quicker to produce, easier to record, edit and distribute. This makes it an ideal format for recurring content, in-house productions and confidential or sensitive formats.

3. A strong sonic imagination

The absence of images encourages concentration on content. It stimulates the imagination and reinforces the emotion conveyed by the voice. Audio provides unique immersion, especially when accompanied by careful sound design.

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Audio or video podcast: how to make the right choice?

The video podcast is ideal if you want to embody your message, develop your visibility on YouTube or generate engagement on networks. It works particularly well for external or event-based formats.

Audio, on the other hand, is better suited to mobile, confidential or in-house listening, with lighter production and quicker deployment.

In both cases, adopting a multiplatform strategy is an option to consider: broadcasting video on YouTube and audio on Spotify or Apple Podcasts allows you to capture different types of listeners and maximize the reach of your episodes.

At Calliopé, we support you from A to Z if you wish to opt for this hybrid approach. Click here to find out more about what we've done for our customers.

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In conclusion: the video podcast, a fast-growing format

The video podcast is changing the game and reaching a whole new audience that audio alone is not enough to reach. What's more, video allows us to be better referenced and to build brand communication that is more embodied, more emotional and more impactful.

But audio remains a strong pillar, accessible, flexible and suitable for many internal or confidential uses. The right format is the one that serves your purpose, the one you can produce with rigor, and above all the one that reaches your audience in the right place at the right time.

Not sure where to start? Calliopé is at your disposal for an in-depth discussion to understand your needs, your budget and your objective. Take stock with us to make the right choices. Contact us and request your free audit here. We'll be delighted to produce the best podcast with you!

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