#WhyPodcastsWork 14: 4 Stats That Prove Podcasts Are Relevant w/ Logan Lyles

WEBVTT 1 00:00:00.280 --> 00:00:04.080 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.160 --> 00:00:09.189 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.429 --> 00:00:18.670 to be guests on your show. Learn more at sweetphish MEDIACOM. You're listening 4 00:00:18.710 --> 00:00:23.460 to be tob growth, a daily podcast for B TOB leaders. We've interviewed 5 00:00:23.460 --> 00:00:27.059 names you've probably heard before, like Gary vanner truck and Simon Senek, but 6 00:00:27.219 --> 00:00:31.460 you've probably never heard from the majority of our guests. That's because the bulk 7 00:00:31.500 --> 00:00:35.969 of our interviews aren't with professional speakers and authors. Most of our guests are 8 00:00:36.049 --> 00:00:40.810 in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting 9 00:00:40.850 --> 00:00:45.450 with tactics, they're building the fastest growing BB companies in the world. My 10 00:00:45.530 --> 00:00:48.890 name is James Carberry. I'm the founder of sweet fish media, a podcast 11 00:00:48.929 --> 00:00:52.159 agency for BB brands, and I'm also one of the CO hosts of this 12 00:00:52.240 --> 00:00:56.479 show. When we're not interviewing sales and marketing leaders, you'll hear stories from 13 00:00:56.520 --> 00:00:59.960 behind the scenes of our own business. Will share the ups and downs of 14 00:01:00.000 --> 00:01:03.239 our journey as we attempt to take over the world. Just getting well, 15 00:01:03.909 --> 00:01:12.909 maybe let's get into the show. Welcome back to be tob growth. I'm 16 00:01:12.909 --> 00:01:17.269 your host for today's episode, Logan Lyles, with sweet fish media. Today 17 00:01:17.430 --> 00:01:21.140 is going to be another episode in our hy podcast work series. In this 18 00:01:21.260 --> 00:01:23.819 series we've been talking to a lot of our current customers here at sweetfish and 19 00:01:25.019 --> 00:01:29.219 other podcasters at be tob brands in the value that they're saying from podcasting. 20 00:01:29.459 --> 00:01:32.780 Today's going to be a little bit of change up from that normal format. 21 00:01:32.930 --> 00:01:36.409 We're going to be talking about an industry trend and something that we've been watching 22 00:01:36.530 --> 00:01:42.569 over the last six months that really shows the massive opportunity, especially in bed 23 00:01:42.849 --> 00:01:49.079 marketing, for podcasting. So several months ago spotify made a huge bet on 24 00:01:49.200 --> 00:01:53.159 the future of the podcasting industry and we want to talk about that. We're 25 00:01:53.159 --> 00:01:56.840 also going to talk about some of the stats that are pretty eye opening in 26 00:01:57.280 --> 00:02:00.950 how people are consuming audio content. Now we've talked in this series about ways 27 00:02:01.030 --> 00:02:06.469 that you can use audio content to create other content, but I don't want 28 00:02:06.469 --> 00:02:10.110 to just skip over the fact that people are consuming more audio content. It 29 00:02:10.389 --> 00:02:14.310 fits the way that we live today. There are so many times. You 30 00:02:14.389 --> 00:02:15.860 know, last Friday night I did something I didn't do in a while. 31 00:02:15.900 --> 00:02:20.740 I went for a run and guess what I was doing when I was running 32 00:02:21.099 --> 00:02:23.900 with the dog on the leash? I was not consuming an Ebook, I 33 00:02:24.020 --> 00:02:28.539 was not attending a Webinar, I was not reading a blog post or watching 34 00:02:28.580 --> 00:02:31.849 a youtube video, I was listening to a podcast. That was time that 35 00:02:32.009 --> 00:02:37.330 I could only consume audio content. So we're going to be talking about some 36 00:02:37.449 --> 00:02:39.610 of the sats in the ways that you know, not just me anecdotally, 37 00:02:39.729 --> 00:02:46.400 but people in general and the masses are consuming audio content and podcast specifically. 38 00:02:46.680 --> 00:02:50.560 So that bet that I talked about with spotify, there are three hundred and 39 00:02:50.680 --> 00:02:55.479 forty million dollar acquisition of gimlet and anchor shows that they are really making a 40 00:02:55.879 --> 00:03:00.830 move to try, in our opinion, to become the Netflix of podcasting. 41 00:03:00.110 --> 00:03:07.509 There's really no dominant network of podcasts just yet. Now as far as directories 42 00:03:07.550 --> 00:03:10.349 platforms, apple podcast stilled by far and away by the nature of being the 43 00:03:10.509 --> 00:03:16.139 default standard installed APP that people can listen to podcasts on their iphone. It's 44 00:03:16.300 --> 00:03:22.500 pretty much the standard there. But there's massive opportunity to gain and retain the 45 00:03:22.539 --> 00:03:27.449 attention of people who are like me, who are consuming content when they're doing 46 00:03:27.530 --> 00:03:30.289 the dishes, walking the dog, going for a run at the gym. 47 00:03:30.370 --> 00:03:34.729 I'm not going to pretend that last one is usually me, but will skip 48 00:03:34.810 --> 00:03:38.849 right past that. So here are some of those stats that to us, 49 00:03:38.210 --> 00:03:43.919 seem to indicate you know why spotify is making this move and why you should 50 00:03:43.919 --> 00:03:49.840 be thinking about podcasting. So one in four Americans listen to podcasts daily, 51 00:03:50.319 --> 00:03:54.870 and a number of people also listen to at least one podcast episode per week. 52 00:03:55.030 --> 00:03:59.830 So when you combine those together, it's actually thirty five percent of the 53 00:03:59.909 --> 00:04:05.310 American population that listen to podcast on a regular, weekly or greater than weekly 54 00:04:05.469 --> 00:04:12.580 basis. Number two, eighty seven percent of all podcast listeners have said that 55 00:04:12.699 --> 00:04:17.180 they listen to all or most of every podcast episode that they start. So 56 00:04:17.339 --> 00:04:19.980 if you think about that, a lot of shows that I listen to are 57 00:04:20.019 --> 00:04:25.689 anywhere from twenty to forty five minutes long. That is a lot of time 58 00:04:26.170 --> 00:04:30.209 spent with your brand, with almost nine out of ten listeners listening to the 59 00:04:30.449 --> 00:04:34.529 entire episode or pretty much the entire episode. And compare that to how much 60 00:04:34.529 --> 00:04:39.279 time they're spending on a web page or on that blog post that you're trying 61 00:04:39.319 --> 00:04:42.800 to get them to the bottom of. And at the same time, you're 62 00:04:42.800 --> 00:04:46.639 not taking time away where they could be consuming other content. You're gaining new 63 00:04:46.839 --> 00:04:49.879 market share of attention. Is the way that we think about it. So 64 00:04:49.920 --> 00:04:55.069 I thought that those first two stats were really telling. Thirty five percent of 65 00:04:55.389 --> 00:05:00.870 Americans listening to podcasts on a very regular basis to eighty seven percent of all 66 00:05:00.910 --> 00:05:06.069 podcast listeners report to listening to most or all of every episode that they start. 67 00:05:06.420 --> 00:05:11.579 And then the third is that the average listener that was surveyed in this 68 00:05:11.779 --> 00:05:16.220 research that charterable was quoting is that the average listener listens to seven episodes a 69 00:05:16.699 --> 00:05:21.689 week. So one that that points to why we're seeing success with our own 70 00:05:21.730 --> 00:05:27.410 show and other shows that are multiple times per week or daily shows like flip 71 00:05:27.490 --> 00:05:31.569 my funnel from terminus, these sales engagement podcast from outreach and other shows that 72 00:05:31.649 --> 00:05:39.079 were starting to produce in our network of collective podcast so those three stats really 73 00:05:39.199 --> 00:05:43.680 are telling. And you know, spotify didn't make a three hundred plus million 74 00:05:43.759 --> 00:05:47.199 dollar bet on an industry that had reached its maps, that had reached its 75 00:05:47.240 --> 00:05:51.589 plateau, and I hear this kind of alluded to with a lot of marketers 76 00:05:51.629 --> 00:05:55.589 and other people that I to. Are we reaching, you know, MAC 77 00:05:55.709 --> 00:06:00.709 saturation with podcasting? Are People Getting podcast fatigue. These stats prove that out, 78 00:06:00.790 --> 00:06:04.259 that that's not the case. The other sat that I found really interesting 79 00:06:04.379 --> 00:06:08.139 in this article from charterable. Will Link to it in the show notes, 80 00:06:08.180 --> 00:06:13.860 by the way, is that there are about seven hundred thousand podcasts live in 81 00:06:14.139 --> 00:06:17.379 apple podcast now. Of those seven hundred thousand, that sounds like a big 82 00:06:17.420 --> 00:06:21.490 number. But one, most of them are not active to most of them 83 00:06:21.529 --> 00:06:27.250 are not posting regularly, weekly or at a greater frequency. And three, 84 00:06:27.610 --> 00:06:30.170 if you look at that seven hundred thousand number, it does not look like 85 00:06:30.449 --> 00:06:35.959 that big number when you compare that to the thirty five million youtube channels currently 86 00:06:36.199 --> 00:06:42.199 on Youtube and the ubiquitous number of blogs. So there will always be noise. 87 00:06:42.279 --> 00:06:45.160 The noise will always get greater. Are you going to, you know, 88 00:06:45.480 --> 00:06:47.350 wipe your hands and sit back and say that there's just too much, 89 00:06:47.389 --> 00:06:53.350 or are you going to take advantage of the massive opportunity that you know brands 90 00:06:53.389 --> 00:06:57.310 like soptify are pushing their chips to the center of the table to become the 91 00:06:57.430 --> 00:07:00.620 Netflix of podcasting, and see that there's opportunity for your brand as well, 92 00:07:00.740 --> 00:07:06.259 whether you are a ten person start up or a mid market or enterprise brand 93 00:07:06.500 --> 00:07:11.939 with a fifty plus person marketing team. There is opportunity for us all in 94 00:07:12.060 --> 00:07:16.970 bb to take advantage of the increased listenership and the green field opportunity to gain 95 00:07:17.370 --> 00:07:23.850 and retain new market share of attention of the buyers that were so desperately trying 96 00:07:23.889 --> 00:07:26.850 to reach. So sorry, I got a little fired up on this one, 97 00:07:26.970 --> 00:07:30.480 but for me fired up is probably just an eight out of ten with 98 00:07:30.600 --> 00:07:33.639 my mellow personality. But hopefully you guys got some value from this and we 99 00:07:33.720 --> 00:07:36.959 were able to share a little bit of where the industry is going and things 100 00:07:38.000 --> 00:07:41.279 that you might want to be thinking about in why you might want to take 101 00:07:41.319 --> 00:07:45.509 your podcast to the next level and and increase the frequency or why you should 102 00:07:45.509 --> 00:07:48.269 start a podcast if you haven't yet, for your brand. So I'm regularly 103 00:07:48.310 --> 00:07:51.509 putting out content like this, not only in this feed here, in the 104 00:07:51.550 --> 00:07:56.230 why podcast work series on BB growth. If you like these episodes, just 105 00:07:56.389 --> 00:08:01.740 look for Hashtag why podcast work in BB growth or go to sweet fish Mediacom 106 00:08:01.180 --> 00:08:07.180 blog and look in the categories for why podcast work under our HASHTAG series names. 107 00:08:07.379 --> 00:08:09.259 As always, a love connecting with listeners. Hit me up on Linkedin. 108 00:08:09.699 --> 00:08:13.889 I'm Logan Lyles on Linkedin and I'm at. I am Logan Lyles on 109 00:08:15.050 --> 00:08:16.810 instagram. Thank you so much for listening. Hope you guys got a ton 110 00:08:16.850 --> 00:08:24.730 of value out of this episode. We totally get it. We publish a 111 00:08:24.889 --> 00:08:28.360 ton of content on this podcast and it can be a lot to keep up 112 00:08:28.360 --> 00:08:31.240 with. That's why we've started the B tob growth big three, a no 113 00:08:31.399 --> 00:08:37.200 fluff email that wolves down our three biggest takeaways from an entire week of episodes. 114 00:08:37.679 --> 00:08:43.549 Sign up today at Sweet Phish Mediacom Big Three. That sweet PHISH MEDIACOM 115 00:08:43.350 --> 00:08:45.070 Big Three