What Makes Successful Podcasts Stand Out
The podcast industry is thriving, with an ever-expanding array of topics and formats. Alexandra Sabolova, an expert in the field of public relations, understands the key factors that contribute to the success of podcasts.
Based on Statista’s data, it is projected that the revenue in the Music, Radio & Podcasts market will reach US$1.44bn by 2024 in Switzerland. There has been a significant increase in usage compared to last year in this country as well. Podcast production has undergone significant changes due to its increasing popularity. Alexandra Sabolova, the PR Manager at Exporis, has successfully created and curated a diverse collection of podcasts, one of which is the ‘Altoo Insights Podcast’. We asked her to share her podcast insights about this client project.
What are the essentials for a podcast to be successful?
In order to succeed, it’s important to have fresh ideas and unique perspectives. Sharing untold stories that offer valuable insights can captivate audiences. Being a skilled host who understands the current trends is crucial. Additionally, investing in high-quality production and having a well-planned social media strategy can greatly enhance your reach. Of course, having a sufficient marketing budget is also essential.
"Altoo Insights Podcast" focusses on the latest trends in digital wealth management. It is a talk format. How important is an original format idea for a successful podcast? What else besides the format can make it special?
“Altoo Insights Podcast” have the special idea talking about the most pressing trends in wealth management, with the special host being my colleague Ben Burn. This format is a good example of the homework that needs to be done in addition to the idea. In all four episodes, a lot of time goes into the content research and the script. A lot of time and attention to detail went into the post-production as well.
How and in what time frame does the process from the podcast idea to its development and realisation take place? How many people are involved in each of your podcast productions?
It’s difficult to provide a definitive answer as it depends on various factors. Occasionally, we get an idea and immediately head into the studio. When it comes to certain productions, a significant amount of time is dedicated to thorough research, conducting interviews, engaging with guests, as well as composing and editing music. The duration can vary greatly, ranging from a single day to several months. Small productions typically involve a team of three, while larger and more complex productions require a team of around ten individuals.
What is the most efficient way to create reach for a new podcast?
Naturally, social media matters. Publish the proper material on the right channel, not just anything.
What forms and topics are popular?
I think storytelling formats usually succeed because people desire something other than talky podcasts. Influencer podcasts work. Also lifestyle, success tales, and corporate expert guidance.
What do you think about podcasts with AI voices? What aspects should be considered in advance? And for which formats is the use of AI voices suitable?
Naturally, before synthesizing voices using AI, we need to confirm with the people whether we have their permission. That’s the most important thing. Pure AI voices aren’t yet particularly good in other languages than English. However, many companies already produce daily English formats that are entirely AI-generated. They are very brief and simply reflect the news situation. The categories include ‘AI News’, ‘Celebrity News’, and ‘Business News’. This requires enough data for the AI to summarize.
Yes, for standardised processes such as writing texts, uploading data or for communication between various stakeholders. AI is capable of handling cover design and creating social media assets, but it is important to have our colleagues contribute their intelligence and passion to support these efforts. I believe that AI is a positive aspect within a sophisticated podcast production.
Thank you, Alexandra!
Whatever your communication needs are, Alexandra and the Exporis Team are ready to help.
If you’re interested in working with our PR unit, please get in touch. We are always delighted to discuss PR and communications plans via email, over the phone, or face-to-face.
