In podcasting, audio is king. But that doesn't mean visuals don't have a part to play. Enter podcast audiograms: a dynamic blend of your podcast's audio excerpts set to a visual backdrop, often enhanced with captions and other interactive elements.
In this guide we’ll dive deep into podcast audiograms, outlining what they are and how they can help, as well as actionable strategies to implement audiograms into your podcast marketing campaigns.
Let’s jump straight in…
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What Is a Podcast Audiogram?
A podcast audiogram is a short audio-visual snippet taken from your podcast episode. It combines a compelling soundbite with static images or a simple animation. Often, subtitles or captions are also added to the video for accessibility purposes and to catch the attention of viewers who mute their sound.
The aim is to pique the interest of potential listeners, encourage existing ones to share your content, and ultimately drive more traffic to your full podcast episodes.
Audiograms bridge the audio-centric world of podcasting and the visually dominated world of social media. They provide a way to overcome one of the significant challenges of podcast marketing - the difficulty of sharing audio content on platforms designed for text, images, or video. Podcast audiograms can amplify your reach and engagement in the digital space by transforming a piece of your audio content into a shareable video format.
Why Are Podcast Audiograms So Effective?
In our evolving digital landscape, video content continues to reign supreme. From TikTok videos to YouTube shorts, we've seen how video continues to dominate most social media platforms. The main reason is due to its engaging nature and easy-to-absorb information-rich format. As podcasters, tapping into this trend can significantly help your marketing efforts, and that's where podcast audiograms come in.
In 2018, Headliner, a tool that helps podcasters create videos to promote their shows, conducted a study to test the effectiveness of audiograms. The experiment involved sharing a podcast episode on Facebook in two formats: one was a static image, and the other was a podcast audiogram. The result? The audiogram generated five times more traffic compared to the static image. Although the study is a few years old, its relevance in today's video-centric online culture can't be overstated.
“The audiogram generates 5x more traffic compared to the static image.”
Beyond the power of video content, podcast audiograms also leverage the power of storytelling. With their rich blend of audio and visual elements, they provide a sneak peek into your podcast episode, enticing potential listeners with a hint of what they can expect. This taste of your content can pique your audience's curiosity, encourage shares, and ultimately drive more traffic to your podcast.
7 Tips for Creating the Perfect Podcast Audiogram
When creating podcast audiograms, you're not just transforming an entire podcast episode into a video clip. You're strategically distilling the essence of your episode into a compelling bite-sized piece of content that draws listeners in. Each step matters, and to help you make the most of it, here are 7 actionable tips.
1. Create a Hook
Let's face it - our social media feed is a busy place. As you scroll, post after post vies for your attention. In such a bustling digital environment, you have a narrow window of opportunity (usually about 3 seconds or less) to capture the interest of your audience.
So with this in mind, your podcast audiogram must kick off with a strong hook (soundbite). Choose a clip that’s either intriguing, surprising, exciting, or shocking. Whatever emotional response you’re looking for, the key is to select a hook that makes your ideal listener stop scrolling.
2. Don’t Give It All Away
Remember, your audiogram is not a substitute for the full podcast episode. It's a teaser. And its job is to make your audience want to hear more. Therefore, be mindful not to divulge too much. Think of it as a movie trailer - it should create intrigue, not reveal the entire plot.
A clever way to do this is by carefully choosing and editing your audio clip. Perhaps you could leave your listeners on the brink of a significant revelation or create a cliffhanger. Either way, they'll be motivated to tune into the entire episode to get the whole story.
3. Nail the Right Length
Determining the length of your podcast audiogram can be tricky, especially when considering what social media channels you’ll be posting it to. The clip must be long enough to show off an exciting snippet and concise enough to create intrigue.
In truth, there is no ideal audiogram length. It depends on the clip and the social media platform. For example, if you're posting on TikTok, you can create an audiogram up to 10 minutes long - although that isn’t recommended. However, if you're aiming for Instagram Reels, your video needs to be 90 seconds or less.
4. Choose the Right Image & Headline
Pairing your clip with an eye-catching image and a striking headline can significantly increase the appeal of your podcast audiogram. The right image acts as a visual hook, forcing your audience to stop scrolling and pay attention.
Similarly, a powerful headline can pique interest and give a taste of what your podcast episode is about. This headline could be a captivating quote from the episode or even the episode’s title. Just remember it should be concise, intriguing, and reflect the content of your clip.
5. Utilize the Captions Feature
The reality of the browsing habits of most social media users is that many of us scroll through social media feeds at lightning speed, often with the sound off. You don't want to miss out on reaching this silent majority.
Adding captions to your podcast audiogram ensures your content is accessible to everyone, even those who watch videos on mute. So don't skip this crucial step.
6. Make it Shareable & Tag Your Guests
Once you've created your podcast audiogram, it's time to get it out there. To encourage people to share it with their own followers, make it attractive and easy to do so. Don't hesitate to tag guests or relevant individuals in your posts, either. This broadens your reach and encourages others to share your audiogram on their platforms.
7. Experiment With Styles & Test Different Formats
There is no one-size-fits-all solution when you create podcast audiograms. So feel free to experiment with different audiogram formats, styles, and lengths to find what resonates best with your listeners. Test various elements - from the visual design and captions, to the choice of the audio clip.
Continuous experimentation will help you discover the winning formula for your podcast's audiograms, boosting engagement and growing your listener base.
How to Create a Podcast Audiogram
If design isn’t your area of expertise, don’t worry. Creating high-quality podcast audiograms is easier than you think, especially with the many online tools available that simplify the process. Many options are available, from user-friendly audiogram apps to professional video editing software, so let's explore some popular audiogram makers.
1. Podcast.co
With Podcast.co, you can convert highlights of your podcast episodes into eye-catching videos with animated captions. It’s the perfect tool for creating social media-ready audiograms.
2. Canva
A versatile tool known for its intuitive interface, Canva makes creating visually captivating audiograms easy. It comes with a library of audiogram templates that you can effortlessly change to fit your podcast brand’s visual identity. You can also upgrade to Canva Pro for $12.99/month - which offers even more resources like premium images and videos.
3. Headliner
Headliner is a powerful tool designed explicitly for creating audiograms. It includes features such as automatic transcription, audio waveform customization, and multiple export options. Pricing ranges from Free to Pro ($19.99/month).
4. Descript
Descript is a comprehensive audio editing tool with an integrated podcast audiogram feature. It’s unique in that it offers a text-based editing interface, which can be handy when selecting the perfect clip for your audiogram. Descript can be a great all-in-one tool for podcast audio and video editing. Pricing ranges from Free to Pro ($24/month).
5. VEED
VEED is an online video editing platform that also includes audiogram capabilities. It provides several templates and lets you add waveforms, subtitles, and even progress bars to your audiogram podcast. Pricing ranges from Free to Pro ($30/month).
By choosing the right tool for creating audiograms, you're one step closer to transforming your podcast episode into shareable, engaging content for your audience. Just remember, regardless of the tool you choose, the quality of the clip and your creativity will make your audiograms stand out.
3 Examples of Eye-Catching Podcast Audiograms
If you’re looking for extra guidance, we’ve picked out 3 examples of engaging and eye-catching podcast audiograms. Each example looks slightly different, but they all successfully cover the majority of the main points above.
Example #1: Deep Dive by SailGP
Hosted by sailing legends, Stevie Morrison and David ‘Freddie’ Carr, Deep Dive is a sports-punditry podcast taking fans behind-the-scenes of the 2022 Global Sailing Grand Prix. Click the image to see the audiogram in action.
Example #2: Anatomy of a Stalker by Cue Podcasts
Anatomy of a Stalker is a Crime+Investigation Original Podcast by Cue Podcasts. Hosted by Ruchira Sharma (freelance journalist for The Guardian and the BBC), episodes see her embark on a journey inside the mind of a stalker by looking at their characteristics, motivations, and prospects of rehabilitation. To see the full audiogram, just click the image.
Example #3: Reimagining Government by the Centre for Public Impact
Hosted by Adrian Brown, Reimagining Government sets out to shine a light on government changemakers around the world. Once again, just click the image to see the full audiogram.
Ready to Have a Go?
As a podcast host, finding effective ways to promote your show is crucial. Creating engaging podcast audiograms allows you to market your content creatively and provides a visually appealing teaser for potential listeners to explore your full episode. It's about repackaging your recording into bite-sized, shareable content to increase your reach.
Consider experimenting with different audiogram tools and formats, tailoring each to your unique brand style. It's important to remember that while the goal is to generate interest, you don't want to give away everything in the audiogram. Give your audience a taste, a compelling reason to press play, and hopefully subscribe.
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