Audio vs Video Podcasts: Which Format Works Better?

The question of whether audio or video podcasts work better is ultimately subjective. Different creators have different objectives, audiences and production capabilities, so there is no rigid formula for deciding which format to choose. Just as people are entitled to their preferences, they are also entitled to form opinions based on their own observations and experiences.

In this article, we explore some of the advantages of video podcasts over audio-only formats, with particular focus on discoverability, audience engagement and opportunities to repurpose content.

One of the biggest advantages of recording a podcast in video format is its versatility. Audio can easily be extracted from a video podcast and uploaded to audio-based platforms, allowing creators to serve both video and audio audiences from a single recording. In other words, video production can potentially give creators two forms of content from one production process.

The reverse is not quite as straightforward. An audio-only podcast can be accompanied by graphics, photographs, animations or video footage from other sources, but these additions do not necessarily provide the same experience as watching the host and guests interact. Facial expressions, gestures, reactions and other visual cues contribute to the connection between the people on screen and the audience. Removing these elements can limit some of the engagement that comes naturally with video.

The visual component also creates additional opportunities for advertising and brand exposure. Sponsors can have their products physically featured during a podcast, whether placed on a table, incorporated into the set or worn by the hosts and guests. Viewers can see the product, packaging and branding while the conversation is taking place. In an audio-only podcast, the host can mention a brand or product, but the audience does not have the benefit of seeing it.

This brings to mind the familiar expression, “Seeing is believing.” For advertisers, visual exposure can make it easier for audiences to recognise a product when they encounter it later in a store or online. A video podcast therefore provides opportunities for brands to become part of the visual environment rather than existing only as a spoken reference.

Another major advantage of video is the ease with which content can be repurposed. Have you ever watched a YouTube video and noticed comments such as “Who’s here from TikTok?” or “TikTok brought me here?” This is a good example of how content can travel between platforms when it is created in a format that can easily be edited into shorter visual pieces.

A full podcast episode can be broken down into short clips, highlights, teasers and promotional videos for platforms such as TikTok, Facebook, LinkedIn and X. These shorter pieces can attract viewers who may then be directed to the full episode on YouTube or another platform. Instead of producing completely different content for every platform, creators can use one long-form recording as the foundation for multiple pieces of content.

Repurposing content across different platforms can also help creators reach audiences with different interests and demographics. Facebook, for example, has a broad and established user base, while LinkedIn is particularly useful for reaching professionals and business audiences. TikTok, meanwhile, has become an important platform for reaching younger audiences. By adapting the same podcast into different formats for these platforms, creators can extend the reach of a single production.

This wider distribution can also create greater opportunities for sponsors and advertisers. The more places a piece of content can appear, the more opportunities there are for audiences to encounter the personalities, products and brands associated with it.

Consider a podcast that is designed around education and demonstration. Perhaps the host teaches viewers how to make a dovetail joint in woodworking or demonstrates how to prepare a particular type of pie. Which format would be more useful: audio or video?

For a programme that depends heavily on demonstration, video has an obvious practical advantage. The audience can see the tools, materials, techniques and finished product rather than having to imagine them from a verbal explanation. Viewers can pause, rewind and replay particular steps as they follow along.

The same applies to programmes that involve products. A cooking, DIY, beauty, fashion or technology podcast can show the products being used rather than simply mentioning them. In some cases, creators can even incorporate shopping experiences or visits to stores into their content, creating additional opportunities for businesses and brands to gain exposure.

In conclusion, both audio and video podcasts have their place. The right format depends on the purpose of the podcast, the intended audience, the type of content being produced and the creator's available resources. However, when discoverability, visual engagement, advertising exposure and content repurposing are important considerations, video provides creators with several additional possibilities that are difficult to achieve through audio alone.

If you’re in the podcasting space and looking for a fully equipped studio where you can simply bring your guests and focus on creating great content, Image at Play Studio has you covered. From custom-designed sets that capture the identity of your programme to professional-quality sound, lighting and video production, we provide the resources you need under one roof.

Whether you’re producing a video podcast or an audio-only programme, our team is ready to bring your vision to life. Get in touch with us for a quote or book a walkthrough of our state-of-the-art studio and explore what Image at Play can offer your production.