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The Rise of Video in the World of Podcasts · Story Scaling

• 0:00
  Speaker 1: We are podcastvideoscom.
• 0:01
  Speaker 1: Our goal is to educate, enlighten, engage and entertain.
• 0:05
  Speaker 1: We believe in the power of love and transformation through storytelling.
• 0:08
  Speaker 1: We are back.
• 0:14
  Speaker 1: It's another episode of Story Scaling and we have here today.
• 0:17
  Speaker 1: We're going to call him an industry expert.
• 0:19
  Speaker 1: Some of us call him boss.
• 0:21
  Speaker 1: Actually, we don't call you boss that often.
• 0:23
  Speaker 1: No nobody ever says that this is Eric Howerton.
• 0:26
  Speaker 1: He is the founder and CEO and whatever other title he chooses really here at PodcastVideoscom.
• 0:33
  Speaker 2: It's nice to choose titles, Dan it is.
• 0:35
  Speaker 2: That's the one value of being an entrepreneur you get to choose your own title.
• 0:40
  Speaker 1: You get to choose the titles for everybody and you change your mind on that, because I think I have three right now.
• 0:44
  Speaker 1: No, you do.
• 0:44
  Speaker 1: You have about three, maybe four, maybe four.
• 0:46
  Speaker 1: It depends on which email I'm using.
• 0:48
  Speaker 2: Now you're an anchor Host, I believe.
• 0:51
  Speaker 2: Well, I'm calling you an anchor, though, so that's the power of being able to choose titles right there.
• 1:05
  Speaker 1: Now, I've known Eric for like 20 years and that is actually kind of a dig because we are both old newspaper guys.
• 1:07
  Speaker 1: He just called me a TV type.
• 1:08
  Speaker 1: I did Congratulations, man.
• 1:08
  Speaker 1: Well, I would say, why are we here?
• 1:09
  Speaker 2: But we already told them we came out of newspapers Not really a growth industry, that's true which is how we got into podcasts Not very directly, for sure, yeah, it was a long time to get here but we had to navigate, you know, the decline of the industry that we decided to get into when we were younger and see the writing on the wall a little bit with that.
• 1:31
  Speaker 1: Well, and then you had to start about five or six other businesses and start some and close some and sell some.
• 1:36
  Speaker 2: And here we are yeah, yeah, and I think you know to that point is like you know, I think it's a testament to really about every industry that's going on right now.
• 1:47
  Speaker 2: You know, I mean what we had to do in seeing kind of print journalism starting to phase out as the internet became more popular and people could get their information online and as the print journalism, you know, outlets started to kind of creep online very slowly and resistance, they were not happy about it, not happy, but I think it's a testament of just like how industry changes and you know why.
• 2:13
  Speaker 2: You know I particularly made a lot of rapid, fast changes.
• 2:18
  Speaker 2: You know, back in the day, as I was a photojournalist taking pictures of the newspaper, really realized like hey, I mean, you know back then it was like magazines are becoming more popular, you know, because of the gloss paper and all that type of stuff that.
• 2:32
  Speaker 1: That would have been a big miss.
• 2:33
  Speaker 1: Yeah, I'm sorry you did that.
• 2:35
  Speaker 2: Yeah, well, I mean whenever I was in school, like we were learning, like black and white photography, white print.
• 2:41
  Speaker 1: Did you ever do paste up for pages with actual exactorizing glue and then they gave us the computer and like, try it on this.
• 2:47
  Speaker 2: That was fun and it was hard to make those, those adaptations, you know, and and I mean I think that there's one thing that I can look back and say that I was proud to do is like I I, you know was really quick to embrace, you know, the new things coming out and I just kind of I don't know, maybe it was part about being excited about that, or it was interesting and cool or fun, or I could see a future.
• 3:10
  Speaker 2: That's one thing that I did do was I adapted really quickly to what was going on and I think now it's a testament as to what we're doing as we're talking, video podcasting versus just podcasting.
• 3:21
  Speaker 2: Sure.
• 3:21
  Speaker 1: We're sitting here in what would normally have been called sort of a radio setting Right, but thanks to the internet, eric, they can see us.
• 3:30
  Speaker 1: They can see us now.
• 3:32
  Speaker 2: Yeah, and I mean the advent with these smartphones and the social media sites started using more video.
• 3:39
  Speaker 2: I mean I can think the reality is that if you're a business or if you're a journalist or whatever you're doing, understanding the power of video, because people you know somebody said it just even yesterday you know they're not even listening to audio podcasting more.
• 3:56
  Speaker 2: They want to watch the expressions of the host, the people talking.
• 4:00
  Speaker 1: And that's another thing.
• 4:01
  Speaker 1: Podcasting is not exactly new.
• 4:04
  Speaker 1: Even the newspapers tried it, again very stumblingly.
• 4:08
  Speaker 1: Yes, I may have just made up a word there.
• 4:11
  Speaker 1: That's great, but podcasting was an audio-only medium forever.
• 4:16
  Speaker 1: Obviously, we've added cameras.
• 4:19
  Speaker 1: Yep, not everybody has made that jump yet, although it's obviously becoming a huge thing the fact that YouTube is like the single biggest podcasting platform.
• 4:31
  Speaker 1: Now you know they've blown away the, the typical audio based stuff for discoverability, for for views why video man?
• 4:42
  Speaker 2: I can back that up to just I mean, all right, look such a complicated topic.
• 4:46
  Speaker 2: I mean we could you know that we could have this dialogue for hours upon hours.
• 4:50
  Speaker 2: But I did tell him we have time limit.
• 4:51
  Speaker 2: We do do have time, but I always back up things to this.
• 4:55
  Speaker 2: The human nature right, even in the advent of AI, you know, and as AI accelerates, there's always the purchasing power, at least today and I think in the near future, is going to be coming down to, you know, that human connection.
• 5:08
  Speaker 2: How does the human response happen?
• 5:11
  Speaker 2: Whether I see an ad or whether I see, you know it doesn't matter.
• 5:14
  Speaker 2: Response happen, whether I see an ad or whether I see, you know it doesn't matter.
• 5:18
  Speaker 2: It's all about that, how that human reacts and makes that decision to either buy something, listen something, subscribe to something, whatever it might be.
• 5:23
  Speaker 2: And so when we think about communication, um, you know, like, whenever we're talking, like you know just, our relationship one-on-one.
• 5:31
  Speaker 2: You know, if I'm talking to you on the phone, I can't, I can only get the audio.
• 5:36
  Speaker 2: I can only understand what you're saying.
• 5:38
  Speaker 2: The communication is more than that.
• 5:40
  Speaker 2: It's the tone of what you're saying and it's also the expressions that you're making as you're saying it.
• 5:45
  Speaker 1: Oh, there are some conversations there.
• 5:47
  Speaker 2: You don't want to see what the expression is on my face, exactly, you know that's why I went ahead of one-on on one with you in person, so I can see those expressions.
• 5:53
  Speaker 2: And, you know, in human beings we want, we like the, our expression, to the way that we're saying it, to what exactly we're saying.
• 6:07
  Speaker 2: All those can, you know, compound to to allow me to receive that information correctly, you know, and for me to really engage in that.
• 6:10
  Speaker 2: And then it's not just that first time but it's every single time that we're communicating.
• 6:15
  Speaker 2: So the power of video, I mean, in my opinion, gives the closest that we can have without being in person.
• 6:24
  Speaker 2: But I can see your expression and I can hear that tone, you know, and all those things combined for me to receive the information.
• 6:31
  Speaker 2: Body language, total body language, I mean there's all of that, you know.
• 6:34
  Speaker 2: And then not only just the first time, like, for example, putting it into like a show, but if I watch you on this show and I, in the first time I see it, I now I can put a face to the name, I can put a face to the voice, I can see your expression, I can see your body language, and then the next time you roll out, is it the consistent.
• 6:52
  Speaker 2: And so now, as a subscriber, or listener or a viewer.
• 6:58
  Speaker 2: I'm starting to build this relationship with you, unbeknownst to you, as the host, and so, like over time, I actually feel like I get to know you, even though you don't get to know me.
• 7:08
  Speaker 2: But there's this one-way relationship that I'm building over time and so you're building this credibility and this trust with me, you know, emotionally.
• 7:16
  Speaker 1: We've got a piece on the website.
• 7:18
  Speaker 1: Actually, by the time this is out, it'll be up on the psychology of relationships with podcasters.
• 7:24
  Speaker 1: I mean, you sound like a great client on a business side.
• 7:28
  Speaker 1: If you know me, you trust me.
• 7:29
  Speaker 1: But watch this again, eric.
• 7:32
  Speaker 1: It does sound a little stalkerish if people take it too far.
• 7:34
  Speaker 2: Yeah, it does, it's a thing I mean.
• 7:36
  Speaker 2: But everything about communication is psychology, you know, and I think that what I see and what I think we see as a team, the psychology of video, you know, the power of video is in that psychological relationship building thing.
• 7:50
  Speaker 2: And so, whether you're a business or you're trying to start your own show, I mean having video component is just is just really enabling that psychology.
• 7:59
  Speaker 2: And that's the long form side of it, right.
• 8:01
  Speaker 2: But I mean, even on the short form side, like when you send out clips on your social channels and you get to see me repetitively, you know, over and over again, even these small little clips, like I'm seeing Dan and I hear Dan, see Dan, I hear Dan, and over time I'm sort of like man, who's this dude that's on my freaking, on my roll, that's coming up, popping up all the time.
• 8:21
  Speaker 2: Well, I might eventually click in and then I'm now engaged with your topic and conversation.
• 8:26
  Speaker 1: Sure, and you, you kind of teed up the segue nicely.
• 8:28
  Speaker 1: Thank you, you're welcome.
• 8:29
  Speaker 1: There's.
• 8:30
  Speaker 1: There's a business side case to be made for video, even if you're an audio podcast, which is still the vast majority of them, although it's trending quickly toward folks that are putting out an actual video of the podcast as it's recorded, similar to what we're doing here.
• 8:44
  Speaker 1: But the folks that are still just on audio, they put out the podcast, they still have to promote it, they still have to put their name out there in advertising and marketing and social media channels, mm-hmm.
• 8:55
  Speaker 1: And we don't have a whole lot of clients that do strictly audio here.
• 9:00
  Speaker 1: Right, I believe we have one now.
• 9:02
  Speaker 1: We did.
• 9:03
  Speaker 1: Then he upgraded to the video.
• 9:04
  Speaker 1: Yeah, I think we got a new audio client.
• 9:06
  Speaker 1: Yeah, we did.
• 9:07
  Speaker 1: But the point is, even if you don't put this video out, take the video, yeah, chop it up and suddenly you have your social media posts, you have your marketing materials, you have your advertising B roll.
• 9:19
  Speaker 1: The video has a business side value beyond simply being a visual representation of the conversation, absolutely.
• 9:28
  Speaker 2: Absolutely.
• 9:28
  Speaker 2: I mean like if, if I was to come to this studio, um, I mean the, the value that you get for a little bit of extra, extra investment you make on having video in there.
• 9:40
  Speaker 2: Take it, even though you don't may not be using it right now, but go ahead and take it because the investment to it, that collateral, that, that equity that you have in that video, that shelf life, is going to be valuable for forever.
• 9:53
  Speaker 1: It's.
• 9:53
  Speaker 1: It's maybe not evergreen, but it is very long-term usable.
• 9:57
  Speaker 1: It's not something that's going to have an expiration date on it.
• 9:59
  Speaker 2: That's quick, that's right, and it has more repurposing value to it.
• 10:03
  Speaker 2: You know, I mean just a good case in point is is that if I'd only do audio only and then I'm putting across all the podcasts, that works and I put it on youtube's audio only part like I'm missing.
• 10:16
  Speaker 1: yeah, you might have a thumbnail or a static piece of art there, but it's, it's for your discoverability, but it's not as good as having the video Absolutely.
• 10:22
  Speaker 1: And then to your point social media.
• 10:25
  Speaker 2: We know through analytics and statistics that if you put just an audio feed only on LinkedIn or whatever, the engagement rate to that is not as high as if you have a video.
• 10:34
  Speaker 2: It's not even close, yeah.
• 10:36
  Speaker 2: And so why not do it?
• 10:38
  Speaker 2: You know, I think that we kind of, as really I think that the power of video is being enabled by the ability of the social channels allowing for video and the cell phones allowing that bandwidth and being able to crunch files down in in more loadable speeds.
• 10:55
  Speaker 2: You know all that stuff.
• 10:57
  Speaker 2: That technology just continues to increase and I mean, and look, I mean hardware itself is going to continue to increase cell phones capacity.
• 11:04
  Speaker 1: You, can put out a pretty decent video absolutely podcast with a high quality cell phone camera, a little bit of a maybe an add-on mic for better quality, but it's.
• 11:14
  Speaker 1: It's not hard.
• 11:14
  Speaker 1: Yeah, what scares people about video is the editing process.
• 11:18
  Speaker 1: It's a very specialized set of tools.
• 11:20
  Speaker 1: Right now, what you use DaVinci, adobe, um, you either know it or you don't, and it's just steep learning curve it is.
• 11:27
  Speaker 1: This is the shameless plug.
• 11:28
  Speaker 1: We can edit it too.
• 11:30
  Speaker 2: Oh, totally yeah, yeah, and I think that that's what you know we're trying to do here is like, if you sum up, podcast videos, our job is to reduce that friction uh, pre production and post-production in the setting of these shows right and being able to get your show.
• 11:45
  Speaker 2: You know whether and when I say show, it's either you're you know you have a media outlet just as an individual, or you're a business.
• 11:52
  Speaker 2: That you, as a business, everyone, well, everyone on the planet, business and personally can put out, can become their own media, and so that's what I call a show, and personally can put out can become their own media.
• 12:01
  Speaker 1: And so that's what I call a show.
• 12:02
  Speaker 1: You can have a video backed audio, high quality audio conversation of some sort.
• 12:03
  Speaker 1: That's not even necessarily a podcast.
• 12:09
  Speaker 1: Yeah, it could be webinar, it could be online curriculum.
• 12:12
  Speaker 1: These are all things Job training we're exploring, we're looking to expand into because it is in a broader look, it's audio visual.
• 12:20
  Speaker 2: Absolutely, and I mean, that's what.
• 12:23
  Speaker 2: That's how people are consuming information, and the reason why they're consuming information that's going to continue to accelerate is because of that human psychological benefit.
• 12:30
  Speaker 2: I can get so much more out of watching a video than I can reading a textbook or reading a white paper or whatever it might be, but I can watch and consume that video.
• 12:40
  Speaker 2: I can just listen to them on drive or I can sit there and watch it, you know, on the couch.
• 12:44
  Speaker 2: It doesn't matter, it's, it's versatile, it's the video can be used passively, but it's.
• 12:49
  Speaker 1: It's pushing out into YouTube and that you may not be looking at the video, but the video is.
• 12:53
  Speaker 1: Is there in the background no-transcript.
• 13:27
  Speaker 1: He's wondering why I'm smiling at him.
• 13:29
  Speaker 1: I am.
• 13:29
  Speaker 1: I named this episode, at least in our internal calendar, as Soapbox.
• 13:33
  Speaker 1: Yes, and now we know why.
• 13:34
  Speaker 1: Remember, there's our soapbox.
• 13:36
  Speaker 1: There you go.
• 13:37
  Speaker 2: I mean you can just like it's.
• 13:39
  Speaker 2: You know it's like anything Like.
• 13:41
  Speaker 2: Why would you?
• 13:42
  Speaker 2: You know like?
• 13:44
  Speaker 2: It's like going to the grocery store and saying you have to go, you're going to make one meal and your plan is to make that one meal.
• 13:49
  Speaker 2: But if you buy a little bit of extra ingredients now, you have the ingredients to make other meals and different people grocery shop different ways.
• 13:57
  Speaker 1: That's right.
• 13:57
  Speaker 1: That's where we get into the analytics of the videos and some of the other things we do which we're not diving into right now.
• 14:02
  Speaker 1: We don't have the time, sure, sure, uh, now I'm in closing dang.
• 14:07
  Speaker 1: I need you to unfortunate.
• 14:11
  Speaker 1: Well, there's another good segue, because your episodes tend to run well over the usual hour when you and Mark Zweig do your big talk about small business.
• 14:21
  Speaker 1: So we're going to close with the old Bosley hair club for men riff.
• 14:24
  Speaker 1: Remember what it was?
• 14:25
  Speaker 1: I'm not just a founder, I'm also a client?
• 14:31
  Speaker 2: Oh, yes, that is true, I am a client.
• 14:33
  Speaker 2: We do have a weekly show.
• 14:35
  Speaker 2: We've been doing for about a year and a half now I think we're over 60 something episodes with big talk about small business, and that was definitely intentional, like I was our first client, basically because I wanted to see you know a on the whole side and put on a show like what, what are my needs?
• 14:51
  Speaker 2: Right, I mean like what all can I not do, or what all do I not have the time to do, and so making sure that I understood the client's perspective.
• 14:59
  Speaker 2: But then I also like to watch the team and how we execute and how we're improving it's either cheating or genius or both, I'm not sure which.
• 15:06
  Speaker 2: Yeah, a little bit of both, I think.
• 15:08
  Speaker 2: You know, I'd like to you know, but I mean but.
• 15:10
  Speaker 2: But the reality to it is is it has improved and that's, you know.
• 15:15
  Speaker 2: That makes me feel really, you know, taken care of from a host side of when the team you know comes out and lays little show notes and gives us a format and we get some more direction and structure.
• 15:25
  Speaker 2: It just makes the show better.
• 15:27
  Speaker 2: It makes me feel like that my investment and my you know what I'm paying is worth the value back.
• 15:32
  Speaker 2: And then that way, you know, at the end of the day, if I can have, if I can be a host and I can have everything, all this stuff taken care of for me, that allows me to focus on the content.
• 15:42
  Speaker 2: It allows me to focus on the guests that are coming in, which is the important essence of me put on the show.
• 15:48
  Speaker 1: You may be better than you think.
• 15:50
  Speaker 1: We did about 15 seconds of prep with no show notes, right here and we're uh, we're holding it together.
• 15:56
  Speaker 1: Pretty, yeah, I know exactly.
• 15:57
  Speaker 2: You know, you just become a little bit more natural.
• 16:00
  Speaker 1: As it is, you go along so great, we'll figure things out on the business side and you're already a pretty good client.
• 16:04
  Speaker 1: Yeah, exactly, yeah, all right, guys, that's uh eric howerton, our founder ceo, the man who signs our checks.
• 16:10
  Speaker 1: I'm dan craft, and this has been story scaling.
• 16:14
  Speaker 1: We'll see you next time.