Soft: the listener
Posted: Tue Dec 17, 2024 6:27 am
How long do people actually listen?
Whether you have a podcast with 300 listeners or 300,000 listeners, what is in any case a very interesting indicator is the listen-out rate. With the listen-out rate you can see what percentage of the people who turn on your podcast listens until what point in the podcast. Simply put: when do people drop out? You can measure that. Spotify is quite good at that. Apple Podcasts has a beta, which is still somewhat unreliable.
The listening ratio shows what works and what doesn't.
That listen-through ratio is important information for creators and brands, because after a few episodes you can see whether certain ideas work or not. You can then improve your format, for example, eliminate format elements or make them last longer. But it is also important for branded content advertisers, because you want to be named when the podcast still has a lot of listeners.
So much for the numbers. What listeners think of your podcast is at least as important. And there is really only one way to find out: ask. Has your podcast been running for a while? Then you could shamelessly make an appeal to your listeners and ask them to think along. But for brands, regular market research is a good option: let the target group you want to reach hear it via sounding boards. Does the podcast meet their expectations? Do they like the podcast? And the most important question of all: would they recommend the podcast to friends or, if you are in the B2B segment, to colleagues.
Soft: the sender
Whether the podcast is a success can also be measured switzerland telegram data internally within your brand or company. Do your people benefit from the podcast? For consumer brands with a strong sales force, it can be a great conversation starter. This also applies to B2B brands: it can be an innovative addition to your business card. Or are you in the consultancy and training world, for example? Then it can also be a good addition to seminars and training.
Oh, and you almost forgot, what does it do for your people? If they love it, but your external branding objective might not be achieved, that's worth something too. At least for the Chief Happiness Officer.
Magic formula
It's a cliché, but still: there is no magic formula for how to measure whether your podcast is a success. As mentioned, it depends on your target audience and your marketing plan, but also on your goals. A 'small' podcast can do incredibly well for a niche brand that wants to reach a niche audience. But such a 'small' podcast can be a big disappointment for big brands that want to reach a mainstream audience.
The most important thing is to determine in advance what you want with your podcast, if you know that, there are many metrics to be found with which you can measure the success of your podcast. Have fun measuring.
Whether you have a podcast with 300 listeners or 300,000 listeners, what is in any case a very interesting indicator is the listen-out rate. With the listen-out rate you can see what percentage of the people who turn on your podcast listens until what point in the podcast. Simply put: when do people drop out? You can measure that. Spotify is quite good at that. Apple Podcasts has a beta, which is still somewhat unreliable.
The listening ratio shows what works and what doesn't.
That listen-through ratio is important information for creators and brands, because after a few episodes you can see whether certain ideas work or not. You can then improve your format, for example, eliminate format elements or make them last longer. But it is also important for branded content advertisers, because you want to be named when the podcast still has a lot of listeners.
So much for the numbers. What listeners think of your podcast is at least as important. And there is really only one way to find out: ask. Has your podcast been running for a while? Then you could shamelessly make an appeal to your listeners and ask them to think along. But for brands, regular market research is a good option: let the target group you want to reach hear it via sounding boards. Does the podcast meet their expectations? Do they like the podcast? And the most important question of all: would they recommend the podcast to friends or, if you are in the B2B segment, to colleagues.
Soft: the sender
Whether the podcast is a success can also be measured switzerland telegram data internally within your brand or company. Do your people benefit from the podcast? For consumer brands with a strong sales force, it can be a great conversation starter. This also applies to B2B brands: it can be an innovative addition to your business card. Or are you in the consultancy and training world, for example? Then it can also be a good addition to seminars and training.
Oh, and you almost forgot, what does it do for your people? If they love it, but your external branding objective might not be achieved, that's worth something too. At least for the Chief Happiness Officer.
Magic formula
It's a cliché, but still: there is no magic formula for how to measure whether your podcast is a success. As mentioned, it depends on your target audience and your marketing plan, but also on your goals. A 'small' podcast can do incredibly well for a niche brand that wants to reach a niche audience. But such a 'small' podcast can be a big disappointment for big brands that want to reach a mainstream audience.
The most important thing is to determine in advance what you want with your podcast, if you know that, there are many metrics to be found with which you can measure the success of your podcast. Have fun measuring.