UBCNews - Business - Are Podcasts & Short Form Videos The New Powerhouses For Omnichannel Content?

Episode Date: November 16, 2025

Hey everyone! You know what blows my mind? Over 80% of podcast listeners dedicate at least 7 hours each week to consuming podcast episodes. That's nearly a full workday of attention that brands can tap into. Pretty incredible, right? Cres Digital City: London Address: 86-90 Paul Street Website: https://cresdigital.com

Hey everyone, you know what blows my mind? Over 80% of podcast listeners dedicate at least seven hours each week to consuming podcast episodes. That's nearly a full workday of attention that brands can tap into. Pretty incredible, right? Absolutely. And what's even more fascinating is how this trend reflects a larger shift in content marketing. We're seeing this amazing split where audiences either want quick, snappy content, or they're willing to go really deep with formats like podcasts. You've hit the nail on the head there. And speaking of short form content, I saw that by 2024, online videos might make up about 82% of all internet traffic. That's staggering. Oh yeah, it's a massive shift. You know what's interesting? This involves more than having additional

content available. It's about the fundamentally different nature of these formats in engaging audiences. Mm-hmm. Let's break this down a bit. What makes podcasts so special in building these deep connections with audiences? Well, think about it. Podcasts create this unique intimacy that's hard to replicate in other formats. People are literally bringing your voice into their personal spaces, during their commutes, workouts, or while doing chores, and get this,

88% of listeners actually consume entire episodes. That's incredible engagement. Right. And from what I understand, the podcast industry is really booming. Didn't I read somewhere that it's expected to double from $2 billion to $4 billion in just one year? Exactly. And you know what's really cool? The majority of listeners actually prefer podcasts over social content when they're consuming information. It's become this powerful tool for building authority and trust. That's fascinating. Now let's switch gears a bit and talk about short form video. What's driving its explosive growth? Um, it really comes down to attention spans.

With platforms like TikTok, Instagram, Reels, and YouTube shorts, brands have had to adapt to capturing attention almost instantly. You've got about three seconds to make an impact. That's a great point. We'll come back to that in just a moment. But first, a quick word from our sponsor. Seeking to elevate your content approach but feeling overwhelmed, meet Crest Digital, aid in mastering the changing content scene. Our seasoned digital visibility specialists utilize advanced AI tools to craft high caliber, expansive content that strikes a chord with your audience. Whether it's podcasts, short form video, or other types, we are here to assist. Visit cREsdigital.com to discover how we can support your business's growth in the digital era.

Thanks for that. Now, going back to short form video, I'm curious about how brands can effectively use these different platforms. Well, each platform has its own special sauce, if you will. TikTok's amazing for viral potential. Instagram Reels crushes it with visual impact. I mean, 91% of Instagram users watch videos weekly. And YouTube Shorts is fantastic for conversions. Have you noticed any particular strategies that work well across all these platforms?

Oh, definitely. One of the best approaches I've seen is what's known as the Gary V. content model. You start with a big piece of content, like a podcast episode, and then break it down into smaller platform-specific pieces. It's like getting maximum mileage from your content. You know, that makes me think about brands just starting out. What would you recommend as their first steps into these formats? First thing, really understand your audience and where they hang out. Are they podcast people? TikTok scrollers? Then start with one format and you. You know, and do it well. You don't need to be everywhere at once.

That's such practical advice. What about the content itself? Any tips for keeping it engaging? Yeah, here's my rule of three for engaging content. Make it authentic, make it valuable, and make it platform appropriate. And remember, what works on TikTok might bomb on LinkedIn, and that's okay. Speaking of engagement, I've heard some impressive stats about video performance on different platforms. Can you share some insights? Sure. On Twitter, for example, videos can get up to 10 times more engagement than posts without video.

And on YouTube, users are twice as likely to make a purchase after watching a product video. The numbers really speak for themselves. Those are some compelling statistics. How do you see these formats evolving in the future? You know, I think we're going to see even more polarization. Content will either need to be super quick and engaging or deep and meaningful. That middle ground, it's disappearing fast. That's really insightful.

Any final thoughts for our listeners who might be feeling overwhelmed by all these options? Yeah, remember this. You don't need to master everything at once. Start with one format that aligns with your brand and audience, do it well, and then expand. It's better to be excellent on one platform than mediocre on five. Love that advice. This conversation has been very informative. Before we wrap up, I want to remind our listeners that more information about understanding these content formats is available at the link in the description.

Thanks for joining us today. Thanks for having me. It's been great exploring these trends and helping everyone understand the rapidly evolving content environment.