If you publish an audio-only podcast without any video it’s not worth doing unless you’re already famous.

The audience doesn’t know you yet. So expecting them to listen to a full audio podcast without a preview is like asking someone on a 3-hour hike on your first date. No Derek, we’re doing a 10-minute FaceTime screen to then potentially get one beverage together on a weekday afternoon, certainly not prime time Saturday night. I need to preview and vet before any time or energy investment. (This is your audience.)

Watch the 4-minute episode:

Content with previews converts better

Let’s talk about the importance of previews. Trailers. Sneak peeks. This applies to any type of content marketing you do but I’m focusing on podcasts and videos here.

98% of podcasts will not achieve worthwhile ROI without sharing a certain type of video, especially ones less than a year old.

HOSTS: Tips for you (do video or probably quit)

This may sound harsh but it’s based on data: If your goal is to grow your business and you host an audio-only podcast that hasn’t driven results yet, you’re either naive or lazy. The majority of you reading this are not a Top 100 podcaster or involved with Gimlet Media or Serial or NPR. You’re who I’m here for.

Perhaps you’ve always done it this way (e.g. Zoom audio export to Podbean or Libsyn RSS). This is a matter of process inertia. Understandable and relatable. But it’s about to be 2026 so take this as your sign to finally update your podcast format so it works for you 24/7. (Read more: Why media is the greatest lever in your business.)

GUESTS: Top tip – effective episode promotion (video clips)

If I’m invited onto an audio-only podcast it’s unlikely I’ll say yes anymore. Five or ten years ago, sure, I went on dozens of audio pods. Today I can’t make the argument for that unless it’s a favor to a friend or just a fun conversation where I don’t care about business impact. (Those can be great on a human level because it’s healthy to let go of the ROI obsession sometimes.)

If you’re a sporadic or frequent podcast guest, when a host invites you onto their show you may assume they’ll make it worth your while because they’ve had on guests you recognize. You may assume they will adequately promote the episode into which you’ll invest an hour or two of your life, between comms, scheduling, prep, and recording. Not to mention your likeness and association.

In reality, most hosts don’t know what they’re doing from a marketing perspective.

Tactics that would drive actual brand value and SEO or AEO are left on the table. Wondering what those are? Download my guide below to get a clear list of tools and apps to make a great video podcast.

Start with recording on Riverside.fm. Free trial of Riverside: https://riverside.sjv.io/jekEGe

(enter promo code BF2025 for 35% off annual plans on Riverside this Black Friday week!)

Check the last few weeks of social media posts that host is sharing. If it’s just an Apple Podcasts URL and a few lines of text on LinkedIn, your episode is unlikely to go very far. If that’s the last you’ll ever hear or see of the episode for which you prepped, showed up, and lent your voice, ask whether this is really worthwhile. In contrast, look how Tom Lydon is promoting Bangers Only episodes. (As a note, if you do guest on a lot of podcasts, try my Playlist SEO trick to stretch the value for your personal brand.)

Two incorrect assumptions about podcasts:

Assumption 1: You need a full blown “podcast” and RSS feed.

— Truth: You don’t. You can get credit for doing a podcast without doing a podcast. By credit I mean brand lift, association, and memorability. This is why I created The UnPodcast Package from Beetle Moment Marketing: Strategic video clips in less time.

Assumption 2: People will discover or listen to your audio-only podcast on Spotify or Apple because you’re that good. If you just share the audio link and text on LinkedIn they’ll engage.

— Truth: Without any content preview (like a video clip or at least an audiogram), it is unlikely someone will invest their time. Think about it: Would you buy tickets to a 2-hour movie without seeing the trailer? Unless they’re already your fan, they’re not going to wade through 45 minutes of bare audio. 

Marketing ROI of Podcasting or Video Marketing

At least 90% of you are looking for subscriber / audience growth. The rest may be looking to convert your existing audience but even in that camp, trust me on the video clips: they will convert your audience better and faster. Conversion is the entire reason you’re doing content marketing. Conversion could mean converting a lurker to a follower, a subscriber to a paying client, or a client to a brand evangelist and referrer.

Stop expecting someone to invest time when you haven’t performed any cognitive anxiety reduction by first SHOWING them it will be worthwhile. Then you can get the conversions.

This is the latest episode of Voice Marketing with Emily Binder. Subscribe free wherever you watch or listen.