Episode 290 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

With all the buzz around video podcasting, is audio being left behind? In this episode, I sat down with Tom Rossi, co-founder of Buzzsprout, who pulls back the curtain on why audio-only podcasting still has unique strengths that video can’t match. From deeper listener connections to just saying no to the high pressure of video production, Tom shares why focusing on what works best for you is ultimately your smartest move. 

So if you’ve been wondering whether you're missing out by not going all-in on video podcasting or if you want to keep podcasting without adding more to your plate, read on.

Why Video Could Be a Threat to Podcasting

“Video podcasting isn’t inherently bad,” Tom explains. “But it’s a different animal, and podcasters need to understand that.” The allure of video often leaves podcasters questioning if they’re missing out. Yet Tom points out a key distinction: from a listener’s perspective, audio and video are completely different experiences. “Video demands your full attention, but podcasts let you multitask,” Tom says, which is a major part of their appeal. And the data backs it up — because listeners can tune in to audio while they’re driving, working out, or in other places where video is disruptive, this gives audio a major edge.

Buzzsprout’s team tested this firsthand. Based on their own experiments, they found that “listeners engage much longer with audio, spending about 35-40 minutes on platforms like Apple compared to just four minutes on YouTube.” When it comes to audience attention spans, that’s a massive difference. And that gap says a lot — it shows how much easier it is for listeners to stick with audio, which keeps people tuned in and engaged longer thanks to its flexibility and immersive nature.

How to Decide if Adding Video Fits Your Podcasting Goals

As video podcasting takes center stage, it’s easy to feel like you should add it to your mix. But no matter where you are in your podcast journey, Tom suggests pausing and asking yourself, “Why do I feel the need to add video?”

Tom encourages podcasters to think about the reason they started their show in the first place. Is video something you genuinely want, or is it something you feel pressured to do because it’s popular? or many podcasters, audio already gives them what they’re looking for: a real connection with listeners, minus the extra time and expense video podcasting demands. If adding video doesn’t serve your goals, there’s no need to complicate things.

Tom’s advice? Stick with what’s working and think twice before adding more layers. “If you want to jump into video podcasting, go for it,” Tom says, “but be prepared for the commitment it requires.”

What Audio Podcasts Have that Video Can't Compete With

Some might argue that seeing someone on video helps build a stronger connection. And sure, there’s some truth to that. But like Tom says, “There’s this indescribable intimacy that audio fosters.” When listeners hear your voice without the distraction of visuals, they can form a deeper bond. It’s kind of like reading a good book — your imagination automatically fills in the blanks, and the experience feels personal.

This intimacy can be a secret weapon for podcasters. Because when listeners feel like they know you, they’re more likely to become loyal fans. And for seasoned podcasters who already understand how to keep their audience engaged, doubling down on audio can make that bond even stronger. Video may have a certain appeal, but as Tom points out, audio’s simplicity and the way it builds trust can be its greatest strength.

How to Leverage Video Without Losing Focus on Your Audio Podcast

If you’re intrigued by video podcasting but don’t want it to overshadow your audio content, Tom has a smart approach. He shares the story of a podcaster who created short, engaging TikTok videos to drive listeners to the full audio episodes. “The key here was that they respected each medium for its strengths,” Tom explains. Instead of simply reposting audio clips from the podcast, they crafted unique, visually engaging videos that captured attention on TikTok while keeping the heart of their content in audio.

Connor Price, an indie music artist, is another great example of this strategy in action. He grew his Spotify streams to over 1 billion by using short-form videos to send people back to his long-form content (his music). Rather than repurposing song clips and asking followers to check out his music on Spotify, he used highly entertaining short videos to spark interest, which got people naturally wanting to hit play, download, and add his songs to their playlists.

So if a full on YouTube channel sounds like too big a commitment, this approach still allows you to leverage video to grow your podcast without it being such a huge undertaking. The key is understanding how to use video to bring people to your podcast — not stretching yourself thin trying to create a polished production on every platform.

When Audio-Only Might Be the Smarter Choice for Your Podcast

“Producing quality video content that competes with top-tier creators requires a lot of effort because of its high production values,” Tom points out. And that level of production? It’s a big lift — not just in terms of time, but also budget, energy, and focus.

On the flip side, sticking with audio lets you stay focused on what matters: your message and the connections you’re building with your listeners. (For podcasters who started their show because they didn’t want to be on camera? Hearing this should be a welcome relief!) udio’s real advantage? It’s simpler, more accessible, and allows you to focus on creating quality content. Without the added demands of video, you can put your valuable energy into the content that inspired you to start podcasting in the first place.

Audio vs. Video Podcasting: What’s Right For You?

If you’re still feeling torn about whether to add video, know this: audio podcasts aren’t going anywhere, and like Tom explains, you don’t need video to create a successful, impactful podcast. Podcasting’s true strengths are its simplicity, its authenticity, and the intimate connections it creates. “Focus on what drew you to podcasting,” Tom recommends, “Focus on what drew you to podcasting,” Tom recommends, because when you’re clear on what you want for your show, it’s easier to make decisions without the energy drain of wondering ‘what if.’ There’s room for both audio and video in the podcasting world, but ultimately it boils down to what makes the most sense for your vision for your show.

And if you’re sticking with audio, that’s great — but let’s face it, audio-only comes with its own set of challenges, especially when it comes to standing out and growing an audience. If you’re struggling to grow your audio-only podcast, or if you want to launch a podcast that grows your business from the start, we’d love to help you out. Register for our next live workshop (or) book a free strategy call with our team so we can work with you to build a podcast that actually grows your business.

And if you want more free advice on starting a podcast, growing a podcast, and turning your listeners into high-paying clients, make sure you hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Up Next:

Speaking of the challenges of growing an audio-only podcast, if you’ve been obsessing over your podcast download numbers (or lack thereof?) the next episode is for you. I’m back with the Co-Founder of Buzzsprout, Tom Rossi, and we’re diving deep into how we should really be measuring podcast success. Spoiler: it’s not just about downloads. 

Tom shares why the industry’s hyper-focus on numbers steals the joy of podcasting and the mental shift that will completely change how you measure your podcast’s success. He also drops some key stats (ever wonder how many downloads it *actually* takes to be in the top 10% of podcasts?) and reveals the one key question to ask yourself to see the true impact your podcast is making, no matter how many downloads you’re currently getting.

So if you’ve ever felt like quitting because your numbers aren’t where you want them to be, don’t miss the next episode because it was made for you.