Recently, we got a question from one of our awesome podcast listeners, and it really struck us. The question basically asked what many of us are thinking: can I succeed as an audio-only podcast?
The short answer: Yes, you can absolutely succeed as an audio-first podcaster.
The long answer: still yes, but it’s a little more nuanced. This blog will be breaking down just that: how to succeed as an audio-first podcaster.
(TL;DR, Listen to the Podcast!)
In true Headliner fashion, we’ve got a podcast for this:
Okay, now, on with the blog…
Background information to get you started
Hey, guys. I’ve been following the channel for a while. My podcast is on now on Spotify – only 6 episodes so far. I’ve been struggling to find a way to come to YouTube using only audio, and now, looking at your last content numbers, I don’t know if audiograms have good chances here. I didn’t want to record videos, but I don’t know if I’ll be successful only with audio. What do you guys think about this?
Video is great for discovery, but is it needed?
Video is everywhere, and so is the pressure to add video. With platforms like Netflix, YouTube, and now even Apple pushing and supporting video podcasting, it is certainly giving FOMO to podcasters who aren’t yet making video.
The push is for good reason, too. Video is great for discovery. It’s what algorithms want. It’s what audiences are engaging with. And, again, it’s everywhere. How could big brands, creators, and podcasters not add video?
But, if you’re a solo creator, adding video is yet another thing added to the growing to-do list. So, do you really need video?
Audio Wins on Consumption
According to a study by Triton Digital, nearly 13% of consumers 18+ listen to podcasts exclusively via audio. That’s compared to just 7% who are watch-only, and 80% who both listen and watch.
Wait, if 80% of people do both, doesn’t that prove video is necessary? Not exactly. It proves that listeners are flexible. True fans will consume and listen to podcasts however they come. But, here’s the really interesting thing: when given the choice, people actually prefer to listen.
In Sounds Profitable’s Audio Primes Presentation, they found that 22% of podcast consumers listen to 75% of their podcasts in audio-only format.
So yes, people are listening to, discovering, and engaging with podcasts through video. But when it comes to actual consumption and long-term listening, podcast consumers are deliberately choosing audio for the overwhelming majority of their listening time.
The assumption that podcasting is becoming video-first is just that: an assumption. Audio fits into life in an entirely different way than any other medium. After all, it’s that unique connection and relationship with listeners that made podcasting so popular in the first place.
Think About Your Total Audience
There are SO many factors that can define success for podcasters and creators. To know whether you’re growing and reaching your audience, you need to look at your total audience (not just YouTube views on audiograms!).
If you’re a podcaster, by now you’ve probably bought into being somewhere else in addition to your RSS feed. Think social media, YouTube, newsletter, etc. What can start to feel underwhelming is focusing only on one platform’s metrics. In reality, you need to check each platform’s metrics to get an honest evaluation of your podcast’s growth, total audience, and reach.
For example, here’s a very common scenario most podcasters find themselves in:
- 45 listens via Host
- 35 YouTube subscribers
- 15 newsletter subscribers
- 55 Instagram followers
Looking at one platform, you could easily slip into comparison mode. However, once you add those numbers up, you’re at 160 people! And that’s not even looking at your reach. That’s an actual connection where someone made an active choice to engage with your podcast (long-term).
We will say it again: Your podcast’s success is not defined by one thing or one platform. To paint a full picture, you need to look at the parts to paint the whole.
To YouTube or not to YouTube? That is the question.
So, again, do you need video to succeed as a podcaster? No. Is video good for podcast growth, though? Yes. And, naturally, what platform comes to mind when we say video? YouTube!
YouTube is still the second-largest engine in the world (owned by the first-largest). While you don’t need to be on YouTube, it is still a powerful tool for podcast growth and discovery. And, the really great thing is, YouTube is not an all-or-nothing platform for podcasters.
The “Good, Better, Best” Approach to YouTube
For podcasters, and all creators really, there is a tier system of what works on YouTube. YouTube itself literally called it the ‘Good, Better, Best’ approach.
The Good, Better, Best Approach to YouTube basically helps demystify the minimal viable effort to help get on YouTube in a way that makes sense for the creator, their audience, and, of course, the creator’s sanity. With the approach, the goal is to prove there are multiple ways to play the YouTube game.
So, what exactly is the Good, Better, Best Approach? Let’s talk about it!
The Good – Audiograms
If you’re an audio-first podcaster looking to get started on YouTube or just don’t want to step in front of a camera, meet audiograms! Aka, your new best friend.
Audiograms convert your audio into video, typically with some type of moving waveform. They are the perfect, low-lift tool that does not require a ton of extra time or investment on your end. Audiograms tick all the boxes for getting your podcast uploaded to YouTube in a way that reaches and connects with your audience (both on YouTube and on the web).
Tips for maximizing audiogram performance:
- Add captions – This goes for any YouTube upload, really, but add captions via transcript (to create closed captions). YouTube, search, and LLMs cannot sit and listen to your audiogram, but they can read everything attached to it. By uploading captions via transcript, you’re providing a 1:1 written, indexable, searchable account of everything that was said.
- Look at podcast SEO – Again, set yourself up for success organically with everything you do. Try to include 1-3 keywords in your podcast titles and descriptions. This will better inform YouTube and search, enabling them to push your content in direct searches quickly.
- Focus on your niche – Uploading a podcast to YouTube doesn’t change your podcast, it just amplifies its reach! Continue doing what you do best. Focus on content with clear intent, then just add it to a Podcast Playlist on YouTube for some added pizazz!
- Make thumbnails – Thumbnails are the first impression for viewers on YouTube and the web. Create engaging thumbnails to really draw your audience in while quickly showing what an upload is about.
The beauty of audiograms? You can test the YouTube waters, build an audience, and see what works without committing to a full video production pipeline.
Looking to get started? Check out our full guide for creating audiograms for YouTube.
The Better – Turn the Camera On
Okay, let’s say you’ve made the brave decision: you’re going to brush your hair and record on camera. Excellent! You’re on your way to the next level of podcasting on YouTube. (Aka the better.)
‘The Better’ is a middle-ground approach to podcasting on YouTube. It adds the camera component for increased engagement and retention on YouTube without adding too much extra cost in terms of time and money to the creator.
Keep in mind, you can still apply all those awesome tips for optimizing audigrams to your video uploads! It is unlikely that adding video alone will drastically improve your show’s health on YouTube. You still need to be strategic with your upload to maximize potential and performance.
The Best – Full Video Production
When you think of a video podcast, this is likely what you’re thinking about. Think professional lighting, recording space, multi-camera setups, and lots of behind-the-scenes software to edit and optimize. ‘The Best’ on YouTube traditionally means investing in YouTube more seriously, again, in terms of time and money.
Now, do you need all this? No. Is it guaranteed to grow your podcast? Again, no. In order for the investment to reap a reward, the content still needs to be there. People need a reason to click and stick with the full episode.
High production value doesn’t automatically equal high performance. Your approach to YouTube can be impactful, no matter what route you take, as long as it is intentional and strategic.
The Bottom Line: You Need to Do Something
Quickly, let’s think back to the very beginning with our lovely listener comment: Can I be successful as an audio-only podcaster? Yes, and here it is, BUT you need to do something to grow your show actively.
As much as we would love for our jobs to end once we’ve clicked ‘stop recording,’ the reality is that it is only part of the podcasting process. If you want to grow, you need to meet people where they are. That means doing work outside your RSS feed.
Above, we talked about YouTube, but it may not be for you (or maybe you’re ready to take on more… go you!). Here are some of the top tips for growing a podcast:
Collaboration and Guesting
Want a guaranteed way to reach podcast listeners? Go on other podcasts.
When you guest on someone else’s show, you’re borrowing their credibility and reaching an audience that’s already trained to listen to podcasts. Plus, the host will likely promote the episode, giving you amplification you didn’t have to pay for.
You can also consider ad swaps or cross-promotion with shows in adjacent niches. A simple “I’ll mention your show if you mention mine” is surprisingly effective and costs nothing but a 30-second read.
Paid Podcast Promotion
Organic growth is great, but it’s also slow.
Paid promotion can fill that gap, especially at key moments: launching a new season, promoting a standout episode, or supporting a rebrand. There are two main routes:
- In-podcast advertising: Banner ads or pre-roll spots in other shows. Platforms and marketplaces make this easy to set up.
- Out-of-podcast advertising: Programmatic ads, web display ads, or tools like Headliner’s Podcast Promo. It places audiogram clips on websites where people are actively learning about topics your podcast covers. It’s targeted, relevant, and you can start with as little as $50-$100.
To learn more about paid podcast promotion, check out our full guide.
Leverage Platform Tools
Pretty much every podcast tool has features designed to help you grow. USE THEM! TAKE ADVANTAGE OF THEM! WE ARE BEGGING YOU!
For example, look at Spotify. Spotify recently added podcasts to its AI-powered playlist feature. Users can describe what they’re looking for, and the algorithm compiles a custom playlist. You can be strategic with your uploads to get in those playlists! Similar to YouTube, add keywords, upload transcripts, and optimize your show notes and titles.
You can also share podcast clips directly on Spotify. Probably one of our favorite, most commonly used analogies for podcast clips on the Headliner podcast: think of podcast clips like singles in the music industry. A well-edited 2-minute highlight can hook someone into listening to the full 45-minute episode.
Headliner is the official audiogram tool for this feature, making the process simple. Learn more about Clips on Spotify here.
Do What You Can and Grow From There
You don’t need to look like everyone else to be successful. You need to show up consistently for your audience in a way that’s sustainable for you.
Does adding video feel stressful? Don’t do it. Audiograms feel like the right starting point? Lean into them! Want to go full production because it excites you? Go for it! But stop letting the fear that you’re “not doing enough” paralyze you. You do you, boo-boo!
In short, audio-only consumption is alive and well. What made podcasting explode in the first place hasn’t become obsolete; in fact, it’s thriving. When it comes to podcasting and podcast growth, what matters is being strategic about distribution, staying consistent in quality, and being willing to meet your audience where they are.
So yes, you can absolutely succeed as an audio-first podcaster. You just have to put in the right work to get your show in front of people and grow your podcast.
Want to make this easier? Headliner helps you turn podcast episodes into audiograms, video clips, and social content so your show shows up everywhere your audience does. Try it free.
This blog was written by a human at Headliner and was edited with the help of AI.
