There are a lot of podcasters and radio stations turning their audio clips into video. Over 30,000 alone are using Headliner to do so every month as of the writing of this post. But for all the videos getting created, there isn’t a ton of data out there showing how effective it is to promote your audio using video. So, we decided to run tests on social media to try and get to the bottom of what is the best way to promote your audio.
With Instagram Stories being so popular, it seemed like the perfect time to run some tests and see how different types of promoted stories perform. We used Facebook’s Split testing platform to test the effectiveness of image vs. text when promoting your podcast on Instagram Stories.
For this test, we wanted to see if the ever popular karaoke style animation increases the effectiveness of audiograms. I thought for sure that the animated captions would outperform the non-animated captions.
For this test, we wanted to see how video performs against moving images and static images. We ran two different campaigns, one was a clip about having pancakes for dinner (using landscape video), and the other was about being kicked out of band in elementary school (using square video) .
For this Headliner Audiogram Faceoff, we teamed up with Arlina of The ODAAT Chat Recovery Podcast, which features inspiring stories of overcoming addiction. See how much better videos outperform static content.
We’ve heard anecdotally that the videos made on Headliner create much higher engagement on social media which leads to more site visits. We set out to test this theory using Facebook Split Test for the Making Gay History podcast.