Podcasts are hot right now. Very hot.

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Around 450,000 active shows on Apple Podcasts. Over 100 languages. 464.7 million podcast listeners globally in December 2023. Expected advertising revenue on podcasts of $4 billion by 2024.

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Year after year, their popularity rises.

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But as the medium grows, so does the competition. It feels like everyone has a podcast nowadays.

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So how can you stay one step ahead?

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Here are seven trends not to miss out on to create top-of-the-line podcast content in 2024.

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1. Video podcasting

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With the closure of Google Podcasts in 2024, podcasting on YouTube –especially with the integration of YouTube Music– is expected to surge.

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Today, 91% of users expect more video content from brands, as seen in the rise of business presence in TikTok, YouTube Shorts, and Instagram reels.

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Content like live streams, short-form videos, trailers, and educational content have also gained traction.

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2. The Latin American market

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Predictions indicate that by 2027, Latin America will surpass other regions in the number of podcast listeners.

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By focusing efforts on the region, you may anticipate the wave and establish your presence before other competitors.

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3. AI

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AI tools are becoming the norm in some fields.

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Episode editing, production, and marketing have been streamlined through it by many creators. This reduces costs and saves time.

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It is worth noting that, despite its utility, the overwhelming abundance of AI has also translated into users expressing a desire for more human-generated content.

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Tips for creating high-quality content include investing in research, focusing on expertise, prioritizing quality over quantity, and engaging professional creators.

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4. Hypersegmentation and customization

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Podcast audiences have become more attractive to advertisers because of their likelihood to convert.

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69% of listeners say podcast ads introduced them to new products. And 38% report purchasing items mentioned in podcasts.

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Segmentation is becoming more and more refined, down to episode-level targeting, moving beyond show genres.

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With it, the personalization of content and ads has become essential.

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Using data analysis, AI, and machine learning, you can create personalized content experiences like dark social (personalized private ads) or exclusive discussion channels.

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Prioritize content that is genuinely useful to viewers based on their needs and expectations.

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This leads to increased customer retention, improved experience, and enhanced brand loyalty.

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5. Content refinement

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To differentiate yourself, you need to be memorable.

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This applies both to your podcast and your ads.

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Studies indicate that podcast listeners prefer funny and entertaining ads over mundane ones focused on features.

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So incorporate humor and entertainment to create an emotional bond with your audience.

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And design an integral content strategy that spans across platforms and formats –ensuring optimization– while maintaining brand consistency.

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6. Co-participation

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Research reveals that the majority of top-ranked podcasts feature guests. So including diverse voices is growing more important.

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Influencers, for instance, have often become more trusted than brands.

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Their niche audience and expertise in content creation make them fundamental in your content or marketing strategy.

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Users, too, want to feel closer to brands –as seen in the growing trend of interactive content–.

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User-generated content (UGC) plays a crucial role in building trust, with 79% of people considering it in their purchasing decisions.

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Making your audience co-creators makes your brand seem more authentic.

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This can also be seen in the employee-influencer trend.

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You can push your own people as brand ambassadors, connecting with customers personally.

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Employee-influencer content provides a more personal touch to brand communication.

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7. SEO

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Due to the constant increase of shows, Podcast Search Optimization (PSO) is becoming more and more essential.

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PSO involves practices to enhance a podcast's visibility on listening platforms by strategically using keywords in metadata.

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Some hosting companies, for instance, have launched tools designed to help podcasts secure the #1 slot in Apple Podcasts and Spotify search results.

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Brands must also consider the growth in Social Media Search. 

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Younger demographics are increasingly using social media platforms as search engines.

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So you need to optimize social content for discovery, ensuring authenticity and trustworthiness.

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What lies ahead for podcasting?

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It’s hard to make certain predictions with the speed at which technology and markets move.

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It might seem overwhelming.

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So if you need a hand, we’re here to help.

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At TOP Thought Leader, we make it easy.

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We’re a team of specialists at your service to create podcasts, audiovisual content, articles, social media posts, and more.

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We anticipate trends and make sure everything you do is state-of-the-art.

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Our expertise can help you navigate the uncertainties.

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Contact us and take the first step to make yourself heard. One piece of content at a time.