Your Radio Station Should Be Podcasting… on YouTube?

This week, we’re talking YouTube. I find that with so much garbage on the major networks and streaming platforms, YouTube is where I’m spending more of my time.  It isn’t just for music videos, vlogs, or tutorials. I’m catching up on industry trends, tech news, and other things that I’m interested in.  I also follow several podcasts there.

You may not have realized that it has quietly emerged as the most popular platform for podcast listening in the U.S.  Edison Podcast Metrics published a study last month showing that 31% of weekly listeners (ages 13 and up) choose YouTube as their top platform for podcasts. This surpasses both Spotify and Apple Podcasts.

This is a good place to interject that if you’re listening to the audio version of this podcast and haven’t watched our podcast on YouTube.  And when you get there, please like and subscribe so you don’t miss an episode.

Why should podcasting on YouTube matter for your radio station? Whether you’re already podcasting or just considering it, understanding how video podcasting can amplify your reach, especially among younger audiences, is critical.

Why Radio Stations Should Start Podcasting—Or Level Up with Video

Podcasting offers radio stations a valuable way to extend their brand beyond traditional broadcast reach. Podcasts allow you to stay relevant and attract listeners who might miss live broadcasts but still want to engage with your station’s unique voice and content.

However, it’s not enough to simply podcast—adding a video component can be a game-changer, especially on YouTube. Video podcasts allow listeners to see your station’s personality, creating a deeper, more personal connection. This is particularly effective for engaging younger audiences like Gen Z, who gravitate toward visual platforms.

Consider the massive popularity of shows like The Joe Rogan Experience, where the video component adds a layer of connection and context that audio alone might not achieve. According to Edison Research, 84% of Gen Z monthly podcast listeners engage more with podcasts that include video. Nearly half of them say video helps them better understand context and tone through visual cues like facial expressions, while 45% feel more connected to podcasters they can see.

When radio stations embrace video, they’re not only producing content—they’re creating an experience. This multifaceted approach allows you to draw in younger listeners who value being able to see hosts’ personalities, expressions, and reactions, fostering a real connection that traditional audio often can’t deliver.

YouTube is a Powerhouse for Engagement and Visibility

YouTube offers significant advantages for radio stations. First, it’s free. Second, it’s an ideal search engine for younger audiences who treat YouTube as both an entertainment hub and a discovery tool. By uploading video podcasts, you’re not just connecting with your existing audience but expanding your reach, bringing new listeners to your station website through engaging video content. Each podcast episode posted to YouTube can link back to your station website, driving traffic and opening doors to additional revenue opportunities through ads, sponsorships, or exclusive content.

For those already podcasting, it’s worth asking: Is your current approach missing out on these YouTube benefits? If you’re not using video, now is the time to consider it. Your audience is more visual than ever, and YouTube’s metrics prove that listeners are spending more time on the platform than on traditional podcasting apps.

Pro Tip: Don’t think your videos must be well-produced.  Many YouTube creators fail to get started because they don’t have a TV-like presentation, camera, or lighting.  All you need is great content and a webcam to get started.  Just video what you do on-air with your phone and a cheap tripod.

Boosting Website Traffic and Engagement with Podcasting

So, how does podcasting on YouTube benefit my station’s website?  Podcasting, and especially video podcasting on YouTube, opens up a whole new avenue for bringing in listeners who might not otherwise visit your site.

Here’s how:

Increased Visibility through Backlinks: Every YouTube episode description should include a link to your station’s website. When listeners find your content engaging, they’re more likely to click through to your site for more information, extra resources, or exclusive content. This creates a steady stream of organic traffic that can grow over time, especially as your YouTube channel gains followers.

Content Variety Keeps Visitors Coming Back: A regularly updated podcast adds dynamic, fresh content to your website. For visitors, this keeps things interesting, making them more likely to return. You can embed both audio and video versions of your podcasts directly on your website, offering more ways for people to engage with your station online.

Improved SEO and Search Rankings: Search engines favor websites with regularly updated, relevant content. By posting blog summaries, transcripts, or episode highlights on your website, you’re adding SEO-friendly content that helps your site rank higher on search engines. This makes it easier for new listeners to find your station online when they’re searching for local content, industry insights, or specific shows.

Increased Ad Revenue and Sponsorship Opportunities: More website traffic means more ad impressions, which can translate into increased revenue. In addition, podcasting can attract potential sponsors looking to target your audience. By showcasing podcast episodes on your website, you can offer sponsors multiple points of exposure—from in-episode mentions to banner ads on your podcast pages—making your station even more attractive to advertisers.

Building a Community Around Your Content: With video podcasts, you can integrate comments and feedback directly on YouTube or, even better, encourage listeners to leave comments on your website. Creating a section for listener feedback, episode discussion, or behind-the-scenes updates on your website fosters a sense of community. This can be a huge draw, encouraging listeners to visit your site regularly, stay engaged with your brand, and share your content.

Driving Newsletter Sign-ups and Engagement: You can encourage YouTube and podcast listeners to visit your website to sign up for newsletters or exclusive content. This helps build your email list, allowing you to keep listeners informed about station updates, new shows, and events, further boosting their connection to your brand.

Final Thoughts

If you’re not yet podcasting, take this as your sign to start. Podcasting is a chance to build your radio station’s brand in the digital space and reach an audience that may never tune in live. And if you’re already producing podcasts, think about how video could elevate your reach and engagement.

I hope that you’ll see how it transforms your reach and reinforces your station’s presence, both on YouTube and on your website.

Please like and subscribe to our “Better Radio Websites” podcast on YouTube.  Leave us a comment and share it with your radio colleagues.