By Michael Olatunji, Outset Studio

In the United Kingdom alone, over 21 million people regularly tune in to podcasts, spanning topics from celebrity gossip to niche discussions on industries like mining. So, podcasting, with its vast Audience and diverse range of interests, stands out as an ideal platform for individuals and companies looking to boost their brand exposure. However, amidst this expansive landscape, podcasters often encounter classic mistakes that can undermine their efforts and hinder success. In a global podcasting sphere with an estimated three to five million podcasts, making the right moves is crucial to capturing and retaining listeners.

Here, we look at ten classic mistakes that have the potential to derail your podcasting journey.

1. Not knowing your audience

A successful podcast begins with meticulous preparation, starting with understanding your audience. Before diving into content creation, selecting hosts, or handling technical aspects, it’s crucial to comprehend your audience’s demographics, interests, and the niche they fall into. Knowing what other podcasts they enjoy and why they are drawn to this medium is also useful. Consider conducting pilot Episodes to gather feedback from a dedicated test audience, helping fine-tune your approach before launching full episodes.

2. Inconsistency

Building an audience takes time, and many successful podcasts boast over a thousand episodes. The common pitfall lies in inconsistency; some podcasts run just a handful of episodes before abandoning ship due to slow audience growth. Consistency is key – from release schedules to format and quality. Whether audio or video, maintaining a consistent look and feel assures your audience that your podcast is a reliable source that is worthy of their time.

3. Subpar content and production quality

Quality in podcasting can be dissected into two components: content quality and production quality. Engaging, educational, and entertaining content is paramount. While low production values can be overlooked with captivating content, investing time in preparing and perfecting your material is crucial. Opting for high production quality, including visuals for video podcasts, enhances engagement and ensures your podcast stands out in a crowded field.

4. Expecting instant discovery

Creating captivating content is only part of the equation; people need to find your podcast. Launching your initial episodes together can signal commitment to algorithms on platforms like Spotify and Apple Music, potentially securing a spot as a “featured podcast.” Incorporate search engine optimisation (SEO) strategies, research keywords, and make your content easily discoverable. Utilise short adverts and cross-promotion to increase visibility.

5. Failing to tackle guest management challenges

Guests contribute to audience growth, but without proper preparation and control, they can become a hindrance. Overlapping conversations and unclear points can arise if hosts don’t set expectations and conduct pre-show meetings. Agree on questions in advance, establish a communication signal for smoother discussions, and maintain control over the conversation’s pace and flow.

6. Failure to plan for setbacks

Regardless of preparation, unforeseen circumstances can disrupt your podcasting routine. Whether having to deal with guests cancelling to recording studios being unavailable, you will eventually need to put out fires. Having backup plans is essential. Prerecorded episodes or backup hosts can fill gaps, ensuring that unexpected challenges don’t lead to missed podcast episodes.

7. Neglecting different format opportunities

Expanding beyond a traditional audio-only format can unlock additional potential for your podcast. Incorporating video alongside audio content not only enhances engagement but also provides additional material for platforms like YouTube. Consider varying content lengths, creating shorter segments or clips for social media, and planning for dynamic visuals during recording to maximise reach.

8. Opting for the cheapest kit

While cost-cutting is tempting for newcomers, investing in the cheapest podcasting equipment can compromise quality. Poor-quality podcasts struggle to compete. Prioritise quality microphones, video equipment, and branded backdrops to leave a lasting, positive impression on your audience. Alternatively, consider professional studios for top-tier equipment without a hefty upfront investment.

9. DIY overreach

Attempting to handle all podcast production aspects independently can lead to oversights and subpar content. The multifaceted nature of podcasting, including planning, technical skills, marketing, and more, requires a diverse skill set. Learning everything yourself is time-consuming, and the risk of overlooking critical elements is high. Consider hiring experienced professionals or a specialist studio for consistent, high-quality content.

10. Impatience for results

Even with impeccable episodes, high-quality equipment, and robust SEO efforts, building a substantial audience takes time. Impatience and the expectation of immediate results have led many podcasts to a premature end. Consistency is paramount; continuous delivery of entertaining, well-edited content eventually attracts an audience. Stay dedicated and avoid prematurely concluding that your efforts aren’t working.

ABOUT THE AUTHOR

Michael Olatunji is co-founder of Outset Studio, a full-service podcast and video production studio in London. Outset specialises in pod- and vlog- casts, live streams and live shopping. The team works collaboratively with the client to make high-quality content that attracts an audience and increases engagement. Recording can be done at their studios in London or on location. Whether a client simply wants studio space or would prefer someone to manage the full production, Outset’s experienced teams have it covered.

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