Your Discoverability Catalyst in 2025.
"I don’t even know if people are seeing my podcast through Shorts… or actually listening to it!?"
That was the question from one of the UK’s leading podcast content directors over coffee. A genuine innovator — and even he’s navigating the video-versus-audio crossroads.
This isn’t new. Back in the early 2010s, when I was heading up Global’s under‑30s strategy I’d find myself in the regualr company with the BBC’s equivalent lead, he would always deliver a phrase regarding the future of radio - "I stay awake thinking, how do we visualise radio?".
I felt less worried, and got great nights sleep. I’ve always been a Howard Stern fan — I used to mail-order tapes from the back of magazines — and his solution was beautifully simple: film the studio, keep it real. It wasn’t a polished video product. It was about access.
Fast forward to 2025. With short-form dominance, AI editing tools, and TikTok redefining attention spans, it’s no longer about whether you should add video — it’s about how to make it work for your format.
And that’s the focus of this: to offer some guidance on how radio shows and audio-first podcasts can use video strategically, without mimicking content that was built for video from the start. Know the difference, and your discoverability — and return on effort — will benefit.
Audio Delights — But Video Drives Discovery
Audio is powerful. It captivates, informs, and builds loyal audiences. But in today’s swipe-happy world, video is the entry point.
Whether you're the “Old Dog” and his team at Pigeon FM producing their flagship radio breakfast show, a network-wide podcast, or a city drive-time staple — your next audience will likely see you before they hear you.
By the Numbers
Today, 64% podcast listeners prefer YouTube for a better experience, and 65% discover new shows on the platform.
This is as relevant to radio brands as it is to indie podcasters. Behind-the-scenes moments, visualised talking points, and reactive studio clips are driving meaningful reach.
According to a March 4, 2025 article from Digiday titled “News podcast listeners over-index on video podcast consumption,” 65% of news podcast listeners use YouTube to find new podcasts, compared to 49% of non-news podcast consumers. The report also notes a strong overall preference for YouTube among podcast listeners for its enhanced experience. Read the full article.
Short-form video (TikTok, Reels, Shorts) can be more than an optional extra — it can be the front door to your product.
Define Your Growth — Then Leverage Video To Drive It
Growth could mean a bigger listener base, stronger advertiser interest, increased social engagement, or internal momentum for your station.
Whatever your metric, video helps. It doesn’t have to be complicated. Phones shoot in 4K. AI tools do most of the heavy lifting. And you already have talent — your presenters, contributors, guests.
But…
Differentiate or Disappear
If your clips look like every other clip — mic front and centre, soft-focus bookshelf in the background — you’re blending in, not standing out.
Think of video as a way to reveal what makes your brand special. Whether that’s the warmth of your team, your sense of humour, your big ideas, or your chemistry in the studio — let it show.
Ask:
What outcome are we chasing?
What makes our show different?
How can video help us stop the scroll?
“Stick To Football” — A UK-Born Cautionary Tale
I’m a huge football fan ("soccer" to our international friends), and I religiously watch the UK-created show Stick To Football. It’s roundtable, quotable, high-production — and video-first.
A friend recently said, “That’s my favourite podcast.” And I get it. But this isn’t a podcast with video. It’s a content-rich, studio-heavy, video-first product that happens to publish audio. It’s fantastic. But it’s built for the screen — and it has the multimillion-pound budget to match.
So don’t get distracted by what it looks like. If you’re running an audio-first show — from mid-morning radio to narrative podcasting — build a video layer that supports what already works.
Commercialisation at Scale — A Strategic Model to Watch
In the UK, Global has long set the pace for transforming traditional radio into a discoverable, monetisable, multi-platform product. Their model is strategic: use short-form video to grab attention, then funnel audiences into owned platforms like the Global Player app, where content is monetised through DAX (Digital Ad Exchange).
That same playbook is now being followed by AudioXi — a digital audio exchange originally launched in Ireland but now operating across the UK and Europe. The model? Use engaging, discoverable video and audio content to direct audiences into monetisable environments — be that a podcast player, partner platform, or branded destination where ad inventory and sponsorship can be effectively sold.
Read more about AudioXi’s European rollout
Use discoverable content to feed owned — or closest-to-controlled — platforms where you can measure and grow revenue.
What The Case Studies Tell Us
Public information on how UK and Ireland production houses are leveraging video for audio content is scarce, but the case studies out there are exciting and offer valuable guidance for audio producers. Here’s what’s being shared to highlight video’s impact:
A Dublin-based video production company helped a client achieve a 15% sales increase in the first year after a video marketing campaign, showing video’s potential to drive direct revenue. → Jump Films
A digital marketing agency found video content in Irish campaigns achieves up to 80% higher conversion rates and 1200% more shares than static content, pointing to significant engagement and revenue potential. → ProfileTree
These case studies suggest that while many producers focus on video for discoverability — especially through short-form content on platforms like TikTok and Instagram Reels — some are seeing broader returns, like sales and engagement. However, detailed insights into how audio-first producers integrate video remain limited, indicating an opportunity for you to experiment and lead in this space.
Measuring Video’s ROI: Beyond Views and Shares
The challenge? Measuring ROI beyond views and clicks is tricky without clear objectives and robust analytics. But some strong indicators do exist:
Video can boost conversion rates by up to 80%, turning viewers into listeners or customers.
Video content generates 1200% more shares than static content, amplifying organic reach and audience interaction.
One client saw a 15% sales increase from a targeted video campaign.
Tools like YouTube Analytics and Wistia can track viewer engagement and retention, helping measure loyalty and brand impact.
→ Sources: ProfileTree, Jump Films, Wistia, YouTube Creator Academy
Set KPIs like conversion rates, listener retention, or sponsor engagement. Ask yourself: Are we tracking the full impact of our video efforts — or just counting views?
Practical Tools for Radio & Podcast Teams
These aren’t definitive solutions, but things I’ve seen work well across different levels — from early-stage startups to scaled networks wanting to evolve. And heads up — by the time you read this, something else may have already replaced them. That’s the nature of this space.
Video Setup
Your smartphone is more than good enough to start
Mirrorless cams like the Sony ZV-E10 are creator favourites
Solid, affordable audio from the Shure MV7 or Electro‑Voice RE20
Basic lighting setup with Elgato Key Lights — or even just a window
Record a few dry runs, and make the space feel on-brand but natural
Short-Form Content
AI tools like Riverside Magic Clips and Descript do heavy lifting
Aim for 3–5 highlights per episode (quotes, reactions, laughs)
Prioritise platforms like YouTube Shorts, Instagram Reels, TikTok
SEO & Repurposing
Keyword-rich titles and descriptions for YouTube uploads
Use transcripts to help your content surface on Google
Repurpose standout moments into short blogs or carousels
Use tools like BuzzSumo and Google Trends to stay relevant
Strategic Flow
Map your content: full episode → short clips → stills → social posts
Track what’s working: growth, retention, shareability, sponsorship
Set clear KPIs, then allocate your time and team based on goals
A Final Thought: Don’t Panic If Video Isn’t Possible
Let’s be real: not every show can — or should — do video. Whether you lack the budget, time, space, or simply feel it's not right for your format, that’s OK.
The point isn’t that you must do video. It’s that if your aim is discoverability — video is a powerful tool. But there are brilliantly successful audio-only shows thriving today. They’ve found their lane and built within it.
So define your success. Know what your audience loves. Work within your ecosystem. If video fits — lean in. But don’t break the bank trying to be something you’re not.
One More Thing
In 2025, video isn’t about being flashy — it’s about being found. If you’re an audio-first creator, a radio producer, or a content strategist shaping network output, video can help your show reach new listeners, sponsors and fans.
Start small. Post a great clip. Track what works. Build from there.
And if you’d like support building a strategy that works for your station or show — let’s chat. Helping creators and media leaders like you win is what I do best.
