In the era of short content and fragmented attention, a surprising trend is emerging in the podcast world: extremely long episodes. While platforms like TikTok and Instagram Reels dominate with videos of just a few seconds, some podcasters are going in the opposite direction, producing conversations that last several hours. This bold strategy is yielding surprising results, offering important lessons for those involved in audio strategy.
The marathon podcast phenomenon
Popular podcasts like The Joe Rogan Experience, Lex Fridman Podcast, and Diary of a CEO are regularly releasing episodes that last from three to nine hours. Contrary to what one might think, these contents not only find an audience but are also generating millions of views and listens.
Why does it work?
Content depth: Long episodes allow for in-depth exploration of topics, offering listeners a complete immersion in the subject matter.
Immersive experience: As Nishat Kurwa of Vox Media states, "Super fans come for great company." Loyal listeners seek an experience that makes them feel part of an intimate and detailed conversation.
Flexibility of consumption: Many listeners consume these contents in the background, alternating moments of intense attention with periods of passive listening.
Differentiation: In a market saturated with short content, long podcasts stand out, attracting an audience looking for an alternative to the frenzy of social media.
Strategies for success
Quality over quantity: As Ben Gilbert of Acquired emphasizes, "It's not important to publish every good minute. It's important to publish only excellent minutes."
Careful editing: Despite the length, these podcasts are the result of careful editing. Unnecessary pauses are removed, keeping only valuable content.
Versatile formats: Many of these podcasts also offer a video version, increasing the viewing options for the audience.
Focus on visual quality: For those offering a video version, attention to image quality is essential to maintain viewer engagement.
Implications for audio strategy
Know your audience: Not all content lends itself to long formats. It is essential to understand the needs and preferences of your target audience.
Experiment with length: Consider testing episodes of different lengths to see how the audience responds.
Invest in quality: If opting for long content, it is crucial to ensure that every minute is of high value to the listener.
Think multi-platform: Consider how the content can be consumed on different platforms and devices, from TV to smartphone.
Create "highlight" moments: Within long episodes, create moments of particular interest that can be extracted and shared as teasers on social media.
In conclusion, while the world seems to be moving towards increasingly shorter content, the success of long podcasts shows that there is still a strong appetite for in-depth content and extended conversations. For those involved in audio strategy, this trend offers new opportunities to engage the audience in innovative and differentiating ways.
Source: Bloomberg/Soundbite
