Debunking the Podcast Profit Myth with Audacy's Podcorn

The reason for this is that podcasters believe they have to grow their audience to a significant size before they can begin to sell advertising This might have been true in the past but not now Podcorn which was recently acquired by Audacy is the marketplace that helps podcasters recognize their value and monetize their podcasts from the startquotMost podcasters equate their ability to monetize their podcast with the number of downloads they getquot said Kozera This misconception is what keeps many of them from trying to get advertisers and many advertisers from finding those podcasters The reality according to Kozera is that quotpodcasts could have 1000 to 5000 downloads and already be working with brandsquotMetrics Aren39t EverythingPodcasters think that they have to take the traditional route of selling themselves on a CPM basis but if a podcaster has under 1000 downloads the CPM model makes it difficult if not impossible to sell themselves or prove their worthThe truth is that a podcast getting a few thousand downloads has a lot more value than advertisers understand quotThere39s so much value to creators beyond their metrics such as their expertisequot Kozera explained quotIf you39re a brand trying to reach parents and there is a parenting podcast that has a thousand mothers listening who are dedicated to the topic and the niche that the creators are talking about that39s a lot of value to advertisersquotBuilding ConnectionsBefore Podcorn was createdamp160the industry had an quotad slottype mentalityquot Kozera noted quotMany brands were too small to have access to ad agencies the media landscape was fragmented and there was no real infrastructure or centralized hub for podcasters to be discovered by advertisersquot That was the inspiration to build PodcornKozera and her cofounder David Kierzkowski created Podcorn to make it easy for brands and podcasters to connect What the platform has done is centralize and consolidate independent podcasters and brands in one place so that they can easily find each otherUnderstanding Overall ValueKozera wants podcasters to know that they have value to brands at all sizes and she wants brands to have a better understanding of a podcaster39s overall value including quotthe length of the integration their expertise on the topic the creative they39re doing where they39re placing the brand how much airtime the brand is getting and amp8230 their overall status as influencers on other social media platformsquotBrands working with Podcorn quotmore and more are seeing the value of deeper integrations and collaborationsquot Kozera explained quotThey are definitely seeing a return on investment through this approach of podcasters as influencersquot They are also seeing the value of native content interview segments product reviews and other engaging ways to be part of the creator39s conversationA More Intimate MediumDuring the pandemic a lot of attention and investment went into the podcast space Kozera said this flow of dollars quotsparked more innovation more content creation and more creators moving from YouTube Instagram and other platforms Because there has been more choice in creators there are more opportunities for brands to find the right creatorsquotBrands have now recognized the opportunity that podcasts offer to engage with listeners on a deeper level Kozera sees the medium this way quotWith Instagram you might have 15 seconds to engage someone because you scroll through that feed really quickly But people don39t listen to a podcast by accident they actually seek out the creator they learn about them and they follow the personality It39s really intimatequotKozera also pointed out the length of the engagement quotWith YouTube it39s 10 minutes on average that you engage but with a podcast it39s 30 minutes on average so it just takes everything to a whole other levelquot she saidPodcorn saw incredible growth during the pandemic According to Kozera they currently have over 48000 podcasters on the platform up from 9000 a year ago As for now she is seeing the same significant growth in profits for podcasters and brands quotIt39s still very early on and there39s so much growth to be donequot she asserted quotThis is why brands are seeing so much more success When you have more creators you have more choices for brands so more brands come to the space and provide more opportunityquotPhoto credit ConvertKit UnsplashClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Debunking the Podcast Profit Myth with Audacy's Podcorn

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Steven Stark

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