Podcast 聽眾，比 YT 觀眾更有錢？為何網紅搶著做 Podcast？《 志祺今天不讀稿 》EP015｜志祺七七

Therefore, advertisers can often only search for their partners based on rankings , relying on middlemen , or what they themselves listen to, so it will lead to the big one becoming bigger - you will not be able to grow - for industry partners It will focus on medium and large podcasts, so it is difficult for small channels to survive. Although Firstory has developed something as small as a dynamic advertising system , they can insert their own ads and make some money , but it is still quite hard.

Hiho, everyone. I am Zhiqi has returned to our "Zhiqi will not read the manuscript today". In this series, I will not read the manuscript and use this relaxed chat method to discuss some hot topics in the Internet celebrity circle, YouTube or the Internet. Today we are going to The discussion is about why podcasts talk about this. Because many YouTubers, including us , will run to start podcasts , and everyone seems to have the impression that podcasts are good. Two people can chat and start an episode. So , let’s do it today. Let’s talk to Zhiqi

about various ideas about the podcast industry. Let’s discuss this time why everyone is doing podcasts. Is it really profitable? Then what are our thoughts on running podcasts so far ? But before we start today’s discussion, let’s talk about it. The first question

we want to ask when we enter a period of industrial and commercial service is because in the past few years many YouTubers have been doing podcasts, such as DoDo Men, Ms. Delicious One Plus One , and a lot of people are doing Zhiqi. Why do you think this trend is happening? In fact, I think the trend of podcasts has been around for a long time , but it just happened that in the environment of YouTube or in this community,

more people started to do it. In addition to what you just mentioned, the most famous ones may be people like Bo En and then or Ah. Ga has also done it , so people will think that it is running like this now. But when it comes to trends, I think another reason is that the cost of software and hardware has dropped. In the past, podcasts actually required more complete sound engineering , but now many of them It can be repaired with one click , and you need to have good microphone recording equipment and other things. It has become relatively simple, so I think it is getting easier and easier to use , and people will naturally want to do it . For creators, I feel invested. Podcasts have many benefits. The first one is that everyone may want to try to make some longer programs.

But if we are using audio-visual planning to make programs today , you can imagine that if you do it for 10 minutes, you will almost die. Because the cost is super high , you have to make it for 40 to 50 minutes , and then you have to keep it very beautiful and very rhythmic. It is actually very, very difficult. So the advantage of podcasts is that they can directly produce longer programs. I think there are two types of such long programs. The first advantage is that it can serve a relatively deep audience . I would like to mention Boyne. You can hear a lot of his values ​​​​in Boyne's voice , which he has in ordinary movies or his comedy performances. There is a big difference.

Is it more private? Do you think I think it is a little more personal ? Then maybe you say Aga is called Aga 543. Well, he just tells a lot of his true words . So I think this is in the deep management community. Helpful, and the second one is that advertising is about targeting the audience , so today we are in Podcast, and its audience is very precise, because you will listen to the podcast. In fact, usually you are a relatively financially capable person , because you may need to go to work. You want to listen or you need to listen when you are commuting today. With these two elements, your demand for podcasts will be greater,

so you will get a group of audiences with greater spending power. This group of audiences has high monetization capabilities. If so, it will drive creators to move into this market. So in fact, one of the main focuses should be because podcast listeners have higher spending power on everything. Yes, this is a big phenomenon that I just talked about. The phenomenon of the big environment is for us. What is the reason why we do podcasts? When we saw the rise of podcasts , I felt that as long as it was a new trend, we should try to understand it. So many years ago, we first made a pilot episode to test it first. We had done it earlier, and at that time we realized that

I couldn’t do it well under my current abilities, so we decided to pause it first and then later thought it was okay. Many viewers asked us if we could do it . Zhiqi Qiqi became a podcast version , and then I felt that this seemed to be an entry point. We directly transformed my current manuscript reading ability into our podcast to some extent. Cost transfer. First of all, the cost for us is very low, so I It can be done, and at the same time, I also started to have more imagination about producing talk shows, because I found that talk shows can bring me a lot of good input , which is very beneficial to the entire company, so we started Is our podcast

interview a good way for you to build relationships? It is also very easy to help some of my friends. We have many friends today who want to come on the show. I will feel It may be difficult for the vast audience of Zhiqi Qiqi to find a good entry point for this content , so we only ran out things like the mystery profession reveal at that time. In fact , I was a little good at it from the beginning. My friend wanted to be on the show but I didn’t know how to help him , so later on my friend became a strong person. Later, I found that talk shows can really help them more easily. In addition, I also think that

Podcasters are a group of people . People are also a very influential group of people. If I want to get to know them today and have a deeper connection with them, I feel like I can’t do it. I’m a YouTuber and I’ll get to know podcasters and outsiders . Or I’m a viewer and I’ll do it . Knowing you , I hope that I can be closer to the podcaster. I really understand the difficulties and hardships you face in doing these things. Then we can have more interactions. I think that interaction will be more real , so we can get closer to the podcaster. This is also one of the reasons why I wanted to invest in it at the beginning. The next question is that many people are curious about

the difference between doing YouTube and doing podcasts , because in fact, like us, do you basically directly upload the content on YouTube? Convert MP4 to MP3 and just throw it up. Is that what it is? Are you being lazy? I don't have it. I don't have it. We all have re-recordings. You see, there will be an extra microphone. Look carefully. It's actually different. Yes, yes. In fact, there are many. Sometimes I want to eat two things with one fish. Like our talk show is a podcast. We will have a version here and then we will cut it and then put it on YouTube . My production process is like this , but I can put two shows . I think in most cases we will still choose to re-record

because podcasts need to focus on its listening experience and YouTube. I think they are completely different formats. They are really different , so if you listen more carefully, Audience friends , they may find that my pronunciation is different, my speaking speed is different , and my emotions are different. Even our words are actually all rewritten. Yes, yes, we actually want to say that on YouTube, it may occasionally appear like this You can watch this scene because we can’t do it slowly for the sake of the rhythm, but in the podcast we will explain it in detail, hoping that everyone can listen to it completely

and then come back to the density of the information. I think it is also because of the density of the information. Podcast is not something you can focus on, so it will be easier for us to make one thing more watery. We will take something that may have been in one sentence in the video and break it down into three sentences. This is because you may be listening while commuting and cleaning at the same time, right, right, if you listen to YouTube, you can easily not know what is going on if you do n’t hear it accidentally , but with podcasts, we will be slower, right . I think your point reminded me of a very interesting thing. When I used to go to watch Korean dramas, I would get very angry when I saw certain dramas.

I wanted to say that the plot was so bad that you just watched one episode and you didn’t think so . I don’t think anything happened to him. He had to take 5 to 6 photos when he entered the door. Then I thought it was because I used it wrong. It is just a background that you put on for everyone to chat while eating. Yes, I understand what you mean . So today, after you finished eating, you talked about something very important. You turned back and looked at it . In fact, you didn’t miss anything . I was too harsh on it. Wrong, I was a bit like this. Next question, Podcast Many people are aware of this advantage. More and more people are beginning to rush into the podcast market. We have seen data from April 2022. In

fact, at that time, there were more than 19,000 podcast programs in Taiwan. 9,000. From your observation , will the market become very saturated now or is there still something that can be done ? I think the first one is a lot. Then we can imagine that YouTube may also be a lot , maybe more . So the thing we have to look at is the audience . Is the growth included? So in this situation, the data I remember is Firstory's last year's report and their 2022 report. Their listening volume and the number of listeners actually doubled from the previous year, and the number of downloads each quarter. The growth rate is probably maintained at about 14%. It is actually very exaggerated.

In fact, it is still growing, but I think it certainly has not exploded like it did in previous years. A curve usually looks like this and then reaches a plateau , but it may indeed reach the top and then We are going to this place. I think one of the key reasons why everyone's experience will be slightly different from reality is that there are no super newcomers. Because Podcast does not have an algorithm , if it had an algorithm, you would imagine something like In the past, Mrs. Science was a super newcomer on YouTube. Before, like HOOK, she was a super newcomer . You would always feel that this environment has been filled with new blood

, and it seems to be very, very active . However, podcasts are not so Everyone's physical sense will be more likely to feel that it seems to be the same as before. The environment is almost dead. So I think this matter is easier for you to be a little more pessimistic than the actual data. But of course, you said it is not saturated ? I think the opportunities are already saturated . Will this in turn cause the competition in this field to be very difficult, very difficult for me if I am a small creator ? So I think if new people join,

I would strongly recommend that everyone lose it. We all ignored YouTube at the beginning. After all, it has a push algorithm to help you. It’s better than nothing. When people listen to YouTube, they find ads annoying. I don’t want to open YouTube. After listening to it, they will naturally look for it. If you tell me, I will go to Podcast to hear that you need to find other ways to divert traffic. What about the revenue part? Now, when podcasting is good, is it good to make money ? If we have a large community base and then do it, I will say it. It’s very profitable. Let’s talk about its main source of income: oral broadcasting, intranet chatting , and subscription. It’s probably these types of

oral broadcasting. We usually talk about the previous ones before entering the topic . We entered a period of industrial and commercial service time and then started to talk about this as an income , and then come to Dou Nei. Maybe some viewers will go to Dou Nei through the Firstory platform. Then some people will have subscriptions, which is like a membership function. After you subscribe today, it will be like Firstory has a special function in cooperation with Spotify , that is, you can unlock some special programs that only those you pay can listen to. But with these business models, I think if it is To B (enterprise), you need to do one thing. It’s so big that you need the To B (enterprise) side of the economy to come over in large quantities.

A very important prerequisite for them to invest a lot of money is that they need to have data that can be traced back , that is, they need to see that the money they invest is effective. Yes , but a big problem with podcast is that it lacks data because it was originally created during the iPod era. The word "podcast" is "iPod" and then "broadcast" is added. -Really-yes, that's right , so it just has no data and it's hard to track. Even if we talk about what diversion codes everyone will use, it's not 100% accurate, so I think it's a pity. It's you. Uploading, downloading , and listening all happen on different platforms. When there are breakpoints in the data,

you can't see clearly. It 's the audience population of different channels because it breaks at that place, so you can't see the audience. If you can't see the outline of the response , it's difficult to deliver it accurately, so advertisers can often only search for their partners based on rankings, for example , or relying on middlemen , or what they themselves are listening to, so it will lead to The big one is Evergrande - you can't grow - the industry distribution will focus on medium and large podcasts, so it is difficult for small channels to survive. Although Firstory has developed something as small as a dynamic advertising system , they can insert their own You

can make some money from advertising , but it’s still quite hard. You just talked about what dynamic advertising is. The dynamic advertising system is a bit like YouTube’s advertising system . For example, the advertisement you heard today may be about introducing Mang Dog. I also clicked into this program . What you may have heard is the introduction of Zhiqi Qiqi. This is dynamic. It is either like our oral broadcast, or it is directly inserted into one. It is interspersed and combined into our sound files through the system . YouTube’s streaming ads are exactly the same , so this thing allows small creators to get some points as long as they have views and listens

, and their audience is right. Zhiqi, what do you think about podcasts now? How long will it continue to be popular? Will new things replace it in the future? In fact, I think it will continue for a while. It's a bit like what others said when TikTok started, will YouTube die ? In fact, it is still alive . Or let me talk about another one, which is more like radio. Do you think radio is dead? Without radio, the annual advertising turnover is still very large. Traditional media is still very strong. Yes, everyone has a radio installed in their car , so I basically The number of users is so large , so do you want these people , and these people are all people with income

? Or do we say that TV advertising is dead? Without TV advertising, there are still huge ones. So I don’t think it is necessary to say that it is not popular. It will die. In fact, it is still difficult to replace , because if I want to make a long video today, the cost will be huge , and there is no sponsor period for advertisers, so naturally I think podcasts are still the first choice for long content . And YouTube actually wants to join YouTube . It also provides YouTube Podcasts, which will soon start a larger offensive. And as mentioned earlier, Podcasts are still a relatively valuable market because maybe 60% of the listeners

are professionals between the ages of 23 and 32 , and there are 95 % They may have a college degree and have a monthly income of more than 50,000, accounting for nearly a quarter. So you can imagine that this group of people today are people with spending power. Advertising manufacturers and creators will follow this group of people , so it will naturally happen. It 's going to develop in this direction , so I don't think it's popular yet, but I think the threshold for newcomers to come in is getting higher and higher, which is quite difficult for this circle. Do you have any ideas on possible improvements ? Because what you just said is a bit innate. The limitation

is that it does not have an algorithm to recommend. I think the most important thing is to watch YouTube (Podcast) and run in. YouTube is the largest hosting . It has search algorithm recommendations and the most complete advertising system in the world. There may be many Small and medium-sized people will survive. I personally recommend that all small and medium-sized creators make a video of their programs . Or if you don’t use a video , just press a logo and put it on YouTube , because I think It will really be helpful. If I want to start my own business today, I will start a podcast. In addition to putting things on YouTube,

do you have any suggestions for running this thing? What I just said is that you have to put things on YouTube. Apart from the above, I think the meaning behind it is how you want to be seen by others . This is the most critical issue. Let me start by saying that we are not a very powerful podcast , but I think our content has some insights that can be shared with everyone. I think that on YouTube we will talk about themes, roles and formats . In your podcast channel, I think many people will think that the format is the first three columns. Everyone is doing this chat channel. Am I just making a chat podcast? It will be popular

, but if you want to listen to other people chatting, why should I listen to you chatting? Do you have wider knowledge than others? Maybe not, so chatting is just a form , it cannot cover your topic or your role. So you should treat chatting as a form, which I think is good , but your topic should be very different from others. For example, others are talking about life. Is there any way to talk about it based on your own experience ? The community of anime-related anime is very large , and you can have a very in-depth conversation. I believe you can find a way to find a piece of the sky here. Or when you talk about politics today,

you really talk about it super super invincibly . It is also a good topic, so You can create your uniqueness so that others want to come see you and come back. You may also want to think about your role. Everyone is responsible for different things. For example, some people are responsible for asking questions, some are responsible for complaining, and some are responsible. In depth analysis of how you go about matching these things with others, I think the first thing to think about is that chatting is a difficult thing. It is something that needs to be designed. The key point is to say why others come to see you , and then you can provide What kind of things do you give others and how do they find you ? If you want to continue doing it,

you must have a business model. Why do others want to place your advertisement ? What is so special about you that others can overcome so many successes? Then people want to come to you. I think these things are something that everyone can think about clearly at the beginning. That’s it for today. I want to ask everyone , do you usually listen to podcasts? And whose podcasts do you listen to? Finally, if you Like today's video Welcome to share it so that more people can discuss the podcast industry together. In addition, you can also click here to watch other related videos . So today’s Zhiqi Qiqi comes to an end here. We will see you tomorrow night. Goodbye.