Sure, I say “go start a podcast.” But what do I know, really? A new set of statistics on podcast user demographics was just completed by eMarketer.
While these numbers may cause you to re-think starting a podcast right now, especially if you aren’t targeting younger adults, think again. Just because the average skews to younger adults using podcasts the most right now, that doesn’t mean you can’t have a popular podcast if your target demographic is older.
What the numbers in this article represent are “passive podcasts.” A passive podcast is something uploaded to iTunes and expected to do well on its own. If a popular celebrity uploads a podcast, it will do well because people are searching for them already.
My podcast won’t do well with passive marketing. I am not Madonna. The podcasting I do generates downloads through my own efforts to clue in my audience and potential listeners that it exists in the first place.
This includes uploading Webside Chats to all the podcast directories and tagging it with popular terms for my market. It includes getting my readership to tune in regularly to this new channel of information I am providing.
It also includes teaching people in my market about how to use podcasts. If you wait until 2012 when most people will know how to find and consume podcasts, it will be way too late to experience the explosive growth in downloaders between now and then.
So instead of reading the eMarketer article as a glass half empty, see it for what it really is: Pure, untapped opportunity waiting for you to plug in and experience what being first really feels like!
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