Podcast metrics: Why great audio goes beyond the download

“How do I measure the success of my podcast?” “What does good audio engagement look like?” “Is my audio content performing well?” “What are the right podcast metrics for me and my brand?”

If I had a dollar for every time someone asked me these questions, I would be a rich woman.

The truth is that when it comes to audio content performance there is no silver bullet. But don’t let that deter you: podcast measurement tools and the ability to track the ROI of your audio content have come a long way in the past few years. And with the podcasting industry slated to be worth some $4 billion by 2024, the number and depth of these tools is only going to increase.

What sets audio performance apart?

Audio engagement and podcast metrics are different from many other content formats. So before you set your performance targets, there are a few things to keep in mind:

1. Audio is an engagement medium — not a reach medium

The power of audio content comes in its depth, variety and format. It is a slow-burn medium that for protracted engagement is best targeted to a specific audience or niche topic, rather than to garner a global audience overnight. As Evo Terra, author of Podcasting for Dummies, puts it:

“It’s basically the chance to get on stage and speak to 100 people every week or every other week. Forget about podcasting for a minute. If you knew that, every Wednesday at 3pm, you could walk down to the town square and get on stage in front of 100 people, that would be awesome. Most businesses and speakers I know would love to have that opportunity.”

2. It is decentralised

Another great thing about audio content is that it can be published across multiple platforms and accessed from a variety of devices for maximum success. This makes it a largely decentralised content format, and there is great opportunity in this — provided you make the most of it. According to the team at Podcastle:

“Unlike music/video streaming, the point of consumption happens across different devices and platforms, which means it is being downloaded onto a device through which your listeners actually listen to you.”

3. Audio and podcast metrics are nascent

It can be tempting to compare podcast metrics to other content formats (such as blogs) or channels (such as social media), but this is like comparing apples and oranges.

As audio engagement tools are still in their relative infancy, you won’t be able to gather the same depth of insight as you might with, say, a YouTube video. Knowing this at the outset can help you to set targets that are both measurable and realistic.

How do I know if my audio is performing?

Your audio content or podcast series won’t be everything to everyone. But, with the right strategy and tools, it can be both a unique and engaging piece in your thought leadership campaigns.

The best way to set yourself up for audio success is to decide at the start what the purpose of your audio content is. Then, to keep measurement simple, I recommend considering which of the following indicators best aligns to this intended purpose:

Traditional and emerging podcast metrics

These are metrics of successful performance that can be quantified through direct engagements with your audio content (there are a number of audio hosting platforms and tracking tools that can measure these for you). They are best applied to audio content that is activated via an existing community or channel (e.g. your brand’s podcast stream), or via paid amplification, such as with a media partner. Examples:

• Audio consumption rates
• Unique listeners
• Downloads, reviews and subscribers
• Listener demographics

You might also choose to measure when and how listeners engage with audio content that you publish via your social media channels, website and/or other podcasting platforms.

Commercial indicators

These are podcast metrics that help you to calculate how much direct return you are getting from your investment in audio content. These are best applied to audio content that is strategically targeted towards specific clients or prospects (e.g. as part of an account-based marketing strategy), or through serialised content (e.g. the launch of a regular podcast series). Examples:

• New leads for your business
• Sales generated
• Number of engaged clients and brand advocates
• Strengthened relationships with existing clients and prospects

Brand outcomes

These are metrics that apply to audio as a top-of-funnel marketing tool. These are the podcast metrics for you if you want your audio to show that you are aligned with specific thought leaders or other brands, or if you want your audio content to drive other areas of your marketing strategy. Examples:

• Aligning the brand to relevant issues, experts and brands
• Extending messaging to new audiences and platforms
• Informing ongoing marketing activities (e.g. events, research, campaigns)

Remember, measuring audio performance is not a one-size-fits-all activity. Make sure you are clear upfront about what it is you want your brand’s audio thought leadership to achieve, and you will save yourself a whole lot of time and confusion.

Are you considering audio in your content strategy? Learn how to use audio content in your thought leadership.