Podcast
Podcast - audio or video format with regular releases on one topic; content marketing channel with high audience loyalty.
A podcast is regular audio or video content with a fixed topic, released in the form of releases (episodes). Historically, only audio + RSS, now the concept is broader: video podcasts on YouTube, cuts in Reels/Clips, text transcripts in Telegram.
The key feature of a podcast as a marketing tool is the depth of contact. The average listener spends 20–40 minutes with an episode versus 3–5 seconds for a banner ad. This builds trust and expertise better than any post in the feed. For B2B and EdTech niches in Russia, podcasting is one of the most underrated channels: competition in the niches is low, and the audience is loyal.
Technically, you can start a podcast with a minimum budget: a Blue Yeti microphone or an analogue for 5-8 thousand rubles, Audacity for recording, Anchor.fm or SoundCloud for hosting and distribution to Spotify, Apple Podcasts, Yandex Music. Yandex Podcasts is an important channel for the Russian-speaking audience, but it is often forgotten.
Podcast metrics that are really important: average listen duration (a good indicator is 60%+ of the length of the episode), subscriber retention between episodes and the number of shares in instant messengers. The number of downloads is a superficial metric; it does not indicate viewability.
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