Raise your hand who listens to podcasts? I am sure that there are quite a few fans of this format among our readers. Recently he has found a second wind and has become very popular. Yes, yes, it’s a second wind, because in essence, a podcast is the same radio program, only distributed on the Internet. That is, the idea is not new at all. The term itself was formed from two English words: iPod (player from Apple) and Broadcast (broadcast). The fact is that podcasts were originally listened to using MP3 players, and the iPod was the most popular of them. Hence the name.
Any podcast is built according to a very simple scheme. The presenters gather and discuss pressing issues and interesting topics among themselves, sometimes with specially invited guests. Some podcasts are recorded not only in audio, but also in video format.
Before sitting down to write the article, I asked my colleagues who was listening to what. The top included “Disgusting Men”, KuJi Podcast, Arzamas, “Lectorium”, Cinema Critique, “Medusa” and more. As you can see for yourself, the range of topics is great. Indeed, today there are podcasts in almost all industries: cinema, music, literature, cooking, computer games, art, history... In short, just like with YouTube channels. Well, since the format is popular and since it is applicable for different areas, then why not use this feature to promote your business?
Podcasts and business: is there any point in friendship?
Of course, it's not wise to spend resources on podcasts to promote your company if you don't understand how they will benefit you.
Creating podcasts is a branch of content marketing, such as SMM promotion or email distribution, because in all these cases different types of content are prepared. Well, since we are talking about content marketing, you shouldn’t expect quick sales and profits. Let me briefly remind you that content marketing helps:
- attract new target audience and improve relations with the existing audience, become an expert in their eyes,
- increase brand awareness,
- talk about the benefits of your product,
- close the fears and doubts that people have regarding cooperation with you.
Read more about how content marketing works in this article, and we'll get back to podcasts. In general, you will solve all the listed problems with their help. But the most important thing is to increase your reach, increase your popularity, and gain a strong competitive advantage. After all, you will be in trend. 
If you have decided on the benefits, then it’s time to move on to the technical issue. How to create a good podcast and where to host it? I’ll give advice on the first point a little further, but let’s talk about the second now. There are 2 options for hosting a podcast: your own resource or a third-party site.
You can use your website if it is already pumped up, promoted, and has good traffic. For example, we initially published podcasts on our website, and only then created a VKontakte platform.
For those who are still in the process of resolving these issues, I recommend choosing a third-party platform. There are quite a few of them, but the most popular are Yandex.Music, iTunes, Spotify and, of course, VKontakte. Actually, that’s why this article is written by an SMM specialist. And, as you already understand, next we’ll talk about how to upload and register podcasts in the VKontakte community.
Recording a podcast: inviting friends
Podcasts rarely consist of monologues, so it’s worth inviting guests to the show. At first, they can be your friends or colleagues. As we've already said, multi-channel recording with XLR microphones and a sound card is expensive. However, there are several options that will help you avoid spending on additional equipment.
Photo by Jakob Härter / CC BY-SA
Everyone writes themselves
. You can record guests remotely, for example via Skype. In this case, all participants in the conversation record their own audio on their microphones. Then the author just needs to collect these recordings and edit them into a single track. But there are a number of difficulties with this approach. Firstly, the tracks will have to be synchronized, and secondly, if someone’s recording is suddenly interrupted, there is a risk of irretrievably losing the accumulated material.
One records everyone
. You can record audio using one microphone at your disposal, transmitting it to each other and cutting out pauses during editing. But this approach can quickly turn the heart-to-heart conversations that podcasts are so prized for into an interview. If you use Skype or TeamSpeak for recording, you can capture audio directly from the application using special programs, but this will greatly affect the quality of the sound recording.
VKontakte podcasts: how the mechanism works
The ability to publish podcasts on VKontakte appeared in September 2018. Initially, access to the tool was open only to a few large and popular communities, but today anyone can submit an application and undergo moderation, provided that all requirements are met, but more on that later.
You can listen to VKontakte podcasts on the desktop version of the social network, as well as in the mobile application. To do this, you can either go to the special podcast feed from the main news feed:
Or open podcasts directly in the community, if it hosts them. Podcasts are displayed in a separate widget:
By the way, in the mobile application the section with podcasts is implemented much cooler and more complete than in the desktop version of VK. Here are not only podcasts from those you subscribe to, but also recommendations:
There is a division by topic, which makes it easier to find interesting content. And finally, the “Started Episodes” block has been added so that you can easily return and finish listening to what interests you.
Podcasts are included in the mobile app catalog based on their engagement indicator: the more feedback they receive, expressed in likes, comments and reposts, the higher they rise in positions in a particular thematic category. Simply put, the first task is to hook your audience and get them to share your podcasts. Further attention will grow like a snowball, according to the principle of virality.
There is also a separate block “Interesting Episodes” - the coolest episodes published on the VKontakte site go there. You can be included in “Interesting Episodes” thanks to a special algorithm that looks for the best podcasts based on the same engagement indicator, as well as through manual moderation. You submit an application, it is reviewed by the administrators of the podcast directory and either approved or disapproved. It is clear that only the top episodes are given the honor.
As you understand, the VK audience is huge, many people listen to podcasts on this social network, which means their preparation is one of the keys to the heart of your target audience. If you're inspired by this idea, it's time to start your own podcast.
Editing a podcast: choosing a DAW
If you're comfortable speaking in public or reading from a script, you may not need to edit the resulting audio.
For example, comedian Denis Chuzhoy produces a podcast that he records on his phone while walking his dog. However, audio editing can improve the quality of a podcast. Ideally, audio editing software should support multiple tracks, include a compressor and equalizer, and have basic automation capabilities. The following software meets these requirements:
- GarageBand
is a music or podcast creation tool developed by Apple. Allows you to export projects to your iTunes, SoundCloud or Apple Music library. The skills that you can gain in working with this solution will be useful if you need to switch to professional Logic Pro software. It is recommended by Marco Arment of Accidental Tech Podcast and Dan Benjamin, founder of 5by5. - CakeWalk
for Windows - This digital audio workstation was previously called Sonar Platinum. Users note that the system is well suited for beginners. It has flexible capabilities for changing and correcting audio material: multi-channel recording, double precision audio processing, stereo effects.
Also note that a popular option among new podcasters is Audacity
. It's not a full-fledged DAW, so it's only suitable for basic audio processing. In general, there is no need to use paid programs, but according to the same Jason Snell, professional software will increase the productivity of working on the material.
Photo by Jakob Härter / CC BY-SA
Instructions: how to apply for VKontakte podcasts
Unlike Products, photo albums, and other apps, podcasts can’t just be turned on at will. To post such content in your community, you must apply and be verified. To do this, you need to write to the bot and answer its questions:
- tell us the name of your podcast,
- indicate the number of completed episodes,
- choose a topic that you relate to (education, TV and cinema, beauty and fashion, society and culture, etc.),
- show finished episodes,
- provide a link to the community where the podcasts will be posted.
Once you answer all the questions, you will receive this message:
It is clear that you can undergo moderation only if you have a truly high-quality product, and, moreover, a unique one. Entries must be of good quality, not violating anyone's copyright, not containing threats and not offending anyone. In general, the requirements are the same as for regular posts. Well, in terms of format it should be podcasts
. Not songs, not music, not advertisements.
If you have taken all these points into account, then after a while you will receive good news:
Now you can start posting podcasts in the community and creating a section.
What is a podcast?
Podcasts are audio programs or blogs where you can listen to them at any time in your life. Most often, authors tell something new from their lives, or simply share the latest news from the world. Sometimes you can even hear cool funny stories. The main difference from radio is that you can listen to podcasts whenever you want and whenever you want. Now the social network VKontakte has millions of users and a community who are trying to bring something new and interesting on different topics: blogs, news, business, courses, humor or technology. Many authors have already begun to launch their podcasts; now you can listen to the podcasts “Medusa”, “BeardyCast” and “Blitz and Chips”, and there are even podcasts from “vDud” on the social network Vkontakte.
Uploading and creating podcasts in the community
The first thing you need to do is enable the podcast section. For this:
- Go to the community, open the “Management” section.
- Go to “Settings” → “Sections”.
- Under the “Podcast” item, select the “Enabled” option.
Next, fill in the main blocks: description (what your podcast is about), title (you already provided it when you submitted your application), cover (will be displayed in the section header) and category (thematic area). The end result should be something like this:
Your next step is to download the first episode. You can do this in two ways:
Method number 1: through the community menu
As soon as you connect the section, the “Create a new episode” button will appear in the community menu under the “Contacts” block. Click on it and download the episode file.
Afterwards, you can simply add new episodes in the podcasts section by clicking on the icon with a cloud and an arrow.
Method number 2: via RSS feed
This is an automatic option if you have previously posted your podcasts on another site and want to transfer them to the VKontakte community. To do this, go back to “Management” → “Sections” → “Podcast” and look for the “RSS import” item. Turn it on and add the desired link.
Each downloaded episode must be formatted correctly:
- Title:
short, succinct, reflecting the essence of the episode and the main themes. You can use a little humor here, but not to the detriment of the meaning. Many people base their episode titles on the principle of puns. - Description:
here you can add a little more specificity, tell in more detail what is discussed within the episode, introduce the guests, if any. - Cover:
square 1400×1400. You can use an already downloaded section cover for all podcasts, or you can make your own for each episode, at your discretion. But if you bother with design, then make sure that everything is in the same style and echoes the style of the community as a whole.
It is possible to use obscene language in podcasts, but this must be reported by checking the appropriate box. It will not affect the ranking in the directory in any way, it will simply warn users of what to expect.
If your podcast has music, be very careful. Anyone who posts videos on YouTube knows what I'm talking about. Video hosting easily blocks videos that use music for which you do not have the copyright. It's the same with podcasts. Here's what the social network itself says about this:
Therefore, you can only use music that is distributed without copyright. For example, in this community there is a lot of it, you can easily download it, including for content on YouTube.
Once you fill out all the fields, you will end up with something like this:
Any of the downloaded episodes can be used as a trailer, that is, some kind of representation of your section. The very first episode, where you tell what your podcasts are about, who hosts them and how often they will be released, would fit well into this role. To make an episode a trailer, you need to check the appropriate box when loading.
Each uploaded episode can be posted to the community wall as an attachment, such as a photo, video, or poll:
As soon as you post, your followers will be notified that a new episode is available, which will attract additional audience attention. If you are not interested in some notifications, you can turn them off.
One last point regarding the design of podcasts in the community. Don't forget to add a section link in your quick menu to make it easier for people to navigate:
Instead of a conclusion: what is the ideal podcast?
It is clear that all this instruction is absolutely useless if you have not yet figured out what your podcast will be like. We need to start working on solving this issue, but it just so happens that I got some useful advice at the end of the article. So, what makes a really cool podcast?
Original idea
The further you go, the more difficult it is to come up with a topic that no one has taken up. As I said at the very beginning, podcasts are found in almost every field these days. However, it is necessary to find your niche, and at the same time try to formulate the thematic direction as creatively and atypically as possible. The same “Disgusting Men,” whom I dearly love and have mentioned more than once today, talk about completely ordinary things: movies, music, TV series, games (computer and board), food. But they do this in an already recognizable informal, free manner. It’s reminiscent of gatherings of close friends, of which you yourself become a part.
Cool presenters
It's impossible to imagine a podcast without great hosts. By the way, this is a great way to differentiate yourself from competitors (see point No. 1). Obviously, presenters must have a well-spoken tongue, a sense of humor, and a recognizable manner of speech. Meduza has implemented this very well; it is not for nothing that they say that this media has found its voice by launching podcasts.
Expertise
The more informative, educational, and in-depth your podcasts are, the better, especially if you choose a serious topic. As with a corporate blog, podcasts should demonstrate your professionalism. To get inspired, I recommend checking out the Lectorium podcasts.
Interesting guests
Interviews are a very interesting genre, otherwise why are Yuri Dud and Irina Shikhman so popular? You can also implement it in podcasts and build your own feature on it. Invite guests who are interesting to your target audience to a conversation, chat with them about pressing issues and receive the love of listeners. For example, in my hometown, a podcast from a local news portal is very popular, which invites well-known people (bloggers, journalists, officials, businessmen, etc.) and talks with them about personal things, thereby revealing a new side of them to listeners.
High quality
Well, the most obvious thing is to monitor the quality of the recording, use good microphones, and don’t forget about editing. Making a podcast, of course, is easier than making a video for YouTube, but this does not mean that you can write on your phone and not process the recording in any way.
That's all I have. If you have already recorded several episodes of the podcast and want to post it on VKontakte, but have encountered difficulties, write to me, I will try to help. And I will be glad if you share your favorite podcasts in the comments to the article. What if I don’t know someone?
