This time, I'll tell you how to choose the perfect timing for your podcast episodes. When asked this question during consultations, I give two opposing answers, both true, although they contradict each other.
1. The shorter, the better
Typically, recording a conversational podcast episode lasts 1.5-2 hours, but after editing, only 30-40 minutes remain in the final cut. If you can cut back even more, do so; it will only get better.
There is no shortage of content in the world—you can find terabytes of information on any topic. This means that the value of your podcast lies not in the amount of content but in how strictly and precisely it is selected. In this sense, the work of an editor is similar to that of a museum curator: they always exhibit less than what is stored in the back room. This is the value of our work - the strict selection.
I believe any topic can be completely covered in 40-60 minutes. If the edit is longer, it usually means the podcast did not follow the theme or did not cut out all the obvious and boring parts. If you shorten it to 60 minutes, 40 minutes, or 30 minutes, it will only get better, and the listeners will be grateful.
2. The longer the better.
According to statistics, audio podcasts are listened to 14 times longer than videos are watched. This is not because audio is 14 times more interesting. The difference lies in the consumption scenarios that distinguish video and audio content.
When a user watches your video on YouTube, all the competitors try to distract them: recommendations are highlighted on the right, advertising appears under the video, and push messages pop up in the browser. Dozens of different creators are simultaneously fighting for your viewer's attention. And no matter how engaging your content is, at some point, they will succumb to temptation and switch.
However, the same listener turns on audio podcasts in situations where they want to occupy their ears while doing something else: while driving to work, walking the dog, or cleaning the apartment. At least 87% of users listen to audio podcasts this way. At this moment, their hands are busy, they don't look at the screen, and don't navigate through different tabs. So it turns out that an audio podcast remains unrivaled and is listened to 14 times longer than a video clip.
It turns out that you will do your listeners a great service if you provide them with content for the entire trip or walk - for an hour, an hour and a half, or two. Then they won't have to stop and look for new content right on the go. And two hours is not the limit.
For example, a taxi driver in Turkey once said that he loved science podcasts but listened to the radio instead because he drove all day and didn't have time to choose a new podcast or switch episodes every time. He said the ideal podcast would last at least 8 hours - the entire time he was on the road.
3. Just ask the listeners
Whether to create a 30-minute podcast to avoid wasting your listeners' time, or an 8-hour one to accompany them even on the longest journey, the decision is at your discretion. To choose the right option for you, consider the following:
- Assess the amount of interesting material you have. Often, this is enough to make a decision - we won't dilute the material to meet a specific timing. Publish as much content as you have.
- Ask your listeners for advice. Conduct surveys of your audience at least once every six months to receive compliments, criticism, and valuable insights. Add questions like: "Under what circumstances do you usually listen to our podcast?" to draw conclusions about timing.
- Look at the statistics: if your listenability is 60-70%, you might need to edit more strictly and reduce the timing. Indirect indicators like geography and demographics can also provide hints. For example, if your listeners are white-collar workers aged 37 in Dubai, budget 40-50 minutes - the typical commute time from their community to the office center.
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That's all. Make podcasts, long and short. Experiment and explore. Don't forget that you can entrust this work to us - we do it brilliantly.
For example, listen to our ongoing podcasts:
- Crossing the Desert. This is the first reality podcast about business in the UAE. You're about to discover the journey of an enterprising individual who unexpectedly found himself in Dubai and is now striving to establish his roots here. Prepare for dozens of incredible stories!
- Everything is Personal. Navigate the ups and downs of successful tech professionals with "Everything is Personal," a conversational podcast presented by Fortis and hosted by Victoria Belousova, Fortis' Chief HR Officer.
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