Video content is taking the world by storm. Spotify alone is home to over 250,000 video podcast shows, and the number of monthly users pressing play has grown 40% year over year. Whether you're an audio-only podcaster considering this new format, someone doing great video content elsewhere, or both, Spotify is where your videos can shine.
Colin Rosenblum and Samir Chaudry (‘The Colin and Samir Show’) recently shared fantastic insights on the topic during our Masterclass episode. We also heard from Aarthi Ramamurthy and Sriram Krishnan (‘The Aarthi and Sriram Show’), Janelle Fields( ‘The Sesh’), and John Dela Cruz (‘I Beg Your Pardon’), all video creators and podcasters who unlocked exciting benefits with Spotify.
Here are their top insights, distilled to help you make the leap and reach the over 170 million Spotify users who have watched video podcasts on Spotify.
Video content is a powerful beast on its own, but it’s the distribution that can elevate it to brand-new heights. For our creators, adding Spotify to the mix opened the door to meaningful growth and engagement opportunities.
If you already create great video shows elsewhere, it's simple to upload that content to Spotify and amplify it to a new audience.
Take Janelle’s experience: since she and her co-host were already producing a video show for YouTube, they were lucky enough not to have to adapt the content. And because there are people who solely use Spotify to consume their show, “they were really excited to now be able to watch on their preferred platform.”
Because there are some people who solely use Spotify to consume our show, they were really excited to now be able to watch the episodes on their preferred platform.
Janelle’s not overselling it. The Spotify audience is fiercely loyal. Colin and Samir take advantage of this fact and frequently regale their Spotify fans with longer cuts of their show. “We’ll do a shorter form episode on YouTube and say, if you want the long form, uncut version, it’s up on Spotify,” explains Samir. “We released an episode one time that was 45 minutes on YouTube, but the full conversation was 2.5 hours through Spotify.” As a result, they saw “a huge lift in people” coming from YouTube to finish on Spotify.
Plus, you can give your audience a choice. Spotify users can listen to video content playing in the background while going about their day or sit back, relax, and enjoy the show.
A lot of creators would be surprised how listenable their video content is.
As Colin and Samir explain, “a lot of creators would be surprised by how listenable their video content is.” They suggest listening to one of your videos. You might find that they work without your audience needing to watch the visuals consistently. “If this is the case for your video, it’s the perfect content to upload and test on Spotify, where the audience has the option to listen or watch or a little of both," they add.
The transition to video on Spotify has had a significant impact on our featured creators.
For instance, Aarthi and Sriram noticed a substantial crossover from other platforms and a surprising influx of a new native audience native to Spotify. Their Instagram growth has been directly impacted, as they post stories and reels that link to their Spotify content.
Janelle believes that Spotify allowed for a more personal connection with viewers. “People who have discovered the show on Spotify have since been able to connect with the show and hosts more because they are able to see our faces and gain better context of the topics we’re talking about.”
Colin and Samir have found that their audience on Spotify has always been the most consistent. Since they started their podcast in 2018, the diehard fans who follow them on Spotify have never wavered. According to the co-hosts, “those are the people that have actually spent the most time with us and have been the most supportive. We’d rather have 10,000 people who come back regularly and listen to us every Monday than 40 million algorithmic views on a content format that doesn't allow people to have a depth of connection with us.”
We’d rather have 10,000 people who come back regularly and listen to us every Monday than 40 million algorithmic views on a content format that doesn't allow people to have a depth of connection with us.
We already have the numbers, so we know audiences are eager to be served up video content. But what exactly drove these creators to adopt the format?
John found that video offered a more intimate connection with fans. Seeing facial reactions and body language made the content feel more personal and engaging, and even though it all happens online, “it feels like I’m directly talking to them."
Samir pulls on a similar thread, as he believes the video element enhances storytelling. Whether it’s a little grin, a smirk, or a particular camera angle, the story you’re telling gains a completely new dimension. Turning on video is what allowed him and Colin “to go incredibly deep” with their audience.
Turning on video allowed us to go incredibly deep with our audience.
He goes even further with a particularly interesting NBA and NFL analogy (if you’re a sports fan, hold on to your hat): Samir frames turning on the camera as being in the NBA, “where everyone can watch you do your craft, and they know what your face looks like.” If you’re in the NFL wearing a helmet, whoever is watching the game might like you, but if they walked down the street, they wouldn't know who you are.
Have a podcast on Spotify already and thinking about adding video? Check out “Why and how to start a Video Podcast on Spotify”
Every creator is constantly looking for ways to promote their show and get discovered by more people. The beauty of video is just how repurposable it is.
Suppose you have your core asset on Spotify. You can then repurpose parts of your videos for all of your other platforms—whether it's short-form vertical clips on TikTok and Instagram, longer bits on YouTube, clips on LinkedIn, or clips on X (formerly Twitter). ”That, to me, was one of the biggest unlocks. That we could exist across every platform with one format,” says Samir.
That, to me, was one of the biggest unlocks. That we could exist now across every platform with one format.
John, as a TikTok powerhouse, agrees with this sentiment. He also uploads his podcast to YouTube every single week, along with clips on TikTok, Instagram, and Facebook—all of which “accumulate millions of views.”
If you’re an audio-only creator, the prospect of turning on the camera might feel like more trouble than it’s worth. The good news is, you don’t need an entirely new set-up, five camera angles, or expensive equipment. There are plenty of people who just use their phones to record, and overall, our featured creators have found the transition to be smooth and rewarding.
Read more on how to record a video podcast with Steven Bartlett, host of “The Diary of a CEO”
For example, Aarthi and Sriram believe that great content and conversations “just work,” regardless of the format. They focused on maintaining the quality of their discussions while embracing the new visual element.
For John, the transition involved tailoring the podcast to create a more intimate, informal vibe. "I have to adapt it to how people perceive me as their bestie," he explains. "I want to give fans a sense of 'we are chatting or FaceTiming together.' It's informal, like talking to your best friend in person."
If you’re unsure how to proceed, Samir advises asking yourself what you want your video to look and feel like. As he puts it, the energy of sitting on a couch is very different from sitting at a table. So consider the vibe you want to create. Do you want cozy, intimate surroundings or a more formal, professional atmosphere? Think about your content and how the visual setting can enhance the storytelling and represent your brand as a creator.
Can’t get enough of Colin and Samir? Learn everything about their journey with video on Spotify and get exclusive tips on how to make the most of this format.
You won’t find a definitive answer to what makes great video content, because every creator is going to do it differently. But there’s something that might apply universally.
According to Colin, no matter where you're posting content, the most important thing is that you continue to provide value. “Think about all of your episodes, all of your videos as investments of time,” he says. “People are investing time with you, and they should get a return on their investment."
For his part, John highlights the value of a great hook when promoting on social media. Consider what will catch people's attention and make them want to know more about the clip you posted. This is part of the bigger concept of great storytelling—something Aarthi and Sriram believe should be your main focus. “Spotify is where people go to consume longer-form video, so focus on great content—no tricks.”
Finally, don’t be too concerned about being perfect from day one, whether it’s flawless angles or Hollywood-grade visual effects. Feel free to experiment until you find what works best for you, your content, and your audience. Samir points out that audiences actually enjoy watching a show develop over time, so it's okay for yours to fluctuate in terms of production quality. “I think it's really fun, as a member of your community and as a member of your audience, to grow with your show," he says.
Speaking of your fans, why not involve them in the process? With comments and polls on Spotify, you can ask your audience to weigh in with opinions and feedback on what they would like to see from your video content.
At Spotify, we’re excited to help you evolve the way you create and connect with fans. Video continues to skyrocket in popularity, and we don’t want you to miss out on this opportunity.
If you’re ready to unlock new possibilities for your content, get started with video on Spotify today.
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