This week, we had something that doesn't happen often outside of the Super Bowl—lots of Americans watched the same thing at the same time. Today, I thought we could look at WHY and what podcasters can learn to add those winning ingredients to their podcasts.
Help make the show better, and you'll be entered to win a year of membership at the School of Podcasting. Go to schoolofpodcasting.com/survey
Takeaways:
Mentioned in this episode:
Start Your Podcast Worry Free
Feeling overwhelmed? Not sure where to start? Already started but looking to grow? The School of Podcasting can help you with a worry-free money-back guarantee. Sign up, and you get a 30-day guarantee (not 7, 14, 30!!!). If you change your mind, you get your money back. You won't be doing this alone with our step by step courses, awesome community, and UNLIMITED COACHING with ME (not a typo). Join today and use the coupon code " listener ."
Help Me - Help You
It's been too long since I did an audience survey. I would DEEPLY APPRECIATE your input on this show (as I do it for you) so you can help me make the best show for you. It only takes a few minutes, and I am picking five random people to receive a free month at the School of Podcasting (including current members). schoolofpodcasting.com/survey
Podcast Hot Seat - Now Private Podcast Audits
There are things your podcast is missing that often lead to you losing the audience you are attracting. I help make good podcasts GREAT. End the frustration with your podcast growth. Check out the Podcast Hot Seat Service Today.
Today on episode number 958 of the school of Podcasting, we're going to talk about Spotify's big announcement.
Dave Jackson:And I'm going to talk about a program that was so big it broke Netflix.
Dave Jackson:And why was it big and what podcasters can learn from it.
Dave Jackson:Let's start the show, the School of.
Co-host:Podcasting with Dave Jackson.
Dave Jackson: Podcasting since: Dave Jackson:Thanking you so much for tuning in.
Dave Jackson:If you're new to the show, welcome aboard.
Dave Jackson:You're in the right place.
Dave Jackson:This is why I help you plan, launch and grow your podcast.
Dave Jackson:Today we're going to talk about what makes really good content.
Dave Jackson:We're going to talk a little bit about Spotify's big announcement.
Dave Jackson:My website, school of podcasting.com use the coupon code LISTENER.
Dave Jackson:That's L A S T E N E R when you sign up for either a monthly or yearly subscription.
Dave Jackson:And of course that comes with a 30 day money back guarantee.
Dave Jackson:And so I thought about this today, like, is this a good topic?
Dave Jackson:And it is because it will be somewhat evergreen and I'm going to kind of play in traffic because a lot of people are talking about this particular program.
Dave Jackson:Well, what was the program?
Dave Jackson:And that is Jake Paul, who's this social media MMA fighter guy who's trying to be a professional boxer.
Dave Jackson:He's 27 years old.
Dave Jackson:He took on one of the most explosive, well known boxers of his time.
Dave Jackson:He was the youngest heavyweight boxer ever at 20 years old.
Dave Jackson:And that of course is Mike Tyson.
Dave Jackson:And what was interesting about this is myself, I did not have a Netflix subscription.
Dave Jackson:I do the thing where I will have Peacock for a month or two and then I'll turn it off and then I'll go get Max and then I'll watch whatever I want to watch and I'll turn it off because I, I found myself having all these different programs.
Dave Jackson:I was watching like one program on each platform and I was like, that's kind of dumb.
Dave Jackson:And so what I do now is I will be on like now I'm on Netflix and so I will watch everything I want to watch on Netflix.
Dave Jackson:And when I find myself going, well, I guess I could watch this one, I will cancel it and go to another one where there's probably some programs that I want to watch.
Dave Jackson:And for the record, I think sometime in the next year I would not be surprised if these platforms make you sign up for a year or more than a month.
Dave Jackson:I don't think they're Going to make it so easy to cancel?
Dave Jackson:Hopefully not.
Dave Jackson:But let's stick to the topic here.
Dave Jackson:It was Jake Balm and Mike Tyson.
Dave Jackson:And from what I saw on this, the Netflix reported that 60 million households globally turned in to watch the fight.
Dave Jackson:The viewership peaked at 65 million concurrent streams during the main event.
Dave Jackson:And so there was what they call a monolith of an audience.
Dave Jackson:This doesn't happen except for, like, the super bowl, because we are all watching whatever we want, whenever we want.
Dave Jackson:That's the beauty of podcasting.
Dave Jackson:You can listen wherever you want to, whatever you want, whenever you want.
Dave Jackson:But this was the thing that even though most of us work from home these days, if there was an actual corporate headquarters, there was going to be a lot of talk around the water cooler about this fight.
Dave Jackson:And so I was like, well, I don't want to have that.
Dave Jackson:I don't want to be the guy missing out that's not talking about this, even though I work from home.
Dave Jackson:And so I put out my.
Dave Jackson:Whatever it was, 17 bucks to watch.
Dave Jackson:And so here are a couple of things that we can learn, because this was an event that got a lot of attention, and it had some ingredients that we can use in our podcast.
Dave Jackson:So, number one, if you want to do something really big, maybe you're doing a webinar or a meetup or something like that, you have to have plenty of notification.
Dave Jackson:And I don't mean, like two weeks.
Dave Jackson: ght was announced in March of: Dave Jackson:Now, it was originally supposed to happen in July, so that's March.
Dave Jackson:All right.
Dave Jackson:So we got April, May, June, July.
Dave Jackson:That's four months.
Dave Jackson:So you can't announce something three weeks and expect to get a big draw.
Dave Jackson:Now, it didn't happen in July because Mike had some sort of physical thing happen.
Dave Jackson:And so it turned out that was announced in March.
Dave Jackson:It had eight months of promotion.
Dave Jackson:And so if you look at people like Chris Komitzos and from Podfest and Podcast Movement, these people are doing tours, they're doing all sorts of stuff to keep that event in front of you.
Dave Jackson:So you have to.
Dave Jackson:Again, it's months in advance if you want to really drum up some information and get some tickets sold.
Dave Jackson:Now, it did have a lot of play on social media because Jake Paul has, like, 27 million people following him on that.
Dave Jackson:But it did get some play on the mainstream as well, because it's like, hey, remember Mike Tyson?
Dave Jackson:You know, well, he's.
Dave Jackson:He's coming back.
Dave Jackson:And so that kind of exposure would be hard to deliver as a podcaster.
Dave Jackson:But you should start to build up that anticipation months to tease the audience so that once it arrives, they feel like they have to consume the content to feel it left out.
Dave Jackson:Back in the day of podcasting, there was a show called the Podcast Brothers, and there was an event that changed its name about every other year, but it was at one point the Podcast and Portable Media Expo.
Dave Jackson:But they did a podcast year round, and when they got a new sponsor or they got a speaker or something, they just made it sound like if you're not at this event, you're missing it out.
Dave Jackson:So keep that in mind.
Dave Jackson:You have to leave people plenty of time and you have to build it up.
Dave Jackson:Now, the other thing that was, I went, hmm, we can learn from that.
Dave Jackson:It was ease of content.
Dave Jackson:It was easy to get this.
Dave Jackson:It was simple.
Dave Jackson:Now, if you're like, well, I don't have a Netflix account, Dave.
Dave Jackson:Well, it's not that hard to download an app.
Dave Jackson:It was easy to pay and then easy to sign in.
Dave Jackson:So by offering this event live on its platform at no additional cost to subscribers.
Dave Jackson:So if you had Netflix, you got it.
Dave Jackson:And Netflix made the flight, the fight, easily accessible to a vast global audience, and they basically contributed to the that high viewership.
Dave Jackson:So I don't know if people were staying up in England or not, but it was easy to get.
Dave Jackson:And so for me, I personally subscribe now.
Dave Jackson:What was kind of cool of this is I've had Netflix in the past, and even though I canceled my subscription when I logged in, gave my credit card, they remembered exactly where I was the last time I logged in.
Dave Jackson:So ease of content.
Dave Jackson:So for podcasters, you should be in all the apps.
Dave Jackson:I've never.
Dave Jackson:I kind of scratch my head and look, you be you, but you should be in Apple and Spotify and Amazon and I heart, in any other place that is supporting people listening to content or watching content.
Dave Jackson:Why?
Dave Jackson:Because there are people there that listen to content on those apps.
Dave Jackson:I know right now Samsung closed down their podcast directory, and you're probably going, wait, Samson has a podcast directory?
Dave Jackson:Yes, exactly.
Dave Jackson:And now you know why they're closing it.
Dave Jackson:But I put my show there.
Dave Jackson:Why?
Dave Jackson:Because there might be somebody over there listening to content.
Dave Jackson:And it took all of, I don't know, four minutes to submit my show.
Dave Jackson:And I think we've seen when podcasters go exclusive on a platform, be it, you know, Joe Rogan only on Spotify, and there are a couple other people that were only on this platform, and usually that's Spotify, because they are the walled garden and we'll talk about them later.
Dave Jackson:But it doesn't work in the long run.
Dave Jackson:Look at how many people.
Dave Jackson:Dax Shepard, Joe Rogan.
Dave Jackson:I forget the one.
Dave Jackson:There's a female kind of self improvement author who is.
Dave Jackson:Her name is escaping me.
Dave Jackson:Great show, prep Dave.
Dave Jackson:But, you know, all of them were exclusive and none of them are now, so that, to me, is not a great strategy.
Dave Jackson:Look, I'm not a huge fan of Spotify as a podcast platform, but my show is still there.
Dave Jackson:Why?
Dave Jackson:Because.
Dave Jackson:Cause I don't know, 8% of my audience is there and I don't wanna have to make them move because that would be a bummer.
Dave Jackson:So you need to meet your audience where they are if you wanna make it easy.
Dave Jackson:Remember we were talking about ease of content.
Dave Jackson:And the beauty of podcasting is it's an open format, meaning the power of choice is in the audience's hands.
Dave Jackson:You don't have to listen to me on Amazon or iHeart or Overcast or Castamatic or podcast guru.
Dave Jackson:You can listen to me wherever you want.
Dave Jackson:And I just want to make it easy for you to do that because that's what Netflix did.
Co-host:Yeah, yeah, yeah.
Dave Jackson:And another thing we can learn is it's information you can't get anyplace else.
Dave Jackson:If you wanted to see Mike Tyson box, you couldn't get it.
Dave Jackson:In fact, it had been 19 years since Mike had been in.
Dave Jackson:Like, if we put up quotation marks here, even though it's not really.
Dave Jackson:It's.
Dave Jackson:It's the truth.
Dave Jackson:But official boxing match.
Dave Jackson:So this was something that you couldn't get anyplace else.
Dave Jackson: He did an exhibition match in: Dave Jackson:Yeah, it had been almost 20 years.
Dave Jackson:So this was information that you can't get anyplace else, which is why everybody was like, wait, who's fighting?
Dave Jackson:Oh, I'll be there.
Co-host:Yeah, yeah, yeah.
Dave Jackson:Then there was an emotional side of the story, and it dawned on me as I was putting this together.
Dave Jackson:I always say you need to make your content, either make people laugh, cry, think, groan, educate, or entertain.
Dave Jackson:And that is still true.
Dave Jackson:But there's another thing, and I need to come up with a way of saying this.
Dave Jackson:When you can tie into someone's emotions, or in this case, nostalgia, that is something that will motivate people to tune in.
Dave Jackson:And so Mike Tyson, even after losing, he is, if somebody says the baddest man on the planet, if you know anything about boxing, people are going to go, oh, man.
Dave Jackson:You know That's Mike Tyson.
Dave Jackson:If you say the greatest of all time, you'd be like, oh, it's Muhammad Ali, right?
Dave Jackson:They all have their little nicknames and stuff.
Dave Jackson: t felt like it was, you know,: Dave Jackson:That was the pandemic.
Dave Jackson:But you get the idea.
Dave Jackson:It was like back in the day of watching Iron Mike, here he is, he's getting back in the ring, and for some people, like, Mike was your hero.
Dave Jackson:This is the guy.
Dave Jackson:Because this was a guy, literally, if you're not familiar with Mike Tyson, so many of his fights would make millions of dollars.
Dave Jackson:He would show up and knock the guy out in the first round.
Dave Jackson:Like, you're like, all right, here it goes.
Dave Jackson:And you'd pay like 30, $40 for this pay per view thing, and it would last 2 minutes and 12 seconds, and that would be it.
Dave Jackson:So people actually loved to watch him, and they hated to watch him because you're like, well, now what are we going to do?
Dave Jackson:We made all these nachos and the thing's already over.
Dave Jackson:So Jake Paul is known as the problem child and a little bit full of himself.
Dave Jackson:Right.
Dave Jackson:So all the men that were over 50 wanted to see if Mike could do it.
Dave Jackson:So there was that emotional edge to the story.
Co-host:Yeah, yeah, yeah.
Dave Jackson:And the next thing that made people tune in and this is huge, when you can somehow do this and orchestrate it, people will not just listen to the beginning of your show, but they'll listen to the whole thing.
Dave Jackson:And I call it the WHN effect.
Dave Jackson:Now, what is that?
Dave Jackson:That is what happens next.
Dave Jackson:And with Mike Tyson, he's a little cuckoo at times.
Dave Jackson:Yeah, he is famous.
Dave Jackson:There was one fight where the fighter kept kind of headbutting him, and his name was Evander Holofield.
Dave Jackson:And Mike just took a big old chunk of his ear and bit it off.
Dave Jackson:That's not something you see every day.
Dave Jackson:And again, he's seen as a little bit of a loose cannon.
Dave Jackson:And at the weigh in, we're like, all right, here comes Mike.
Dave Jackson:And this guy's like 3 inches taller than him.
Dave Jackson:And they're.
Dave Jackson:They're doing the.
Dave Jackson:You know, they're staring into each other.
Dave Jackson:And Jake Paul did something where he kind of stood up and got pretty close to Mike, and for whatever reason, Mike smacked him pretty hard in the face.
Dave Jackson:So Mike is highly unpredictable.
Dave Jackson:We're like, is he going to bite off his ear?
Dave Jackson:What's he going to do?
Dave Jackson:And even when it was obvious, spoiler alert, that Mike was not going to win.
Dave Jackson:For me, as a guy who has seen, you know, on YouTube, there are all sorts of clips of watching Mike just.
Dave Jackson:It would be just one punch.
Dave Jackson:In some cases, it looked like he wasn't doing very well.
Dave Jackson:And then Mike would come up and just hit the guy, and it was lights out.
Dave Jackson:And you're like, oh, my gosh, I think he killed him.
Dave Jackson:Right.
Dave Jackson:He's just out on the mat.
Dave Jackson:And so for me, I remember when Mike was in trouble, all it took was one punch.
Dave Jackson:So even after, say, round two, you're like, oh, this.
Dave Jackson:This is not going to end well.
Dave Jackson:There was a part of you that goes, yeah, but it just takes one punch.
Dave Jackson:And so there was part of you that's like, okay, I know this is looking this way, but won't this be surprising?
Dave Jackson:If Mike comes up one punch, Jake goes down.
Dave Jackson:I want to see what's going to happen next.
Dave Jackson:And I really think that is why sports, live sports especially, will always kind of have a place in media.
Co-host:Yeah.
Dave Jackson:And I thought this was cool.
Dave Jackson:There was a well thought out ending.
Dave Jackson:And in podcasting, you need some sort of hook to get people to click play whether that's your title.
Dave Jackson:And I'm here to tell you, I still get kind of sad when I see somebody put the full phrase episode 18 at the beginning of their name.
Dave Jackson:I feel you're wasting that space that is beachfront property right there.
Dave Jackson:And only you care what episode it is.
Dave Jackson:Yes.
Dave Jackson:It makes it easier to find.
Dave Jackson:It just.
Dave Jackson:I could go on and on.
Dave Jackson:But nonetheless, you need a good intro to hook people.
Dave Jackson:And then if you conclude with something that makes people go, oh, yeah, and things like that, that's where I always say, if you do an interview and you've just made somebody look good, that's great.
Dave Jackson:But if the goal of your podcast is to make you look good, you need to do what I call the Jerry Springer.
Dave Jackson: r Jerry Springer, it's like a: Dave Jackson:But Jerry Springer was this guy that would have people throwing chairs at each other.
Dave Jackson:And at the end, Jerry would go, what did we learn today?
Dave Jackson:Look in the camera, Things like that.
Dave Jackson:So a good ending is another way to have people going, hey, that was valuable.
Dave Jackson:And so Jake Paul, this guy who's way younger, way taller, better fit, was kind of in a no win situation.
Dave Jackson:If he knocked Mike out, he would have beaten up a much older man who was an icon.
Dave Jackson:And from what I'm seeing, many people, including me, felt that Jake could have knocked him out.
Dave Jackson:I think he kind of took his foot off the gas a little bit, which is always scary because again, it just takes one punch from Mike.
Dave Jackson:But I thought this was really classy.
Dave Jackson:In the last seconds of the last round, Jake put up his arms and kind of like a we're not worthy, we're not worthy kind of motion, and then put his.
Dave Jackson:His hands down, like, down by his.
Dave Jackson:His belly button, and bowed to Mike Tyson.
Dave Jackson:This is like, with 10 seconds left to go, it's just a kind of a nod of like, hey, you know what?
Dave Jackson:I'm in the ring with Mike Tyson.
Dave Jackson:Thank you for the honor of letting me look at you.
Dave Jackson:And for me, that was a classy move, and it gave again, people, something to talk about.
Dave Jackson:And again, what does that do?
Dave Jackson:It pulls on people's heartstrings.
Dave Jackson:We're like, hey, you know what?
Dave Jackson:Jake Paul could be a jerk.
Dave Jackson:He's the bad boy.
Dave Jackson:He's beaten up on this old man.
Dave Jackson:But at the last final second to kind of go, it was an honor to be in the ring with you.
Dave Jackson:And again, it's like, oh, he's not such a jerk.
Dave Jackson:Look at him.
Dave Jackson:He could have beaten the snot out of Mike and didn't.
Co-host:Yeah, yeah, yeah.
Dave Jackson:And some other things that we could kind of talk about here is I said, you want to make it easy for people to find your show, but the other thing is Netflix had some problems streaming it, causing the broadcast to buffer over and over, which I cannot tell you because I had that happen at my house.
Dave Jackson:And when the process of consuming your content is frustrating, there's a really good chance people aren't going to do it.
Dave Jackson:And so what I did, I'm like, in the second round, and I'd watch like a minute and a half, and then it would, like, go up 25%, 27%, 29%, 34%.
Dave Jackson:And it just kept going on.
Dave Jackson:And so I thought, huh, I'm watching on my big screen TV in the living room.
Dave Jackson:I've got cable.
Dave Jackson:I've got.
Dave Jackson:What do you call it, fiber.
Dave Jackson:So I definitely don't have slow Internet.
Dave Jackson:And I'm like, well, this is a Netflix problem.
Dave Jackson:So I picked up my phone and went to Netflix to watch it there.
Dave Jackson:And I was in the second round on my tv, waiting for it to finish buffering.
Dave Jackson:I pull up my phone, I'm in the last round.
Dave Jackson:I'm in the eighth round.
Dave Jackson:And I was like, wait, what?
Dave Jackson:And that's when I realized, wow, this is.
Dave Jackson:I don't realize how much.
Dave Jackson:I'm buffering here.
Dave Jackson:But it was horrible, and it really ruined the experience because you're like, oh, come on.
Dave Jackson:Come on.
Dave Jackson:Oh.
Dave Jackson:Oh, it's back.
Dave Jackson:Okay.
Dave Jackson:Hey.
Dave Jackson:Ooh, that could be.
Dave Jackson:Ooh.
Dave Jackson:Oh.
Dave Jackson:Oh.
Dave Jackson:And then it buffered.
Dave Jackson:Oh, it was so annoying.
Dave Jackson:And so we don't want the actual process of listening to your show to be something that annoys people.
Dave Jackson:I was driving back from Pot Indy, and I listened to a show that ironically talks about the importance of audio.
Dave Jackson:They talk about audio ads all the time.
Dave Jackson:They're an agency, and I'm here.
Dave Jackson:I'm like, if I'm lying, I'm dying.
Dave Jackson:They had, like, one guy was a very polite British guy, and he would talk like this, and in a very polite British kind of way, right?
Dave Jackson:And then he had somebody who was a female American, and she talked like this.
Dave Jackson:This what I learned.
Dave Jackson:And I'm riding the volume knob because I want to hear what these people say and realize there comes a time that when your audio is so annoying, people will not just grab the volume knob.
Dave Jackson:They will swipe left and say unfollow.
Dave Jackson:Because it's no fun.
Dave Jackson:There is a show I listen to about marketing, and I have contacted the host and said, dude, you got a buzz.
Dave Jackson:What's going on?
Dave Jackson:And I actually sent him a audio clip saying, you could just remove this if you used Hindenburg.
Dave Jackson:And what I mean by that is when he's not talking, you hear in the background.
Dave Jackson:So he's talking, and you can hear what he's understanding, but every time he stops.
Dave Jackson:And I was like, this is ridiculous.
Dave Jackson:And it's so easy to fix.
Dave Jackson:So you don't want the actual process of consuming your content to be annoying.
Dave Jackson:That is definitely a lesson we could learn from Netflix.
Dave Jackson:And the question will be, because think about it.
Dave Jackson:This is Netflix.
Dave Jackson:As far as I know, second or third time, I think they live streamed a Chris Rock performance.
Dave Jackson:I think they live streamed a Kevin Hart performance, and now they're doing live sports.
Dave Jackson:And if the next time they do something live, if it's buffering, there's going to be a lot of people going, yeah, that's.
Dave Jackson:Nope.
Dave Jackson:I don't believe you.
Dave Jackson:You asked me to trust you, and I paid my money, and you're giving me subpar reports.
Dave Jackson:So realize you have.
Dave Jackson:With podcasting, this is so huge.
Dave Jackson:You have trust and you have integrity.
Dave Jackson:And so when you say, I'm doing this and then you don't provide what you said you're going to do, your integrity comes up for inspection, shall we say and people may go, yeah, I don't think that guy's telling the truth.
Dave Jackson:I think she's kind of fibbing a little bit.
Co-host:Yeah, yeah, yeah, yeah.
Dave Jackson:So I often hear people say, well, Dave, when can I monetize?
Dave Jackson:When's the right time?
Dave Jackson:When's the right time to monetize my podcast?
Dave Jackson:You do not monetize a podcast.
Dave Jackson:You monetize an audience.
Dave Jackson:And Jake, working with Netflix, working with media, working with social media, knew they were going to have an audience.
Dave Jackson:And according to a press conference, Jake Paul said he made $40 million for whatever, two times eight.
Dave Jackson:That would be 16 minutes of work.
Dave Jackson:Not a bad day at the office.
Dave Jackson:It's been estimated that Tyson made 20 million, and neither of these numbers have been confirmed.
Dave Jackson:So that could be complete smoke thanks to the Internet.
Dave Jackson:But if you think about it, with months of promotion, an event that you couldn't get anyplace else that you know people are going to talk about, had an interesting story that pulled on your heartstrings, pulled on your nostalgia, and had you wondering what was going to happen.
Dave Jackson:If you can take some of those ingredients and put them into your episode.
Dave Jackson:Obviously, if you're doing a weekly show, you can't promote that for months and months and months.
Dave Jackson:But can you pull at people's heartstrings?
Dave Jackson:Can you tell a story with your show?
Dave Jackson:Can you maybe pull on some nostalgia?
Dave Jackson:If you've got enough, you know, years under your belt to do that?
Dave Jackson:These are all things we can do to make our content better.
Dave Jackson:And remember, it's the content.
Dave Jackson:It's not the media host, it's not the microphone, it's not the website.
Dave Jackson:It's the content that people are talking about that helps you grow your audience.
Dave Jackson:We're going to talk about Spotify's big announcement right after this.
Dave Jackson:All right.
Dave Jackson:Since we're talking about integrity, I am not a fan of Spotify for podcasters.
Dave Jackson:And the first thing is, well, number one, I don't think they really like podcasters because of the open availability of it.
Dave Jackson:If you kick me off of Spotify, I don't care.
Dave Jackson:I can go.
Dave Jackson:You can still listen to me on Overcast or Amazon Music or whatever.
Dave Jackson:And I look, I am a paying customer of Spotify for their music.
Dave Jackson:I think they do that just amazing, right?
Dave Jackson:I love the suggestions I get, but as a podcasting service, they kind of get on my nerves.
Dave Jackson:And I have noticed over the years that they like to make big announcements that either a aren't entirely accurate when it comes to the reality, and they often Quietly remove those features, or in some cases, never do them.
Dave Jackson:So let me give you an example of this.
Dave Jackson:So I'm saying right now, Spotify has come out and said, we're going to start paying creators.
Dave Jackson:Sounds great, right?
Dave Jackson:Everybody's like, where does the line form?
Dave Jackson:Wait, it's free media host.
Dave Jackson:And I get paid.
Dave Jackson:I'm coming there.
Dave Jackson:All right?
Dave Jackson:To which I go, easy, easy now.
Dave Jackson:And look, I used to say stuff like this before, and people go, oh, you say that because you work for Libsyn.
Dave Jackson:Why don't work for Libsyn anymore?
Dave Jackson:I got no dog in the media host hunt.
Dave Jackson:I'm just saying, not a great choice.
Dave Jackson:So here's the thing.
Dave Jackson:You can make money with Spotify for creators.
Dave Jackson:Yeah.
Dave Jackson:So they got the word podcast out of their name.
Dave Jackson:You know, to that I say exhibit A.
Dave Jackson:But anyway, eligibility for the Spotify partner program requires you to use Spotify for creators previously known as anchor to host your podcast, or if you're on megaphone in some cases, and you need at least 12 episodes.
Dave Jackson:So all those people that are like, check, test, test, check, test, and they quit after two episodes.
Dave Jackson:Nope.
Dave Jackson:And those people that don't make it past seven.
Dave Jackson:Nope.
Dave Jackson: And it says: Dave Jackson:Now why is that important?
Dave Jackson:2000 unique Spotify users in the last month.
Dave Jackson:So unique means you can't have your cousin and your uncle and your brother and your mom.
Dave Jackson:Just keep going to Spotify because that's going to.
Dave Jackson:What did I say?
Dave Jackson:Uncle, cousin, sister, brother.
Dave Jackson:Right.
Dave Jackson:That's like four or five people.
Dave Jackson:You need 2,000 of those.
Dave Jackson:And if you're wondering, wait, 2,000amonth?
Dave Jackson:Yeah.
Dave Jackson:So if we.
Dave Jackson:It's time for fun with math.
Dave Jackson:That's always great.
Dave Jackson: It is: Dave Jackson:Let's go 30.
Dave Jackson:Just to keep the number nice and simple.
Dave Jackson:If you divide that by 30, you end up with 67 people a day that are.
Dave Jackson:That are different.
Dave Jackson:So two classrooms of people come through, listen to your stuff, and then the next day, another two classrooms of people.
Dave Jackson:Okay, got it.
Dave Jackson:All right, so that's that.
Dave Jackson:2,000 unique Spotify users in the last month and 10,000 streamed hours in the last month.
Dave Jackson:And you're like, huh?
Dave Jackson:Well, what's YouTube?
Dave Jackson:YouTube?
Dave Jackson:You need 1,000 all time, not monthly, all time subscribers and 4,000 streamed hours in the last year.
Dave Jackson:So what does that mean?
Dave Jackson:That means if you don't have a very large show, you're not making a dime.
Dave Jackson:So keep that in mind.
Dave Jackson:They also announced that it's now possible to upload video clips and video thumbnails for every episode.
Dave Jackson:So let's say I have Libsyn and I submit my show to Spotify and I go in and upload a video.
Dave Jackson:Spotify is no longer.
Dave Jackson:They are now the host.
Dave Jackson:You've basically cut Libsyn out of the hosting business for that episode.
Dave Jackson:So when all of a sudden your numbers in Libsyn, and this could be Buzz, Proud or captivate or whoever, those numbers aren't going to go up anymore because Spotify is now the host for that episode.
Dave Jackson:And so I say this because we don't know how much you're going to get paid now.
Dave Jackson:I highly doubt that they're going to be paying you.
Dave Jackson:Although it is going to be, you know, the big people, the super duper popular people.
Dave Jackson: per: Dave Jackson:No, but I could be wrong.
Dave Jackson:But I'm just here to say we don't know when they say we're going to pay creators, they're not saying how much.
Dave Jackson:And if you want an idea of what musicians are making, if you listen to a song on Spotify, that musician is making somewhere between.003 all the way up to 0.005 cents per stream, which means you gotta have a ton.
Dave Jackson:So, yes, this could be a potential revenue stream.
Dave Jackson:But as always, I'm waiting to hear the details from Spotify because in the past, they said, hey, you can play music in your podcast.
Dave Jackson:And we're like, what?
Dave Jackson:I can play AC DC as my opening music.
Dave Jackson:And they went, well.
Dave Jackson:And again, this is where the asterisks come in.
Dave Jackson:Asterisks.
Dave Jackson:You can't listen on the Spotify website.
Dave Jackson:It has to be in the app.
Dave Jackson:And you're like, oh, okay, oh, wait, asterisks.
Dave Jackson:But only if you're a paying member of Spotify and you're listening in the app and you're like, oh, well, okay, all right, fine.
Dave Jackson:Oh, wait, hold on.
Dave Jackson:And we have to approve every episode.
Dave Jackson:And you're like, really?
Dave Jackson:Oh, well, okay.
Dave Jackson:And so I tried that.
Dave Jackson:And yeah.
Dave Jackson:And then I don't know.
Dave Jackson:I don't know how many months it was.
Dave Jackson:I don't know that it made it a year.
Dave Jackson:They went, yeah, that thing we're doing where you can play.
Dave Jackson:Yeah.
Dave Jackson:But it did get a bunch of people to sign up at Spotify, which makes our stock go up.
Dave Jackson:So I hope they prove me wrong.
Dave Jackson:And this is a great financial thing.
Dave Jackson:But also keep in mind that what they're doing is based on advertising.
Dave Jackson:And when you base your income on advertising advertisers love.
Dave Jackson:Now we're going to start into that whole brand safe stuff.
Dave Jackson:And to me, how do you spell boring?
Dave Jackson:Brand safe.
Dave Jackson:And that doesn't mean you have to be some sort of pirate radio.
Dave Jackson:That's, you know, crazy.
Dave Jackson:And Sam, I'm just saying that so far, the brand safety experiment has been horrible, of flagging things that aren't remotely close to being unsafe because they don't understand slang and they don't understand, I don't know, common sense.
Dave Jackson:So my thought on Spotify at this point, before you go leaving your media host to go get some big bucks over at Spotify, I'm like, let's give it a second and see what the asterisk is, are when they actually roll this out.
Dave Jackson:Hey, you are still here.
Dave Jackson:Which means you are a, an avid listener, and I appreciate that and I build this show for you.
Dave Jackson:And so one of the cool things that happened over at POD Page is we released a listener survey tool.
Dave Jackson:And what's phenomenal about this?
Dave Jackson:And it's so cool.
Dave Jackson:I've talked a lot about the book, you know, the Audience Is Listening by Tom Webster.
Dave Jackson:And we approached Tom and said, hey, you've got these really cool questions about making a survey in your book.
Dave Jackson:Can we use them?
Dave Jackson:And Tom said, yes.
Dave Jackson:And so how this works in POD Page is you basically go over, you say, I want to make a survey.
Dave Jackson:And there are, I believe, 19 questions.
Dave Jackson:Now, I don't know that I would use all 19, but you be you, but you choose the ones that you want and then what's.
Dave Jackson:You can name it whatever you want.
Dave Jackson: , because it's: Dave Jackson:And whatever your website is, if you're using POD Page, you can go to yourwebsite.com survey and it will direct to whatever survey you have.
Dave Jackson: So what happens if it's: Dave Jackson: t go to your website, dot com: Dave Jackson:And so in the end, and you'll hear me talk about this in the future, it all comes down to understanding your audience.
Dave Jackson:It really does.
Dave Jackson:Everything starts there.
Dave Jackson:Yes, you have to know why you're doing it and things like that.
Dave Jackson:But the one thing you have to really know, and I have things at the school of podcasting that kind of show you how you can get some insights but the easiest insight, the easiest way to get feedback and understand and quit guessing about what your audience thinks is to simply ask them.
Dave Jackson:Now, I realize that's kind of scary.
Dave Jackson:I mean, what if they say, david, that show's terrible, Bobby.
Dave Jackson:Right.
Dave Jackson:So that's no fun to hear.
Dave Jackson:But on the other hand, what is the purpose of putting out content if it's not resonating with people?
Dave Jackson:We're going to talk about this.
Dave Jackson:I was going to do the topic of working with a coach and receiving advice and how to use advice and how to ask for advice.
Dave Jackson:And then the Tyson thing came up and I was like, hey, let's talk about that now and we'll talk about advice maybe in the future.
Dave Jackson:But I wanted to let you know that I am welcoming all feedback, good and bad.
Dave Jackson: h is halfway through November: Dave Jackson:How cool is that?
Dave Jackson:So if you want to help me make this show better, help me make this show more tailored to what you want and deliver more value, Simply go to schoolofpodcasting.com survey.
Co-host:Yeah, yeah, yeah, yeah.
Dave Jackson:We will also be talking content bravery in the future because I, I've been looking at kind of a year end kind of thing, my completion rate in Apple podcast, and I have one episode that just tanked and I was like, hmm, maybe I should try that again with a different format.
Dave Jackson:And so sometimes you try something and it doesn't work.
Dave Jackson:And as much as we go, oh, that was dumb.
Dave Jackson:Was it?
Dave Jackson:It was brave.
Dave Jackson:You tried something.
Dave Jackson:Not every chapter has highlights in it.
Dave Jackson:And so we might talk about that in the future as well.
Dave Jackson:It's all about making great content, doing smart promotion to get the word out there, to get your show in front of people who don't listen to your show, that don't watch your show, but doggone it, they should.
Dave Jackson:And I would love to help you with that.
Dave Jackson:That's what I do.
Dave Jackson:I help podcasters, whether it's planning, launching, growing, monetizing.
Dave Jackson:It's all there.
Dave Jackson:School of Podcasting.com join use the coupon code listener to save on either a monthly or yearly subscription.
Dave Jackson:And until next week, take care.
Dave Jackson:God bless.
Dave Jackson:Class is dismissed.
Dave Jackson:But should.
Dave Jackson:Why did I say should there?
Dave Jackson:I don't know.
Dave Jackson:It's very weird.
Dave Jackson:My mouth is, I'm done.
Dave Jackson:Come on, I'm at the end.
Dave Jackson:Just hang with me.
Dave Jackson:Mouth.
Dave Jackson:We can do this.