Almost everyone with a podcast dreams of monetizing their content through either their audience or advertisements. It’s no secret that podcast advertising can be lucrative, but the revenue earned is directly related to the amount of care and effort the podcaster pours into the campaign.
When you craft an ad with authenticity and effort, the performance of the ad typically impresses the brand and secures you a partnership with them. The more you put into it, the more you get out of it. Creating intriguing ads with a strong message, unique aspects, and memorable moments helps you build an impressive portfolio and draw in other advertisers.
Authenticity Creates Connection
The key to creating a great Host-Read ad is authenticity. Podcasters are among the most highly-trusted content creators due to their unmatched authenticity. Listeners come to expect a certain level of truth from their favorite podcast hosts. And hosts should keep this expectation in mind when delivering ads.
Nothing is more authentic than just being yourself! While some brands may require you to say specific things, you can also add in your own personal experiences and speak more from the heart. This is far more interesting than simply reading lines from a page. Some of our best-performing podcast hosts often write out, or even tweak, scripts for their Host-Read ad campaigns. They focus on creating a listening experience that’s similar to their show. Don’t be afraid to add your own personality to the mix! Brands care more about the performance of the campaign than reading the script line for line! (Though be sure to carefully review the script for any explicit do’s & don’ts! You want to make sure you don’t have to do a makegood!)
Think about recent ads that stuck with you; what was it that made them stand out? Was it the story the person was telling? Was it an honest review of a product? Was it the joke or song they made that stuck in your mind? (According to a study by Westwood One, “[t]he funniest ads drive 5X more market share growth than the least funny ads”!)
Think about your own experiences with advertisements and how the affected you to create your own!
Effort Holds Their Attention
Authenticity alone isn’t enough to grab and hold the attention of your audience. Plus, authenticity requires a level of effort in order to be done properly. It’s not hard to tell if a person is being authentic with their experiences! To pull from real experiences when crafting your Host-Read script, you need to actually have had those experiences. This is where effort comes into play!
A great way to build those experiences is to try out the product yourself! Sometimes, a brand may send you a sample or grant you special access to their software. Be sure to take advantage of that before recording the ad! If they don’t provide a sample, then do your best to research the product or service so you can fully understand how it works. If you have the means, then try out the product yourself so you can provide an honest take to your listeners. Do what you can to integrate, or imagine integrating, this product or service into your life and then share that experience with your audience.
Effort also comes into play when recording and publishing the ad! You want to create a pleasing and engaging listening experience for your audience. (Especially since podcast listeners are typically the most-engaged audience!) A little bit of music can help set the right tone and catch the attention of your listeners. A well-crafted story can be extremely compelling and keep your listeners, well, listening. And a silly joke or memorable character can keep the ad stuck in their mind for a long time.
A Host-Read ad an also be a reflection of you and your podcast. You want to make srue you’re putting in the right level of effort to both impress the brand and please your listeners. Reading off a paper in a dull, monotonous voice is a surefire way to fail in both arenas. Treat Host-Read ads with the same level of care as you do your episodes and you’ll do great!
Want even more tips on how to excel in advertising? Check out these blogs:
- The Not-So-Secret Recipe of a Great Host-Read Ad
- How to Impress Brands and Get a Renewal
- No Sweat! How to Create an Astounding Host-Read Ad
Want to start monetizing your show? RedCircle has you covered with our Ad Platform (also available to podcasters on Simplecast, Megaphone, and Omny through our OpenRAP program!)
