Listening to podcasts on Spotify is an increasingly common practice in Brazilian daily life. According to data published by the platform, the consumption of the content model in Brazil has grown 21% per month since January 2018. Added to this statistic, the country is considered the second largest podcast market in the world, behind only the United States, as it reveals. research of Podcast Starts Soundbites.
To better understand the new practice, the TechTudo spoke to Spotify Studios director at Latin America Javier Piol during the Spotify for Podcasters Summit, which recognizes the relevance of content producers to the growth of the habit and also gives tips for new podcasters. The executive also talks about the importance of data for monetization and explains how the platform highlights its content. Check out!
Podcast grows 21% in Brazil and Spotify invests in content creators
Spotify has increased podcast audience in Brazil Photo: Luciana Maline / TechTudo
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How to start making a podcast?
For Javier, the content producer needs to have three pillars in mind before starting to produce his podcast: what you want to communicate, who you want to send your message to, and how you want to talk.
Once mapped these principles, the director still highlights the need to maintain identity at the time of speech. "The producer should speak to his audience on the podcast as he speaks to his audience out of the microphone. Don't pretend to be someone else. If you're a tech magazine, talk exactly the same way you do all these years. People are used to your tone, your way, your voices, "he explained.
Javier Piol, Director of Spotify Studios in Latin America, talks with TechTudo Photo: Divulgao Spotify / Luciana Aith
Although secondary compared to the strength of the message, Javier added that the technical point of view should also be taken into account. "I suggest that people consider eliminating noise from a room and having a slightly better microphone."
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The Importance of Data Analysis
Analyzing the data provided by the platform is an essential factor to monetize the content, as highlighted by the executive. In the Spotify for Podcasters area, the creator has available the number of "Starts" (when a play listener in an episode), "Streams" (when anyone listens for at least 60 seconds of an episode), "Listeners" (single users) and "Followers" of the channel. All of this statistical information is provided by episode.
However, Javier emphasizes that the number of views is not the determining agent for the brand wanting to invest in the podcast, but the construction of the message. "It's important to know if the creator's message is aligned with the brand vision and who he wants to talk to," explains the executive.
Spotify displays playback statistics for each podcast episode Photo: Reproduction / Rodrigo Fernandes
How to make your podcast be viewed on the platform
One of the most relevant criteria for a podcast to gain relevance is to be displayed to various users at the frequency of production. "If the creator can do a podcast a week, then do it," said the executive. At the company side, the executive explains that there are two ways to show episodes on Spotify, one by the algorithm and the other editorial.
Currently, episodes are exposed in two ways on the app's home page: the algorthemical form and the editorial. "If you listen to a type of genre on Spotify, you will be served with things that are apparently interesting to you. This will improve over time. For example, I, who roam Barcelona and listen to various sports content, will I will tell the platform that I like football content and I will be exposed to these content recommendations, "explains Javier.
Since Spotify's editorial role is based on a selection of content relevant to the social moment or to a specific community, the trends, in addition to mapping a successful content for users. "We have editorial tools that perceive the podcasts that are having better repercussion, are more relevant. We observe, for example, street events. A manifestation by education, when it happens, a relevant event, so we seek content and debates related to education", ends.
* the journalist went to So Paulo at the invitation of Spotify Brasil
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