Episode 49. Podcasting in South Africa. the opportunity everyone underestimates.txt
English (US)
01:00:00.320 — 01:00:04.760 · Speaker 1
We’re not skeptical of advertising mediums, but we’re becoming very skeptical of the message.
01:00:04.800 — 01:00:08.160 · Speaker 2
I think we really underestimate long form.
01:00:08.320 — 01:00:13.640 · Speaker 3
Well, also, it just makes no sense to only develop and produce short form content.
01:00:15.840 — 01:00:30.160 · Speaker 1
Podcasts are essentially the antidote to advertising skepticism. They’re still relatively new in South Africa, but I think they are very underutilized. Underestimated agrees. What do you guys reckon?
01:00:30.200 — 01:00:30.920 · Speaker 4
Hi, five.
01:00:31.440 — 01:00:34.280 · Speaker 2
Great episode. Thanks for answering it. Sure.
01:00:36.440 — 01:00:37.520 · Speaker 5
I agree.
01:00:38.080 — 01:00:38.280 · Speaker 4
No.
01:00:38.320 — 01:00:43.240 · Speaker 1
Podcasting is are they underestimated and underutilized? And what value can they bring?
01:00:43.280 — 01:01:09.040 · Speaker 3
Well, I think the opportunity is that they’re currently underutilized. So podcasts are not as big in our country as they are overseas. So most South African listeners are forced to listen to international content. So there’s a huge opportunity for locals to create local content.
01:01:09.080 — 01:01:15.880 · Speaker 2
Yes and no. I think there’s a big group of South Africans that do listen to podcasts.
01:01:15.880 — 01:01:17.200 · Speaker 1
But local podcasts.
01:01:17.240 — 01:01:18.360 · Speaker 2
Local podcasts.
01:01:18.640 — 01:01:31.440 · Speaker 3
Definitely. But if you compare the amount of content that we have that’s locally made compared to the amount of content that’s internationally made, we have a huge gap to full.
01:01:31.560 — 01:01:35.240 · Speaker 2
Yeah. Do you think South Africans are watching international podcasts?
01:01:35.280 — 01:01:36.280 · Speaker 3
Definitely.
01:01:36.520 — 01:01:37.360 · Speaker 1
Yeah, I think they are.
01:01:37.400 — 01:01:39.040 · Speaker 3
Yeah they are.
01:01:40.160 — 01:01:40.400 · Speaker 4
Well,
01:01:42.040 — 01:01:46.520 · Speaker 4
are you gonna say that? I was. What is the stat. Where did you get it from? Well I got it from.
01:01:46.520 — 01:01:46.600 · Speaker 3
The.
01:01:46.640 — 01:01:48.880 · Speaker 4
Online. What is it?
01:01:48.920 — 01:01:50.120 · Speaker 1
Can you tell it to me?
01:01:50.160 — 01:01:52.320 · Speaker 2
So that’s where the AI said the AI.
01:01:52.440 — 01:02:03.750 · Speaker 3
Yeah. So South Africans are listening to content, but 68% of the content that we are listening to is internationally created.
01:02:03.790 — 01:02:05.070 · Speaker 2
That’s that’s a lot.
01:02:05.350 — 01:02:05.950 · Speaker 1
Yes.
01:02:06.350 — 01:02:24.870 · Speaker 3
It’s a lot. So there are tremendous opportunities for local creators, both, um, around content type. So the topics and the, the extra bit that we have is around language.
01:02:25.390 — 01:02:34.750 · Speaker 1
Oh yes. That’s what I was going to say next year. So obviously the international content I would imagine is English. Well I don’t know. AR can maybe tell us.
01:02:34.990 — 01:02:35.110 · Speaker 3
Let.
01:02:35.110 — 01:02:43.230 · Speaker 1
Me check. But uh, yeah. So with 11 official languages, there’s a huge opportunity there, I would imagine.
01:02:43.270 — 01:03:13.670 · Speaker 3
Yes. So for South African brands and South African organizations that are looking to use podcasting in their content, um, machinery, there should be a consideration for the customer and their customers language. If there’s an opportunity for them to speak to a particular group in their mother tongue, that’s a space they should be considering.
01:03:14.710 — 01:03:24.510 · Speaker 3
You have this opportunity within a podcast to speak to people in a way that they feel that they get to know you. And there’s nothing like language to put up a barrier.
01:03:24.550 — 01:03:29.310 · Speaker 1
Yeah. And you can speak to them in their niche. Right? In their niche, in their language. Right?
01:03:29.390 — 01:03:52.550 · Speaker 2
Yeah. The only barrier there is what language and how many of them. And if you do a Zulu, do you do coarser as well. Mhm. Um we see it in radio. Radio campaigns. We’ve got the same problem. We often do a radio campaign and then we want to do the next to reach people closer together. But then the production costs go through the ceiling.
So,
01:03:53.790 — 01:03:58.950 · Speaker 2
um, it’s I think for a brand, a really tough one just to isolate one.
01:03:58.990 — 01:04:04.590 · Speaker 1
Which language may be almost impossible. It would have to be very regional.
01:04:05.150 — 01:04:14.750 · Speaker 2
Mhm. Regional? Yeah. That’s why the radio stations do that. They read their regional radio stations. But now for our online platform. Maybe it’s a mix.
01:04:14.790 — 01:04:44.030 · Speaker 3
Maybe also I think it’s, it’s maybe a better idea for a brand to connect with an audience through an existing podcaster who is podcasting in a particular language. And maybe even podcasters the wrong word. It’s more content creators. So, you know, we are seeing brands connecting into existing content creators, particularly you see this on TikTok.
So the brand doesn’t have its own channel per se, but it connects with into an audience.
01:04:44.030 — 01:04:45.110 · Speaker 1
Of podcast meaning.
01:04:45.350 — 01:04:56.830 · Speaker 3
Of other TikTokers that already have fantastic audiences. And typically that’s also, you know, in in a language that is unique to that content creator.
01:04:56.870 — 01:04:58.430 · Speaker 1
What about the fact that
01:04:59.550 — 01:05:07.830 · Speaker 1
Data is quite expensive in South Africa. Why is quite expensive? Is that still as much of an issue? I think it’s very mobile first.
01:05:07.870 — 01:05:09.190 · Speaker 3
I don’t know the numbers on.
01:05:09.230 — 01:05:11.110 · Speaker 2
I don’t know the numbers anymore, but.
01:05:11.150 — 01:05:12.870 · Speaker 1
It doesn’t seem to be an issue so much.
01:05:13.150 — 01:05:16.590 · Speaker 2
I think a lot of people underestimate the amount of
01:05:17.630 — 01:05:33.590 · Speaker 2
access people have, even if they don’t have access at home. We’ve got, um, you know, free Wi-Fi taxi ranks, we’ve got free Wi-Fi and malls. We’ve got the workplace where a lot of downloads happen at the workplace.
01:05:33.710 — 01:06:10.500 · Speaker 3
Um, then there’s also the apps that will do the last version of their content. So, you know, I think that we can definitely see content becoming mobile first. So a lot of content creators are thinking about their content in a mobile first manner. And when we have plenty of people walking to work, sitting in traffic either in the car or in a taxi.
There is a huge amount of opportunity for short form content and that is being consumed by everyone, even every demographic.
01:06:10.540 — 01:06:30.820 · Speaker 1
Even that short short form. A lot of it is even long form. People are podcast the new radio. Here’s a stat for you guys that I’ve done the research myself into this one. Uh, 66 to 68% of podcast listeners tune in in South Africa. Tune in for more than an hour, an hour a week.
01:06:31.380 — 01:06:47.540 · Speaker 2
I think we really underestimate long form because every time we speak to a brand, they want it. Oh, let’s do it. Short for social. Let’s do it. Short for this, short for this. But YouTube also all the top performing shows are over slightly longer.
01:06:47.580 — 01:06:48.300 · Speaker 3
Yes.
01:06:48.500 — 01:06:49.900 · Speaker 1
Because 25 minutes.
01:06:49.940 — 01:07:29.140 · Speaker 2
Yeah. Yeah. So they, they I think their long form starts at five minutes, but often they’re long form hour long, two hours long. And those shows do incredibly well because people want to sit in the content. I almost feel like it’s the thing of when you really like something and you want to just keep watching it.
So that’s where the binge watching thing happens, right? So if it’s too short, you just run out of content that you enjoy. Yes. So why not make it a bit longer for the audience? Why not sit your audience in something that you’ve designed for your brand for longer and take advantage of that?
01:07:29.180 — 01:07:36.860 · Speaker 3
Well, also, it just makes no sense to only develop and produce short form content because in doing the long form, you can also get.
01:07:36.900 — 01:07:37.940 · Speaker 1
The short form.
01:07:37.980 — 01:07:38.100 · Speaker 3
Yeah.
01:07:38.140 — 01:08:07.140 · Speaker 2
So I mean, yeah, I was talking to Simon Brown in a previous episode, um, and he keeps his stuff short for his audience because he’s turning it around daily and he needs people to consume that content within 30 minutes of the live show ending. They repackage it, and it’s a short burst for people before they get to work.
So it’s designed that way. And it’s not long shelf life content. You know, it’s very newsy.
01:08:07.180 — 01:08:41.060 · Speaker 3
Well, I think it also does depend on the type of content. So if you were doing something that is only relevant for a short amount of time, you can’t spend hundreds of hours on the pre-production. When the information is about to change five minutes before you start filming. Always it comes down to what your content is and who your audience is.
But I do believe that we have tremendous opportunity in our context locally for podcasts to grow and grow and grow.
01:08:41.099 — 01:09:00.730 · Speaker 1
Yeah, I read something the other day. It was about South Africans that we’re not we’re not skeptical of advertising mediums, but we’re becoming very skeptical of the message. And I think that podcasting can bridge that gap. probably not just South Africa, but this was just a South African country.
01:09:00.770 — 01:09:05.090 · Speaker 2
It’s not a South Africa, but it’s the whole thing of people becoming adverse. So
01:09:06.290 — 01:09:11.930 · Speaker 2
we’ve got a generation of people that’s been marketed to from day one. You know.
01:09:12.210 — 01:09:13.170 · Speaker 3
From every angle.
01:09:13.210 — 01:09:18.810 · Speaker 2
From leaving the Mediclinic with the branded baby bag, you know. So.
01:09:19.490 — 01:09:20.290 · Speaker 3
Um, so.
01:09:20.330 — 01:09:57.730 · Speaker 2
True. The other generations, I can spot an ad from a mile away. Yeah. Where maybe us in previous generations that only got TV halfway through their adult life. Um, didn’t grow up with that messaging in their face. Yeah. So definitely, definitely. Our branding needs to be more authentic. Our messages must be truer to self, and podcasting is a great medium for that.
Yeah, it’s it’s raw. It’s real. We didn’t practice our answers yet today. It’s it’s can resonate with the audience way more than what a 32nd?
01:09:58.050 — 01:10:08.410 · Speaker 3
I think the bigger challenge is not going to be about producing the content. It’s going to be about producing it in a way that doesn’t feel staged and overproduced.
01:10:08.410 — 01:10:11.970 · Speaker 2
But please don’t stop making 30s ads. I make a living out of that.
01:10:12.930 — 01:10:14.010 · Speaker 3
I don’t think that’s going.
01:10:14.010 — 01:10:14.410 · Speaker 5
Away.
01:10:14.890 — 01:10:16.810 · Speaker 3
Anytime soon, although the medium might change.
01:10:16.850 — 01:10:21.410 · Speaker 1
But 51% of South Africans find traditional advertising annoying.
01:10:22.250 — 01:10:23.690 · Speaker 3
Well, I mean, we can skip.
01:10:23.690 — 01:10:25.170 · Speaker 5
The ads for all day.
01:10:25.490 — 01:10:28.690 · Speaker 2
Okay, so the second ad is slowly dying.
01:10:28.770 — 01:10:31.730 · Speaker 1
But they trust traditional media more.
01:10:32.170 — 01:10:38.370 · Speaker 2
Yeah. Oh, yes. Credibility. Yeah. This is something I took to my clients about all the time is TV is more credible
01:10:39.410 — 01:10:46.130 · Speaker 2
for whatever reason. We don’t really care why, but people see, oh, you’re on TV, you must have money. You must be big.
01:10:46.170 — 01:10:55.210 · Speaker 1
Because that’s what I think it is. And I think we’ve talked about this before. It’s that if you’re on TV, you are legit. Yeah. Like if you’ve got a 32nd ad on TV, that is.
01:10:55.370 — 01:10:55.570 · Speaker 3
A.
01:10:56.050 — 01:10:57.090 · Speaker 2
Villagers and call me.
01:10:57.130 — 01:11:02.570 · Speaker 3
A. Why? Because content creation. Now there is zero barrier to entry.
01:11:02.610 — 01:11:03.090 · Speaker 1
Yes, that.
01:11:03.450 — 01:11:09.210 · Speaker 3
You have a cell phone and you have access to any of the socials and boom content creator.
01:11:09.250 — 01:11:12.050 · Speaker 1
And know what they are. You don’t even need any skill whatsoever.
01:11:12.090 — 01:11:17.930 · Speaker 3
Yes, well, now you don’t even need to have a person. You don’t even need an actor. Or what do we call a talent?
01:11:17.970 — 01:11:18.370 · Speaker 2
Talent?
01:11:18.410 — 01:11:24.090 · Speaker 3
You don’t even need talent. You can just go to Nano Banana and create a video in one prompt.
01:11:24.130 — 01:11:28.570 · Speaker 2
But my argument with that is that people are going to start seeing through bad content.
01:11:28.610 — 01:11:29.250 · Speaker 1
Yes they.
01:11:29.250 — 01:11:29.490 · Speaker 3
Will.
01:11:29.690 — 01:11:42.210 · Speaker 1
They think it’s good content. It’s it’s that’s something that irritates me in general. It’s just people want to produce content full stop. It just content doesn’t have to be good. Good. Just we must be out there as many times as we possibly can.
01:11:42.250 — 01:11:50.370 · Speaker 2
And that’s going to be now the new measurement is good. Content is going to do well. Yes. Bad content is a waste of time. Yes.
01:11:50.530 — 01:11:58.490 · Speaker 1
It’s not a waste of your time and the listener’s time. Yeah, it’s raising the bar. Yeah, but it’s flattening excellence.
01:11:58.490 — 01:12:00.130 · Speaker 2
So it’s making a lot of mediocre.
01:12:00.170 — 01:12:14.210 · Speaker 1
It’s just that’s maybe more concise. Yeah, yeah. It’s, uh, it’s it’s making shitty people mediocre. And it’s making excellent content. Also mediocre. It’s not producing good stuff.
01:12:14.250 — 01:12:21.530 · Speaker 2
Very interesting. I was talking to a lady this week that runs a content agency that almost died. So she calls it Facing death.
01:12:21.730 — 01:12:22.370 · Speaker 1
Oh, wow.
01:12:22.410 — 01:12:23.970 · Speaker 3
The business did or she did.
01:12:24.010 — 01:12:31.290 · Speaker 2
Oh, no. Sorry. The business. Oh, almost died because there was a small content agency and I was taking the march. Right.
01:12:31.330 — 01:12:33.090 · Speaker 1
Is the business called Facing Death?
01:12:33.130 — 01:12:33.690 · Speaker 2
No.
01:12:34.850 — 01:12:35.890 · Speaker 1
Terrible name.
01:12:37.370 — 01:12:40.970 · Speaker 2
This was not facing the shit. The business was facing death.
01:12:41.010 — 01:12:41.370 · Speaker 1
Okay.
01:12:41.410 — 01:13:01.240 · Speaker 2
Okay. Oh, but. Yeah. Okay. Yeah. You got that wrong. Yeah. The business is facing closure. Um, so what you started doing is sending handwritten notes to clients to explain to them Her new differentiator, which is we will take our time creating your content.
01:13:01.280 — 01:13:01.720 · Speaker 3
Hmm.
01:13:02.400 — 01:13:16.520 · Speaker 2
Brilliant, huh? Business turned around. So I think there’s going to be some new things coming out of this that we’re not going to be looking for efficiency for brands anymore and speed and turnaround.
01:13:16.560 — 01:13:18.080 · Speaker 3
We’re going to be looking for creative excellence.
01:13:18.120 — 01:13:21.720 · Speaker 2
We’re going to be looking for human made creative excellence.
01:13:23.520 — 01:13:34.320 · Speaker 2
So AI is a dream for content creators now because not only has it enabled us to do certain things better, but it’s also going to make people very aware of what’s bad.
01:13:34.480 — 01:13:34.920 · Speaker 1
Hmm.
01:13:35.200 — 01:13:45.400 · Speaker 3
What I do worry about I agree with what you’re saying, but I worry that it takes time for the average consumer to catch up.
01:13:45.720 — 01:13:47.640 · Speaker 2
Yeah, I think we’re talking big picture things here.
01:13:47.680 — 01:14:01.680 · Speaker 3
Yeah. So we we look at something as creatives and we go, that’s garbage. But it will still do the job. Unfortunately, in my in my opinion. For some time before the average consumer.
01:14:01.720 — 01:14:02.080 · Speaker 1
Goes, oh.
01:14:02.600 — 01:14:05.000 · Speaker 3
Wait a minute, that looks that looks fake.
01:14:05.040 — 01:14:54.520 · Speaker 1
We had that discussion in the car on the way here. I’ve got a machete. He asked me to just look over his website. He sells a product and he’s like, just look over my website and give me some feedback. First thing I said was like, the banners in your website are very clearly are being made. And I said, I don’t think that’s very good.
And I can see the AR. In fact, he asked a number of people and they all could see it was AR, but some didn’t really have a problem with it. But I just said, I don’t think that’s very authentic. And he said to me, nobody’s going for a premium look, which I thought was super interesting because the lighting, the model, everything looked like like a premium photo shoot, but was clearly AR.
And it actually occurs to me that AI is the polar opposite of premium.
01:14:54.560 — 01:14:56.360 · Speaker 3
It’s the premium things.
01:14:56.400 — 01:15:02.840 · Speaker 2
It’s cheapening things and people can spot it. I think that they could spot it better than what we think.
01:15:03.080 — 01:15:10.400 · Speaker 1
And maybe don’t mind it, but they maybe don’t mind it. Some people seeing AR stuff, but I think what it does psychologically.
01:15:10.600 — 01:15:10.960 · Speaker 3
Yes.
01:15:11.000 — 01:15:12.320 · Speaker 1
It’s cheap and should be worried about.
01:15:12.320 — 01:15:16.080 · Speaker 2
It. But just to bring it back to the opportunity for brands in South Africa.
01:15:16.120 — 01:15:16.800 · Speaker 1
Africa.
01:15:16.840 — 01:15:41.440 · Speaker 2
Is that that’s exactly the opportunity before everybody ditches AI, go back to creating authentic content with humans, and you will be differentiated immediately because it was on the bandwagon. Now don’t do what everybody else does. Don’t swim in the same direction. Get on to what has always worked, which is good content, authentic storytelling, and resonating with your audience.
01:15:41.840 — 01:15:52.079 · Speaker 1
Yeah, I think I think South African audience there is a there is a skepticism with advertising. And how much do you think having like a host read
01:15:53.360 — 01:16:00.120 · Speaker 1
advertisement within your podcast is better than a, I don’t know, like a display ad or something.
01:16:00.120 — 01:16:41.800 · Speaker 3
Like it is better. We we need to remember that when we are speaking on a podcast, whether it’s video or audio only, we are building a relationship with our listeners. So they become attuned to our voices. They start to get a sense of personality. It’s part of the reason why we recommend it. For brands that are looking to build that authentic connection with customers.
And so if I have listened to someone for a significant period of time when they make a suggestion, it’s going to be more meaningful to me than if I see that same message elsewhere called.
01:16:42.480 — 01:17:07.510 · Speaker 2
That, and there’s some logistics to it. If I do a live read in the middle of my podcast, and I know most of my audience are listening to me while I’m cooking or doing something else. It’s really hard to run to your phone to skip to five seconds and then run back to what I’m doing. So there’s actually a very physical thing of live reeds aren’t worth their skippable finger to to fast forward.
01:17:07.550 — 01:17:22.709 · Speaker 1
It’s also good now because a lot sometimes I watch a like a YouTube video or something and there’s a, there’s a live read, but the person is continuing to do what they were doing in the video. So like if it’s an illustration video, he’s doing the library, but I can’t skip it because I’m going to miss.
01:17:22.990 — 01:17:23.310 · Speaker 2
Watching.
01:17:23.310 — 01:17:45.590 · Speaker 1
What I actually what he’s doing. So it’s quite cool in that regard. Um, I have noticed that YouTube now lets you skip through ad reads, which is interesting. I don’t know if it’s a YouTube premium thing, but you can. There’s a little button that pops up and says skip, skip. I reckon that is having quite, quite an effect on the bottom lines of content creators.
I wonder if they get compensated. Premium.
01:17:45.910 — 01:17:57.310 · Speaker 2
Premium they do. Um, what is interesting, though, is sometimes you’ll look at the YouTubers model where they then do a segue into there, into the brand that’s sponsoring them and why they’re being sponsored.
01:17:57.350 — 01:17:58.630 · Speaker 1
Well, they use it in the video.
01:17:58.670 — 01:18:09.870 · Speaker 2
And and I’ve picked up that sometimes I’ll watch that because I want to hear their perspective of it. Yeah, yeah. Of the tool or whatever it is. But other times I’ve seen them five times do the same a little bit.
01:18:10.430 — 01:18:11.230 · Speaker 3
And you skip.
01:18:11.270 — 01:18:16.750 · Speaker 2
Yes. And they’ve chatted it nicely. So it’s really easy to do that and it actually doesn’t bother me.
01:18:16.790 — 01:18:32.710 · Speaker 3
Yes, I feel like you are so much more sympathetic to an ad when it’s being read or spoken about by someone that you enjoy watching. Yeah, right. We just sympathetic we, we, we don’t mind so much because that’s a person I like. Maybe that’s just me.
01:18:33.110 — 01:18:49.470 · Speaker 1
No, I don’t think that’s right. Also the ad reads are doing like the the slightly more, I don’t know, discerning content creators won’t just promote something completely random in their video that would normally be related to what you’re watching, which is also quite nice. You’ve already got the audience captive there.
01:18:49.510 — 01:18:50.190 · Speaker 3
Yeah.
01:18:50.510 — 01:18:51.030 · Speaker 1
Cool.
01:18:51.110 — 01:19:05.110 · Speaker 2
I think brands just made me be creative. You know, the opportunity is if instead of sponsoring rugby. Which is really expensive. Create a podcast around rugby.
01:19:05.550 — 01:19:09.390 · Speaker 3
And especially if your brand doesn’t make sense being a sponsor of rugby.
01:19:09.870 — 01:19:14.270 · Speaker 2
Yeah, but what I mean is lots of brands would love to do that, but they can’t afford it.
01:19:14.310 — 01:19:15.270 · Speaker 1
It’s just the visibility.
01:19:15.270 — 01:19:16.510 · Speaker 2
Of the visibility.
01:19:16.550 — 01:19:21.630 · Speaker 3
No, I get it. But you know, then then they’re doing something that’s incongruent with what they’re all about.
01:19:21.670 — 01:19:26.310 · Speaker 1
No, I think you just explain advertising. So you’ve got it. Yeah, yeah.
01:19:26.350 — 01:19:29.910 · Speaker 2
You want to reach the rugby loving people with your brand?
01:19:29.950 — 01:19:31.230 · Speaker 3
No, I get it.
01:19:31.470 — 01:19:31.950 · Speaker 2
Okay.
01:19:32.550 — 01:19:36.550 · Speaker 1
If you’ve got a brand, you can’t. You want lots of eyes on it. That’s what I’ve always said.
01:19:36.790 — 01:19:49.030 · Speaker 2
So anyway, so creating your own podcast. Yeah. Around that subject matter, that of the audience you want to reach. Gen. That really helps. And you can just be creative about it. Done.
01:19:49.070 — 01:19:52.190 · Speaker 3
You done going red in the face. I’m done.
01:19:54.460 — 01:19:55.060 · Speaker 1
Yeah,
01:19:56.860 — 01:19:58.020 · Speaker 1
we wrap it up there.
01:19:58.860 — 01:20:04.420 · Speaker 2
Do you have any other things to talk about? Are there places the opportunities maybe lie? Where are they?
01:20:05.020 — 01:20:26.180 · Speaker 1
You know, it’s just we’re talking about it from a South African context, but I think it’s just the general advertising context. It’s just authenticity over Polish, I think, is what people are looking for now. Authenticity over perceived expense of your campaign or anything like that. I think that we’re missing that gap a little bit.
We need.
01:20:26.180 — 01:20:40.260 · Speaker 3
More. And I think that the other gap is that there are a tremendous amount of listeners in this country. Yeah. And I think that there’s opportunity for for businesses to get involved in that listenership.
01:20:40.300 — 01:20:55.820 · Speaker 2
Yeah. And we’re not maximizing the opportunity and the cost of podcasts. I’ve seen some really great campaigns in the last 2 or 3 years. Right. And then went and thought, you know, what they should have done. Spoken about the campaign a lot more.
01:20:55.980 — 01:20:56.420 · Speaker 3
Mhm.
01:20:56.780 — 01:20:57.260 · Speaker 1
Yeah.
01:20:57.340 — 01:21:01.780 · Speaker 3
Even that campaign some longevity through other pieces happening around us.
01:21:01.820 — 01:21:10.820 · Speaker 2
Yeah. You know okay maybe I’m a little bit biased but let me use the movies for example. Yeah well TV shows. Where’s the companion podcasts.
01:21:11.100 — 01:21:13.700 · Speaker 1
Sometimes they sometimes have them, which is a new.
01:21:13.740 — 01:21:14.700 · Speaker 3
Well, that’s a new thing.
01:21:14.740 — 01:21:16.540 · Speaker 1
Stranger things. It was a podcast. Yeah.
01:21:16.580 — 01:21:18.460 · Speaker 2
The big internationals are doing it locally.
01:21:18.620 — 01:21:20.900 · Speaker 1
Yeah. Yeah, that’s a huge gap.
01:21:20.940 — 01:21:33.300 · Speaker 2
Um, it’s a big gap. It’s it’s it’s a missed opportunity. So nowadays what you do is you, you see the ad running on Facebook or Instagram or whatever. And then the next time you see it, it’s oh, how we made that.
01:21:33.620 — 01:21:34.580 · Speaker 1
Yeah. That’s cool.
01:21:34.620 — 01:21:40.580 · Speaker 2
And it’s really cool. And you get, you feel like an insider to the brand. You feel like you’re.
01:21:40.620 — 01:21:41.100 · Speaker 3
Such a great.
01:21:41.100 — 01:21:41.860 · Speaker 2
Idea.
01:21:41.980 — 01:21:44.020 · Speaker 1
This is how I made it. I topped the one.
01:21:44.060 — 01:21:46.420 · Speaker 3
I would like to write that down as a good idea.
01:21:46.460 — 01:21:46.980 · Speaker 1
Yeah.
01:21:47.620 — 01:21:47.900 · Speaker 2
Okay.
01:21:47.940 — 01:21:49.180 · Speaker 3
So the next big campaign.
01:21:49.180 — 01:22:03.140 · Speaker 2
That’s what I say, I think. I think if we just as brand, as marketers, just apply our brains a little bit. And because we’re not used to think on thinking of production as affordable, we sometimes just cut ourselves off.
01:22:03.180 — 01:22:03.740 · Speaker 3
Yeah.
01:22:03.780 — 01:22:13.020 · Speaker 2
Where we should be thinking, how else could I maximize this campaign that we were already doing by just bolting something on? That’s a content generator.
01:22:13.060 — 01:22:36.260 · Speaker 1
I would like to do that for, for just for our business, for brand candy is like almost the how it’s made thing. We got to we got to comment on a, uh, Instagram ad, I think it was where someone just commented, ah, slop. And I was like, I promise you, this is not a slop. But then I wanted to do like a whole time lapse of us building the ad and stuff.
Yeah, I think it actually would have been quite cool. And there was a stage, but.
01:22:36.300 — 01:22:42.020 · Speaker 2
I think maybe that is why I’m seeing what I’m seeing is because people want to prove this was handmade.
01:22:42.060 — 01:22:49.140 · Speaker 1
There was an Apple thing where they did the the logo and the logo animation, and it was all practical. And that was very cool.
01:22:49.180 — 01:22:49.780 · Speaker 2
Yeah. Very cool.
01:22:49.820 — 01:22:51.260 · Speaker 1
So it actually went a long way for them.
01:22:51.260 — 01:22:52.860 · Speaker 2
And they did also release it as content.
01:22:53.020 — 01:22:54.500 · Speaker 3
Yes, they did know how it’s made.
01:22:54.540 — 01:22:57.340 · Speaker 1
I actually saw that before I saw the logo build, which was cool.
01:22:57.380 — 01:23:03.700 · Speaker 2
Oh that’s interesting. Yeah. So so so yeah. Why aren’t you doing it, rich? There’s a missed opportunity there.
01:23:03.900 — 01:23:04.700 · Speaker 3
It’s not too late.
01:23:04.740 — 01:23:07.580 · Speaker 1
I had to come. I was going to do it, but I had to come here and do this.
01:23:08.980 — 01:23:10.060 · Speaker 1
This podcast.
01:23:10.380 — 01:23:15.660 · Speaker 2
Yeah. Great. John, I really do think the podcasts are underutilized.
01:23:15.660 — 01:23:24.540 · Speaker 3
And it’s probably underutilized because it’s blurry for businesses. How do I do that? What does it cost? Must be expensive.
01:23:24.580 — 01:23:29.260 · Speaker 2
Yeah. And maybe it’s also because agencies don’t make a lot of money out of it.
01:23:30.180 — 01:23:32.220 · Speaker 3
Um, and they don’t know how to do it themselves.
01:23:32.220 — 01:23:41.660 · Speaker 2
And they don’t know how to do it themselves with their share of it. Yeah. Look, I’ve also seen some quotes for some podcasts that I went, oh that’s ridiculous. You know, that’s why.
01:23:41.700 — 01:23:42.540 · Speaker 1
Lee high or.
01:23:42.580 — 01:24:07.890 · Speaker 2
Ridiculously high. Um, so that’s also, I think, why Ohio exists. And the Schultz creative is not doing podcasts is because traditional production companies quote it the way they quote it, and it’s impossible for us to change our whole business model just for a podcast. But something like specialized, like Hayhoe, is specialized in reducing the costs.
And does that particular kind of content. Makes total sense.
01:24:07.970 — 01:24:10.850 · Speaker 1
Yeah. So we’re going to move into the ad read section now.
01:24:12.410 — 01:24:14.570 · Speaker 2
I was I wasn’t ad I was.
01:24:14.570 — 01:24:15.250 · Speaker 1
Just.
01:24:15.410 — 01:24:16.010 · Speaker 2
He’s just.
01:24:16.010 — 01:24:18.650 · Speaker 3
Gunning us today. Carl he really is wrong.
01:24:19.250 — 01:24:21.370 · Speaker 1
No I’m not. I was going to do the ad read.
01:24:21.410 — 01:24:21.690 · Speaker 2
Okay.
01:24:22.370 — 01:24:28.370 · Speaker 1
So I was talking to you. I was going to end the episode with a little with a call to action ad read.
01:24:28.410 — 01:24:28.610 · Speaker 3
Okay.
01:24:28.610 — 01:24:41.170 · Speaker 1
Hit it. So if you are a business in South Africa, how Studios has packages for you to get your podcasts on the air, distributed, marketed and everything, let’s take advantage of the gap that we know exists. Cheers!
01:24:41.290 — 01:24:42.970 · Speaker 6
I would love to pay him for that.
01:24:43.810 — 01:24:44.930 · Speaker 3
I thought he did good.
01:24:44.970 — 01:24:47.170 · Speaker 6
Oh. You did? What’s that?
