TikTok's power podcast move

RSS integration ups the video to podcast stakes

Photo by Franck on Unsplash

TikTok is taking a bold step and integrating podcasts into the app. The short-form video app is inviting podcasters to upload shows via their RSS feeds. It means podcasters will be able to link from their videos to full-length episodes of their podcast without anyone having to leave the app.

TikTok is thought to be approaching podcasters in the US via DM with instructions on how to upload episodes. It’s a step that simplifies the process of linking from one format to another for the creator, while providing an effortless transition for the listener.

It also shows great awareness of the app’s audience. Statista states 49% of creators on TikTok are Gen Z. Edison shows 84% of Gen Z monthly podcast listeners do so with a video component. The stats make the idea of integrating RSS feeds a no-brainer.

The move challenges established players like Spotify and YouTube who seem paralysed by video podcasting despite both platforms saying they are committed to the visual podcast format.

But while those we thought might revolutionise the podcast landscape stay hidden in the background, TikTok is taking steps to marry video and audio with ease. And with a global user base surpassing a billion, this simple step really could make a massive difference when it comes to podcast promotion, discoverability and growth.

✂️ Cut The Tape

• Selected podcasters in the US are being invited to add their RSS feeds to TikTok

• It will mean podcasters can link short form video to full length podcast episodes

• Listeners will be able to hit the link and listen to the episode without leaving TikTok

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🎧 #Podcasting

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🎶 #SoundDesign

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• What does it take to be the sound designer for Singapore’s National Day Parade? | Hear 65

🔮 #AudioFuture

• Meta release Audiocraft - a generative AI tool for music and audio | Meta

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• AI-generated TV ads boast audio variants for single creative | adexchanger

🗣 #SocialAudio

• Madalyn Sklar tests out speaking in Spaces from desktop | @madalynsklar

• X MD Linda Yaccarino goes live on Spaces ahead of a simulcast on CNBC | @lindayax

• 30 ideas to refresh your Clubhouse bio | howtoisolve

This week on #AllThingsAudio we spoke about how you can now speak live into Spaces from your desktop. It’s the feature Twitter engineers told us was next on the road map and it’s been a long time coming! We tried it out live during this week’s show and there’s certainly more work to be done before it’s a useful option for participating in Spaces. Take a listen to hear what we thought…

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Hey, Usually there’s a podcast episode sat here. I pick out one of my favourites on the theme of sound, noise or a similar theme, but I think now might be a time to change that.

I don’t want to be someone who just writes about poor discoverability, the need for a variety of voices to be heard in podcasting and the way independent creators are hidden by the industry. I want to do something to champion creators. I want to use this section to feature your podcasts.

I know many of you are podcast producers, editors and hosts - so send me your links! Tell me about your shows and I will feature your content right here in the Play section of Stop. Rewind. Play.

Let’s get our ears round each others episodes. Hit reply now to get in touch. Suze.