Joe Rogan’s podcast, “The Joe Rogan Experience,” boasts over 11 million YouTube subscribers and routinely pulls in millions of views per episode. But it wasn’t always that way. Rogan started in 2009, back when podcasts were still an audio-only niche. So how did he break through and become a multimedia giant? The answer lies in his strategic use of video.
Early adopter: In 2010, Rogan brought on Brian Redban, a video editor, to document his stand-up tours. This decision proved prescient. By 2013, they were uploading podcast episodes to YouTube, reaching a new audience beyond audio platforms. This was key, as YouTube was exploding in popularity, especially among younger demographics.
Content chops: Rogan didn’t just throw audio onto YouTube. He understood the platform’s visual demands. The podcast was filmed in a studio setting, with guests and host clearly visible. This added a layer of engagement and helped build a connection with viewers beyond just the voice.
Clip machine: Rogan and Redban mastered the art of the viral clip. They identified funny, insightful, or controversial moments from the long-form podcasts and edited them into bite-sized snippets. These clips spread like wildfire on social media, driving traffic back to the full episodes and expanding Rogan’s reach far beyond his core audience.
Building anticipation: Uploading video versions created a sense of event around each episode. Fans knew they could not only listen but also watch the conversation unfold, adding a layer of excitement and encouraging live viewing.
Organic growth: Unlike many podcasters who heavily promote themselves, Rogan focused on creating quality content and letting it speak for itself. The video format, combined with engaging guests and insightful conversations, fueled organic growth through word-of-mouth and social media sharing.
Lessons learned:
- Embrace new platforms: Be open to adapting your content to different formats and reaching new audiences.
- Visual storytelling matters: Even audio-driven content can benefit from strong visuals.
- Clip your way to virality: Short, engaging snippets can be powerful marketing tools.
- Focus on quality, not promotion: Great content will eventually find its audience.
- Experiment and adapt: The media landscape is constantly evolving, so be willing to adjust your approach.
Joe Rogan’s success story is a testament to the power of video in the podcasting world. By embracing new technologies, understanding audience preferences, and creating high-quality content, he turned his audio show into a global phenomenon. While his approach may not work for everyone, the underlying principles hold valuable lessons for any podcaster looking to expand their reach and connect with a wider audience.
Do you think video is essential for podcast success? If you want to add video to your podcast or need help setting up your audio and video podcast, contact 8 Media Group below.
