YouTube has officially entered the podcasting game.

At its simplest, YouTube podcasting involves publishing your podcast episodes to YouTube — either as audio with a static or animated image, or as a video podcast where viewers can watch the conversation unfold.

While platforms like Spotify and Apple podcasts remain staples, YouTube has become the world's top podcast platform, especially for younger audiences.

But the question is, what changed? Why is a video platform, known mostly for its entertainment and educational content, suddenly excelling in audio-first content?

The answer might lie in the fact that it is now targeted to a much larger user base. By rolling out a bunch of new features catered specifically to podcasters, YouTube has made it easier than ever to publish and promote podcast content.

The platform now has dedicated podcast features like Playlists, a podcast tab in YouTube Music and search functionality that favours a hybrid format.

And unlike traditional podcast platforms, YouTube offers built-in discovery through video suggestions, comments and search visibility — which allows your show to find new audiences organically.

So, here's how (and why) YouTube podcasting is (and should be) an essential piece to your podcasting puzzle:

 

YouTube Aids In SEO and Discoverability

YouTube is the second largest search engine in the world (after Google), which means optimising your podcast for it makes your content easier to find.

By uploading episodes with clear titles, accurate tags, engaging thumbnails and keyword-rich descriptions, you tap into a search and recommendation system that can boost your reach far beyond podcast apps. 

 

Visual Content Translates to More Engagement

People don't just want to listen — they want to watch. Adding even minimal visual elements increases viewer retention and allows creators to produce clips and highlight reels that work great across social media.

Creators who upload to YouTube often see a noticeable increase in traffic, especially when they cross-post clips to platforms like TikTok, Instagram, or LinkedIn. 

 

It's Not Double the Work: Repurpose For Reach

No, you do not have to start from scratch. You can always repurpose your existing content for cross-platform reach by:

  • turning audio into animated audiograms

  • creating quote cards or shorts from long-form video, and

  • adding episodes to a YouTube podcast playlist.

This lets you maximise each episode's value across channels — without doubling your workload. 

 

YouTube Creates A Space For Community and Engagement

Unlike audio-only platforms, YouTube enables real-time viewer interaction through comments, likes and community posts. This fosters a sense of connection, feedback and loyalty. Plus, higher engagement helps your video surface more often in YouTube's algorithm.

Creators can also use YouTube Analytics to track what works from watch time and drop-off rates, to the performance of titles and thumbnails. 

 

YouTube Offers Monetisation Opportunities

YouTube's monetisation features (adverts, channel memberships, Super Chats, etc.) open up more revenue streams than traditional podcast platforms. Even smaller channels can begin monetising with niche audiences.

As YouTube leans more heavily into podcasting (especially with its inclusion in YouTube Music), getting in early can position your brand or show ahead of the curve. 

 

Getting Started: Your Quick Checklist

Here are a few ways to launch and optimise your YouTube podcast:

  • Create A Podcast Playlist: Label it with ‘podcast' on the platform and keep episodes in order.

  • Design Eye-Catching Thumbnails: Use clear text and expressive imagery.

  • Optimise Titles and Descriptions: Include keywords, guest names and episode numbers.

  • Add Chapters Or Timestamps: This will help viewers find sections quickly.

  • Include Call To Actions: Direct viewers to subscribe, comment, or listen on other platforms.

  • Promote On Socials: Especially on YouTube Shorts, Instagram Reels and TikTok.

  • Use Captions: These boost accessibility and search visibility. 

 

And Remember…

Traditional podcast platforms still matter, but you are missing out on a massive audience if you skip out on YouTube podcasting. With discovery, engagement and monetisation all baked in, it gives podcasters a chance to amplify their voice.

That's why utilising YouTube as a podcasting platform is a strategic content move.

Don't just be heard — be seen, shared and searched. 

 

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If you are interested in learning more about smart podcasting, read How To Launch A Successful Podcast In South Africa [Infographic].

*Image courtesy of Canva