Wondering how long your B2B podcast should be?
The simple answer: as long as it needs to be to connect with your audience.
So, how long is that exactly? Well, that depends on a few things.
But first, let’s look at some data points.
The average podcast length is 38 minutes and 42 seconds, according to data from Cloud Income. Of course, there are notable exceptions like the marathon podcast sessions offered by celebrities Joe Rogan and Jocko Willink.
On the other hand, Ted Talks Daily is successful with frequent, shorter podcasts.
According to Buzzsprout, this is the current podcast duration breakdown:
- < 10 minutes – 15%
- 10–20 minutes – 15%
- 20–40 minutes – 32%
- 40–60 minutes – 21%
- > 60 minutes – 17%
Most podcasts fall into the 20 to 40 minute range; however, there are successful podcast shows in every duration category.
Benefits of Short B2B Podcast Episodes
- People are busy and more may be more likely to listen to a shorter podcast than dive into a lengthy one.
- Shorter podcasts take less time to produce, which makes it easier to create more of them. More frequent episodes appearing on a person’s podcast app make your brand more recognizable.
- People are more likely to binge-listen shorter podcast episodes.
- Easier to listen to while doing other activities like walking, working out, commuting, doing chores, etc.
Benefits of Long B2B Podcast Episodes
- Ample time to go deep on a topic or cover multiple topics.
- Build domain expertise, authority, and trust with listeners.
- Create content that can be repurposed as short, focused podcast episodes.
The Best of Both Worlds?
Some successful podcasts leverage long and short podcast episodes to connect with their listeners. Gary Vee immediately comes to mind. He has a solid mix of long B2B episodes and routinely creates shorter, bite-sized podcasts. Many of the shorter episodes are segments from the longer episodes that are focused on a particular topic. This is a great method to repurpose podcast content in a practical way.
What are You Talking About?
In many cases, the length of a podcast episode is determined by the subject matter and desired subject matter depth.
Podcasts focused on Daily News tend to be about 10 – 15 minutes in length.
Business podcast episodes average between 30 and 45 minutes.
Health and Wellness episodes are usually between 20 and 30 minutes.
Who is your Ideal Listener?
There are two things you need to know about your Ideal Listener:
1. Why do they listen to your podcast?
2. When do they tend to listen to it?
The answer to these questions along with your subject matter will help you create the right plan for your B2B podcast and dial in the best length to connect with your audience.
Another consideration is where your audience is most likely to listen to your podcast. For example, do they like to listen to B2B podcasts while taking their morning walk, doing chores in the yard, commuting to work, or taking a break while at work?
People will keep listening to your podcast if you are providing one of three things:
Ideally, your podcast will have all three, but if you want to attract, grow, and retain your base of listeners, you have to excel at one of them
How Long Should Your B2B Podcast Episodes Be?
As long as it needs to be to connect with your audience and keep them listening.Stay focused on your Ideal Listener and the content they want to listen to. Make it easy for them to consume your B2B podcast content. Don’t be afraid to ask your audience for feedback on what they want to hear more of, less of, and other data points that will help you craft a successful B2B podcast that solves problems for your audience and helps you build your brand.
If you are thinking about getting started with a B2B podcast or improving what you are already doing, we at Connversa would be happy to talk to you and explore ways to help you reach your goals.