The Admiral’s Log
Notes on podcasting from the Seaplane team.
What Does Success Look Like Beyond Downloads?
Downloads are the easiest number to report and one of the least useful data points available. A download only means a file moved onto a device, which, great. But we all know that downloads happen automatically before anyone has made a real choice to listen. Measuring success by downloads alone tells you almost nothing about whether the show actually did what you made it to do.
Who Is This Show Actually For?
A podcast built to serve two different audiences equally, in every episode, usually ends up serving neither one well. Pick a single, real audience to build for, and let everyone else benefit as a side effect of the show being good.
Single Host or Multiple Hosts — When Does Each Work?
A second host only earns their seat if the relationship between hosts is engaging and fills a purpose. If two people are just taking turns reciting prepared points at each other, that's one host's job split awkwardly between two people, not a genuine co-hosted show. If one co-host mostly sits and provides occasional color, that’s a baseball game not a podcast.
Does a Podcast Need Video, or Is Audio-Only Enough?
Most of the recent push toward video podcasts is coming from platforms, not from anything that actually makes a show better. Once a major platform decided to bet on video (hellooooo Spotify!), pressure trickled down to every show, video or not. Audio-only remains the stronger craft choice for the large majority of shows, and tacking on video tends to make the product worse while multiplying the cost. By a lot. That said—video does have its place with the right show.
Should A Podcast Be Seasonal or Ongoing?
Most organizations default to "ongoing show" without really deciding it. It's the shape people picture when they picture a podcast, so it's the shape they build toward, even when nobody's actually checked whether there's enough material to sustain it past episode ten.