UX Designer, HubSpot Design & GDD Certified, Designer for 70+ Sites for HubSpot and Various CMSs
November 14th, 2018
There’s nothing worse than being in a show hole.
Whether it’s with Hulu, Netflix, and more recently for me, podcasts.
For the past few weeks, I’ve been frantically scouring Apple’s Podcasts, looking for a new show to help pass the time during my morning commute.
Unfortunately, the app hasn’t led me to anything that really sparks my interests, but I guess the podcast Gods heard my cries.
This week, I learned there soon may be another solution to help people escape those podcast show holes. Pandora, the music-streaming company we all loved pre-Spotify, has just announced a new podcast offering powered by its Podcast Genome Project.
Similar to how Music Genome helps users discover new music, the Podcast Genome Project aims to help users discover new podcasts based on their previous listening habits and preferences.
This is huge for marketers and listeners alike.
How Does Podcast Genome Project Work Exactly?
Pandora describes the project as a “cataloging system and discovery algorithm that uses a combination of technology and human curation to deliver personalized content recommendations.”
The algorithm references up to 1500 different attributes such as episodes skipped, MPAA ratings, and ratings you’ve given to podcasts to help determine your listener preferences.
Pandora’s new Podcast Genome Project can potentially have a big impact on marketers in a couple different ways.
For those trying to break into the podcasting world, this new technology helps level the playing field a bit.
You won’t need to worry about making it into the “trending” or “top” charts in Spotify and Apple Podcasts to reach more listeners.
Instead, “qualified” listeners will organically be introduced to new podcasts based on their listening preferences. In other words, if they’re listening to your competitor’s podcast, Genome Project will make it more likely that you’ll suggested to them.
More Personalized User Experience
It also means a more personalized, unique experience for users.
As I mentioned, when I use Apple Podcasts, I tend to find myself scrolling and hunting without guidance, but the Podcast Genome Project will be catering to me.
From an educational point of view, this is great for users (and marketers who keep up to date through podcasts). They can listen to a podcast around a topic, then receive recommendations for not only related shows, but specific podcast episodes that also discuss that topic.
This could become a great way to quickly educate yourself around new marketing trends and once again, get found by new individuals.
While it comes with a lot of potential, it will take some time before the Podcast Genome Project is fully ramped up and able to accurately learn your tastes (that’s what beta testing is for). When it does, I’m sure marketers and users will both find it to be extremely useful.
If you’re interested in taking a firsthand look at the technology you can sign up here to get access to the beta.
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