Podcast Project – Yixuan Wu

Taiwan Rank 1st Podcast

Optimization Strategy

About Podcast GOOAYE

GOOAYE podcast focuses on stock investment and hit the top ranking within one month after its launch.

Optimize Goals

Gooaye, with huge fans on social media, want to use digital marketing to develop a more diversified business model

Traffic Analysis
Found possible business
Redesign Website
Other Plan Action

My Proposal Content

Market
Reascher

Optimize
Strategy

UI/ UX
Design

Tool

– Data: Google Analytics, Google Trend, Facebook Fan page Data
– Design: Adobe XD, WordPress

Other Data Resource

– SoundOn 聲浪
– Pwc US Podcast Advertising Revenue Study
– Daily View Taiwan

My Role

Market Research, Make Strategy thinking, Website UI/UX Design, Presentation Production and Proposal

Time Line

SEPTEMBER — DECEMBER 2020

Project Result

The client wants to develop an in-depth analysis of investment companies and live broadcast area, which is different from discussed at the beginning, so the proposal is not implemented for the time being

Step 1. Market Reascher

Podcast in Taiwan

In 2015, the Podcast, which has been on display for more than 10 years, was getting attention again in the US
In 2019, Podcasts began to gain attention in Taiwan
In 2020, Podcast was regarded as the new blue ocean market

Podcast Market US vs Taiwan

Comparing with mature development market with sufficient data and prediction

The U.S. has 328.2 million in 2019, equivalent to one-third of Americans listening to Podcasts.

Podcast Keyword search volume in Taiwan had grown since the end of 2019

Comparing Taiwan Podcast Platform Usage, still dominated by large-scale platforms

How to Make Money by Podcast?

Observe that Taiwan’s largest podcast hosting provider, who will master user data and integrate newly-started programs in the future to become a large traffic platform

– Homemade Podcast Channels
– Advertising Match
– Planning Service (alliance marketing, fundraising, integration of other social channels)
– Data Integration & Analytics

Comparing the Advertising Price in US

Podcast Keyword search volume in Taiwan had grown since the end of 2019

My Client's Convert Rate

Every 1,000 listeners, 1 pays TWD 17,000 (GBP 441)
*Calculating from the 200,000 traffic/ monthly average

Lack of Taiwan Market

Still exploring the complete business model

Lack of user data

Marketing Connections are easy to break

The timing of most users’ listening: commuting, boring leisure time, driving, and how to grasp the conversion when they hear it depends on the adhesion and trust of the host and the cooperation of other channels.

The rise of new shows is not easy

Higher-ranked programs have already occupied the majority of users’ time.

Main reasons

Limited listening time
The user already has the channels that he regularly listens to, and it isn’t easy to listen to other programs in the extra time.
New channels are not easy to notice
On large platforms, the current layout is not suitable for the discovery of a new one.
Not previewable
Audio files are different from video files that people can preview, which reduces the motivation of users to touch.
Inconvenient to share
Users on different platforms are hard to share.

Problem & Solution for my client

The Lack of user data

The self-build website can collect the data needed except the data of the platform and third-party communities.

Marketing Connections are easy to break.

In addition to multi-channel marketing and communication channels, still need an integrated platform

Optimize Strategy & Sales Kit

I further analyzed the users data, interaction situation and demand level of existing fans. Provides 2 optimization strategies and uses the host’s interests to infect more listeners from different perspectives. It also derives a follow-up sustainable development business model.

Due to NDA restrictions, the proposal’s content cannot be provided, but welcome to contact me, and I am happy to share my experience.