It’s not that common where you see podcasters start their own show with video content. Typically, podcasters start with the audio format and then pivot later to video. But not Pragya Mishra. Pragya is the Head of Marketing at SHIELD, a company that offers valuable insights into LinkedIn analytics and helps you build your brand.
In this episode of Recorded Content, Justin Brown talks with Pragya about her first venture as a podcaster and uncovers how her podcast helped her land a dream job.
The two discuss the specifics of getting started with a podcast. Pragya describes how she didn’t need a high-end camera or tripod for her first show. And she uncovers the importance of video content.
“There is something more special about seeing the face of the person who’s talking to you and the person who’s responding,” says Pragya. According to her, video content fosters trust-building, especially when you share it with your LinkedIn community.
Tune in to this episode of Recorded Content to learn more about how Pragya aims to solve problems and educate her audience with the content she shares on LinkedIn.
“In LinkedIn, video views are not the same as the views on a text post. They are two different things.”
Head of Marketing
I Started Doing Podcasts to Solve Particular Problems and Educate the Audience
“I think the biggest thing that I was trying to answer was that when you try to take the human out of the picture in a customer support role, there’s a lot that can go wrong, and it’s not cool. But the idea that there are humans who are building that conversation was what I wanted to bring up front.
When I want to do things, I start by wanting to solve a problem that I think exists, even if it’s for a very few people. And it wasn’t about numbers.
Since it was the first time I was doing anything on video, it was more about the learning process. So even with ten people, I wouldn’t have minded. And so I did not have any expectations that I want to be the biggest podcaster in this space.”
If You Want to Track Your Runs, You Get a Running Watch. The Same is with SHIELD
“If you are running and if you want to track your runs, you usually get yourself a running watch or something. It’s the same way with SHIELD. If you’re a content creator and you’re serious about creating content on LinkedIn, what SHIELD does is, gives you the ability to see the insights behind your data, the data that your content is creating, see how you grow with numbers through your content over a period of time, what your top posts are, how you can make the decisions on all of your content based on that, etc. So it does give you analytics for your LinkedIn content.
Let’s say you’re a junior consultant in a consultancy and you’re happy with your job. You want to have your voice heard. Then you are looking at trying to establish thought leadership. In that case, it’s important who the people who are looking at your content are. With SHIELD, you could use something like the audience demographics. So you can hone in on the audience and then tune your content to fit the audience you want to attract.
To Become a LinkedIn Podcast Superstar, You Must Be Consistent
“When you’re a podcast host, you come with authority. And the authority that you get, you get because you’ve been doing something consistently. You’ve been doing it for a while. And because of that consistency today, you get to a place where you have guests who are world-famous on your show. So it’s not like you release one episode of something, and suddenly you’re going to be a superstar. As with content on LinkedIn, it takes time.”
Best Practices for Posting Texts and Videos on LinkedIn
“You have to be right for the scroll stoppers. People are scrolling, whether it’s on their phone or their computers, people are scrolling through the feed, and suddenly they see something they like, and they stop. When it’s about a text post, the opening line or the hook becomes very important. So it’s super important to get people to stop and click on see more.
It’s so important that if in the video you’re talking, you have to have subtitles because nobody’s consuming content on LinkedIn with the voice on. And it’s even more annoying if you’re listening to music while you work, and then you see a video, and you want to hear what the person is saying. And if there are no subtitles, you have to stop your music, go back to all of that. So, it’s so crucial to have subtitles.
The first few seconds of your video are as critical as the thumbnail. So the thumbnail, if it’s just a standard white text with white background, with some text about, ‘Welcome to the webinar,’ is not maybe that interesting. So it’s about attracting attention, the very first time someone looks at your content, whether it’s video or text.”
Future of SHIELD
“We are already working on a very cool video series; you can expect way more video content. Our goal is to create a lot of content that can help people be better at learning from the insights that we see, whether it’s video, text, polls, or whatever. So we’re trying to create a lot of educational content that can help people, whether they use SHIELD or not.”