Core Viewpoint - Bilibili is expanding into the video podcasting business, indicating a growing trend towards video integration in podcasts, with significant support policies planned for creators [1][2]. Group 1: Podcast as a Medium - Podcasts are characterized as a "slow medium," allowing for in-depth discussions that build trust and authority over time, making them suitable for complex decision-making processes [5][6]. - The slow nature of podcasts results in a higher but more distant ceiling for commercial scalability, contrasting with the rapid conversion seen in short video platforms [7]. - Industries such as finance, B2B products, education, and health care are more inclined to adopt podcast marketing due to their longer decision-making processes [7]. Group 2: Trust and Engagement - Podcasts create deep trust through a dual persuasion path: one for deep thinkers and another for emotionally engaged listeners, enhancing their overall effectiveness [10][12]. - Bilibili shares a similar ecological niche with podcasts, both serving to build sustained interest and trust among users who are already aware of the brand [12]. Group 3: Role in Marketing Strategy - Podcasts function more as a public relations medium rather than an advertising medium, focusing on brand storytelling and emotional connections rather than immediate sales [16]. - They are most effective during the mature phase of a brand's lifecycle, where they can deepen brand narratives and enhance customer loyalty [18]. - The global public relations market is significantly smaller than the advertising market, indicating a potential limitation in podcast monetization compared to traditional advertising [19]. Group 4: Recommendations for Brands - Brands should view podcasts as a long-term trust-building tool rather than a quick sales channel, focusing on brand awareness and audience engagement [21][22]. - Collaborative content creation is recommended over traditional advertising placements, allowing for a more integrated brand experience [24]. - Podcasts can serve as a foundational content source, enabling multi-platform distribution to maximize emotional and professional insights [24]. Group 5: Future of Podcasts - The podcasting landscape is evolving, with the potential for continued relevance as long as audiences seek meaningful, in-depth conversations in a fragmented media environment [25].

Group 1 - Bilibili is intensifying its efforts in the video podcast sector and plans to introduce a series of support policies, including recruiting podcast creators during the summer [1] - The trend of "videoization" in podcasts is accelerating, with a survey indicating that 42% of American adults preferred video podcasts in August 2024, up from 32% in 2022 [2] - YouTube has taken the lead in the podcast space, announcing in March 2025 that its monthly active podcast audience surpassed 1 billion [3] Group 2 - Spotify is also catching up by updating its Partner Program to offer video revenue sharing to eligible creators and providing an ad-free experience for Premium members [4] - The essence of podcasts remains in long-form, audio-driven conversations that foster a sense of companionship and depth of thought, regardless of the presence of video [5] - The rapid development of podcasts is driven by major internet companies, with many marketers questioning whether podcasts represent a crucial new traffic opportunity [6] Group 3 - Podcasts are characterized as a "slow medium," which allows for deeper engagement and trust-building through long-format discussions and expert interviews [7][9] - The slow nature of podcasts results in a higher but more distant ceiling for commercial scalability, contrasting with the rapid conversion seen in short video platforms [11][12] - Podcasts are particularly suited for industries with high customer value and long decision-making processes, such as finance, B2B products, education, and healthcare [15] Group 4 - The value of podcasts lies in building deep trust, which aligns with Bilibili's ecosystem [16] - Podcasts can effectively engage both deeply analytical listeners and those who connect emotionally, leveraging the Elaboration Likelihood Model [20][22] - Bilibili and podcasts occupy a similar space in the marketing funnel, focusing on converting curiosity into sustained interest and trust [29][30] Group 5 - Podcasts are more akin to public relations media rather than advertising media, as they excel in shaping brand image and establishing emotional connections [34][37] - Brands should view podcasts as a long-term strategy for reputation building rather than a tool for immediate sales conversion [39] - The global public relations market is significantly smaller than the advertising market, which may limit the commercial potential of podcasts [41] Group 6 - New brands should prioritize short videos and social ads for immediate feedback during the incubation phase, while podcasts are better suited for deep trust accumulation [42] - In the growth phase, brands need high-frequency exposure to drive sales, which podcasts alone cannot achieve [42] - Once brands reach maturity, podcasts can deepen brand narratives and enhance customer loyalty [42] Group 7 - Brands should treat podcasts as a "trust engineering" tool, focusing on long-term context building rather than immediate sales [44] - The evaluation of podcast value should shift from CPC/CPM metrics to brand recognition and audience engagement [45] - High-quality podcasts can serve as a foundational content source for multi-platform distribution, maximizing emotional value and professional insights [48]