Many brands launch a podcast by simply filming a Zoom call and uploading it. But as the agency Lower Street argues, that shortcut creates content destined to under‑perform.
In a new offering announced in October 2025, the agency is urging companies to adopt video‑first podcast strategies built specifically for YouTube rather than repurposed from audio shows.
What’s Changing in Video Podcasting
Video podcasts are no longer an afterthought—they’re a distinct medium with their own rules.
- Lower Street’s new service emphasises content designed for YouTube’s ecosystem, not simply uploading an audio version with a static image.
- The agency’s headline: “Helping brands milk YouTube for all its worth” — signalling the shift from “let’s just record” to “let’s optimise for discovery and engagement”.
Why This Matters for Brand Content Creators
Brands investing in long‑form content need to see return. Lower Street cites case studies where video‑podcast formats produced measurable uplift.
Key reasoning:
- YouTube remains a major discovery engine—even for podcast‑style content.
- Video podcasts open new audience segments who might never listen to audio‑only formats.
- Treating the show as “just audio + camera” limits its visual potential, discoverability and brand impact.
How Lower Street’s Approach Works
Their service includes:
- Platform‑native design – Video content styled and structured for YouTube, not just “audio with cameras”.
- Data‑backed strategy – Using insights on what works on YouTube to inform show format, editing, and promotion.
- Full service production – From concept to encoding, brand elements to growth tactics: helps brands make shows people want to watch and hear.
Action Steps for Content Teams
If your business produces podcasts (or is thinking of starting one), consider these:
- Design for the medium: Don’t treat video as an add‑on. Plan visuals, pacing, screen presence with video in mind.
- Think discovery: On YouTube, titles, thumbnails, clips matter. Ensure your format includes shorter stand‑alone sections and social‑ready versions.
- Track multiple metrics: Don’t only measure listens. Track views, watch‑time, social engagement, new audience acquisition.
- Align workflow & budget: A true video‑podcast service may require more budget/production than simple audio, but the payoff in visibility can be greater.
- Leverage cross‑platform growth: Use video for YouTube, social clips for TikTok/Instagram, audio for feeds. Maximise each channel’s strengths.
The announcement from Lower Street underscores a broader shift: video podcasts are not simply “audio recording plus camera”. They’re a hybrid medium with their own rules, audience expectations and growth levers.
For brands seeking to scale content and reach beyond existing listeners, treating video as a strategic asset—not an afterthought—will make the difference.
