The new rules of podcasting: top takeaways from our talk with Jon Youshaei & YouTube's Steve McLendon
Jul 22, 2025 – [[read-time]] minute read
The world of podcasting is evolving, and YouTube is at the center of that transformation. But what does it take to succeed as a podcaster on the platform today? To get to the heart of it, we brought together some brilliant minds: marketing expert and creator Jon Youshaei, YouTube's Podcasts Product Lead Steve McLendon, and Creator Liaison Rene Ritchie.
Their conversation was packed with actionable advice and forward-looking insights. Whether you're a seasoned podcaster or just thinking about starting, here are the key takeaways you need to know.
1. The Line is Blurring: Every Podcaster is a Creator
The old distinctions are fading. Successful podcasters on YouTube don’t just think in terms of audio; they embrace the full spectrum of content creation.
As Jon Youshaei put it, “The line between creator and podcaster is just getting blurrier and blurrier. Every podcaster is a creator; every creator is a podcaster... They’re both trying to do the same thing: tell a story and build an audience.”
This mindset shift is crucial. It means thinking visually, engaging with your community across different formats, and leveraging all the tools at your disposal—from Shorts and clips to Community posts—to build a loyal following.
“ If you are audio-only, it makes discovery way harder. And so when people say, 'Well, how do I get discovered?'... The number one way is video.”
2. Video Isn't Just an Option—It's Your Engine for Discovery
If there was one non-negotiable piece of advice from the conversation, this was it. Relying on audio alone in a visual-first environment is one of the biggest hurdles you can create for your show.
“If you are audio-only, it makes discovery way harder," Jon explained. "And so when people say, 'Well, how do I get discovered?'... The number one way is video.”
Video allows potential new listeners to "sample" your content visually, making it more shareable and understandable at a glance. It unlocks the ability to use compelling visuals, graphics, and facial expressions to draw people in and keep them engaged.
3. Forget the Thumbnail Formula (and Please, No More Headshots!)
How do you stop a potential viewer from scrolling? According to Jon, it’s not with generic show art. Your thumbnail is your billboard, and it needs to spark curiosity.
“Generic headshots, show art—don't do that," Jon advised. "You want to find subtle facial expressions that create intrigue. The more specific, the more universal it is.”
He shared an example of using a photo where a guest looked emotional to create a powerful question in the viewer's mind. The goal is to capture a moment from the conversation that makes someone need to know the story behind the expression.
“ Generic headshots, show art—don't do that... you want to find subtle facial expressions that create intrigue. The more specific, the more universal it is.”
4. YouTube Gives Your Back Catalog a Second Life
One of the most powerful and often overlooked advantages of YouTube is its ability to surface older content. Unlike traditional podcast feeds where episodes get buried over time, YouTube’s recommendation engine can give your back catalog a vibrant second life.
Steve McLendon highlighted this unique strength: "The back catalog of podcasting is something that just doesn’t exist in traditional podcasting... a relevant conversation from 10 years ago is just as relevant as it is today and can pop off in recommendations."
This means your evergreen content can continue to find new audiences for years, creating a long-term asset for your channel.
5. We’re Investing in the Future of Podcasting
YouTube is committed to making the platform the best place for podcasters to build a community and a business. Steve shared a glimpse into where that investment is going.
"We're trying to make [podcast] shows shine, especially on televisions," he said, referencing the goal to improve the viewing experience on the big screen. He also pointed to the launch of official Podcast Charts as a new way to measure and celebrate success.
What drives these charts? "It's a watch time chart," Steve explained. "And a lot of that is because we wanted it to be really representative of what people were actually watching and what people are actually spending their time with."
The message is clear: the future of podcasting is visual, engaging, and deeply connected to the audience. By embracing a creator mindset and leveraging the unique discovery tools on YouTube, you can build a show that not only reaches listeners but turns them into a dedicated community. We can't wait to see—and hear—what you create next.