A microcast is not a small net. In fact, it's got quite a bit of reach. "It’s a mini-podcast designed for distribution across multiple media, including smart speakers, podcast apps, and now, even Spotify playlists. Its length (typically 7-10 minutes) and its content are uniquely optimized for use on all of these platforms, distinguishing it from ordinary Voice skills and podcasts." (Variety)
If you are wondering why you need one, check out Variety's point of view on this trend: "Concurrently, one of the biggest stories in content is the maturation of podcasting and the adoption of podcasts into the streaming services. Podcasts were heard in over 60 million households last year. Spotify’s recent announcement that users can integrate podcasts into their playlists is a big leap forward to reach listeners with audio content."
My own beta podcast is even shorter than the current norm - coming in at less than 2 minutes. It's an experiment. Given that listeners have limited time and attention spans vary, the microcast is an informative, listener directed, on demand soundbite. What's not to like?
The perfect medium for frequent communications:
Murray, Lars. What is a microcast and why do you need one? October 10, 2019. Variety (Entertainment Trade Newspaper). Accessed online April 24th, 2021: https://variety.com/2019/digital/news/what-is-microcast-1203364995/