According to Influencer Marketing Hub , podcast advertising revenue in 2024 is forecast to reach $4 billion, after surpassing $2 billion in 2023. Along with this figure, podcasts have become a familiar "spiritual food" for many listeners around the world, especially young people. In Vietnam, this trend also goes hand in hand with the need to learn podcast production.
The need to "start a business" with podcasts
Podcasts on social media platforms and traditional newspapers are increasingly popular, attracting many audiences in Vietnam.
Having approached podcasts a few years ago, Nguyen Doan Yen Tho (a student at the University of Social Sciences and Humanities, Ho Chi Minh City) said that during the period of social distancing due to Covid-19, she was exposed to many podcast contents shared on social networks. Podcast products with new topics such as healing, psychological manipulation, peer pressure... attracted Tho to learn, listen regularly and finally learn to make podcasts.
Yen Tho wants to create her own podcast channel with content sharing about careers.
"I want to be able to create my own content to convey positive messages to society. In the near future, I plan to make a podcast to discuss careers with guests," Tho expressed. In addition, building a personal brand through a podcast channel is also a goal that this female student is aiming for.
Similarly, Ms. Nguyen Thi Tuyet Nhi (makeup artist, Ho Chi Minh City) also sought out podcasting courses with the intention of setting up a personal podcast channel to share about social topics such as marriage. "At first, I only joined with the goal of improving my voice. However, I later learned many skills such as coming up with ideas, searching for information, writing scripts, editing... to create a better and more emotional podcast program," Nhi said.
Where to learn how to make a podcast?
To learn about podcast production, many people choose courses at the Ho Chi Minh City Journalists Association or private centers and academies. Here, students learn the steps from idea generation to recording. In particular, voice and narration are emphasized in many places. In addition, the operation of creating a podcast channel to broadcast and help the public access the product on the platforms is the final decision.
Tuyet Nhi finds passion in podcast production
However, these courses only stop at the level of experts imparting practical experience and do not have a standard training process.
So far, universities have included podcasts in their programs, but only in class sessions. For example, Bao Chau, a student at the Faculty of Journalism and Communication at the University of Social Sciences and Humanities, Ho Chi Minh City, said that students are taught three sessions on podcast production in a radio module.
"In the framework of the in-class lessons, I learned about podcast concepts, how to create a channel, and build a personal channel. However, to be able to go further, I also need to learn more from outside courses," the female student shared.
Need to standardize training process soon
Sharing with Thanh Nien Newspaper reporter, journalist Huynh Sang (who is teaching podcast production skills courses for the Ho Chi Minh City Journalists Association) said that "standardizing" the podcast production training process is necessary.
"Up to now, the Ho Chi Minh City Journalists Association has organized 2 courses with about 30 students. The students are mainly reporters, the rest are students and young people. This is also in line with the requirements of digital transformation in journalism to create digital media products that are suitable for the trend of multi-platform journalism," journalist Huynh Sang shared.
Podcast production is integrated into university courses.
Journalist and podcast director Minh Tiep believes that if universities can integrate podcast production into their students' teaching, it will be very effective. Not only for journalism and communications majors, but for any student, podcast production skills will be a timely choice, a big plus when applying for a job in a context where "everyone listens to podcasts".
In addition, the two experts above recommend that universities upgrade podcast lessons into a subject in their training programs.
Students in other majors like marketing, business administration, etc. also benefit from knowing how to produce podcasts.
"In the marketing field, podcast marketing also tends to develop strongly. Many companies build podcast channels to connect with potential customers through intimate conversations or brand stories. This form is clearly more effective than traditional advertising," said Mr. Nguyen Tuong Chau, Chairman of Mambo Media Technology Company (HCMC).
Therefore, according to Mr. Chau, for students majoring in marketing and business administration, equipping themselves with podcast production skills will help better serve the work of promoting the brand. This is also a plus point for candidates when applying for jobs.
Podcasts are a form of online radio, usually talk shows, discussions or information sharing on the internet, in the form of audio or video only. The word podcast is a combination of the two words "iPod" (music player brand) and "broadcast". This is a term given by British journalist Ben Hammersley in his article in The Guardian (UK) in 2004, reflecting on the new trend of podcasts.
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