Once again, there's nuance to this situation.
This advice is - on the face of it - fantastic, and I don't disagree entirely with what Rob is saying.
However, let's look at this from a different perspective.
1/9
This advice is - on the face of it - fantastic, and I don't disagree entirely with what Rob is saying.
However, let's look at this from a different perspective.
1/9
https://twitter.com/robgreenlee/status/1800205456159252565
Rob's coming at this from the 'integrity of RSS measurement' angle.
Which he would, as a fellow advocate of open source RSS syndication.
But what this approach doesn't recognise is the very real benefit 'see-saw' of ownership vs amplification.
Here's the choice you have.
2/9
Which he would, as a fellow advocate of open source RSS syndication.
But what this approach doesn't recognise is the very real benefit 'see-saw' of ownership vs amplification.
Here's the choice you have.
2/9
If you follow Rob's typically excellent advice, you're in the minority of creators who still care about how content is distributed. From a very practical sense, yes the benefit of adding RSS content to a platform is simplification of data.
One dashboard for all numbers.
3/9
One dashboard for all numbers.
3/9
But the truth is, most people who will take advantage of this feature (YouTubers who also want in on podcast apps) will not care that their downloads will be converted into watch time and views.
They're used to that language.
4/9
They're used to that language.
4/9
Also, they'll be excited by the hints that Spotify will be taking their content and promoting it on their platform via clips. This is more exciting to them than the idea that they can go into their podcast host (that they rarely visit) and see the same numbers in there.
5/9
5/9
The truth is this is another example of OG podcasters needing to understand that it's no longer an open medium.
'Big podcasting' is here, and it's only going to get bigger and more 'walled in'.
And as much as we might 'whine' about that, we're not Spotify's target market.
6/9
'Big podcasting' is here, and it's only going to get bigger and more 'walled in'.
And as much as we might 'whine' about that, we're not Spotify's target market.
6/9
Spotify only cares about making Spotify bigger and more powerful in podcasting.
And it's using blackmail to do that.
And you know what? It's a smart strategy.
Apple Podcasts continue to make most podcasters jump hoops for reach, while secretly promoting big names.
7/9
And it's using blackmail to do that.
And you know what? It's a smart strategy.
Apple Podcasts continue to make most podcasters jump hoops for reach, while secretly promoting big names.
7/9
To modern creators, the choice is simple.
1. Continue to produce independent content that's handpicked by platforms when it comes to promotion.
2. 'Do a deal with the devil' and provide content on the platforms' own terms, knowing they'll help you grow audience.
8/9
1. Continue to produce independent content that's handpicked by platforms when it comes to promotion.
2. 'Do a deal with the devil' and provide content on the platforms' own terms, knowing they'll help you grow audience.
8/9
Now we're all different.
And I come from the era where your first 12 months of creation was all about slow build.
When you got your first 10k, you celebrated.
But we're not there anymore.
And creators want attention TODAY.
If Spotify are willing to offer that, it's going to be hard for many to resist.
9/9
And I come from the era where your first 12 months of creation was all about slow build.
When you got your first 10k, you celebrated.
But we're not there anymore.
And creators want attention TODAY.
If Spotify are willing to offer that, it's going to be hard for many to resist.
9/9
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