EP#348 | DSD | Behind the Mic: Podcast Growth, Sponsorships & a Big Pivot
📄 Episode Overview
In Episode #348, Ray Doustdar reflects on the evolution of the Deep Shallow Dive podcast, diving into what’s next for the show and why he's pivoting from audio-only to video formats. He gives listeners a behind-the-scenes look at how podcast monetization really works, including personal anecdotes, sponsorship updates, and a candid evaluation of the state of podcasting. From guest episode recaps to green screens and viral growth strategies, this is a must-listen for anyone curious about the business of podcasting.
🎯 Key Takeaways
• Audio-only podcasts are harder to scale without shareable video content.
• Monetization opportunities increase significantly with video and social reach.
• Zipix Nicotine Toothpicks is now an official DSD sponsor with a "step-down" mission.
🧠 Summary
Ray starts by reflecting on recent guest episodes featuring historian Christine Hill, Dr. Ter Ahmad, and influencer Matt Kim—each offering deep, thought-provoking insights on history, medicine, and political disillusionment. He then pivots into a major announcement: Deep Shallow Dive will shift toward video podcasting to expand its reach and influence. Ray unpacks why video is crucial for virality and shares his regret for not adopting it earlier. He also introduces a new sponsorship with Zipix Nicotine Toothpicks, a brand aiming to help users reduce nicotine use through a realistic step-down model. Finally, Ray breaks down how podcasters actually make money, from CPM models to direct sponsorships and dynamic ad insertion, offering invaluable transparency.
🔎 Practical Tips
• If you run a podcast, prioritize video for growth and shareability.
• Use chroma key (green screen) to create compelling and professional video backdrops.
• When considering sponsors, vet the brand’s mission and alignment with your values.
📚 Research Spotlight
Studies have shown that while nicotine is addictive, it's the method of intake—particularly smoking and vaping—that poses the greatest health risks. New clinical trials are even exploring nicotine’s potential in treating long COVID symptoms, which Ray briefly mentions and promises to dive deeper into in a future episode.
❓FAQ
Q: Why is Deep Shallow Dive moving away from audio-only episodes?
A: Because video allows for clip-sharing, greater reach on social media, and monetization opportunities that audio alone can't match.
⏱️ Chapters & Timestamps
• 00:00 – Opening & Guest Episode Recap
• 06:11 – Audio-Only vs. Video Strategy
• 13:14 – The Virality Factor & Missed Opportunities
• 18:34 – New Sponsor Spotlight: Zipix Toothpicks
• 26:14 – How Podcasters Make Money
• 33:27 – CPM, Sponsorships, and Ad Models
• 41:15 – YouTube Strategy & Repurposing Content
• 45:50 – Closing Thoughts & Zipix Ad Spot
🧭 Final Thought
Embracing video is not just a technical upgrade—it’s a strategic shift to unlock the next level of growth, impact, and sustainability for Deep Shallow Dive.
🔗 Social & Links
Follow us on Instagram: https://www.instagram.com/deepshallowdive
Like us on Facebook: https://www.facebook.com/deepshallowdive
Watch on YouTube: https://www.youtube.com/@deepshallowdive
Follow us on TikTok: https://www.tiktok.com/@raydoustdar
Follow us on X: https://x.com/deepshallowdive
Join us on Threads: https://www.threads.com/@deepshallowdive
Subscribe on Substack: https://deepshallowdive.substack.com/
