Tips for turning audio content into video: Emma Lawson at CBAA Conference

7 November 2025 · Conference · News · Podcastinfo

Emma Lawson, Digital Producer at the ABC Innovation Lab, who recently led the ABC’s first masterbrand account on TikTok, brought her extensive experience to the CBAA Conference, to share her tips for using video to promote your radio show and podcast.

Emma shared tips for turning audio content into video content, setting up video podcasts and making the most of YouTube as a platform. She said, “These tips will help content creators, broadcasters and volunteers looking to boost their station’s reach and be where their audiences are.”
What works for full episodes?
One example is a three camera in the radio studio, as used in the Ezra Klein Show. It is a three camera set up in studio from the control room. It creates an intimate and BTS feel.
What works for clipped videos?
  • Needs to be a moment that does not need context for what has happened before, it should stand alone
  • Strong SEO potential
  • Create additional content to best discoverability
What works for YouTube Interviews?
  • Will the topic or talent work for SEO?
  • Start with the strongest grab as a trailer
  • Cut out slow intros
  • Create shorts off the the interview to drive further discoverability
“Always watch through the eyes of someone who doesn’t know your station, content, etc. Do something at the start to hook..” said Emma. “Always go into video on YouTube and check stats to understand the reason for the views.”
What works for vertical video?
  • Tik Tok and Instagram are key points of podcast discovery for audiences
  • Be selective with what moment to post, wanting it to be informative, topical or shocking
“Always use an audio hook…and add extra features.” said Emma.
What works for filming full interviews?
  • Highlight key talent
  • Can utilise phones for filming
  • Search out your old YouTube clips and rename them into strong SEO to improve discoverability
“It doesn’t need to be expensive, use 2 phones wide and vertical,” said Emma.
When using your phone for production:
  • Shoot on mobile
  • Use quick edits, memes and sfx to create dynamic content
  • Be selective with what moment to post
For cost effective production consider:
  • A cost effective set in radio studios
  • Coordinated remote filming with radio hosts
  • Test audience interest before investing in a permanent space
  • Optimisation is a must
“Work smarter not harder,” said Emma.”There are three rules to follow: be selective, always optimise with chaptering and create intentional vertical video.”
Be selective:
  • Channels need a to be healthy and have a similar theme.
  • Consider propose and audience.
  • Content needs to tie in with purpose of the channel.

“Optimisation is needed to succeed so description and title is key as are chaptering and thumb nails,” said Emma.

“Hire a designer to do the thumbnails,” said Emma. “It’s key and it’ll pay off.”

When creating intentional vertical video keep the following at the top of mind:

  • There’s power in the edit so cut in and out of the post
  • Make an explainer
  • Create behind the scenes content
  • Shoot in 4K

“Finally remember to test and learn by checking data and retention rates,” said Emma. “Start with one good post a week. Ideally post to YouTube shorts three times a week and use this traffic to drive audience to your program.”

 

 

Reporting: Serena Ahern

 

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