How To Promote Podcasts On Social Media
Do you have an awesome podcast? Are you ready to take the world by storm? Well, creating a good podcast is just half of the journey. Promoting it and getting it out there is the other half.
It’s so easy for new podcasts to get drowned out in the sea of existing podcasts. Especially when thousands upon thousands of new episodes are released each and every day. This is where good content marketing comes in. Leveraging different kinds of digital marketing can help you better reach your target audience and build a community of loyal listeners.
When it comes to digital marketing, you have lots of options. You can use email lists, purchase ads and promotions, and host your own website/blog. However, in today’s world, social media is the best digital marketing strategy out there.
Everyone uses some type of social media. The hard part is figuring out how to use it to promote your specific podcast. Luckily, here at Dear Media, we know a thing or two about podcasting, including all the best tips for marketing your podcast via social media. Let’s dive right in!
How To Promote Podcasts On Social Media
Create a unique brand.
First things first, you’ll need to develop a unique brand that appeals to your target audience. Developing brand recognition will be key to drawing in those listeners and keeping them coming back for more.
As you develop your brand, focus on creating a unique logo and a catchy slogan. Use colors and fonts that are visually appealing and focus on letting your true personality shine through. Most importantly, be sure to keep your brand authentic to you. Believe it or not, podcast listeners can spot a fraud from a mile away.
Research your target audience.
Next, dive deeper into your target audience. What do your customers want? What do they like/dislike? Who do they like? What are they interested in? Which other podcasts does your target audience like? The more you know about your target audience, the easier appealing to them will be.
Use your analytics to see which groups of people are consuming your great content. Then, research other relevant content, topics, current events – everything. See which social media platforms your target audience uses the most. Then, see who they follow. Make it your mission to know the ins and outs of your potential podcast audience.
Once you’ve done this research, you will be able to better identify what type of content your audience enjoys the most. Do they like uplifting quotes? Emotional and engaging videos? Maybe they like authentic fashion photos? Whatever it is – if you cater to the likes, wants, and needs of your audience by creating relevant content, they are sure to dig deeper into your brand.
Choose your platform wisely.
Your target audience will help you determine what social media platforms you use to promote your podcast. What platforms do they use the most? On which platforms do you receive the most listener engagement (comments, questions, likes, subscribers, etc.)? These will be the platforms you focus on.
When it comes to social media marketing, there are plenty of social media channels to choose from: Instagram, Twitter, Youtube, Facebook, TikTok, Pinterest. Even Linkedin, Tumblr, and Flickr. And with each platform comes a different set of rules. When to post, how often to post, and what types of posts you make will depend on the platform. With some light research on each platform, you can easily find the information necessary to ensure you’re using each social media algorithm effectively.
This one is key. No matter what social network(s) you’re using to grow your podcast, posting consistently is key to ranking higher in the search results and keeping your content at the top of the feed. Depending on the social media platform you use, you’ll want to adjust your posting times and frequency to what works best for that platform. But, in most cases, you will need to keep the content flowing by posting at least 1-3 times each and every day.
A hashtag is a keyword or phrase that helps your audience locate content that they’re interested in. If your target audience is pet owners, you might use tags like #pets #dogwalking #organiccatfood. No matter what your specific niche is, tags are essential when marketing digitally.
Before just using any tag on your social media content, be sure to do your market research. Use trending tags that your audience is currently searching for. You can find relevant tags by searching the social media platforms yourself to see what tags are trending. Or, you can use online hashtag and keyword generators. Either way, hashtags are how your listeners find you. So, be sure to cater them towards your intended audience.
Create interesting videos.
People love surfing different social media channels because of all the great content out there. But, what they love the most are short videos. Short videos, especially when they’re unique, creative, and interesting, grab the audience’s attention and keep it. So, no matter what platform you’re using to promote your podcast, be sure to incorporate some videography.
Whether you’re posting audio/video clips from your podcast episodes or simply posting animations, videos are the key to hooking potential listeners. Video just adds another exciting layer to your already great content. In fact, many podcast hosts are turning to full video podcasts due to this promotion factor. Just remember to always link back to your full podcast and encourage viewers to subscribe.
Connect with other influencers.
One of the best ways to promote your podcast via social media is by connecting with other influencers in your niche. By connecting with others in your niche, you can form mutually beneficial relationships that can increase both parties’ popularity.
The point of connecting with other influences is to build your community and connect with a wider audience. So, it’s important to target influencers with a similar following. An influencer with too large of a following may not be interested in collaborating. Whereas a collaboration with an influencer with too small of a following might not benefit you at all.
Once you’ve made some connections, offer to shout-out your partner and promote their brand. This can be through a high quality social media post or series of posts, a blog post, or even a shout-out in the podcast audio. You can even invite them on your podcast. And, in exchange, they will do the same for you by sharing your content and/or creating content on their own social media networks for your brand. If you and your partner’s content is aligned and your goals are the same, you will both gain new, loyal followers.
Build your community.
And lastly, always encourage audience engagement. Always encourage your listeners to like, comment, ask questions, subscribe, and review your podcast content. Increased engagement increases the popularity of your podcast, the likelihood that someone will suggest your podcast to a friend, and podcast credibility. All of which lead to more loyal listeners.
And don’t forget that building community is a two-way street. In order to develop real connections with your listeners, it’s important to take the time and energy to actually get to know them. Respond to comments, answer questions, shout-out loyal listeners, host giveaways – anything that makes your audience feel more involved.
Successful podcasts start with successful promotion!
We believe you have a totally awesome podcast and we’re so excited to watch you share it with the world. But, without proper promotion and marketing, the rest of the world may never hear your message. So, don’t allow your podcast to simply fall through the cracks. Instead, take advantage of these tips for podcast promotion and let the world hear your voice!
For more on podcasting, head on over to the Dear Media Blog. There, you will find all types of content from How to Write a Good Podcast Description to How to Prepare for a Podcast Interview – and everything in-between. And as always, if you have any questions or comments, we invite you to drop them below! See you next time!