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Niek Gooren

Published on

July 14, 2020


digital, Marketing, podcast

Podcasts are becoming an increasingly important and appealing medium. They're relatively easy to record and before you know it, your podcast can be on the same channels as your favourite musicians and podcast series. Whilst the making might be fairly straight forward, promoting a podcast can be quite a challenge. So, how do you do it?

Once you’ve got your amazing podcast recorded and ready to go, you’ll be eager to share and rack up your listeners. Unfortunately, social media platforms do not currently support podcast playlists. Most social media channels have no function to share a separate audio clip, which can make things more difficult. However, whilst it may be difficult it is not impossible. Here’s how you can utilise social media to promote your podcast using four different visuals.

The static visual

This form is most common. It’s simply a static image containing a description of the podcast(s). A visual attracts more attention than a simple post with a link (which is the main reason why a preview image is shown when you place a link on social media). If your preview image is a simple logo, it’s best to create a new visual that teases your audience. One idea is to snap a quick photo whilst your hosts or speakers are recording. Showing potential audiences the faces behind the podcast can help build a human connection.

The video

Another great way to promote your podcast on social is to use a video in which the host addresses the audience of the podcast. Just like with a photo this can be inspiring and create a sense of familiarity. You also immediately get a (visual) connection with the voice you hear.

If you already have a vlog series you can build a connection between that and your podcast in order to maximise the use of your ‘owned’ channels.

The audiogram

Another effective method is the audiogram. This is essentially a video (social short) where you play an excerpt from the podcast. Since most people mute videos in their timeline, we show an audio wave. This invites the beholder to turn on the sound. This also helps encourage and prepare the viewer / listener to start listening to the entire podcast.

Here is an example from our very own Netherlands team:

The blog

Many podcast listeners are also frequent blog readers. Because they are slightly more accessible and open to your content, this gives a little more opportunity to introduce a podcast. Podcasts can be embedded into blogs and allow you to offer the option of listening rather than reading. The shareability of blogs via social media is also wide, for example, LinkedIn has its own blog environment.

What next?

If you use any of the above resources (or all four), just know that you’re not done yet! Whilst it’s great to share your podcast with your network, don’t forget that you should actually want to generate the largest possible reach. It would be a shame to put a lot of time, energy and money into a production without it going beyond your existing network.

This is why we always recommend that you allocate a promotional budget to your podcast. Depending on your specific target group, you can estimate how much you need to spend for this and you’re then guaranteed a greater reach to spread your message. Whilst broad can be good for getting one time listeners, targeting your target audience is particularly effective.

Hopefully these tips will help you! Of course, at LEWIS we can do your bit to help you record, edit, distribute and promote your podcast ideas. Want to know more? Get in touch.

Do get in touch