If you are a podcaster who has amazing content but lacks an audience, it’s because there might be a possibility that you are not using social media as effectively as required. In this age, podcasts have emerged as the best platforms to create personal and business brands. More than 20 million podcast episodes are present on the internet and among this pile of content, it is very important to get your podcast noticed by people. No matter how good content you create every week for your podcast, if people don’t know you, they won’t know you have a great podcast show either. So, in order to build an audience, it is important to be present on at least three social media channels.
Why is social media so important?
Most of the podcast listeners belong to an age group of 18 to 44 years. People of this age group are more likely to be involved with social media. According to a research, it was found that 94% of podcast listeners were highly active on at least one social media channel. It’s only best to promote yourself where your audience is.
Also, having a social media page like Instagram helps to develop a relationship with your audience. If you are a business who wants to establish themselves as a brand, combining social media and podcasts are the best ways. Suppose you are a digital marketing agency and someone is listening to your podcasts about digital marketing, it is more likely that the person might check out your social media handles. They might even turn into a potential client. Social media provides more insights into the hosts’ life, the way they work, the way their business functions, etc thus developing a sense of loyalty in the audience.
Your target audience might be splattered all around on different social media platforms. They might be photographers or lifestyle influencers so it is best if you create content that will appeal to your target audience and share on the platforms, they are present on. In this case, you can make the best use of Instagram and share snippets of your show before your episodes are air to create a buzz amongst your listeners.
How to use different social media platforms to gain an audience?
Different social media channels can be used for different purposes. For instance, if your podcast is based on news incidents, Twitter can prove helpful as many people will be talking about the same incident which means you’ll get a lot more exposure through hashtags and retweets. You can also use Twitter polls to ask for a certain topic that you might discuss in the podcast. This will keep your audience waiting for the new episode.
Instagram is very beneficial for podcasters. According to data, it is the younger audience that prefers Instagram due to its beautiful pictorial appeal. By creating infographics about your show, or by generating an audiogram of the podcast, you can share snippets of your podcast with the listeners.
Audiograms are audio wave animations generated automatically by websites like Wavve. They are generally audio content converted into a video format. All you have to do is design an attractive picture with tools like Canva, select the size of the post, choose square or vertical for Instagram, and upload the audio file. A video (audiogram) will be generated which you can share on social media.
How Instagram can help attract an audience to your Podcast?
Instagram is well known for its hashtags and IG stories. Hashtags, if used wisely, with IG stories can garner more audience than a simple post. Likewise, if Instagram Lives are done on a constant basis it will surely help engage audiences more than any other IG feature would.
1. Create a show out of your IG Lives. It can be called anything like Coffee Talk or Happy Hour. Talk about the topic you will be discussing in your next episode of the podcast. You can also share the reason behind the topic of your podcast. Hold discussions, doubt solving sessions or simple Q&A.
2. Another great way to create curiosity amongst audiences is by sharing snippets of your new episode a few hours before it is aired.
3. These teasers/snippets should have an attractive image, a caption and also a phrase or a topic that will hook the listeners. Sharing these snippets on stories will help a lot as you can ask the listeners to swipe up to listen to the whole audio on your website.
4. Make use of Instagram stories as much as possible. It takes time to grow followership on Instagram. But with the right use of IGTV, IG lives, IG stories and hashtags on IG posts it won’t take more than a month to attract a significant number of people who’ll follow you. Moreover, most of the young podcast listeners are crowded around Instagram, thus its best to promote your podcast on the app.
Stories that give a chance for people to interact, such as the question box, the polls on IG stories and the quiz option, if used wisely, can be used to up interactions and create relationships with your audience which will indirectly prove beneficial for the podcast and business.
How Twitter is beneficial for podcasts?
Twitter is a platform that shares real-time events, news, and even celebrity gossips. Twitter proves impactful when your podcast is based around topics that focus on real-time issues. Like the total rundown of the day in the country, or a review of the most awaited movie which had formed a trend. While Twitter can be useful for other podcasters too, utilizing trending hashtags will show a tremendous effect if the podcast is about a current topic.
Podcasters listen to other podcasts too! So, it is a great idea to promote your podcasts on Twitter. At times joining hashtag groups like Podernfamily on Twitter or using other hashtags like Podcasters and Podcasting also attracts other podcasters.
Twitter has become a virtual family for creators where each and every creator supports others through likes, comments, and retweets.
To keep content on Twitter more engaging you can also host polls on the subject you will be talking on your podcast or ask a question, like what’s the toughest thing in podcasting and ask other fellow podcasters to comment their answers.
LinkedIn and its benefits to a podcast
With LinkedIn, it’s easy to get in touch with professionals and businesses who are interested in the podcast you have created. Maybe you have a personal development podcast or a podcast that covers digital marketing and maybe someone on LinkedIn is searching for those same topics. It is highly possible that they will learn about your podcast and might as well share it with their team.
The most important benefit of putting out small text posts with your website link on LinkedIn is that the platform has an audience that is dedicated to one niche or other. So, it becomes incredibly easy to connect with people of your niche.
LinkedIn is a great place to gain visibility. Even though paid advertising on LinkedIn is a bit expensive and is always recommended to those who have high-value products, sharing two pieces of content every day can build loyal podcast listeners. A well thought-out call to action strategy on the posts might also convert your podcast listeners into clients.
Pinterest is a platform where people are always seeking for new ideas, information or answers to their questions. It is one type of pictorial search engine which also shows video content. A well-organized Pinterest profile can drive traffic to your podcast.
All of the pins on Pinterest are linked to a website or a YouTube video. If you have an attractive enough picture or an infographic about a topic, people will click through it to know more. Podcasters can pin their podcast website and out an infographic as a thumbnail. It is also possible to share a video or an audiogram on Pinterest.
The most important benefit of Pinterest is that a pin will appear when searched even after years of sharing it. Usually, on Google, the ranking of your page eventually drops and it has to be optimized regularly, but on Pinterest, once the correct keywords are mentioned in the post the pin will continue to appear in the search results whenever someone searches for that keyword.
How to use Pinterest to promote a Podcast:
Just like you would post pictures of your podcast on Instagram, you share the pictures called as pins to Pinterest. The only difference in this app is that every pin is linked to some landing page, like your website or YouTube video and that the images posted are vertical and long.
Three types of pins can be shared on Pinterest:
- An attractive image with the logo of your podcast, a topic, and a quote. This way you give enough information to the viewer that clicking on this pin will lead you to a post that is related to the mentioned topic.
- An infographic. Infographics work best when you want your audience to pin your image. This pinning will enable the follower of the user to see your pin. Thus, there is an increase in reach.
- Video content. Sharing an audiogram of the podcast or a short teaser can increase the number of audiences pinning, sharing and viewing your podcast.
The most important thing to consider while promoting posts on Pinterest is that you should repin your old pins into different boards and also pin them in the collaborator board.
A collaborator board is a board where many people come together and share content about one particular topic. Sharing your pins in these boards will put your content in front of a larger audience.
Facebook and Podcasts
Facebook has become the best way to promote podcasts because of its Facebook Groups. Today, almost everyone has a personal Facebook account and an average user opens the app at least 8 times a day.
The audience is definitely present on Facebook and hence it is a very important social media platform to promote the podcast. Facebook ads help to target the audience who has already visited your site. This helps in engaging the audience.
Facebook groups play a vital role in Podcasting. During the podcast episode, the host may ask their audience to join a Facebook group. In the group, the audience can ask you questions related to your podcast. You can also use these questions to create your next podcast.
Be helpful to others. Join a few Facebook groups that you feel are related to your podcasts and where you have a solid knowledge of the topics discussed there. Wait for a day or two to understand the way the group behaves. Then, when someone asks a question, answer them if you know the solution. Have a chat, send a link to your podcast or website where they can find more information about the topic and about you. Invite them to join your group.
Create a monthly task such as FB lives or a get-together for people living nearby where you could talk or arrange a seminar. Invite the group members’ friends to the party, etc.
The social media is where listeners will want to know more about the podcast, your business or about you. Whichever social media platform you choose to use or if you use them all, make sure to give them a personal touch. Keep a constant vibe on all platforms and share valuable content.