With YouTubers jumping into creating hybrid podcast videos, the already saturated market overflowed with content. Although the supply is ample, the demand still has room to grow in developing countries, where podcasting is still in its early growing stages.
However, today’s discussion isn’t about promoting your podcasts in developing countries. It’s about the ultimate strategies that you can employ to promote your podcast episodes to your intended audience.
Despite the competition, since podcasts are as universal as music, you still can reach your listeners with determination and persistence. Let’s understand how.
Use Paid Ads
Most free-to-use platforms like Google Search, Facebook, YouTube, and Instagram rely on paid ads to generate revenue. They hold extensive information on their users by categorizing data points of their interests, behavior, location, and many other known and unknown factors.
As a podcast creator and marketer, you must leverage these paid ads. If you’re just starting, you may not have the budget to go all-out with ads. But, you can start slow if you keep your expectations limited.
For starters, keep your ad budget low, but don’t limit the number of days. Let the algorithms learn who likes your content and play their game. In the initial stage, set the campaign goals for brand awareness or impressions. And when you have sustainable content on your website or platform, run pay-per-click (PPC) ads for the best outcomes.
Subscribe to Podcast Streams
There are several subscription programs for podcasts that enable you, as a podcaster, to get your channel known to numerous interested audiences.
These networks frequently provide a simple uploading interface so that you can post your broadcasts without giving up your rights. Podcast subscription services give podcasters a lot of flexibility in establishing and promoting their podcasting ventures.
While you may choose something popular like Apple Podcast to upload and share your episodes, other competitive platforms that offer better functionality and convenience to the listeners can get you more outreach opportunities.
In contrast to Apple podcast subscription, these platforms are more cost-effective and help you reach a wider listener base by introducing you to Spotify, Google Podcasts, and other major streaming platforms.
Utilize Social Media Platforms
If the active users were focused mainly on connectivity, they wouldn’t have overlapped the platforms and used only Whatsapp or Telegram for the same. They are logged into different platforms because of the variations in content. To promote your podcasts to social media users, you must follow distinct creative customs that define each platform.
Text-based content and images have always been the cornerstone of Facebook. Although their popularity has decreased in recent times, they still offer a better engagement than video posts. Although Facebook tried to push video content to the users, it mostly has backfired due to the increasing complexity of the platform.
To promote your podcast on Facebook, produce stunning visuals and pair it up with top-notch copywriting. Make sure that the texts are visible and the graphics are comprehensible. You can also make use of Facebook Stories and link posts to lure more listeners to your podcasts by pairing them up with hashtags and paid ads.
Additionally, follow Facebook Groups that are tangential to your episode and promote your content in a non-promotional way that doesn’t scream spam.
The only shortcut that works for YouTube is original and quality content. You need the persistence to crack the YouTube algorithm and grow your podcast listeners. If you don’t already have a YouTube presence, it can be tough, but not impossible.
Two types of podcast content work on YouTube. One with a descriptive video, and the other with a talk-show setup.
Before you begin with YouTube, find your value proposition and target audience. If you’ve already found them both, consider sticking to the theme for your podcast episodes. Find the pain points of your audience, or better—ask them.
For descriptive YouTube podcasts, you want to create engaging videos following your podcast script. Synchronize what you’re saying with the visuals to offer a better understanding of the subject matter to your listeners (or viewers).
For talk shows, you either can do it alone by recording yourself talking on the mic or collaborate with other podcasters to promote your episodes to a greater audience base.
The latest addition to YouTube, the Reels, can also be effective to give a sneak peek of your episode to interested individuals that aren’t your subscribers yet.
Instagram is reliant on visuals. You don’t have any options but to go with graphics on Instagram. But if you can be creative, it’s almost the best way to promote your podcasts now.
Either create static images or use short videos for Instagram promotion. Although some brands do find success with longer video formats, it often doesn’t work. Create a podcast trailer by including the best snippets of your podcast and let your followers know what you’re up to next.
In our personal experience with Instagram ads, if the graphics are good, Instagram users click on them. Even if you don’t start with paid ads, the fundamentals remain the same. Make excellent videos and images and add low-competitive hashtags to reach a wide range of listeners.
Inspirational quotes turned into graphics also work wonders on Instagram.
Guest podcasting is a form of collaboration with other content creators to broaden your listener base, much like guest blogging. Collaborate with well-known contributors in your niche by finding them through podcasting platforms and social media. By collaborating, you can each benefit from the other’s promotional activity across various platforms.
If the guest podcaster is a well-known figure in your industry, their already established marketing channels can automatically increase your authenticity and number of listeners.
The Bottom Line
We’ve kept the strategies simple to help starter podcasters like yourself. You can dive deep into each topic and experiment with different promotional materials once you’ve gained significant listeners by following these methods.
You’ll find the best engagement by taking social media promotion seriously and by guest podcasting. But if you’re confident in your craft, consider subscribing to podcasting platforms to reach a broader listener base. If everything works well and you have a great product (podcast episodes), consider using paid ads to reach more listeners.