There are such a lot of other ways to advertise a podcast that we actually wrote a e book on the topic. However what in the event you’re struggling to dedicate any significant time to advertising and progress? That’s the place paying to promote your podcast may be the best choice.
This comes with the caveat that you simply’re already publishing high quality content material on a constant foundation, however as you’re studying this website, I’ll assume that’s the case 😊
Finest Locations to Promote Your Podcast
So, when you have the means to construct even a modest advertising price range, the place are the very best locations to contemplate spending your hard-earned cash?
The next checklist is ever-changing and ever-growing. However on the time of writing, listed here are the very best choices obtainable to you in terms of promoting your podcast.
They’re in no explicit order as a result of in podcasting it’s hardly ever ever a case of “the very best”, and nearly at all times a case of “it relies upon”.
Maybe probably the most instant apparent possibility is to run an advert someplace like Fb, Twitter/X, or Instagram.
Your adverts will be very particularly focused on these platforms. Focusing on helps whittle down the kinds of individuals you’re trying to attain, which implies you possibly can spend much less cash and attain extra related listeners.
For instance, we may promote our house present – Hostile Worlds – on Fb this manner. We would goal customers who’ve listed an curiosity in Area or Astronomy, or who’re members of a ‘house chat’ group, or have appreciated ‘Astronomy As we speak’ journal.
These are busy platforms and, with a superb advert and the suitable concentrating on, it isn’t too tough to rack up a number of ‘likes’. However, these don’t at all times translate to listens. The truth is, there’s no assure the parents you’ll attain together with your adverts are podcast listeners – and even know what a podcast is.
That’s the place a second layer of concentrating on suits. Goal those that like BOTH house AND podcasting. Then, you’ll attain of us who usually tend to pay attention. This cuts your attain, in fact, however makes it extra related.
That mentioned, there are benefits to reaching outdoors of our already crowded ‘present listeners’ pool. A compelling advert that leads of us by means of easy methods to get your content material can create a few brand-new podcast listeners. Podcast followers hardly ever neglect their first favorite present and are much more prone to inform their pals.
Keep in mind, social media promoting will be good for visibility, however individuals seeing it are nonetheless a number of clicks away from listening to your present. These platforms are additionally busy, distracting, and domesticate brief consideration spans. So, tread frivolously at first, try it out, and solely commit actual funds as soon as it really works on your area of interest.
For extra on this, take a look at How to Grow Your Podcast with Facebook Ads, and also you’ll discover extra case research from profitable podcasters who’ve run social media adverts on this episode of Podcraft.
Google adverts is one other behemoth of internet advertising, and there’s a superb probability you see dozens of those each single day. The picture beneath exhibits some examples – spot the [ad] marker beside the URL for the highest 3 outcomes.
In case you have a present that solutions a query in any manner, then Google adverts may work very well for you. For instance, you’re a coach who teaches individuals easy methods to be extra assured in your present, otherwise you’re a operating influencer who tells individuals the very best operating merchandise to purchase.
If what persons are looking for in your area of interest, and your present has a solution for that search, then you should use Google adverts.
Shifting to how they work, Google adverts will be ‘textual content solely’, which advantages many individuals.
Firstly, it means it’s fast. You may have a marketing campaign up and operating in simply 20 minutes. All you must do is write—no pesky picture or video creation.
Subsequent, it means anybody can compete on a good enjoying area, no matter price range. In distinction, on Fb and Instagram, it’s typically these with the largest price range that win. The large firms can spend extra on amazingly designed picture adverts, or professional video content material.
On Google adverts, although, it’s about your message, and that alone. So, if the phrases persons are typing into Google, and what they actually need consequently, you possibly can hook them in with a properly crafted message.
For instance, we’d select to promote our ‘easy methods to podcast’ present, Podcraft. I do know that one query it solutions properly is: How do I begin a podcast? So, I consider the phrases associated to that. For instance:
- easy methods to begin a podcast?
- easy methods to make a podcast?
- easy methods to create a podcast?
I create one ad-set (a Google adverts time period that simply means a group of adverts) that targets all of these key phrases collectively.
Then, I create a headline and a subheader for my advert that solutions the query these searchers have. Resembling:
Study The best way to Begin a Podcast
Podcraft’s Step by Step Information
Lastly, you can provide a bit extra element within the description.
Podcraft is a podcast that teaches you all the things you want to find out about beginning your personal present. Pay attention as Colin & Matthew break it down, as in the event you had been a 5 12 months outdated!
You may run Google adverts for as little as $1 (or much less!) per day, simply to strive it out. Even at that stage, you must have the ability to develop consciousness, little by little. Similar to social, it’ll take slightly testing to search out the suitable key phrases, and the suitable message. When you’ve discovered it, you possibly can ramp it up and capitalise on that success.
Promoting on Podcast Listening Apps
Promoting your present on a podcast-listening app is a robust factor. In spite of everything, 100% of the individuals you attain together with your adverts are podcast listeners. Not solely that, however they’re additionally actively utilizing a podcast-listening app once they see your advert.
These are the parents who’re most certainly to be receptive to your adverts. In case your content material and message look good, it’s not going to take an excessive amount of persuasion to win them over.
Podcast Promoting on Overcast
Overcast is a well-liked iOS-based podcast listening app.
You may pay to run ads inside Overcast. They seem as little non-intrusive banners on the backside of customers’ screens whereas they’re viewing the app.
When establishing your Overcast advert, you select a class that finest describes your podcast (e.g., enterprise, Comedy, Sports activities, and so forth.). The pricing varies from class to class, which is probably going as a result of demand and recognition.
As soon as reside, your advert will then run for 30 days.
Anybody who sees it’s only one click on away from viewing your present within the app, and two clicks away from listening or subscribing.
We ran our personal marketing campaign, advertising Podcraft on Overcast to check all of it out. Click on the hyperlink to see our full outcomes!
Podcast Promoting on Pocket Casts
The Pocket Casts app is obtainable on iOS, Android, or Desktop, so you’ve gotten an enormous potential attain right here.
The app has a ‘Uncover’ part the place you possibly can run paid placements. In keeping with Pocket Casts, this part will get 980k distinctive views per week. One other stat they supply is that their common person listening time is 10 hours per week.
It is advisable to have not less than 2 revealed ‘episodes’ to run Pocket Casts ads. This consists of trailers or Episode Zeros, however exhibits with no revealed content material might be robotically rejected.
Sponsored slots on Pocket Casts can price as little as $124 to upwards of $4000. Their greater tiers are properly suited to huge model or community exhibits which are brief on time however have a little bit of price range behind them to assist develop that early core viewers.
Podcast Promoting on Podcast Addict
Podcast Addict is one other of the largest listening apps on the planet. Just lately, Podcast Addict created a podcast advertising feature.
Podcast Addict’s advert setup is much like Overcast in some ways, when it comes to the way it works.
One slight variation is that there are two totally different advert placements obtainable. You may go for the principle display, which is the realm the place customers seek for new podcasts. Or, you possibly can place your advert in a particular class to focus on customers looking in there.
Podcast Addict asks you to repeat your RSS hyperlink in and it exhibits you really helpful slots and pricing information. For Podcraft, we may pay something between $225 and $4000.
Your podcast advert will be in any language and can run for a full month as soon as it’s reside.
Podcast Promoting on Podbay
A lesser-known podcast promoting possibility in the marketplace is Podbay. This may be a superb place to begin when you have a decrease price range as a result of you possibly can pay $25 to promote your podcast for a single day.
Podbay says that their platform “is visited by a mean of 40,000+ individuals per day”, although these analytics are from October 2020.
Listed here are the complete particulars, pricing, and availability for running ads on Podbay.
Podcast Promoting on Participant FM
Participant FM affords an promoting bundle much like these talked about above. The distinction, in accordance with a supply at Participant FM, is that “we promote your feed, so no inventive work is required. And we promote episodes and collection, permitting podcasters to advertise any episode of their catalog they need.”
There isn’t far more information than that in the intervening time, however right here’s the place you possibly can reach out to them to search out out extra.
Podcast Promoting on Spotify
Granted, most Spotify customers will nonetheless be utilizing the platform to hearken to music, nevertheless it’s the most well-liked podcast-listening app on the planet nowadays. Spotify boasts a whopping 230 million “ad-supported” listeners. These are of us who clearly get pleasure from audio consumption.
Spotify adverts are predominantly audio, although there’s a visible factor, too. They show your brand on display with a “Study Extra” button whereas the advert is enjoying. The adverts are performed in between songs or podcast episodes to listeners who use Spotify on their free tier.
You may create and run a 30-second audio advert on your present by signing as much as Spotify Ad Studio.
Right here, you possibly can actually hone in on the concentrating on, choosing issues like age, gender, location, and even the kinds of music your adverts will seem alongside.
Spotify adverts are much like social media adverts within the sense that you simply set a price range and date vary, earlier than being provided an estimated variety of adverts to be served. For instance, $500 may get you round 25,000 adverts.
That is higher than social media within the sense that you simply’re reaching people who find themselves actively consuming audio content material. In the event that they occur to be taking a look at their display whereas the advert is enjoying, they’ll additionally see your advert brand and a “Study Extra” button.
Spotify Podcast Advertisements
Spotify upped its advert sport in 2021 by introducing the power for manufacturers and companies to advertise on podcasts.
This was considerably controversial because the adverts are additionally heard by Spotify’s premium subscribers who’re listening to podcasts on the platform.
From an advertiser’s viewpoint, although, this implies you possibly can go from being heard between songs of Spotify’s free customers to being inserted into some precise exhibits that share your audience.
So, if you wish to promote your podcast on Spotify, now you can wedge it proper into the center of certainly one of your favorite exhibits!
Creating Your Spotify Advert
You may create your personal advert, or work with Spotify to have them create it for you.
Spotify supplies audio and picture specs for adverts you possibly can create your self. In addition they provide a free Voiceover Device service for advert consumers.
With the Voiceover Device, you write your script, choose the advert language, select a most well-liked voice kind to learn your advert, and you’ll select background music from their in depth library too.
Spotify will then document and blend the advert. It will likely be prepared for evaluation inside 24-48 hours, after which you’ll approve it, make adjustments, or reject it.
As soon as accepted, your advert is able to be heard.
Podcast Promoting in Print Magazines
Are you podcasting in a historically “non-techy” area of interest? Perhaps you spend numerous time explaining what a podcast is to your audience.
If that is you, then the very best route for operating paid adverts may be by means of trade or commerce magazines.
Print magazines have skilled a renaissance in recent times. The truth is, it appears that evidently the ultra-niche ones have finest weathered the digital storm and proceed to develop.
That is good for doing a little focused promoting on your present. Whether or not you’re podcasting about fly fishing, gardening, or mannequin railways, you’ll possible discover a journal serving up the identical matter to a devoted fanbase.
In your advert, you may nonetheless must dedicate a little bit of house to the “What’s a podcast?” query. Simply make sure to actually promote them on the advantages of listening (and stress that it’s completely free!).
For optimum impact, you may even wish to ship them to a devoted ‘how to listen to a podcast‘ web page in your website. Remember to create your podcast media kit, too—take a look at our information there, which may stroll you thru it.
Some magazines may additionally be open to a sponsored content material partnership. That is one thing that I’ll speak about additional on on this submit.
Deeper Dive: How to Pitch Your Podcast to Journalists
Guerrilla Advertising and marketing
Guerrilla advertising is a superb podcast promoting possibility for these with little or no price range.
The idea is that you simply use inventive, unconventional, or shocking strategies to attract consideration to your present. This may very well be something from a avenue efficiency to releasing a bunch of branded balloons at an occasion or gathering. Or, have some beer mats or coasters made up and depart them at your favorite watering holes.
It’ll at all times rely in your matter and your audience, however there are infinite potentialities for getting on the market and drawing consideration to your podcast. Simply be aware of any native legal guidelines, and make sure to keep on the suitable facet of them – no stickering over vital highway indicators, and so forth!
Right here’s our full information to Guerrilla Marketing for Podcasters, which can assist get you began.
Podcast Newsletters
There are a great deal of podcast-focused newsletters on the market, and nearly all of them provide paid advert slots.
Podnews is a necessary day by day e-mail publication. It’s predominantly aimed toward holding podcasters up-to-date with the most recent trade information. However most podcasters are podcast listeners, too, and you’ll promote your podcast to them right here for $29 a day.
You may write your advert, select the dates you wish to run it, and pay on-line.
With Podnews advertising you possibly can promote your present to over 31,000 subscribers each weekday. And recipients embody of us from the likes of the BBC, NPR, Gimlet, and Apple Podcasts – you by no means know who may take an curiosity.
All adverts run in Podnews can even seem completely on their web site.
For those who run a storytelling podcast, you possibly can promote your present within the Fiction Podcast Weekly for something between $4.99 and $340, too. The publication has over 1700 subscribers.
Working Podcast Advertisements on Reddit
Reddit is described as a “social information aggregation, internet content material score, and dialogue web site.” On high of that, it’s one of the crucial visited web sites on the planet – and it’s one more place you possibly can run paid adverts to advertise your content material.
To promote your podcast on Reddit, you first want to enroll with Reddit Ads. You may then take a look at creating your first marketing campaign.
Right here, Reddit will ask you on your marketing campaign goal. The choices they offer embody “Model Consciousness and Attain”, “Visitors”, “Conversions”, and “Video Views”.
You may tailor your advert concentrating on, going as vast or as slim as you want, choosing from a variety of pursuits and area of interest Reddit communities.
You can even run location concentrating on. For those who’re based mostly within the US, you possibly can even do that on a per-State foundation. On high of that, you possibly can select which gadgets your adverts will run on – for instance, a podcast about iOS/Apple merchandise wouldn’t wish to waste their cash promoting to Android customers.
One attention-grabbing facet of Reddit adverts is that you may add video as your promoted content material. This provides you the chance to make use of a compelling part of certainly one of your episodes, reworked in video format. For podcasters, this has the potential to work very well.
YouTube Promoting
YouTube has not less than 2.7 billion energetic customers. They’re additionally working arduous to ensure individuals with something to advertise should buy into their YouTube Advert Gross sales program.
The best technique to promote your present there may be, in fact, to publish your podcast on YouTube. There, you possibly can submit for video, highlights out of your episodes, or add episodes with static photos (normally your podcast logo) because the “video”.
However you may want your podcast’s advert to switch that shouty beardy man who’s at all times asking you in the event you want a web site. Try our full information to advertising a podcast on YouTube to be taught extra about whether or not it’s the suitable match for you.
For those who’re operating a podcast centered on a sure topic, then there’s a superb probability a number of blogs on the market cowl the identical factor.
Most bloggers are open to the thought of you doing a visitor submit and even sponsored content on their website.
This works with you writing an article that’s attention-grabbing and helpful to the viewers. This text additionally hyperlinks again to your personal content material, encouraging the reader to test it out as soon as they’re finished.
These relationships will be mutually useful and nice for followers of your matter as a complete. For those who run an interview present, you may even invite a blogger to be a visitor on a future episode.
Promoting on Different Podcasts
This isn’t at all times a paid promoting possibility, however undoubtedly a helpful one, if finished in the suitable manner.
Podcasts of comparable measurement, overlaying the identical (or related) matters, can profit from exchanging short promotional trailers to be performed on each other’s episodes.
In spite of everything, you’re not in direct competitors, in the best way two TV exhibits that air at the very same time are. And every podcast is exclusive, with its personal unique options, angles, and quirks. Your viewers isn’t going to depart you simply because they discover one other present they get pleasure from overlaying the identical matter.
The place trailer swaps don’t work is when there’s no thought gone into it. Somebody on a Reddit thread agrees to promote another person’s cooking podcast on their baseball present, and vice-versa. Is the podcast sufficient like yours that your listeners have mutual pursuits?
Promoting on different podcasts can nonetheless take the extra conventional ‘sponsor a podcast‘ method too, although. For those who’re prepared to pay, you will get your adverts on the market identical to the sock firm, the mattress firm, and the meals hamper firm do.
Abstract: Paying to Promote Your Podcast
Hopefully, that’s helped offer you some concepts for locations to promote your podcast that most closely fits you, your content material, and your price range.
Keep in mind, paying to promote can get you a number of hits, clicks, or downloads within the second. However your content material will have to be ok to hook these listeners, and also you’ll must publish new content material persistently to maintain them , too. A few helpful sources on this entrance are:
Contained in the Podcraft Academy, you’ll additionally discover our full Progress Mastery course, an exhaustive information to rising your present’s viewers to its most potential. Remember to test it out in the event you’re severe about regular, sustainable, long-term podcast progress!
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