Does your podcast launch even matter? Effectively, if we’re speaking about groundwork elements like subject, audience, and desired impression, then sure.
However what concerning the hype-building “hit the bottom operating” recommendation we hear round launching a brand new podcast?
I’d argue that, at greatest, it is a distraction from what strikes the needle on the subject of rising a present. At worst, it could really trigger new creators to stop earlier than their content material ever has an opportunity to make an impression. Let me clarify…
Podcast Launch Misconceptions
It’s comprehensible why a lot deceptive recommendation exists round “the podcast launch”. In spite of everything, we’re used to the launch life cycles of merchandise, movies, albums, and books.
After a couple of days or perhaps weeks, it turns into fairly clear {that a} new sport console or blockbuster film has sunk or swam. However a podcast isn’t like that in any respect.
What Makes Podcasts Completely different?
Most profitable podcasts didn’t explode in a single day—they constructed audiences regularly over months and even years.
There are exceptions, in fact—of us who began podcasting with a pre-existing viewers can typically skip the “crickets” stage. However for those who take a look at anybody who constructed an enormous fanbase via their podcast, they may normally inform you an identical factor:
In these first few episodes, no person was listening.
I bear in mind speaking to Kc Wayland, creator of post-apocalyptic audio drama We’re Alive, concerning the present’s first steps. He mentioned they had been seeing 50-60 downloads a day, which was nuts, given the hassle and high quality of these early episodes.
At this time, We’re Alive has amassed over 250,000,000 (2 hundred and fifty million!) downloads. And while this isn’t a quantity most of us will ever get near with our personal content material, it reveals that podcasting is a protracted sport.
All of the launch hype on this planet wouldn’t have come near the impression publishing 70+ hours of Gold Commonplace audio theatre over a interval of 14 years has had.
3 Podcast Launch Recommendation Myths
So, talking of launch hype, what are new creators sometimes suggested to give attention to earlier than they’ve even hit publish on that first episode?
Get 3+ Episodes within the Can
This recommendation lingers from the times when a lot onus was placed on a present’s look within the Apple Podcasts’ New & Noteworthy part (an overrated accolade, if ever there was one).
The concept is that extra episodes imply extra downloads—not unfaithful. Nevertheless, this typically results in procrastination and perfectionism, which stop new podcasters from ever releasing one, not to mention three, episodes.
Positive, for those who push three episodes out on day one, it’ll give new listeners a bit extra time with you. It isn’t a unhealthy technique, as long as you hit publish. The issue is, many don’t!
Get Scores & Critiques
One other deceptive piece of podcast launch recommendation is to get as many rankings and critiques as doable throughout the first week.
Once more, that is primarily centred round Apple Podcasts. Between its numerous charts, ‘featured’ sections, and the aforementioned New & Noteworthy, it may be seen as “make or break” for a podcast to seem in any of those locations.
For starters, the amount of latest podcast discovery in such classes is overblown. In our 2024 podcast discovery survey, only 2.5% of listeners reported browsing through charts or ‘featured’ sections when attempting to find new content material.
Then there’s the inside workings of how chart rankings really work in Apple Podcasts, and it appears to have much more to do together with your cumulative all-time variety of followers than it does with rankings and critiques.
I’m not dismissing rankings and critiques altogether—they could be a nice confidence booster and make sensible “social proof” of your present’s high quality. However they’re by no means some integral a part of a podcast launch technique, so don’t get distracted by chasing them.
Construct Hype for “Launch Day”
Until you’ve a preexisting viewers, right here’s a truth for you: No one cares about your new podcast.
Don’t see this as a unfavorable. As an alternative, take it as a liberating fact. The strain is off to be taught the ropes, experiment, and develop your abilities.
For those who dedicate loads of time to posting short-form, low-value “teaser” content material on numerous platforms, you’re taking time away from studying your commerce and creating the absolute best first episode.
In fact, there’s no hurt in selling your first episode – however you might want to publish it first. And when you do, the perfect place to focus the majority of your effort is making an excellent second or third episode.
As Lindsay wrote lately, your podcast won’t go viral – and that’s a good thing. A podcast is a metaphorical log hearth in comparison with the torch paper of social media and short-form video. It takes time to get a very good warmth up, however when you do, it’ll carry on burning for ages.
Podcast Launch Methods That ACTUALLY Work
Alright then, if it isn’t about hyping “the massive day” or arbitrary episode numbers, what ought to a brand new podcaster give attention to earlier than, throughout, and after a podcast launch?
The L.A.U.N.C.H Framework
The L.A.U.N.C.H (we love an acronym) framework assumes you’ve…
For those who’ve but to get to these, take a look at the hyperlinks and are available again after you have!
Okay, right here’s what L.A.U.N.C.H stands for…
Be taught the Ropes
From crutch phrases and construction to mic method and manufacturing chops, are you targeted on bettering your abilities as a podcaster with every episode you make? The early days are a time for studying and growth, so lean into this chance.
Amplify Discoverability
Most podcast listeners search for a topic when in search of new content material of their chosen app. Does your podcast identify and episode titles provide you with a very good likelihood of showing in these search outcomes?
Perceive Your Viewers
Some fledgeling podcasters see 30-40 downloads as a pittance. Others see a metaphorical room filled with 30-40 like-minded folks they will have interaction with, study, and get to know personally. That early core of listeners can turn out to be your largest entrepreneurs, so take care of them and provides them your greatest.
Subsequent Episode First
The primary factor you are able to do to provide your podcast the perfect likelihood of success is prioritising an excellent subsequent episode. So, what do you’ve lined up to your listeners? And is it one thing they’ll need to discuss and share with others?
Catalogue Constructing
There’s nothing like a again catalogue of well-titled, high quality episodes to set your podcast’s development into autopilot. When new listeners discover you and might spend 25-50 hours with you, they’ll turn out to be large followers of your present going ahead. Consistency leads to podcasting success, so construct and develop that physique of labor!
Harness Collaboration
It’s doubtless that others are beginning podcasts and content material channels on the identical or comparable subjects as you. These of us aren’t your competitors (no person shares your distinctive angle or perspective); as a substitute, see them as collaborators.
There are lots of tried-and-tested methods to collaborate with other creators to construct your audiences. This is without doubt one of the handiest methods to develop a podcast!
“I Want Outcomes NOW”
I get it; not each new podcast is a solopreneur or hobbyist who can construct this regularly.
For those who work for an enormous firm and have been given the job of making a podcast, you’re unlikely to get away with telling the boss that it may take a yr or two to achieve traction.
On this situation, leveraging any present viewers or buyer base is a no brainer. Most companies have an electronic mail checklist and a few social media accounts. With a ok “hook”, you possibly can win many present followers over to giving the podcast an opportunity.
Unsurprisingly, you possibly can fast-track podcast development in case you have a advertising finances, too. Advertising on podcast listening apps is an efficient approach to achieve a bunch of latest listeners in a single day.
In fact, none of this modifications the truth that your podcast must be well-planned, well-executed, and constant. If it’s completely important that you simply nail this primary time, then hire a pro to help you. There’s no substitute for expertise.
In Abstract
I’m not saying you shouldn’t care about your launch interval; it’s extra a matter of warning round the place you focus your time and power. Focus on creating the perfect content material doable for that early core of listeners, and also you received’t go far mistaken.
A podcast launch course of has no “growth or bust”; the one means a launch can “fail” is for those who don’t publish any extra episodes.
It’s what you do after the launch interval that actually issues. So what’s your subsequent episode about, and when can we hear it?
Whether or not you discovered the laborious means however discovered some helpful classes when launching your present, or, nailed all the pieces first time with out a lot hassle, you should definitely share your tales and experiences within the IndiePod Community. It’s free!
Trending Merchandise
