Social media is a mysterious beast, even for the consultants. In a earlier life, I ran a advertising staff and we had been always chasing our tail attempting to maintain up with social media developments and newest methods.
In podcasting, social media will be much more enigmatic. Naturally, this makes a number of creators sceptical: Both you assume utilizing social media is a vital a part of selling your podcast, or it’s a waste of time.
We surveyed podcasters to collect strong information on what platforms (if any) work finest for creators on this business. We bought some actually fascinating insights, however the greatest takeaway is that this: Having success with social media relies upon closely on discovering the platform that works on your podcast and your viewers.
So while you hear individuals say issues like, “In case you’re not utilizing TikTok in your advertising technique proper now, what are you even doing?” you may take nice pleasure in ignoring them! The recommendation advertising consultants give to manufacturers merely doesn’t straight translate to podcasting.
However the social media recommendation that is useful to podcasters is to listen to the place and the way different creators are discovering success with their methods.
So, we requested 800+ podcasters to share their experiences with social media channels. We additionally consulted one other new social media survey – The State of Podcast Marketing Report 2024 by Capsho – to provide us extra complete view of how podcasters are utilizing the channels. Right here’s what we realized…
So first, let’s check out the social media platforms which are mostly utilized by podcasters proper now.
As you may see, Instagram and Fb are the most typical channels amongst our survey respondents. This isn’t so stunning provided that these two platforms are typically the most commonly used of all social media channels.
However which of them did podcasters say they discover probably the most success with when selling their podcast?
Which Platforms Deliver Podcasters the Most Success?
For this query, respondents had been solely allowed to decide on one choice. This meant that they had to think twice about which of all of the platforms listed is working finest for them proper now.
In case you informed a advertising knowledgeable you’re focusing your promotion technique on Fb proper now, they’d snigger in your face. Nevertheless, in accordance with our survey respondents, Fb remains to be the platform they get probably the most returns.
Instagram is an in depth second, with 1 / 4 saying this channel brings them the very best outcomes.
Twitter and Reddit are the platforms that podcasters reported having much less success with, regardless of attempting. 14% of respondents mentioned they use X/Twitter of their technique, however solely round half of that (8%) mentioned it’s fruitful proper now. An analogous scenario for Reddit, the place 3% mentioned they use it, however 2% mentioned it brings probably the most success.
How Podcasters Use These Platforms for Success
So now we now have an concept of the platforms that show probably the most profitable in apply when selling podcasts, how are individuals truly utilizing them to successfully promote their present?
Look on-line, and also you’ll discover loads of recommendations on utilizing social media for promotion. We’ve even created a guide to social media for podcasters.
Nevertheless, the survey revealed a couple of fascinating success tales which are price sharing as a result of we will study from them. Listed here are the primary takeaways you would possibly wish to think about.
1. Use Instagram for visitor engagement
As a visible platform, Instagram isn’t at all times the primary place you’ll consider when selling audio. However there are a great deal of podcasters doing exciting things on Instagram proper now.
What was fascinating concerning the survey feedback was that folks talked about how they use the platform to convey company into the advertising course of to allow them to capitalise on their networks, too. One podcaster informed us:
I tag my visitor and ship them a soundbite to make use of on their socials. Sharing to Tales can also be good as they’ll do this and you may share one another’s tales. Not all company hassle, sadly, but it surely’s at all times price giving them the means to.
Claire at Creativity Found Podcast
And one other creator mentioned…
I discover it simplest to share the social media flyers with the visitor to allow them to additionally promote their episode to their pals and followers. This helps preserve model consistency and makes it simple for the visitor to assist with advertising. Audiograms appear to be the very best sort of selling flyer for catching individuals’s consideration, and I’ve discovered Instagram to be extremely efficient for attracting listeners.
Michele Barard – Somewhere in the Middle with Michele Barard
2. Use Fb for focused advertisements
Once more, a number of entrepreneurs think about Fb a useless platform these days. However our survey information suggests there’s nonetheless success available there for podcasters. It is probably not the sexiest device, however latest research have proven that Facebook is still the number one social media platform. In line with our survey, it’s additionally the place that podcasters report having probably the most success with.
One creator (James C Taylor – My Wonderful Lady Podcast) attributed his success on Fb to the very fact the platform caters extra to a barely older demographic:
“My target market is older and comparatively newer to podcasts, so it stands to motive that Fb resonates with them a bit extra.”
Nevertheless, latest international information exhibits that Fb remains to be the most well-liked amongst males aged 25-34. Which, by the way, is probably the most popular demographic for podcast listening, too.
And whereas Fb may not be on-trend, those that nonetheless use it are extremely engaged. With much less competitors from entrepreneurs who assume Fb is a waste of time, this might make it an excellent platform to achieve new listeners with focused advertisements.
One podcaster just lately shared some fairly spectacular success with Fb advertisements in our Indiepodder community:
“The present I co-host paid for ongoing $2-$4 FB advertisements over the course of 1 month, and noticed a soar from about 3 listeners to over 1000 and rising.”
3. Twitter/X remains to be good for rising your knowledgeable community
Because the Muskification of Twitter (sorry, ‘X’), it’s been fairly arduous to get outcomes from the platform as an indie podcaster. As one respondent highlighted:
“While Twitter/X is the worst with its new “pay to play” “blue tick” system, I’ve probably the most followers on there by far. Social media as a complete doesn’t seem like on the aspect of indie creators, although.”
Em at Verbal Diorama Podcast
Nevertheless, a number of podcasters have spent years constructing their community on the platform, and it appears some are nonetheless having success. One nameless respondent mentioned:
“Twitter is the one platform the place I’ve the largest presence in so naturally, I promote on there probably the most. I be sure to publish every time a brand new episode comes out. I additionally have interaction with individuals probably the most on there. I’ve even had a number of company on my present that I’ve truly met on Twitter.”
Musk’s money-making technique with X would possibly imply it’s tougher to achieve new listeners on the platform, however these feedback counsel it’s nonetheless a good platform for holding in together with your present community.
4. Strive messenger platforms to market to pals
Messenger platforms like WhatsApp and Telegram aren’t precisely social media platforms (therefore why we didn’t embrace them within the survey). However these apps do have some options that imply you should use them for podcast promotion.
WhatsApp (and different messenger apps like Circle) have the choice to go away a messenger standing, the place you may add hyperlinks to your podast together with a message and picture, too.
One podcaster shared his latest success with utilizing messenger apps to advertise his podcast:
“I discover that the Telegram and WhatsApp messenger app standing could be very helpful to attach with a variety of my contacts with out having to have interaction with each contact personally.
I’m posting numerous updates on my messenger standing: For instance that I’ve a brand new web site now. Or that my podcast might be launched quickly. Or hyperlinks from interviews I did with different individuals. I take advantage of a easy background with textual content on it or a easy screenshot with some additional rationalization and possibly advert a hyperlink within the description of the standing.
And after I’ve posted a standing on these messenger apps, I can see that additionally a couple of new contacts are following my Instagram account.”
Tillmann Lewien at Psychedelic Bungee Jump Podcast
It is a nice method to promote your present with family and friends who’re in your contacts. It’s additionally price mentioning that the app just lately launched a group characteristic, the place you may create a WhatsApp group on your podcast and message out when you’ve gotten a brand new episode to share.
5. TikTok can get you excessive engagement (notably with youthful listeners)
TikTok is a platform that isn’t for everybody (myself included!). So, whereas there’s a number of hype across the platform and some great podcasters on there, too, it may not be the best platform on your podcast.
Nevertheless, TikTok can also be a platform that may shock you. Though the demographic positively skews youthful, it’s rising amongst millennials. The platform’s highly effective algorithm might additionally make your present simply discoverable to a distinct segment viewers.
Though TikTok wasn’t massively well-liked amongst our survey respondents (11% mentioned they use it), the identical quantity of podcasters (11%) mentioned it was the platform they’re having probably the most success with.
One respondent spoke about how TikTok stunned them:
“I actually by no means gave Tiktok a lot thought (I’m a podcaster not a video essayist as a result of visuals aren’t my forte) however I’ve gotten extra engagement with my posts there than wherever else! I’ve been podcasting for over 5 years however solely just lately began on Tiktok and it’s actually stunning how shortly I bought likes and feedback.”
Jackie at Live Life Laugh Podcast
The opposite study by Capsho additionally means that podcasters at the moment see TikTok as a low-priority platform. In comparison with different platforms, the survey confirmed that TikTok is actively used the least of all advertising platforms (by each excessive and low-income-earning podcasts who took the survey).
And if you concentrate on it strategically, this might be a possibility to chop via and attain new listeners on TikTok as you’ve much less competitors to get observed.
There have been so many different fascinating feedback within the survey. However after all, we don’t have time to share all of them. So, to complete, listed here are some remaining overarching items of recommendation we gathered from each our survey and the report by Capsho too:
- Assume strategically about platforms. your viewers and the place they spend time on-line. Leaping on developments and new platforms simply because they’re the brand new factor will solely result in burnout. You may’t be in all places without delay, so be strategic and constant together with your presence. It additionally is perhaps price searching for alternatives on channels which are much less saturated. For instance, Capsho’s survey confirmed TikTok is the platform that podcasters don’t wish to promote on. However that doesn’t imply listeners aren’t on TikTok – it simply means it’s much less saturated with different podcasters, so there’s a possible for progress there.
- Transfer on in the event you don’t get outcomes. In case you’ve been posting each day on Instagram for months and getting no notable engagement, it’s time to maneuver on.
- Restrict your self to a few platforms max. Capsho’s State of Podcast Marketing Report means that podcasters have probably the most success once they’re constant on three platforms.
As you may see from the graph above, three platforms was the optimum quantity notably amongst these podcasters who earned a better earnings via their podcasts. This helps this concept that limiting your technique to a few platforms is extra profitable than attempting to be on each and all channels. - Collaborate with different podcasters. Episode swaps and social media cross-promotion work very well in podcasting. This group is exclusive in how supportive hosts are of different hosts in the identical area of interest. Reap the benefits of this by often participating with different podcasters and selling every others’ exhibits to achieve new audiences.
- Encourage company to advertise their look in your present on their social media. Make it simple for company to take action by creating flyers and different advertising collateral and sending them prematurely.
These are only a few of the methods that indies themselves are having success with proper now. And in the event you’re eager to dig into extra real-world case research, this episode of Podcraft speaks to 9 of the very best indie podcast creators round about their very own social media utilization, success tales, and largest takeaways.
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