October 26, 2021

How to Advertise Your Podcast on Social Media

Christina Sirabella

Ah, podcasts. They’ve been around for nearly two decades, but only in the past five years or so has the format truly entered the mainstream and come into its own. As more and more podcasts have popped up, listenership has increased. In fact, 55 percent of the U.S. population has listened to a podcast, and 37 percent listened to a podcast in the last month.

What’s even more interesting, however, is that podcast listeners are much more active on social media than non-listeners. 94 percent of those who listen to podcasts are active on at least one social channel, compared to 81 percent for the population as a whole. And what’s more, podcast listeners are more likely to follow companies and brands on social media than their counterparts.

So, if you host a podcast or are thinking about starting one, here’s how to use social media to advertise your podcast, grow your audience, and maximize engagement.

1. Choose your platforms.

It’s important to do this strategically. While it might be tempting to join every social media platform, you don’t want to spread yourself too thin—and your audience is likely active on one or two more than the others. Depending on who your listeners are, those platforms will differ. For instance, LinkedIn is an obvious choice if your podcast is about money and careers. But if your podcast is about interior design, Pinterest or Instagram might make more sense.

2. Build your profiles.

Your social profiles are essentially your elevator pitch to folks who are unfamiliar with your podcast. So, think about what you want a potential listener to know or see when they come across your social profile. Make sure your bio clearly states what your podcast is about as well as any relevant information about you or any co-hosts. When it comes to profile pictures and header images, everything should look professional and cohesive. First impressions are important!

3. Create your content.

This is arguably the most important step. After all, your content is ultimately what will get people to follow you on social, listen to your podcast, and continue listening to your podcast. Here are some must-dos:

  • Make sure your content has value.
  • Leverage trends.


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  • Engage and ask for feedback.
  • Post consistently.
  • Maximize hashtags. (You can even create a branded one!)

4. Measure your results.

Lastly, there are tons of analytics tools out there that can help you assess what content is resonating with your followers and what isn’t. Use these to identify patterns and, most importantly, adjust your content accordingly going forward.


Tags: Best Practices, Consumer Insights, Instagram, LinkedIn, Pinterest, Podcast, Social Media, Strategy

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