Are you interested in learning how to promote your podcast on social media? Promoting your podcast on social media is one of the primary ways you will attract new listeners to your show. You can explore other methods of promotion in this post.
When promoting your podcast to social media, we recommend beginning with one platform. You can add on others as you become more comfortable. When it comes to social media, it’s better to avoid spreading yourself too thin. Like we always say, quality over quantity every time.
When selecting which social media platform to focus on, there are a few questions you can ask yourself:
- “Which platform am I most comfortable with?”
- “Where does my ideal audience spend their time?”
The answers to these two questions don’t always match, so it’s important to weigh your options to come to the best decision.
What to Post
Static images can include behind the scenes photos, photos of your guests, or a graphic with a quote from your episode. There is a place for static images on all social platforms, however keep in mind that the optimal dimensions vary. Some of the primary dimensions you’ll use are:
- Square (Social Feeds): 1080px by 1080px
- 1080px by 1350px (Portrait)
- Vertical (Stories): 1080px by 1920px
- Landscape: 1080px by 608px
The images you choose should align with your brand. Social media provides you the opportunity to visually communicate what your brand is about. When your audience interacts with your brand, how do you want them to feel? Are there certain colors that invoke that feeling? Do you want your audience to associate something specific with your brand and your podcast? Answering these questions will help inform what kind of images you should be posting. When it comes to content creation, always create content with your desired audience in mind.
Generally speaking, video performs better than static images across all social platforms. How do you take advantage of this fact when you’re producing an audio only podcast? The simple answer is by creating an audiogram. An audiogram combines an audio snippet with the waveform to create a video that is easily shareable and allows you to highlight specific moments from your podcast.
According to this study by Headliner, audiograms ads are 5X more effective than static image ads. This study was specifically testing audiograms in paid advertising, however it’s safe to say that audiograms are effective in organic posts as well. While static images should certainly have a place in your feed, adding audiograms can be an effective way to boost your impressions.
If you film your podcast, it’s a great idea to share short clips across social media. Even if you don’t film your podcast, you can still take advantage of video’s efficacy by posting video to your story or going live. Videos posted to your story can be less polished than a feed video; users expect Story videos to have an authentic, in the moment feel. These are great to use on the day your episode releases.
Where to Post
You have a few options when it comes to where to post. You can either post to your personal account, or you can create a dedicated account for your podcast (reflecting your podcast name: e.g. on Instagram your name would be @yourpodcastname). Ideally, we recommend taking advantage of both of these options, while focusing the bulk of your social content on your podcast’s page(s). If your podcast is associated with a business, you could also post it on the business’s social pages.
If you interview guests on your podcast, make it easy for them to promote your podcast on their own social accounts by providing an image and copy that can simply be pasted and posted. Make it clear that they aren’t required to post, but let them know it’s encouraged by making it as easy as possible for them. Also, be sure to tag your guest in any posts about their episode.
One of the biggest time savers for content creation is to create templates. Set aside a chunk of time to create a handful of templates for your preferred social channel, such as a template for a quote, Instagram story, Facebook post, or audiogram background. Creating templates will not only save you time; it will also ensure that your feed is cohesive and is effectively communicating your brand. Once you’ve created your templates, all you have to do is change the text or image and you’re ready to post. Our favorite resource for creating templates for social media is Canva.
If you are using multiple social platforms to promote your podcast, be sure to post content that is tailored for that specific platform, rather than posting the same thing across all platforms. However, that doesn’t mean you have to start from scratch for each post. Repurposing content is key for efficiency and time management. If you’re posting your favorite quote from your guest on Twitter, you could use the same quote in a graphic on Instagram and write a short bio about your guest in the caption. If you want to use the same quote on Facebook, you could also give bullet points that list the key takeaways from the episode. By doing this, you’re providing value on each of your platforms while optimizing your post for the platform it was designed for. Afterall, if you post the same thing on both Instagram and Facebook, there’s no reason for someone to follow you on both platforms.
How often should you be promoting your podcast on social media? As often as you can! It’s a good practice to post every time you release an episode, but you don’t have to stop there. The reality is, if you only post about something one time, many of your followers won’t see it due to the various algorithms used by social platforms. Posting a few times a week gives your content the best chance of being seen by all of your followers.
Recycle Old Content
As mentioned above, due to the various algorithms, your audience may not see your posts. Audiences are swimming in content, and even if they do see your posts, it’s likely they won’t remember it forever. Reposting something that you posted a few months ago is not only acceptable; it’s encouraged. If you’ve been podcasting for awhile, it’s likely that you have older episodes that your audience hasn’t been exposed to. Take a look at which of your episodes have the most downloads, and after some time has passed, promote the episode again! If it did well the first time, it’s likely to do well again.
We’ve written about this before, and it bears repeating. Social media is intended to be social. Therefore if you want to make the most of it, you need to be engaging with other accounts and posts. If you are simply posting and waiting for your audience to show up, you’re missing a huge opportunity. Seek out your ideal audience, engage with them, and by doing so bring them to your page to find out more about your show.
If you’re interested in learning more about how to promote your podcast on social media and other tips to grow your show, check out our courses!