Patience is a virtue, especially when it comes to podcast promotion. You can’t produce a podcast and simply wait for listeners to appear; you have to take your time and develop a strong promotional strategy. But how do you effectively spread the word? Social media has entered the chat.
In today’s marketing atmosphere, effectively utilizing social media in your podcast launch plan has proven time and time again to boost viewership. Alongside quality SEO and word of mouth, social media is the third most popular avenue for reaching a greater audience.
With the right marketing plan — and a podcast marketing platform — you’ll quickly connect with current customers and attract new listeners. Of course, there’s more to podcast social media marketing than meets the eye. So, what makes a podcast social media strategy successful? Here are the top two things to consider:
- Know your audience.
- Choose the right social media channels. (Hint: The best social media to promote a podcast is the channel your target audience uses the most.)
Let’s explore both of these concepts in more detail!
What Is the Best Platform to Advertise a Podcast?
On a global scale, the most popular social media platforms are:
- Facebook (2.958 billion monthly users)
- YouTube (2.514 billion monthly users)
- Instagram (2.0 billion monthly users)
- TikTok (1.051 billion monthly users)
- LinkedIn (310 million monthly users)
However, just because a platform is popular doesn’t mean it’s the best way to reach your target audience. Some demographics interact with certain social media sites more than others. Let’s use TikTok as an example. Although the popularity of TikTok has soared to extreme heights, it’s not everyone’s favorite. According to a 2022 survey conducted by Statista, 67% of 18 to 19 year olds use Tik Tok, while 45% of 30-somethings also use Tik Tok.
Distribution of TikTok Users in the United States in 2022, By Age Group
Source: Statista
Generational social media preferences are especially important to consider when you’re trying to reach a B2B audience. According to the Harvard Business Review, the average age of a first-time manager is close to 30, while people in higher leadership roles are typically 42 or older. So, if you want the attention of busy B2B decision makers, chances are you’ll have to promote on more platforms besides TikTok. Basically, don’t put all your eggs in one basket. Especially if that basket is dominated by the wrong demographic.
Give the People What They Want, Where They Want It
Ultimately, you need to know your audience inside and out before you commit to any podcast promotion strategy. This is where podcast marketing platforms come into play. Up until recently, marketers could only access anonymous and limited metrics related to their audience behavior and preferences. Podcast marketing platforms like Casted make it easy for marketers to access behavioral metrics, demographic data, traffic information, and much more. With all of these actionable insights at your fingertips, you’ll know exactly where and how you should promote your podcast across various social media channels! See what we’re talking about here.
What Is the Most Effective Way to Promote a Podcast on Social Media?
The promotional content you create should differ depending on the social channels you use. Mastering how to promote a podcast on Instagram looks different compared to Twitter or LinkedIn. For example, Twitter has a character limit while LinkedIn is much more accepting of long-form content.
Before you post anything, you should organize your content ideas into separate campaigns for each social platform you plan to use. This will make it easier to optimize your promotional content for each channel.
What’s the Best Type of Promotional Content for Podcasts?
There are tons of mediums to choose from when promoting your podcast on social media, but video continues to outshine all the rest. In fact, a 2021 HubSpot poll found that 85% of marketers rank short-form videos as the most effective type of social media content. When outlining your various social campaigns, consider how to use video to your advantage. You could create thought-provoking videos featuring leaders in your organization, highlight the results of a case study, or add your brand’s commentary on a buzz topic in your industry. Really, the opportunities are endless!
Stuck in a Rut? Get Inspired!
Check out some stellar podcast social media post examples and discover how to create engaging social media content in Casted’s handy guide!
Captivate Your Audience with Casted
We get it, creating all the content you need for podcast promotion feels overwhelming. That’s why Casted exists! Our platform makes it easy to:
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- Access transcriptions and clips to maximize the reach of your content.
- Unlock the metrics that matter most so you can truly get to know your podcast and video audience.
- Manage your content assets in a single, accessible space.
- Publish, host, syndicate, and distribute your podcasts on Spotify, Apple Music, and more.
- Amplify the reach of your content using audio- and videograms and helpful clip auto-generation.
And that’s just the highlight reel. To see Casted’s complete capabilities, schedule a demo!
