How To Promote Your Podcast On Social Media
Summary
TLDRIn this informative video, Craig Hewitt from Castos shares strategies for effectively promoting a podcast on social media. He emphasizes the importance of providing value to the audience and engaging in two-way dialogue through platforms like Zoom meetings or Facebook groups. Hewitt suggests identifying a primary social media channel for optimization and then using secondary channels to expand reach. He provides posting frequency recommendations for major platforms, such as Instagram, LinkedIn, Facebook, Twitter, and TikTok, and highlights the utility of tools like Buffer or HootSuite for content scheduling. The video also covers the significance of using hashtags, mentioning guests, and leveraging their audience for mutual growth. Hewitt strongly advocates for the creation of short-form video content, such as YouTube Shorts or Instagram clips, to increase engagement and build a stronger connection with the audience. He concludes with a call to action, encouraging viewers to like and subscribe for more valuable content.
Takeaways
- 🎯 **Value First**: Always consider what's in it for your audience (WIIFM) when creating content to ensure you're providing value.
- 🤝 **Engage Your Audience**: Use social media for two-way communication; ask for feedback and involve your audience in content creation.
- 📈 **Primary Platform Focus**: Identify one primary social media channel to optimize and use others as secondary platforms for broader reach.
- 📅 **Posting Frequency**: Post more frequently than you think; use a schedule to maintain consistency across different social media platforms.
- 🛠️ **Use Tools for Efficiency**: Employ social media management tools like Buffer or Hootsuite to streamline and automate your posting process.
- 📣 **Promote New Episodes**: Tease upcoming episodes to build anticipation and keep your audience engaged.
- 📝 **Leverage Hashtags**: Utilize appropriate hashtags for your content to increase discoverability on social media platforms.
- 👥 **Mention Guests**: Tag and mention your podcast guests to encourage their involvement and promotion of the shared content.
- 📚 **Media Kit for Guests**: Provide guests with a media kit to simplify sharing your podcast episode with their audience.
- 📹 **Short Form Video Content**: Embrace short form video content like YouTube Shorts, TikTok, or Instagram Reels for higher engagement and audience growth.
- 👍 **Encourage Interaction**: Ask your audience for topic suggestions and feedback to foster a sense of community and involvement.
Q & A
What is the primary consideration when promoting a podcast on social media?
-The primary consideration is to always answer the 'what's in it for me' question for your audience, ensuring that you are providing value with every post and piece of content you share.
Why is it important to engage in a two-way dialogue with your audience?
-Engaging in a two-way dialogue is crucial for getting feedback and understanding what your audience likes and dislikes. This helps in tailoring future content to provide more value and encourage audience growth.
How can social media platforms facilitate audience feedback?
-Social media platforms allow for a two-way street where you post content and receive immediate feedback from your audience through likes, comments, and shares, helping you understand their preferences.
What is the recommended posting frequency for different social media channels?
-The recommended posting frequency varies by platform: Instagram (3-4 times a day), LinkedIn (once a day), Facebook (once a day), Twitter (2-3 times a day), and TikTok (4-5 times a day).
Why is it suggested to have a primary social media channel and post on others as well?
-Having a primary channel allows you to focus your optimization efforts, while posting on other channels ensures your content reaches a wider audience. It's about finding a balance between specialization and broad reach.
What is the significance of using hashtags and at-mentions when posting on social media?
-Hashtags and at-mentions increase the visibility of your posts by connecting them to trending topics and directly involving the people you're mentioning, which can lead to more engagement and shares.
How can leveraging your guest's audience help grow your podcast?
-Leveraging your guest's audience involves encouraging them to share the episode with their followers. This cross-pollinates your ideas with new audiences, increasing the chances of gaining new listeners.
What is the benefit of providing a Media Kit to your podcast guests?
-A Media Kit simplifies the process for guests to share the episode by providing all necessary assets like cover images, audiograms, and links. It makes it easy for them to promote the episode to their audience.
Why is short-form video content important for social media promotion in 2023?
-Short-form video content is highly engaging and popular across social media platforms. It allows for higher fidelity interactions and can significantly boost audience growth and engagement.
What are audiograms and how can they be used to promote podcast content?
-Audiograms are visual representations of podcast audio, often including captions or key quotes. They can be used to create short-form video content that can be shared on social media platforms to attract attention and promote the podcast.
How can teasers for future podcast episodes benefit your social media strategy?
-Teasers create anticipation and engagement among your audience. By posting a teaser a couple of days before the episode goes live, you can increase the likelihood of listeners tuning in when the episode is released.
Outlines
📢 Promoting Your Podcast on Social Media
Craig Hewitt from Castos discusses strategies for effectively promoting podcasts on social media. He emphasizes the importance of understanding the audience's needs ('What's in it for me?') and providing value. Craig suggests engaging with the audience through two-way dialogues, such as Zoom meetings or Facebook groups, to gather feedback and tailor content to their preferences. He also advises identifying a primary social media channel for optimization and using tools like Buffer or HootSuite to streamline posting across multiple platforms. Craig provides posting frequency recommendations for various platforms, including Instagram, LinkedIn, Facebook, Twitter, and TikTok.
🎥 Teasing Episodes and Audience Engagement
The script outlines a strategy for promoting podcast episodes on social media. It suggests dropping teasers of upcoming episodes to build anticipation and engagement. Craig talks about the importance of posting consistently on the primary channel and across other channels multiple times a week. He also highlights the value of getting audience feedback for content ideas and using hashtags effectively. Mentioning guests and providing them with a media kit to simplify sharing the episode is another strategy discussed. The script also touches on leveraging guests' audiences to grow the podcast's reach.
📹 The Rise of Short-Form Video Content
Craig emphasizes the significance of short-form video content in 2023, mentioning platforms like YouTube Shorts, TikTok, and Instagram. He encourages podcasters to create video content, even if they are not producing native video, by repurposing audio content into audiograms or clipping interesting segments for social media. The script advises on the importance of including captions as many viewers watch without sound. Craig also stresses the higher engagement rates associated with video content and how it can enhance audience growth and connection.
Mindmap
Keywords
💡Social Media Promotion
💡Value Provision
💡Two-way Dialogue
💡Primary Channel
💡Content Scheduling
💡Teasing Future Episodes
💡Audience Feedback
💡Hashtags
💡Guest Leverage
💡Short-form Video Content
💡Media Kit
Highlights
The importance of understanding 'what's in it for me' for your audience when promoting your podcast on social media.
Engaging in two-way dialogue with your audience through social media platforms to understand their preferences.
Having a primary channel for optimization and posting on other channels as secondary.
Posting frequency varies by platform: Instagram 3-4 times a day, LinkedIn and Facebook once a day, Twitter 2-3 times a day, and TikTok 4-5 times a day.
Utilizing social media management tools like Buffer or HootSuite to streamline posting across multiple platforms.
Teasing future podcast episodes to build anticipation among the audience.
Encouraging audience feedback to inform content creation and engage them in the podcasting process.
The underutilization of hashtags and the importance of using them appropriately for each post.
Mentioning guests on social media posts to increase engagement and encourage them to promote the episode.
Leveraging the guest's audience by providing them with a media kit to simplify sharing the podcast episode.
Setting expectations with guests about sharing the episode on their social media and including it in their newsletter.
The rise of short-form video content on platforms like YouTube Shorts, TikTok, and Instagram as a significant trend in 2023.
Creating video content or audiograms from podcast episodes to increase engagement on social media.
The preference of viewers to watch captions rather than listen to the audio in video content.
The impact of short-form video content on audience growth and the relationship with the audience.
Providing resources in the video description to aid podcasters in their social media promotion strategies.
The call to action for viewers to like and subscribe to the channel for more content.
Transcripts
hi there Craig Hewitt here from castos
thanks so much for joining me back on
the YouTube channel today we're going to
be talking all about how to effectively
promote your podcast on social media
let's dive in
[Music]
the first and most important thing to
think about when think about how to
promote your podcast effectively on
social media is remembering with them
what's with them Greg what's in it for
me right you have to be answering the
what's in it for me for your audience
every time you think about posting
across all the different channels and
across every different piece of content
that you're trying to promote answering
what's in it for me what's in it for
your audience is going to inform a lot
of the copywriting and image and
audiograms and short clip decisions that
you'll make because you really want to
be providing value that's what all of
this is about right that's why we're
podcasts why we have a YouTube channel
that's why we blog that's why we post on
social media is we want to provide value
for your audience and answering what's
in it for me is the Cornerstone of how
you're going to get started in
consistently delivering value tree
audience if you don't know what's in it
for your audience then talk to them
right start weekly Zoom meetings or have
a have like a Facebook group or
something like that where you can get in
there and have like two-way dialogue
with your audience the beautiful thing
about social media is uh it allows for
this kind of two-way street a lot of
times right whether it's Instagram or
SnapChat or Tick Tock or whatever uh
you're posting you're getting feedback
from your audience on on what they like
podcasting is is largely like a one-way
Street like we talk and they listen and
so you need to find a way to encourage
this feedback loop to get feedback and
guidance of what your audience likes and
what they don't so that you can provide
them more value in the future let's talk
about where to post and when right this
is the the meat of the issue and I want
to address this first because this is
what a lot of you are watching for right
so I believe there is a single answer on
where to post and when and how often and
we're going to dive into that now and
the beginning of the answer is it
depends right and this is not me trying
to be an accountant and say it depends
and kind of skirt an issue but it
depends on you and where your audience
already is it might be that you're
already involved on Twitter and that you
want to post there because your audience
is there and you have a lot of
Engagement and dialogue already that's
great it might be that you're taking a
more video first approach and you're
using YouTube or YouTube shorts and
posting there or Tick Tock right it
might be Instagram it might be Facebook
it might be LinkedIn it depends is the
answer right I think something that's
very important from talking to Jonathan
Reed in our webinar before and we'll
have a link to that webinar Replay in
the show notes Here the most important
thing is to have one primary channel
that you're optimizing for and then post
everywhere else is where as well maybe
Tick Tock is your channel right so
you're gonna think about oh I gotta
create short form video content first
right that's great but that doesn't mean
you can't also post that to Facebook and
Linkedin and Instagram it might be the
hey uh short text content and threads or
what I do so I'm going to think about
posting to to Twitter first that's cool
you can also do like LinkedIn carousels
uh for that so adult
exclude other channels just because
you're optimizing for one but I very
much believe you should have one in mind
first and then the other should be
secondary after that okay when and how
often to post right this is the question
I wanna I wanna post I want to get my
stuff out there everyone's attention
span is super short these days most
posts that everybody makes don't ever
get get kind of visualized and seen by
your audience the algorithms might
suppress them who knows write all these
questions that we don't have answers to
but you want to post probably more than
you think right and here's the here's
the formula that we've come up with so
I'm going to cover the major five
channels right Instagram first we like
to post on Instagram three or four times
a day when we're advising our clients on
on how to get traction and and really
move their audience uh growth on on
Instagram three or four times a day
LinkedIn once a day Facebook once a day
Twitter two or three times a day right
it's a little bit variable kind of like
Instagram Instagram through a four times
a day Twitter two or three times a day
and Tick Tock more alright four or five
times a day right and I think that these
shorter form places uh Tick Tock
Instagram M Twitter all kind of have
something in common you're gonna post
more often because it's shorter content
right something on LinkedIn or Facebook
you might have a longer post once a day
maybe twice a day on Facebook and and
Linkedin are fine but that's how we like
to think about our primary posting day
and what that schedule will look like
using a tool like buffer or HootSuite or
one of these that let you post to
multiple places all at the same time is
a great way to organize your content
calendar uh and we have links to those
in the description below but just think
about using a tool don't think I have to
go log into these six different places
every day use a tool concentrate
everything in one place so you can draft
all the content you might have to adapt
it slightly because there's character
limits depending on on what you're using
but but use a tool to to kind of
automate this so that's on um say like
episode release date right we're talking
specifically about how to promote your
your podcast on social media this is on
the day an episode goes live but let's
rewind a little bit one thing that's
really cool is to tease future episodes
so think about okay if my episodes are
coming out every Wednesday Monday I'm
gonna drop a little teaser right on all
these platforms just once and say hey
new episode coming Wednesday here's a
sneak peek at what to look forward to
this is great because it gets the
audience looking forward to engaging
with you on Wednesday when you post that
new that new clip or that new episode
it's just a great way to keep the
conversation going in the meantime okay
so we have kind of the the Preamble
right and we have the day the episode
goes live and then you want to keep
posting on your primary channel for sure
and I think really on each of the
channels three more times in the coming
week this is assuming that you're doing
a weekly podcast but this way you'll
have the the teaser right a couple days
before you'll have the day the episode
goes live and you'll have three more
posts pretty evenly spread out through
the subsequent week leading up to that
teaser episode so you're really
publishing about every business day on
the weekends too maybe depending on what
Channel you're on it's kind of thinking
about teaser did the episode goes live a
couple of more spread out pretty evenly
through there more on your primary
channel right so if your primary channel
is Twitter think about posting kind of
every day there amongst your other kind
of content you'll be promoting for your
brand
one other approach we really love is I
and I alluded to this earlier is getting
feedback and involvement from your
audience so maybe you're having a tough
time coming up with an idea for your
next next episode
ask that right post it on social media
say hey wanting to talk about this topic
what would you like me to cover and
people will chime in and they'll say oh
do this or interview this person or
cover this I've never heard you talk
about this I'd love to hear you know
your your thoughts on this topic it's a
great way to to get really authentic and
dynamic feedback and engagement from
your audience and it'll it'll grow the
the kind of connection that you have
with them offline right because the
podcast I consider like online right
offline off podcast being social media
it's just a great way to continue that
conversation in between episodes in
terms of the mechanics of of posting uh
one thing that I think is underutilized
are hashtags right there kind of
ubiquitous across all of the channels
use hashtags that are appropriate for
the topic that you're talking about and
a lot of times these are always the same
hashtags for all of your episodes but it
might be that you have a topic on
monetizing your content or growing your
audience or thought leadership or
something like that those might vary
right so you might want to just have
this little note document hey these are
the hashtags I always use and these are
the ones that are going to be unique for
for certain episodes right and I would
say the same thing if you're if you have
guests on your show if it's an interview
style or a round table format 100 always
mention those people if they're on the
platform that you're posting on find and
mention those people hands down the best
way to get them involved and you
promoting the content of their episode
and it brings me to my next point which
is leverage your guest audience this is
I think hands down the mark for me as as
a guest on other people's podcasts when
I say oh this person's a pro is when
they provide me a Media Kit it takes all
of the guesswork out of it for me to say
oh I have to go find this thing on the
website and the link open Spotify
no it's all taken out of the equation
they send me an email with like a zip
file or something like that or just the
assets cover image for the episode
audiogram or short clips a couple of
quotes maybe a couple of links that they
want me to mention and it's all done for
me I just take copy put it into Twitter
and I'm off right it makes asking your
guest to share the content with their
audience super simple right and so
that's really I think the most
straightforward way to grow your
audience if you have an interview based
show is leverage your guest audience and
I think setting the expectation up front
when you invite them onto the show say
hey love to have you on the show it's
going to be this day here use calendly
or Savvy Cal or something like that to
schedule the episode when this episode
is live I would love for you to share it
out on social media include it in your
email newsletter if you could and link
to that episode from your website those
three things if you can do those
consistently over time and you publish
52 episodes a week a hundred percent
you'll have a successful podcast right
because you are cross-pollinating your
ideas and your message with other
people's audiences 52 times a year and
the chance of picking up a new listener
here and a new listener here and a new
listener here is really really good
right if you're doing your job and
creating good content but you have the
systems to leverage and involve other
people's audiences and your stuff a
hundred percent you'll be successful so
we talked about about where to post
right always one primary place when to
post and gave the schedule there we'll
have a link to to resources uh that that
go into in depth on all this in the
description below we talked about uh
hashtags and at mentions always mention
a guess or anyone you have on your
podcast is a great way for them to get
involved and like or react or retweet
your post and then the mechanics of like
Get It Get a tool right get HootSuite or
buffer or something like that height
Fury to to do this consistently so you
don't have to go in there and and
manually do this all the time you can do
this you can have someone on your team
do this and set it and forget it so that
you can focus on creating more content
and engaging with your audience so be
remiss if I didn't mention short form
video touched on it and I want to I want
to really dive in here because it's
super important here 2023 this is hands
down the biggest kind of movement in
social media is short video content
YouTube shorts Tick Tock Instagram right
these are the places that popularized it
but every social media platform has
these they're all really popular and you
get a ton of engagement on them I would
highly encourage you to create some sort
of video content for your podcast even
if you're not recording what we call
native video like this uh when you're
recording your episodes we really like
that you can put the whole long form
thing on YouTube right it's a great way
to repurpose content from the start and
then just have an audio podcast that
goes out for Apple podcast and Spotify
but really clipping out the most
important and interesting and dynamic
segments from that for use in social
media is fantastic right so these clips
are between 30 seconds and a couple of
minutes depending on which platform
you're optimizing for there's a whole
that's a whole other topic but I would
really strongly think about you know at
least creating audiograms we have a tool
in castos that lets you do this for free
within our growth and pro plans or just
capture native video like this and clip
out little short segments and publish
those separately from the rest of the
long form content I think if you get
into the habit of creating video one way
or the other right whether it's native
video or using the tool like ours for
audiograms and just publish that to you
to your social channels I think you'll
just see a lot more engagement I think
the reality is video content is just
higher Fidelity right you can see my
face I can see your face we have the
captions running across you know an
interesting thing about that is very few
people actually listen to the the audio
part of video content they just they
just watch the captions so just best
practice as you're creating this short
form content make sure you have the
words on the screen because a lot of
people don't listen so that's my that's
my bit of a rant about short-term video
content we just really strongly believe
in it so if you're not doing it today I
would suggest finding a way to do it
doesn't have to be your face on the
screen you can use audiograms and things
like that and there's a lot of great
tools that help you do this so I hope
this is helpful in in kind of laying out
a framework for how to think about
publishing on social media the exact
kind of best practice mechanics that
that we believe in terms of the schedule
on a per episode or per week basis uh
best practices in terms of hashtags and
app mentions things like that and then
gotta mention short form video it's
fantastic and it'll transform your
audience growth and your relationship
with your audience because they can see
you and and that's just really wonderful
links to all the resources we mentioned
are in the description below and if
you're enjoying the Channel please like
And subscribe and we'll see you next
time
[Music]
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