Best Practices for Sharing Podcasts on Social Media
This post was written by Andrea Jones, a social media strategist fiercely committed to helping businesses and podcasters build profitable communities online through simple social media solutions. She’s been featured in places like Hubspot, AWeber, and WordPress. She’s also named one of Social Report’s top marketers to follow in 2019.
A staggering amount of podcast referral traffic comes from social media. If you're an introvert, that can be intimidating! Heck, even for extroverts, social media is hard. But if your goal is to increase your listeners and make a bigger impact, then it’s a powerful strategy in your marketing toolbox.
Here are my top recommendations for using social media to promote your show.
Brand Your Content
This isn't going to shock any of you, but brand recognition and visuals really count when it comes to social media. A consistent look and feel for your posts seriously helps your audience recognize you, because it acts a bit like a visual name tag. Wherever they see content of yours, if it looks like you, they’ll be more likely to remember you.
Graphic design doesn't actually have to be terrifying or expensive. Try out a free tool like Canva and start making your own branded graphics to accompany each post.
Create an Audiogram
Audiograms are an easy way to create a video representation of your podcast audio. They take the wavelengths of your audio and turn it into a nifty little video that’s a better way to share podcasts on video-first platforms like YouTube, Facebook, and Instagram. Plus, audiograms are easy to make. I love Headliner and Get Audiogram for this (not sponsored! Just great tools).
Write a Caption That Gets Them to Click
Has anything ever been less captivating than the generic "New podcast episode out now!" post with a link? I mean, probably, but only if you just typed out the dictionary definition of "generic."
Your caption should give listeners a clear benefit statement that motivates a click. What are they going to get out of listening? What question are you answering or problem are you solving? Stress the value-add in your episode to motivate a listen.
Use Hashtags to Reach Your Dream Listener
Do a little research and find out what kinds of hashtags your target audience is looking for. For example, if you're looking to reach rock climbers, it might be tempting to stick to some basic #rockclimbing hashtags. But a little research into the REI Instagram page, for example, can tell you that a popular hashtag among rock climbers are the state park hashtags, national holidays, and the #OptOutside movement tag. Do some user research and figure out what your users are following, and then use those hashtags on your podcast social media posts.
Leverage Your Podcast for Other Content
I've never heard anyone say they got into podcasting to do social media for a living, which is why it baffles me when podcasters don't use their podcast episodes to supply their social media content.
The podcast that you're passionate about making is absolutely the thing you should be using to promote yourself! Things like show quotes, tips of the day, or even something like a question and answer session around that episode's topic will give you value-add posts using material you’ve already written or thought about. You can even repurpose your podcast into blogs if you want to get really fancy.
Schedule Out Your Posts
I work with a lot of podcasters, and more than almost anything else, scheduling social media content is the thing that frees up the most time. I personally love Social Report for scheduling, because I can send out multiple posts across multiple platforms an entire month in advance. If you're not using a scheduling app, it's a great way to add in consistency and uniformity to your posting schedule. Plus, it's great to just get it off your plate and set it to auto pilot.
Use a Strong Call-to-Action.
Once you've gotten your content planned, your next job is to turn your marketing into the tangible result you want. A good CTA gives your readers a clear next step: go listen to your show! Or check out your website or attend your live show, or whatever it is you want from them. Your CTA comes at the end of your post, uses a clear command verb, and stresses the benefit they’ll get by doing what you’re asking. Whether your podcast will answer a question or make them laugh, tell them up front.
And remember to adjust your CTA according to platform. For example, you might want to tell them to click the link and go to your website, but on Instagram they need to check the link in your bio. Customize your content and your CTA from platform to platform.
Wrapping It All Up
There you have it -- my best practices for using social media to share your podcast. If you’re feeling stuck and you’re not sure which of these tips to start with, focus on quality. Share out each episode you create, give your users a taste of what it’s all about, and clearly tell them how to listen.
Let her know if you’re committing to sharing your podcasts on social media. Send Andrea a tweet or dm her Instagram. You can find her @onlinedrea.