[2025 update] How to Grow Your Podcast Audience on Social Media
If you’re wondering how to grow your podcast, look no further than social media. A good social media strategy can (and will) support you in expanding your audience, especially if you’re starting a new branded podcast series.
That said, not all social media platforms are created equal, and understanding where your audience spends time online is crucial for effective promotion. Trial and error and A/B testing are effective aspects of the marketing process, sure, but a savvy brand builder doesn’t just throw assets at a wall and see what sticks. Building a strategy tailored to your ideal audience is key.
In this guide, we explore the best social media platforms for podcast promotion, breaking down audience behaviours, demographic trends and proven strategies to maximize reach.
Here goes…
Understanding Platform Use for Podcast Promotion
If you want to publicize a podcast by throwing it onto every social platform and hoping for the best, we politely ask you to stop. Right now.
Social media isn’t a one-size-fits-all game. Your podcast needs to show up where your audience actually hangs out, not just where you think they do.
Let’s break it down, data-first. According to The Infinite Dial by Edison Research:
- 68% of podcast listeners use Facebook
Still the social media king, especially for older crowds (55+ love this channel). If your podcast is about retirement planning, family finance, or nostalgic 90s sitcoms, Facebook groups and long-form discussions are your jam.
- 64% of podcast listeners scroll on Instagram
Visual, vibey and great for storytelling. True crime? Wellness? Pop culture? Make snackable carousels, behind-the-scenes clips, and Reels that scream “Save & Share.”
- 45% of podcast listeners are on TikTok
Snappy and viral-centric. That’s how TikTok can be described for podcasters. Got a business, comedy, or self-improvement podcast? This is where you hook Gen Z with spicy soundbites and engaging challenges.
- 38% of podcast listeners lurk in subreddits
The ultimate deep-dive platform. If your podcast is about crypto, AI, conspiracy theories, or anything nerdy, niche communities here will eat it up. All we ask is that you don’t be spammy.
- 34% of podcast listeners are networking on LinkedIn
B2B, leadership and marketing pods, this is your playground. Drop thought-provoking posts, industry insights, and actual value instead of “hustle culture” fluff.
- 38% of podcast listeners are still tweeting on X (or Twitter…)
Fast-paced and snark-friendly. If your show is about politics, sports, or breaking news, live-tweeting hot takes on X can get people talking.
- 38% of podcast listeners pin away on Pinterest
Not just for recipes and wedding inspo. DIY, home design and wellness podcasts, repurpose your episodes into evergreen, search-friendly Pins.
Creating a Targeted Social Media Strategy
A smart, targeted podcast strategy makes all the difference between crickets and conversions on social media. Here’s how to do it right.
Promote on the Right Platforms (Not Everywhere at Once)
Use the platforms that align with your audience demographics. Facebook? Great for older demographics and community-driven conversations. Instagram? A must for visual storytelling. TikTok? If your podcast thrives on short, punchy content, go for it. LinkedIn? Prime real estate for professional and business-focused shows.
The point? Know your crowd, then go where they already are.
Create Content People Actually Want to Engage With
It goes without saying, but nobody wants to see another boring “New Episode Out Now” post.
Get creative. Post behind-the-scenes clips, hot takes, memes, polls, teaser audiograms and reaction videos. If you’re on Instagram, use Reels. On Twitter/X? Jump into trending conversations. Social media is about scroll-stopping content, so make it worth the double-tap.
Know What Your Audience Likes (Don’t Just Guess)
Conduct surveys and use analytics to understand your specific audience’s preferences and behavior.
Dive into social insights, Google Analytics and podcast listener data to see who’s engaging with what. Even better: As your audience. Run a quick Instagram poll, send out an email survey or drop a “What should we cover next?” tweet.
People love sharing their opinions, so you social media platforms to fine-tune your content and keep them coming back.
Leverage Influencers & Partnerships (AKA Borrow Their Audience)
Your podcast might be amazing, but if nobody knows about it, that’s a problem.
Collaborate with influencers who can promote your podcast on social media to their followers, increasing your reach. Get on their shows. Have them on yours. Let them shout you out in their Stories, TikToks, or LinkedIn posts.
Social proof is everything, and when people see someone they trust recommending your podcast, they’re way more likely to tune in.
Use Paid Ads (Because Organic Reach Can Only Do So Much)
Platforms like Facebook offer sophisticated targeting options that can help you reach your ideal listeners more effectively.
Even a small budget can get you more visibility than organic posts alone. Play around with A/B testing, experiment with different creatives, and focus on converting scrollers into subscribers.
Take The Guesswork Out of Your Podcast
Making assumptions about your audience’s social media habits is like recording a podcast without a mic. It’s pointless.
Check your Google Analytics, social insights, and podcast listener data to see where your people actually are. Even better? Ask them. A quick survey can reveal if they’re doom-scrolling on TikTok or debating on Reddit.
More importantly, don’t waste your energy shouting into the void. Show up where your audience already hangs out, post content they actually want to engage with, and use data to keep refining your strategy.
Do that consistently, and your podcast will grow in all the right ways.
Now, go forth and post wisely.
5 Key Takeaways on Attracting Your Podcast Audiences
- Know your audience: Understanding your podcast audience’s demographics and preferences is crucial for effective promotion.
- Platform optimization: Tailor your content and promotion strategies to the platforms your audience uses most.
- Engaging content: Create diverse and engaging content that resonates with your audience’s interests.
- Strategic partnerships: Leverage influencers and partnerships to extend your reach and credibility.
- Data-driven decisions: Use analytics and feedback to continuously refine your strategies and improve audience engagement.
To learn more about podcast promotion and community development, check out our Ultimate Guide to Audience Growth.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
