How to Find and Attract Your Podcast Audience on Social Media
When it comes to advertising anything these days, it’s clear that social media is an absolute must for reaching your podcast audience, and your branded podcast is no exception. You need to be strategic in promoting your podcast just as you are in developing your series and everything else your team does to foster growth.
While trial and error and A/B testing are effective aspects of the marketing process, 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.
Understanding Platform Use for Podcast Promotion
To master your approach, you need to understand which platforms are most frequented by the folks your brand plans to attract. For instance, a retirement series might do well on Facebook, while a deep dive into crypto might perform better on Reddit. Assumptions about platforms need to be backed by real stats.
Most Popular Platforms Overall
According to The Infinite Dial by Edison Research:
- Facebook: 63%
- Instagram: 46%
- TikTok: 36%
- Pinterest: 28%
- Twitter: 27%
- Snapchat: 27%
- LinkedIn: 21%
Facebook, Instagram, and TikTok dominate among the general population, but how do these behaviors compare to those of your everyday podcast fan?
Most Popular Platforms Among Podcast Listeners
Edison Research shows that among monthly podcast listeners:
- Facebook: 68%
- Instagram: 64%
- TikTok: 45%
- Pinterest: 38%
- Twitter: 38%
- Snapchat: 35%
- LinkedIn: 34%
Podcast listeners are more likely to use social media, making these platforms ideal for targeting and growing your audience.
Age-Based Platform Preferences
- Ages 12 to 34:
- Facebook: 34%
- Instagram: 24%
- TikTok: 17%
- Ages 35 to 54:
- Facebook: 61%
- Instagram: 10%
- Aged 55 and up:
- Facebook: 77%
Young consumers still use Facebook significantly, making it a viable platform for promoting podcasts to younger audiences. However, older demographics heavily favor Facebook, making it essential for targeting older adults.
Creating a Targeted Strategy
To attract and retain your podcast audience, consider these steps:
- Promote on Relevant Platforms: Use the platforms that align with your audience demographics. Facebook and Instagram are vital for most age groups, while LinkedIn is crucial for professional audiences.
- Create Engaging Content: Develop a mix of photo, video, and interactive content tailored to each platform. Instagram, in particular, benefits from visual content.
- Understand Audience Preferences: Conduct surveys and use analytics to understand your specific audience’s preferences and behavior.
- Leverage Influencers and Partnerships: Collaborate with influencers who can promote your podcast to their followers, increasing your reach.
- Utilize Paid Advertising: Platforms like Facebook offer sophisticated targeting options that can help you reach your ideal listeners more effectively.
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.
