Podcasts have been slowly, but steadily increasing their listening audience. Since 2016, 21 percent of Americans 12 years or older have listened to a podcast during the past month, according to research conducted by Edison Research. This represents a 5 percent increase of podcast listeners within the past year. Since then, many media companies and digital startups have been investing in podcasting.
A podcast channel is a great way to build up your network. It helps increase visibility, credibility and respect for you in the industry you're in. Podcasts also help you expand your connections and have the chance to meet people that you admire in the industry.
Podcasts are slowly taking over the digital world. If you decide to start your own channel, here are a few pointers on promoting your podcast channel and episodes.
1. Social Media Promotion
As you know, social media is a critical part of our daily lives; we find out about news, products, entertainment and events through the internet. Basically, we're connected to one another 24/7.
Promoting your new podcast on social media is not that hard, you just need to know where to start, create a schedule and stick to it.
Key platforms to focus on:
- Facebook: Share episodes with your network and in relevant groups
- Twitter: Engage in real-time conversations about episode topics
- Instagram: Use visual content and Stories to promote episodes
- LinkedIn: Perfect for B2B or professional development podcasts
- TikTok: Create short clips and teasers for younger audiences
2. Share Episode Updates
It's important that every time you create a new episode and upload it, you share an update across your social media accounts. This update lets your listeners know that there is new content in your channel.
Best practices for episode updates:
- Always include the link to your episode in your update
- Write a compelling description of what listeners will learn
- Tag any guests or brands mentioned in the episode
- Include relevant hashtags to increase discoverability
- Post at optimal times when your audience is most active
- Use platform-specific formats (e.g., Stories, Reels, Threads)
3. Pin Your Episode to Your Page
No, we don't mean pin as in Pinterest. Pinning your episode to your Facebook or Twitter page will give your newest episode post more visibility.
The pinned episode will be placed on the top of your page and will not be moved, even though you share regular updates. This ensures that your newest pinned post will be the first thing that a visitor sees when they access your social media page.
Why pinning works:
- Guarantees visibility for your latest episode
- Makes it easy for new visitors to find current content
- Stays at the top regardless of other posts
- Increases click-through rates to episodes
- Professional appearance showing active content
4. Create Stand-Alone Images
Most of our social media feeds are filled with images, videos or GIFs. Creating a stand-alone image with the link to your newest episode will ensure that your update will be seen and not dismissed.
Create an eye-catching image that will draw attention to your page and help gain more listeners.
Image content ideas:
- Guest speaker photos: Professional headshots or action shots
- Recording moments: Behind-the-scenes of you with your guest
- Quote graphics: Important quotes from the podcast episode
- Episode artwork: Custom designed cover art for each episode
- Audiogram visuals: Waveform animations with key clips
- Themed graphics: Consistent branding across all episodes
Design tips:
- Use tools like Canva for easy graphic creation
- Maintain consistent branding and color schemes
- Include your podcast logo prominently
- Make text readable on mobile devices
5. Tease the Audience
This technique is incredibly effective on social media. Podcasters will share a small tease of their podcast 24 hours before the episode goes live.
Teaser content ideas:
- Fun facts: Share interesting details about your podcast guest
- Topic previews: Highlight what you discovered about the episode subject
- Audio clips: Share a 15-30 second clip of the best moment
- Controversial takes: Tease a surprising opinion or revelation
- Questions: Ask your audience what they think about the topic
- Countdown posts: Build anticipation with "24 hours until..." posts
Sharing a tease will enhance your listener's anticipation for a new episode and create buzz before it even launches.
6. Reshare, Reshare, Reshare
We can't stress enough about resharing your podcast episodes on social media. Sharing episode updates on your social media channels is critical.
Remember, everyone is connected through a social media channel. There is so much content flowing through everyone's social feed that there is a possibility that your update was missed.
Resharing strategy:
- Multiple times per day: Especially on launch day
- Different times of day: Catch different audience segments
- Varied messaging: Don't repeat the same post word-for-word
- Different angles: Highlight different aspects of the episode
- Quote different moments: Share various clips or quotes
- Throughout the week: Keep promoting for 7-10 days after release
Sharing multiple times a day or a couple of times a week will enhance the chances that your post will be seen by your followers.
7. Use Stories to Your Advantage
Since the launch of Snapchat's story feature, we have been given a new behind-the-scenes look into our favorite celebrities and TV shows. Now, Instagram and Facebook have the same feature, enhancing the way brands use it.
This is the best tool you can use to provide your viewers real-time updates and a behind-the-scenes look into what goes into creating a new podcast episode.
Story content ideas:
- Recording process: Show yourself setting up equipment
- Guest arrivals: Welcome guests and introduce them
- Live reactions: Share real-time responses during recording
- Audio snippets: Post 15-second clips with captions
- Polls and questions: Engage audience with interactive features
- Countdown stickers: Build anticipation for release
- Swipe-up links: Direct to episode (if you have the feature)
8. Plan Your Launch Day Strategy
If this is your first time recording and launching a podcast, you should record two or three more episodes before your official launch.
When you're new to the podcast world, you want to provide your listeners with a preview of what your future episodes will be about and the topics that you will cover.
Why launch with multiple episodes:
- Immediate binge potential: Listeners can consume more content immediately
- Better metrics: See if people continue past episode one
- Audience sizing: Get a clearer picture of listener interest
- Algorithm boost: More content signals active podcast to platforms
- Professional appearance: Shows commitment and consistency
- Variety showcase: Demonstrate the range of topics you'll cover
Having a couple of episodes available after your first launch will give listeners the chance to listen to you more. By including more episodes on launch date, this will help you know if your first episode was a success.
Bonus Tips for Podcast Promotion
Additional strategies to maximize reach:
- Create a podcast trailer: Short video introducing your show
- Engage with listeners: Respond to comments and messages
- Cross-promote: Appear on other podcasts and have them on yours
- Use relevant hashtags: Make episodes discoverable through search
- Email newsletter: Don't rely solely on social media
- Paid promotion: Consider boosting top-performing posts
- Audiograms: Create visual audio clips for social sharing
The Bottom Line
Promoting your podcast on social media requires consistency, creativity, and strategic planning. By implementing these eight strategies — from pinning episodes and creating compelling visuals to teasing content and using Stories — you'll significantly increase your podcast's visibility and grow your listener base.
Remember, building an audience takes time. Focus on creating great content, promoting it strategically across social platforms, and engaging authentically with your growing community of listeners.
