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Podcasts are primarily thought of as an audio-only experience. As a show host, you focus on good audio quality, skillful editing, killer scripts, and interesting guests in hopes that your show will become the next big thing.

However, there is more to building an audience than having the right microphone. Promoting a podcast, or any brand, really, involves reaching out to new demographics and thinking outside of the box.

In this post, we’re going to discuss how you can use video to promote your podcast and grow your show’s following. We’ll cover:

  • Why you should use video to promote your podcast
  • What types of videos you should create
  • Which channels you should post to
  • How Audioburst Creators can help make the job a little easier

 

Why video?

Photo by Sam McGhee on Unsplash

 

Given that most people are creatures of habit, the best approach to distribution is to be anywhere and everywhere potential listeners may be. For podcasters, this would normally be places like Apple Podcasts, Spotify, Google Podcasts, and other popular podcatchers.

While there’s certainly nothing wrong with targetting the standard podcasting channels, adding in non-traditional formats like video can open up new possibilities for getting your content in front of listeners. To give you an idea of why video is a format worth considering, especially when working with existing content, check out these video marketing stats:

  • In 2019, users spent a weekly average of 6+ hours watching online videos (source)
  • 87% of video marketers say video has increased traffic to their website (source)
  • 92% of marketers make videos with assets they already have (source)

Both marketers and media consumers are putting their trust in the format’s value, so the next question for you as a podcaster is what kind of videos should you create?

 

What to Post?

Photo by Vanilla Bear Films on Unsplash

 

When trying to decide what kind of video clips to create from your podcast content, consider how you might best use video in your promotional activities and what type of video content your audience values the most. 

Do they prefer:

  • Long-form or short-form media?
  • In-depth features or quick overviews?
  • Simple graphics or behind-the-scenes footage?

Knowing the type of videos your listeners like to consume will enable you to create clips that will pique their interest and inspire them to share your podcast with friends, family, and beyond.

Here are a few video types to consider: 

Live Footage

Videos recorded live during the recording of your show are great for audiences that value behind-the-scenes content. They allow your listeners to feel more connected with you, your process, and your content by bringing them inside of the recording experience. 

Show Trailers

Launching a new show? Consider making a video trailer to use during your pre-launch promotional campaign. It can contain a few fun moments from your launch episodes, or be a “pre-episode” that gives potential listeners the low-down on what they can expect each week.

New Episode Announcements

Get the word out on new episodes through video. Use your intro segment or part of a guest interview to get your audience pumped for your latest release.

Podcast Highlights

Share the best of your podcast with the world by creating a highlight video. It gives potential listeners a taste of what makes your content special and worth a spot in their podcast rotation.

 

Where to Post?

 

Once you have a few videos lined up, it’ll be time to decide on the best places to get them in front of the masses. There are endless options, but here are the most popular ones to get you started.

YouTube

Photo by NordWood Themes on Unsplash

 

If you choose to only upload your podcast to one visual-focused service, it absolutely must be YouTube. 

Owned by Google and boasting 2 billion active users worldwide, YouTube is the most powerful video-sharing platform in existence. 73% of adults in the U.S. use the service, spanning every generation from college students to retirees. YouTube has something for everyone.

Aside from the obvious benefit of having a huge pool of users, YouTube is also a popular platform for engagement. Between 2017 and 2018, YouTube users increased their engagement by 70%. This means that the platform is the perfect environment for developing trust and creating a loyal following for your podcast.

 

Podcast Marketing in Action: Rumble with Michael Moore

 

Documentary filmmaker and political commentator Michael Moore launched his new podcast, Rumble with Michael Moore in late 2019. The show focuses on Moore’s “subversive and humorous take on the issues of the day and talks to a wide range of people from comedians and politicians to the people who’ve tried to kill him.”

While widely available everywhere podcasts are typically distributed, Moore has also added a playlist on his YouTube channel for Rumble.

Listen to Rumble with Michael Moore on YouTube here.

 

Social Media

Photo by NordWood Themes on Unsplash

 

Another prime location to share video clips from your podcast is on social media. 63% of marketers use video in their social media marketing, as adding visual assets to your social media posts helps them stand out and increases your chance of getting noticed.

When it comes to which platforms, almost all major social media platforms are adaptable to video content. Focus on the sites where your ideal listener is well established first, then branch out from there. 

 

Podcast Marketing in Action: Pod Save America

 

 

Pod Save America is an American political podcast produced by Crooked Media. Hosted by former Obama aides Jon Favreau, Jon Lovett, Dan Pfeiffer, and Tommy Vietor, the show releases episodes on Monday and Thursday, breaking down the political issues of the week. 

In the example above, the show utilized an audiogram to spice up a Twitter post teasing an episode on COVID-19.

The post features a pull quote from their guest, U.S. Representative Katie Porter (D-CA), and the audiogram includes a static photo of Katie Porter, audio from their interview, and subtitles for the hearing impaired or those who may be scrolling with sound off.

 

Show Page / Blog

Photo by Pixabay from Pexels

 

Most podcasters agree that having a home base on the internet for your show is a must. While websites are great for posting episode transcripts and guest information, they also are an ideal hub for video content. 

According to Hubspot, “Including a video in a post increases organic traffic from search results by 157%,” and “Using videos on landing pages will increase conversions by 86%.”

With SEO and conversion boosts like those, adding video to your site becomes a no brainer.

 

Podcast Marketing in Action: This Week in Tech

 

https://twit.tv/shows/this-week-in-tech/episodes/762

 

This Week In Tech, or TWiT, is a podcast hosted by Leo Laporte. The show consists of round-table discussions that center around technology news.

The show is accessible via audio and YouTube, but also, live videos of all episodes are available on the podcast’s website. 

We noticed that their website is the first result on Google when you search for the show:

 

 

 

While we can’t be sure that the videos are what put them at the top over their Stitcher or Apple Podcast listings, we know that the videos certainly don’t hurt!

 

How to Get Started

 

Once you know what types of videos you want to create for your podcast and have an idea of where you’d like to promote them, it’ll be time to put the plan into action.

Videos can be created using a video editing application like iMovie, but if you’re looking for an even easier way to create simple, elegant video clips of your podcast episodes, there is another solution you may want to consider – Audioburst Creators.

 

 

The Audioburst Creators suite of podcast marketing tools takes the heavy lifting out of marketing your podcast. Users enjoy features such as:

Video clip creation

Reach new audiences on visual platforms such as YouTube, Instagram, and Tiktok by turning your audio into stunning short-form videos.

 

Social Sharing Tools

Seamlessly share the best moments of your podcast to Twitter, LinkedIn, or Facebook directly from your Show Highlights page, or grab an embed code to add “bursts” to any webpage.

 

Automatic transcripts

Our AI-powered audio system “listens” for your content, allowing for the automatic creation of fully editable episode transcripts, available moments after you hit publish.

 

The best part of Audioburst Creators? Unlike many other podcast promotion services, it’s 100% free!

 

The Bottom Line

 

Video is an easy way to boost your podcast’s signal and open the door to a whole new pool of listeners.

Ready to take Creators for a test-drive? Click here to get started!

 

 

We’re back from Podcast Movement: Evolutions, and our minds are buzzing with ideas!

For those of you who may not know, Podcast Movement conferences are the premier events for podcasters and industry professionals. Podcast Movement: Evolutions focused on some of the main pain points that podcasters are facing today: discoverability, growth, and monetization.

 

Audioburst VP of Product Strategy, Rachel Batish gives a talk @ Podcast Movement: Evolutions

 

Filled with experts from every aspect of the industry, the conference offered attendees access to an endless supply of content and knowledge, covering all facets of creating and marketing a podcast. 

Many themes seemed to resurface throughout the conference. Talk of short audio was all around, making it clear that short-form is quickly becoming the way to get to people’s hearts and minds.

As such, the Audioburst booth was hardly ever without a crowd. 

The Audioburst team demoed our Creators platform a hundred times a day, and the response was breath-taking: Users were excited about the robust capabilities rolled up into one single application, as well as amazed by the platform’s sleek user interface and ease of use.

 

Conference attendees check out an Audioburst demo w/Product Manager Roni Kandel

 

Every podcaster who visited our booth discussed the challenges of podcast marketing and the difficulty in spreading the word. The relief on their faces when they saw how Creators could help simplify the process was pure delight.

The best part of the entire experience, by far, was having the chance to hear the podcasters’ ideas and feedback first hand. The next few months of the Creators roadmap is now full of new capabilities, all responding to the unique challenges we heard from PM attendees – we can’t wait to dive in!

 

Attendees talk with Audioburst CTO & Co-founder Gal Klein

 

Now that the dust has settled and we’re able to take a beat to reflect on the Podcast Movement experience, we can’t help but feel excited about the future of Audioburst Creators.

Creating audio “bursts,” video as a means of opening additional distribution channels, a streamlined sharing process, and our easy to use editor all proved to be extremely valuable for the podcasters in attendance. The features were especially appreciated by those who found themselves short on time but are still in need of a way to boost their podcast’s signal effectively.

When you add in Audioburst’s unique distribution channels and our user-friendly mobile app as means of further exposure and discoverability, we feel like we’re offering something to the community that is really special.

Now it’s time to get back to work, implementing all of the amazing features inspired by Podcast Movement. But before we sign off, we just wanted to raise our glasses to all of the wonderful members of the podcasting community we got to connect with. 

 

Team Audioburst toasts to an amazing time at Podcast Movement: Evolutions

 

Until next time!

 

 

You’ve finished recording, editing is complete, and now your podcast is live and ready to take the world by storm!

There’s just one problem. No one knows your show exists. #fail

 

While making a space for yourself in the podcasting world isn’t an easy task, it’s also not impossible. By leveraging your most valuable asset (your podcast!) and the most powerful free marketing channel in today’s world (social media), you can organically grow your audience from the ground up.

Ready to get started? This post will cover:

  • The basics of using social media for podcast promotion
  • A primer on the various algorithms used by the major social platforms
  • Audioburst Creators, the definitive tool for podcast promotion

 

Promoting your podcast on Social Media

Photo by Tracy Le Blanc from Pexels

 

Social media is, by far, the easiest and most cost-effective way to reach potential podcast listeners.

After all, the numbers don’t lie:

  • Facebook has 2.45 billion monthly active users (source)
  • Instagram has 1 billion monthly active users (source)
  • Twitter has 33 million monthly active users (source)
  • YouTube has 2 billion monthly active users (source)

With such a vast pool of users, there’s no doubt that your ideal audience is out there, ready to engage with you and your content.

But how do you promote on social media effectively? The first step is understanding where your audience lives online, and actively growing that audience.

 

Best practices for audience growth and podcast marketing

If you’ve decided to take the plunge and begin promoting on social media, here are a few best practices to keep in mind to help ensure that your campaign is a success:

 

Choose your platform wisely

 

Not all social media platforms are created equal! While you may want to have a presence on all of the main channels (Twitter, Facebook, YouTube, and  Instagram), it’s best to start slow. You can always expand in the future.

Focus on who your ideal listener may be, as well as the subject matter covered in your show – where do those types of people congregate online? Do they engage with Facebook groups? Are they on Twitter? Are they on Instagram? YouTube?

Use audience data to pick the platform that best matches your listener and spend your initial efforts where you can make the largest impact on your target audience.

Be consistent

 

One of the keys to success with social media, blogging, or podcasting, in general, is consistency.

Followers appreciate a schedule so they know where and when they can find you, so create a posting schedule and stick to it. Practicing consistency will not only be good for growing your podcast audience, but it will also help increase trust for you and your brand.

Actively engage with your audience

 

While it may be tempting to ‘set and forget’ your posts via a social scheduling service, make sure you set some time aside for engaging with your fans. 

The more you respond to DMs and comments, the more your audience will trust you and your brand. Also, make sure to follow your most influential fans and engage with them via comments and DMs. This, in turn, will help you connect with their personal audiences.

Hang out on the platforms where you promote. Like or respond to every comment you receive with genuine, thoughtful responses, and in a timely manner. Publish additional content beyond promotional posts and actively socialize with your followers. Introduce yourself, make friends, and dedicate time towards building your community.

Cross-promotion

 

Don’t just interact with your own followers. Spend time on the pages and in the comments of other podcaster’s posts. Like and follow other like-minded podcast pages. Recommend podcasts on your social channels that have a similar listener base to your own, maximizing crossover potential. Engaging with the content and audience of other podcasts can open up the opportunity for guest appearances on other shows, social media cross-promotion, and the introduction of your content to an entirely new audience.

Experiment with copy and content

 

When creating social posts, experiment with your copy and content choices. Varying word choice, caption length, and the types of posts that you make will elicit different levels of engagement from your audience. Trying different things out will allow you to learn what performs the best. 

Looking for ideas? In addition to show trailers and new episode announcements, you might consider adding questions or giveaways to your social calendar. These types of posts are ideal for encouraging interaction and increasing engagement. One company that does this well is the podcast hosting platform Anchor. Take a look at the examples below and note the high level of engagement:

 

 

https://twitter.com/anchor/status/1227659528122118144

 

Leverage audio and video in your posts

 

With 45% of the total world population using social networks, there is a lot of competition for visibility. Posts with images, video, or embedded audio gain attention over those that are just plain text and are more likely to convert to new listeners. 

For instance, “Headliner performed a study where they shared a podcast episode on Facebook 2 different ways. This was with a static image versus an audiogram, and the audiogram generated 5X the results and traffic.” (source

Talk about impressive results!

Sharing audio clips is a great way to metaphorically “flag down” social media users and give them a taste of your show. We’ll discuss how you can start creating audiograms of your own later in the post.

Optimizing content for social

 

When preparing your visual assets for social posting, it’s important to keep each platform’s content requirements in mind and optimize accordingly.

This blog post from Buzzsprout does a great job in outlining the different needs of all of the major social media sites. Here is the breakdown of size and layout recommendations they provide for the most common platforms and media types:

Square vs. Landscape 

  • Square audiogram (for Social Feeds)
  • Vertical audiogram (for Stories)
  • Landscape audiogram (for YouTube)
  • Square image (for Quotes)
  • Square thumbnail (for Facebook)
  • Landscape thumbnail (for YouTube)

Recommended Image Sizes

  • Square (Social Feeds): 1080px by 1080px
  • Vertical (Stories): 1080px by 1920px
  • Widescreen (YouTube): 1920px by 1080p

 

Besides these posting and engagement basics, understanding how content is delivered to users is also an important consideration when developing a podcast marketing strategy.

This means understanding the algorithms each site uses to prioritize content in someone’s personal feed.

 

Algorithm Basics

Photo by Sara Kurfeß on Unsplash

 

Algorithms have a significant effect on which content users see. As you are probably aware, just because you post something, doesn’t mean your audience will see it, or even like it. Let’s take a look at what the algorithms of a few of the most popular social networks take into consideration when deciding what content to display.

Twitter

Originally Twitter (and most other platforms) operated under a chronological method for content delivery. Today, however, Twitter relies on an algorithm to make sense of the large amount of content being shared.

Sprout Social breaks the Twitter algorithm down into these four factors:

  • Timeliness – how recently a Tweet was published
  • Engagement – how many Retweets, clicks, favorites, and impressions a Tweet has received
  • Media Type – the types of media included in a tweet (images, videos, GIFs, etc.)
  • Activity – how active the user is (how often the user visits the site, how many followers they have, etc.)

Then the Twitter feed itself is split into three sections:

  • Tweets ranked by the algorithm above
  • “In Case You Missed It” – important tweets from frequently engaged accounts
  • Reverse chronological-order tweets – after you view all of the tweets pushed to the top by the algorithm in the sections above, remaining tweets are shown in reverse chronological order.

 

Facebook

In 2018, Facebook announced that going forward the platform would focus on “prioritiz(ing) posts that spark conversations and meaningful interactions between people.”

What does that mean exactly?

According to this post from Hootsuite, Facebook bases its algorithm on ranking signals (“data points about a user’s past behavior, and the behavior of everyone else on the platform, too.”) that fall into 3 main categories:

  • Who a user typically interacts with
  • Media Type (videos, photos, gifs, etc.)
  • Post Popularity (engagement)

In addition, the company rolled out the “Why am I seeing this post?” feature in 2019 to let users fine-tune what they’re seeing in their newsfeed more acutely.

 

Instagram

 

Social media scheduling platform, Later, broke down the Instagram algorithm in this blog, explaining that IG bases what you are shown in your feed on six core factors:

  • Interest – how you’ve engaged with similar content in the past
  • Relationship – how close you are with the poster (i.e. frequency of engagement with their content, if you DM with each other, whether you know the poster in person, etc.)
  • Timeliness – how recent the post is 
  • Frequency – how often you engage with the app (i.e. once per hour, day, week, etc.) 
  • Following – the number of users you are following 
  • Usage – the amount of time spent in-app

The blog post also covered Instagram’s responses to some of the common IG algorithm myths. Instagram notes that:

  • Photos and Videos are treated equally
  • Fake / Inauthentic activity can be detected and is ranked accordingly
  • All comments count as engagement, no matter the length
  • All Account Types (Personal/Business/Creator) are treated the same 
  • Engagement in the first 30 Minutes doesn’t determine ranking

YouTube

E-commerce platform, Shopify, analyzed a research paper published by Google engineers to give a glimpse into the YouTube recommendation algorithm. 

According to Shopify, the Youtube formula focuses on: 

  • Click-through rate – the likelihood of someone clicking on your video after seeing it
  • Watch time – the combined amount of time that viewers spend watching your videos)
  • How many videos the user has watched from your channel
  • How recently the user watched a video about this topic
  • What the user has searched for in the past
  • The user’s previously watched videos
  • The user’s demographic information and location

 

Now, after taking a look at each algorithm, what is the key takeaway?

The main factor is clearly engagement. When users interact with one of your posts, it increases the chance that your content will be recommended to them again in the future.

When planning social content, revisit the ‘Best Practices’ section above. Consistency, interacting with your followers, experimenting with copy and content, and leveraging rich media types such as video and audio are all great ways to boost engagement and improve the likelihood that potential listeners will get to see your posts.

 

Putting it all together

 

So, now that you have the best practices for social media posting under your belt, and you understand how the algorithms affect who is exposed to your content, it’s time to start sharing.

If you’re looking for a solution to make the process easy, consider Audioburst Creators.

 

 

Audioburst Creators makes creating and sharing clips from your podcast on social media simple and fast. Enjoy features like: 

AI-Clip Creation (Bursts) 

Burst are concise, short-form audio clips that capture the best moments from a podcast or radio broadcast. 

Bursts are automatically created by Audioburst’s AI-powered system, utilizing metadata such as keywords, sentiment, and speaker changes to segment your show into searchable, shareable audio clips, ideal for usage on social media.

Social Sharing Tools

 

Social sharing screen / Audioburst Creators

Once your show is segmented into bursts, start putting them to work using Creators’ social sharing tools.

Seamlessly share the best moments of your podcast to Twitter, LinkedIn, Facebook, and YouTube directly from your Show Highlights page, or grab an embed code to add audio “bursts” to any webpage.

Video Burst (audiogram) creation

 

As mentioned earlier, when promoting podcasts on social, audiograms outperform static images 5 to 1. That’s why Audioburst has streamlined the process of creating and sharing video clips of your content, reducing it to 3 simple steps:

 

 

Show Highlights Page / Audioburst Creators

 

  1. Locate the audio burst you want to create a video for on your Show Highlights page. Click either the video camera icon or choose ‘Create video’ in the drop-down menu to be transported to our video editor.

 

Video burst editor / Audioburst Creators

2. Choose the video size you want to create, upload a background image, customize the video’s title, and give photo attribution.

 

Video burst editor / Audioburst Creators

Once everything is perfect, hit save to create your burst.

 

Video burst editor / Audioburst Creators

3. Download your video bursts for use on visual platforms such as YouTube, Facebook, Instagram, and Tiktok.

Automatic transcripts

 

Automatic transcripts / Audioburst Creators

 

Our AI-powered audio system “listens” for your content, allowing for the automatic creation of a fully editable episode transcript moments after you hit publish.

Transcripts can be used as the basis for social media content:

  • Use episode content from transcripts to create engaging social copy
  • Pull quotes from guests to use as audiogram visuals and other imagery for social promotion
  • Edit your transcripts to create a complementary blog post for your episode, rich in audio and video from your podcast

The options are endless!

 

All of these features are great, but the best part of Audioburst Creators? Unlike many other podcast promotion services, it’s 100% free!

The Bottom Line

 

Your audience is out there! With consistency, engagement, and strategic use of your content, you can take your podcast’s social media marketing to the next level.

Ready to take Creators for a test-drive? Click here to get started!