One of the most powerful ways to maximize your show’s visibility is with social media—if you have the right strategy in place.
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Figuring out how to promote your podcast on social media is an exciting process, but it can sometimes feel overwhelming, too. There are multiple platforms, dozens of tools, and a seemingly infinite list of tips floating around online.
As a creator, you’ve got a lot on your plate. That’s why we caught up with Zoë Nguyen—Spotify for Podcasters’ social media manager—to get her insights on podcast promotion and gather them all in one place for you.
Add more value, ask fewer favors
Before we dive into the details, Zoë has a general tip to keep in mind when planning your social media promotion strategy: add more value and ask for fewer favors.
“A common mistake I see podcasters make on social media is trying to get something out of the audience instead of leading with an offer for them,” says Zoë. “For example, you might see a post featuring episode art and a caption that says, ‘Tune into our new episode Tuesday!’ without an insight from the episode.
Zoë advises creators to step into their followers’ shoes. What would stop their thumbs mid-scroll? What do they want to learn? That might be a relatable or hilarious clip or a fun fact from your episode.
Having a call to action is important, but if you can pair it with funny, fresh, interesting content, your social media presence will be much more compelling.
Use video to your advantage
Using videos to promote your podcast on social media may help you gain more traction than static visuals or links.
“We see video getting a huge push on social platforms, so it can work well with the algorithms,” says Zoë. “It also personalizes your content since you can show unspoken reactions and storytelling cues.
We see video getting a huge push on social platforms, so it can work well with the algorithms. It also personalizes your content since you can show unspoken reactions and storytelling cues.
Social Media Manager at Spotify for Podcasters
”If you record video podcasts, consider posting clips (30-60-second bits of your episodes) directly to your social media accounts to hook potential viewers. For example, if you interviewed a guest, pick a must-see segment that was especially funny, interesting, or inspiring that will entice people to tune in to the full episode.
If your podcast is audio-only (or you’re camera shy), you can still use video to hype your episodes on your social channels.
“Even if you don't like talking into the camera, you can show your environment or footage related to your topic,” says Zoë (just make sure you have usage permission). Video is powerful, but it’s not the only way to visually promote your podcast on social media.
Use podcast audiograms to turn sound bites into visual assets
A podcast audiogram is a still image that’s adapted into a video file using elements like voice, dynamic graphics, transcriptions, and audio waveform. Audiograms are usually between 30-60 seconds to emphasize key moments from episodes and entice viewers to tune in.
“Audiograms work well on social media because your words and voice are the main feature,” says Zoë. “Plus, video tends to work well with the algorithms.
”Here are a few tips from Zoë to make the most of audiograms:
- Include a picture of whoever is speaking, or use your episode cover art as the visual asset.
- Tease your audience with cliffhangers and key quotes from the episode, or promote past episodes with important insights.
- Make it playful by posing a question that's answered in your episode with a short timer, and then play the quote from your episode once the timer is up. Posts that have longer viewer retention tend to have better reach.
Spotify for Podcasters has a feature, transcribed videos, to help you make audiograms with just a few clicks. Just select any audio segment (one minute or less), customize your fonts and colors, review your transcription and then publish it on your social platforms of choice. Best of all, your audiogram will be automatically sized and optimized for social sharing.
Build a system to stay organized
Consistency is key when it comes to promoting your podcast on social media. You want to produce a steady drumbeat of content to keep your current followers engaged and attract new ones.
When you’re busy with podcast production tasks like booking guests, scripting, and editing, it’s easy to lose track of your social media strategy. To keep your momentum going, Zoë recommends creating templates for social content, so you’re not always working from scratch.
“If you know what kind of content you want to put out there, create a framework for each type of post so that you can easily plug in information and visual assets without having to visualize new content,” she says.
For example, you could create a standardized cover art graphic, then all you have to do is swap out the text for new episode titles.
Zoë also suggests creating social content ahead of time to avoid falling behind schedule.
“Blocking off periods of time for deep work on batches of content is helpful,” she says. “You can also schedule your content using tools like Later.”
Now that we’ve covered some high-level tips to promote your podcast on social media, let’s explore some of Zoë’s advice for specific platforms.
Channel-specific tips to promote your podcast: Instagram, Twitter, TikTok, and Facebook
All social media platforms have the potential to drive new fans to your podcast, but each one has nuances. We asked Zoë to share some best practices creators like you can apply on four of the most popular platforms.
“Each feature within Instagram has its own strengths,” explains Zoë. Here are ways you can use them to promote your show:
- “Instagram Reels are great for discovery, so showcase what new listeners can expect from your podcast—what’s the problem or need you’re solving? You can share video clips or audiograms as Reels to pique curiosity.”
- “In-feed photos and carousels are good for announcements and showing behind-the-scenes content that people can’t get from listening to the show.”
Twitter is useful for podcast promotion because you can showcase your point of view with written text as well as images and videos.
- “Pin a tweet to the top of your profile that can hook someone who visits your profile for the first time.” This could be a clip from your latest episode or an enticing description of your show with a link to your Spotify show page.
- “Retweeting and responding to comments about your show is a great way to engage with the community.”
“TikTok is a huge discovery tool,” says Zoë. It’s fast-paced with lots of creators vying for attention, so making good first impressions is important.
- “Approach TikTok as if you’re talking to someone for the first time. Announcing a new episode won't mean very much to them without knowing what your show is all about.”
- “Videos that have an early hook and get to the point in 15 seconds or less tend to do best.”
Zoë recommends creating a Facebook page specifically for your podcast, unless your personal network is super relevant to your show.
- “Make your posts actionable with questions and polls that allow people to share their opinion on episode topics.”
- “Facebook also allows you to pin posts, similar to Twitter.” Remember, this is the frst thing someone sees when they land on your page for the first time, so make it memorable with your latest hot take or must-watch clip.
Pro tip: You can easily share your show or an individual episode, directly from the Spotify app. Just tap the sharing menu, select the platform you want, and you’ll get a link to direct followers to your content.
Take advantage of the time between episodes
As a podcaster, your priority is producing episodes that are worth tuning into, whether that’s once a day or once a week. But Zoë reminds us that fans want to hear from you between episodes, too.
“Social media is a huge asset for community building,” she says. “Your fans are regularly checking their feeds, so staying active helps you stay top-of-mind between new episode notifications.”
Also, encourage your guests and fans alike to share the podcast on their own personal social channels, further expanding your potential to tap into new audiences. Think of social media as an extension of your podcast, rather than a separate entity. Your voice may be strong on its own, but social media can amplify it to a whole new level.