Your podcast needs social media

Over the last six months, we’ve seen a lot of positive results from our clients that are using social media in coordination with their podcast. Our process with social media is unique because it wholly involves the podcaster. This isn’t generic content and drop-links. It’s stylized specifically to the podcast. Having a hyperlocal social media marketing plan in place to drive views from their social media platforms to their podcast.

All of our social media clients receive the following when they add on a social media package to our Speakeasy services:

• Up to 3x scheduled posts per week (up to 3 social media platforms)

• Audiograms and video clips (60-second highlight clips of the podcast)

• Social media consultation and strategy

• Custom content and graphics for the podcast’s social media feeds

Obviously, all of that is great, but let’s talk about the benefits.

Podcasting and social media

We’ve focused specifically on two of our podcasts and the results we’ve seen have been noteworthy. A few things upfront:

• No paid advertising was running on these podcasts

• All content was sourced directly from the podcast

• Data was captured month-over-month to ensure no cherry-picking

Data matters and it’s also important to note that variables that we cannot see can sometimes affect the outcome as well. We believe social media is a huge conduit for long-term success in the podcast game, but like anything, results may vary. I will say this: to date, we have never had a podcaster stop social media services due to poor results.

Results

• The first podcast I want to highlight is in the self-help and wellness genre. Comparing the last two months of data side-by-side, we are reporting a 162% growth in downloads for the podcast and an uptick of nearly 200% in social media engagement. The sole difference that we were able to detect was social media.

• The second podcast is in the business space, specifically real estate, and they enjoyed a 101% increase in a two-month comparison. We set up an Instagram strategy that featured their podcast, tagged their guests, and made their show interactive and it worked well.

Something to consider about our strategy, as we talk about design and creativity, is how we make our content. I referenced in the open that we don’t do generic content, and I wanted to show a typical week of content for a podcaster.

• The first podcast is usually a preview of what’s coming

• The second podcast is typically the drop post with an audiogram

• The first podcast is a reminder post

Not all of our shows stick to that example, but it gives you an idea of how the content flows. Take a look at the example of three posts put together in a collage below.

As you can see, they are personal, timely, and branded to the podcast. Many of our social media clients take us up on our recommendation of video clips and that has worked exceptionally well, too. Here’s an example of a video social media clip on my podcast Waynecast.

Social media is a game changer

Based on the preliminary data we’ve seen, social media is a huge factor in the success of a podcast. Even if you don’t use our social media add-on, you need to use social media in your approach to podcasting. It helps you gain more awareness, establish more credibility, and it will help your show generate more feedback over time. When you’re ready, let us know. We’re standing by.