Podcast Promo Tools Won’t Work on Every Platform


PodMov Daily: Friday, May 20

Episode 649: Week Download Complete

Podcast Promo Tools Won't Work on Every Platform

Audiograms are a popular podcast promotion tool, but tend to have low impact on Instagram, Facebook and Twitter. Why? “As much as 85% of scrolling happens with the sound off,” writes Pacific Content’s Annalise Nielsen, a former producer. Audiograms present too many hoops for scrollers to jump through.

“Make sure that the content you post feels authentic to the platform where you’re posting and is the kind of content followers will expect when scrolling through their feeds — otherwise, you’re just wasting your time,” Nielsen says. She explains why audiograms have limited use and what to try instead.

‘Repurposing’ means more than cross-posting the same content in the same format. For example, nine out of 10 TikTok users view audio as “vital to the experience.” Nielsen uses effective posts from Planet Money, AsapSCIENCE, and others to show what works when potential listeners are actually listening.

Why People Think Podcasting is Easy Cash

Misleading podcast advice is everywhere, it’s upbeat, it’s sneaky — and sometimes worth a look. In a post called “How Much Money Do Podcasters Make?” a personal finance site implies that 1,000 listens per episode can net a hardworking podcaster $745 per month, with $495 coming from “course sales.”

The source of these claims is a heavily paraphrased Castos article about how much podcasters can make. The model assumes that “0.05% of your audience buys an online course per month for $99.” For 50 listeners a month to sign up based on your podcasting prowess, that course needs to involve literal magic.

More good news from the post: Sponsors “will start to contact you once you’ve gained some notoriety.” Unfortunately, newcomers will find this and other ‘fact checked’ material when they consider podcasting for money. Recognizing ridiculous claims means you’ve reached the other side of an obstacle.

Keep Episodes Fresh with Dynamic Content

With Buzzsprout, it’s faster than ever to keep your podcast fresh — and your listeners up-to-date. The Dynamic Content tool lets you easily add and remove short pre-roll (intro) and post-roll (outro) content to your episodes. It's the perfect solution for timely messaging.

Whether you’re promoting a virtual event or giving a special shout-out, Dynamic Content makes it simple to swap, automatically add content to new episodes, or apply it to your existing catalog with a click. Old files are removed and replaced, so there’s no clean-up.

This innovative feature offers more than flexibility. It benefits your audience in more ways than one: Buzzsprout respects your listeners’ privacy. Unlike most Dynamic Ad Insertion, the Dynamic Content tool includes no tracking or targeting. Ready to make the switch?

Forgiveness is the key to action and freedom.

Here's what else is going on:

  • Magic words: “Show Me the Money: Getting Grants for Your Podcast” from Radio Boot Camp is tomorrow at 12:00 ET. Former PRX CCO John Barth will discuss how to identify aligned funders, court them, prepare a pitch, complete a proposal, and prepare for the in-person interview. $100 registration.
  • Slot machine: “Dynamic Ad Insertion Isn’t Just About Ads” from Podcode is on Monday at 11:00 am ET/4:00 pm BST. Founder and podcast coach Mark Steadman will break down DAI jargon and explain how to get started, “even – or especially – if your podcast isn’t ad-funded.” Free registration.
  • Group chat: “Pass The Mic: Inclusion in Action” is this Monday at 5:00 pm ET. Led by Monica Rivera, the virtual roundtable from Ossa Collective will focus on diversity and inclusion in the podcast industry. Attendees will leave with actionable steps to apply to their own work. Free registration. 
  • Game system: A Netherlands-based startup has scored funding for an “audio meme” platform. Voicy offers tools to “create emotive samples for reaction sharing to spice up your messaging [and] streams.” What about copyright? Its business model will eventually focus on sub-licensing of clips.

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