YouTube and Facebook: Answers to the Growth Plateau


PodMov Daily: Monday, August 16

Episode 484: Your Monday Mix

YouTube and Facebook: Answers to the Growth Plateau

“The existential question for so many of us is not how do I grow my audience, but why did my audience stop growing?” Edison Research SVP Tom Webster digs into his keynote content: the unparalleled value of recommendations, how to facilitate them for your show, and where to connect with new listeners. 

“Being on YouTube, however you choose to do it, is potentially a force-multiplier for podcasters,” Webster says. It’s worth crafting fresh samples of your show’s best moments, even if only for YouTube. When someone is not looking for you specifically, that content recommendation engine performs at its best.

Facebook’s impending impact underscores Webster’s point. “You have an enormous opportunity to fully release the brakes on being recommendable, if you can adapt to those platforms and make it easy for their audiences to become your audience, too.” Read on and distribute those samples to new ears.

Visualize the Struggle with ‘Podcasting’s Grid of Pain’ 

The reasons for hitting a growth plateau (or a podcast no longer being recommended) may be complex. Amplifi Media CEO Steven Goldstein simplifies the sticking points with “Podcasting’s Grid of Pain.” Awareness and value are the two factors that determine where a show lands on the chart — and what needs to change.

Most shows are part of “The Swarm,” represented by the bottom left quadrant. Undistinctive and lacking a significant following, these shows have an opportunity to advance. Increase awareness or value, and you’ll end up with different peers. Increase both, and nominally boost your shot at that “holy grail” on the top right.

“If your podcast isn’t generating the recommendations or awareness needed for growth, it is worth diagnostically looking at this grid and assessing where things stand,” Goldstein says. Consider your next efforts strategically. “Not every podcast is poised for greatness, and as they say, trees don’t grow to the sky.”

Bullhorn Studio: Free Tools for Interactive Podcasting

In podcasting, the key to audience growth is engagement. Bullhorn Studio allows creators to connect with listeners and monetize on a new level. Edit content, create polls, add images, promote ads, and set tiers for exclusive interactions — all in one place, and completely free.

Launched by the Bullhorn podcast app, Bullhorn Studio offers outstanding tools to reach your community. Features like live call-in, video streaming, chat, and ask-a-question make you more accessible than ever. You can even add interactive layers to existing episodes, freshening the back catalog for new fans.

Monetizing with Bullhorn is simple and flexible: Offer exclusive content to monthly contributors, insert sponsored ads, or both. With advanced analytics and feedback, your next step to growth is always clear. Ready to see what’s possible? Get started by claiming or submitting your show.

Where there is an open mind, there will always be a frontier.

Here's what else is going on:

  • Far flung: On Wednesday at 11:30 CT, BBC Sounds Audio Lab will host “Tech-ing your Podcasts Remotely.” The free masterclass will focus on techniques, equipment, and preparation to get the highest-possible audio quality from each speaker, no matter their location (or your budget).
  • Stage hand: According to audio producer Catherine O'Brien, involvement in Toastmasters will help “pre-edit” podcasters’ delivery. The public speaking organization teaches members how to convey emotional depth, tell a story with impact, and create calls to action.
  • Be flexible: Audacity isn’t the only free, open-source audio editing software available for Windows 11/10. The Windows Club profiles the features of three more: SoundEditor, WaveShop, and Jokosher. Each complete editor lets you trim, merge, mix, and copy without restriction.
  • Let’s begin: With a catalog of 3,430 episodes, where should a listener start with Keith and the Girl? Sean Malin of Vulture has a final answer. Most podcasts will benefit from a designated “start here” episode to guide newcomers and reduce overwhelm. Article contains strong language.

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