We know marketing. We know podcasts. Here is everything you need to know about marketing your show in the New Year.
Our team works exclusively on podcast marketing, which we hope makes us somewhat experts on the subject. From feed swaps to audio ads, social media strategy to virtual studios – we do it all. So here is everything we think you HAVE to know about podcast marketing too from the experts themselves:
Brand strategy, video, engaging social media, guest booking, editing – all important and they all take time – but it’s all irrelevant if you aren’t focused on delivering for your audience. Is it a show that listeners want, rather than just what you want to make? Does what you’re doing answer a question, or scratch an itch? Is there a strong enough hook to get them interested? Have you come up with a good treatment of the idea? If you focus on delivering for listeners – what you then do with production, or marketing ends up being much easier to do.
Have you added Spotify to your workflow (remember: you don’t need to make full video episodes on the platform to upload a clip).
Bluesky, Threads… they’re all still relatively new and ripe for making a splash. So get those accounts set up now and start publishing in 2025.
A lot of good marketing is interwoven with the content, meaning a lot of good ideas are much easier to pull off if you have them before you start recording. Guests, launch dates, equipment and even the title of the show are all important to get the most out of your podcast and each has a marketing angle that needs to be considered before anything is committed to mp3.
There are thousands of ways to spend your money and time on a social media campaign: trailers, clips, engagement content, paid, Q&As, quizzes, images, stories, influencer marketing, and so much more. However, podcasting has humble origins, and your social marketing budget may still be rather humble. So in 2025, be ruthless with what’s adding true value to your podcast. Maybe you’re spending hours every week making Instagram Stories – and they’re great – but they only reach your followers who already know and love your pod. What would happen if you spent that time instead creating more podcast clips for TikTok, IG Reels and YT Shorts, where the algorithm can push them to an army of people who’ve never even heard of your podcast? Be dynamic, adapt often, and make your pounds (or personal time!) go as far as possible.
As the number of podcasts realising how important video can be as a social media marketing tool escalates, how can you even begin to make your podcast stand-out amongst the noise? With most podcasts following the same set of rules for what makes a good studio, camera and lighting setup, social feeds have been flooded with identical LOOKING podcasts that SOUND completely different. It’s like flicking through TV channels and only seeing panel show after panel show, no matter the topic. No other medium has this issue with creator identity, but to counteract this, podcasts have been getting creative. From a podcast talking to unknown musicians while lying down and stargazing, to podcasts that have fused true crime with long form unedited make-up tutorials or to podcasts that put their host or guest in out of this world make-up, giving your podcast a look that matches its unique voice will go far in 2025.
The biggest wins we’ve had this year have all had two things in common: an interesting hook for the show and a dedication to marketing the show to listeners that would love it. Your marketing plan doesn’t have to be complex, but it does need to exist and the earlier you can put it in place — the better! Don’t skip marketing for your podcast even if it feels like the ‘show would sell itself’, because trust us, it rarely does, and you want to be prepared with a strategy to reach your audience. And finally, once you have a marketing plan, make sure to follow it.