Does your podcast want its personal social media deal with? | What’s New in Publishing


A take a look at prime podcasts in U.S., Germany, France and Poland

How a lot does a Twitter, Instagram, Fb or TikTok account provide help to develop your viewers?

Beginning a podcast is straightforward, these days simpler than ever earlier than. The laborious work is rising your viewers. The primary reply you’ll most likely get from different podcasters or looking “the right way to” items is utilizing social media.

After all, utilizing Twitter, Instagram, Fb, TikTok and different social media is simply a part of the technique. In 2020, Podnews printed a three half collection on promoting a podcast utilizing numerous channels.

Bear in mind, it’s 2022 and audio remains to be not equal to textual content, pictures and video on social media. Positive, dwell audio has considerably taken off, however that’s one thing else and I haven’t seen how a lot on demand listening is basically taking place on Twitter or Clubhouse.

Fb introduced a 12 months in the past it will make audio a “top notch citizen” (my phrases, not Zuckerberg’s). A 12 months later the corporate is pulling out of podcasts and plans to take away them altogether from the social-media service

Nonetheless, social media stays one of many go to locations though in line with the most recent Digital Information Report looking the web and suggestions from others are extra standard methods for individuals to find new podcasts (social media is at no.3 in Europe).

Social media accounts of prime podcasts within the U.S., France, Germany and Poland

In terms of social media, I’ve been for a very long time intrigued by a easy query: How a lot does a social media presence assist your podcast?

I don’t imply that you simply promote your podcast on social media, that ought to be apparent. I imply, do you have to arrange a singular social account in your podcast(s)?

I work for in Slovakia and the audio crew publishes as much as 20 podcasts. Of these solely a handful have a separate account on Instagram or Fb. One of the crucial standard is Piatoček, a weekly satirical information podcast produced by 4 of my colleagues who used to run a youth internet throughout the publishing home till it was shut down just a few years in the past. 

They managed to develop an viewers of greater than 32-thousand common listeners (in a creating podcast market and a rustic of 5.5 million, fairly spectacular). I wished to know the way massive of a job did social media play. They didn’t observe the affect, however I believe it’s a massive one.

Their podcast obtained reshared by many influencers on Instagram and repeatedly will get referred to as out by standup comedians. With out an energetic Instagram account that wouldn’t be attainable.

OK, that’s one instance. However I used to be curious what’s the case with the preferred podcasts on the earth and Europe.

So, I did a small analysis and seemed on the prime podcasts within the U.S. (primarily based on This autumn information from Edison Analysis), France (the preferred app for podcast listening is Apple Podcasts, so I took the most recent prime 10 podcasts utilizing Chartable charts), Germany (prime app is Spotify, primarily based on On-line Audio Monitor 2021, once more used Chartable charts) and Poland (prime app can also be Spotify, so once more used Chartable charts).

Listed here are the outcomes:

If I have been to categorise the 4 markets into three classes I might say (and that is open for interpretation, so be at liberty to achieve out with a unique take), the U.S. is a complicated podcast market, Germany and France are developed podcast markets and Poland is a creating market.

After all, that is only a small pattern of podcasts however I imagine we are able to draw some conclusions.

Within the U.S., virtually all prime podcasts have their very own social media accounts on Twitter, Instagram and Fb. The Joe Rogan Expertise is a character pushed podcast with Rogan having energetic accounts on all three networks (not on TikTok) so we may most likely say 90% of the highest 10 podcasts within the U.S. have their very own social media accounts.

In France, Germany and Poland it’s a blended bag. In all three international locations’ the highest podcasts fall into two classes: character pushed (comedians, influencers, well-known TV personalities) and a part of a media community (RTLFrance InterZDFnewonce).

One attention-grabbing takeaway – TikTok appears to be neglected by many prime podcasts on the market, which is a chance for others.

After I was looking Instagram whereas researching, I stumbled upon Sarah Silverman’s Instagram account stuffed with clips from her podcast. Within the description of the account she wrote: there’s no SS Pod acct [Sarah Silverman Podcast account] so that is principally it.

One other instance, Pod Save America podcast from Crooked Media has an Instagram account with zero posts however hyperlinks to the podcast web site with the hyperlinks to main podcast apps.

A social media account in your podcast: Sure or no?

The recommendation you’ll hear from social media consultants is that it is best to solely choose networks and arrange accounts there in the event you can preserve them. To select fewer and handle them actively. I are inclined to agree with this evaluation.

Alternatively, a social media account in your podcast on networks you don’t actively use can function a link-in-bio kind of state of affairs. If somebody desires to advocate your podcast on Instagram, they aren’t going to search for the accounts of the hosts (some do, however I might say a minority), they are going to hyperlink you podcast account if there may be one.

Additionally, trying on the most developed podcast market, which is the U.S. I might say there’s a good precedent of establishing an account in your podcast and attempt to hold it energetic not less than on the essential stage.

So, to reply the query within the title: Sure, it might be most likely extra useful in rising your viewers, even when it’s only a passive account.

David Tvrdon

This piece was initially printed in The Repair and is re-published with permission.


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