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What Is the Best Social Media Platform to Promote My Podcast?

“Would anyone actually be interested in my podcast?” If you’re thinking about launching a B2B podcast, this thought has likely crossed your mind — many times. The good news is that the answer is a resounding yes! How do we know? Because the audience for B2B podcast listeners is both expansive and passionate. According to MarTech, out of the 79% of the US population that knows about podcasts, 44% of C-suite executives, VPs, and department heads actively listen to podcasts. 

And yes, this also includes your niche topics. Check out some of these B2B podcast episode ideas:

    • Software as a service (SaaS) market trends
    • Startup tax expert interviews
    • Trade show marketing tips and tricks

There’s even a podcast about B2B podcasts — and how to get the most return on your investment from every episode!

This is all to say that no matter what your B2B niche is, there are listeners ready and excited to engage with your content. The trick is that you need to create content that decision makers are interested in, and you need to promote your podcast to that audience. A podcast marketing platform can help. In this article, we’ll cover how these platforms work, as well as what the best social media to promote your podcast is. Let’s dive in!

How Do I Attract More Listeners to My Podcast?

The best way to get your podcast more listeners is to let your audience know it exists; for most people, this means posting your podcast (or clips of it) to social media. Billions of people use social media every month, and leveraging discovery feeds combined with paid ads is an effective way to reach a wider audience. To get a better idea of just how many people use social media every month, take a look at the usage stats of some of the most popular platforms (2022 data pulled from Search Engine Journal):

    • Facebook: 2.9 billion monthly active users
    • YouTube: 2.2 billion monthly active users
    • Instagram: 2 billion monthly active users
    • TikTok: 1 billion monthly active users
    • LinkedIn: 250 million monthly active users

When it comes to social media platforms and the amount of monthly active users, does size matter? Sometimes. Of course, you want to reach as many people as possible, and B2B decision makers could be active on several popular platforms. However, you also want to target your audience and appeal to them where they spend the most time. For many business-minded people, that platform is LinkedIn, which has the fewest monthly active users (although 250 million is still a good crowd).

But how exactly do you make the most of the platforms you choose? We’ll cover that next.     Talk to Our Podcast Pros

How to Promote My Podcast on Social Media

Any efficient social media marketing plan for a podcast should feature repurposed content. At Casted, we call this amplified marketing. The value of this strategy is that by creating a single podcast episode, you’re also creating a wealth of content that you can publish on different platforms. This includes the following podcast engagement ideas:

    • Full-length videos that you can post to YouTube
    • Videograms that you can post to LinkedIn, Facebook, YouTube Shorts, Instagram Reels, and TikTok
    • Audiograms that you can use as sounds for Instagram Reels and TikToks
    • Images and infographics that you can post to LinkedIn, Facebook, and Instagram

These ideas can all work great as organic content, or you can pay to put them in front of new audiences quickly. Promoting your podcast on social media helps gain more exposure for your brand, but you should also guide your audience on what they should do next.

    • Should they click a link to watch the full podcast episode? 
    • Do you want them to visit your eshop? 
    • Do your marketing goals include having more people sign up through your website for a demo? 

Create content that engages people, and let them know what comes next!

What social media platform is best for podcasts? Any platform that prioritizes images or audio and visual content can work. Great news — that’s just about all of them! That means you can most likely share your podcast content on whichever platforms your audience prefers. That doesn’t end with social media platforms, either. You can also use Casted to syndicate your podcast, so your audience can find it on their favorite platforms, like Apple and Spotify. 

What Is the Best Platform to Advertise a Podcast?

The best social media to promote your podcast depends on your audience. Different platforms appeal to different people, have different uses, and prioritize different types of content. For example:

    • LinkedIn users are mostly between the ages of 30 and 39 (31%) or 50-64 (28%). LinkedIn content tends to focus on business trends, networking, and thought leadership.
    • YouTube appeals to men ages 25-44 more so than women in the same age range. This content can be long- or short-form videos that range from educational to entertainment.
    • Instagram usage peaks during the ages of 18-34, which can help businesses reach a younger audience through images and videograms.  

Because LinkedIn appeals to business-oriented individuals and people whose age makes them more likely to hold decision-making positions, this platform is often a safe bet to start on. However, if your target audience is different, such as being made up of younger decision makers, then promote your audience on the platforms they use most often! 

Amplify Your Podcast Content with Casted

The best way to promote your podcast on social media is to post on the platforms your audience uses most often. It’s also important to be efficient with your marketing budget by repurposing podcast episodes into a variety of content. But isn’t editing a time-consuming and expensive process? Not anymore! With Casted, you can create videograms, audiograms, and transcripts with just a few clicks. You also gain access to a wealth of other essential tools, like Know Your Audience, which shows you where and how people are engaging with your content.

Ready to discover which social media platform is best to promote your podcast? Schedule a demo to start finding out!