A well-produced podcast can spark great conversations, but even the best content won’t gain traction without visibility. Promotion, especially on social media, plays a critical role in reaching new listeners and growing your podcast over time.
With countless podcasts all competing for attention, content creators and brands need more than just a distribution plan: They need a smart social media marketing strategy that’ll put their show in front of a fresh audience and turn them into part of a loyal community. This guide will explain how to promote a podcast on social media, leverage tools for easier marketing, and expand your reach across different platforms.
Why you should be filming your podcast recordings
Making video recordings of your podcast is no longer just an extra perk. It's a total game-changer for broadening your audience as more podcasters are filming their content to appear on TV, on YouTube, and on other video platforms. It might feel like reinventing the wheel (ever heard of TV talk shows?), but transforming your audio into video unlocks massive new viewers on sites like Instagram, TikTok, YouTube, and Vimeo. This goes beyond just increasing visibility; it’s about making your content accessible to everyone, including those who prefer to watch or scroll while on mute. Additionally, those repurposed video clips and behind-the-scenes peeks are highly shareable, which can significantly enhance your show's exposure and attract new listeners.
But it’s not just about growing your audience; video also fosters a deeper, more genuine connection. Seeing you and your guests engage visually creates a more personal and memorable experience, strengthening community ties and loyalty. And let’s not overlook the potential for new income – video content can pave the way for monetization through platforms that offer subscriptions, video ads, or shoppable links.
Upload your podcast video recordings to Vimeo →
9 ways to grow your podcast using social media
Effective podcast marketing creates a system that builds brand recognition and grows your audience. Whether you’re a seasoned podcaster or just getting started, here are nine worthwhile ways to promote a podcast across social media platforms.
1. Share short, engaging clips
Transform standout moments from your podcast into short videos that highlight quotes, stories, and takeaways. Many platforms’ algorithms are still prioritizing short-form video content (30 to 90 seconds long) in the wake of TikTok’s success, so video clips are an effective way to organically boost your viewership.
These clips allow potential listeners to sample your content without committing to a full episode. They also help showcase the best of your show as people scroll through their social media feeds. Include closed captions for silent viewing and use attention-grabbing titles.
Vimeo’s video editing tools are a fast way to create highlight clips for social media without a steep learning curve.
Explore Vimeo’s video marketing solutions →
2. Optimize your posts for each social platform
When promoting your podcast, remember to tailor your social media posts to each platform. What works on Facebook might not perform well on Instagram. Use Reels or Stories on Instagram for informal behind-the-scenes peeks. Share polls or questions on X (formerly Twitter) to spark conversation. On LinkedIn, focus on thought leadership and industry insights related to your podcast topics.
Consider where your target demographic spends the most time. It’s best to focus on platforms they already use. Younger listeners are less likely to engage on Facebook, for example, so if your target audience is people aged 18 to 35, you may not want to focus your efforts there.
3. Share audiograms to tease your content
Audiograms are audio clips of content set to an image or waveform. They’re one of the most innovative marketing strategies for podcasts because they turn audio into scroll-stopping content ideal for teasing compelling moments or spotlighting a guest. A short, shareable clip can prompt your audience to share excitement or entertainment with their networks, potentially attracting new listeners. Add captions to catch the attention of listeners who don’t scroll social media with sound on, as well as those tuning in.
4. Use hashtags and SEO keywords
Aside from sharing clips and teasers, it’s essential to boost your content using SEO intentionally. Research hashtags and search trends relevant to your niche. Tag your posts with a mix of three to five broad and specific hashtags to increase visibility — too many will appear spammy and counteract your efforts — and incorporate relevant SEO terms in your captions and video titles to improve search performance. With a little bit of research and foresight, using hashtags and keywords can boost how you market a podcast on social media.
5. Encourage guest and listener engagement
Sometimes, the best promotion comes from other people. If you feature guests on your podcast, ask them to share clips and links to the episode on their social media channels. You can also spotlight listener feedback, shout out comments and reviews, or run contests and giveaways to promote interaction. These small actions can have a significant impact on visibility and signal strong audience interest to streaming platforms like Spotify and Apple Podcasts.
6. Share behind-the-scenes content
Revealing how your podcast is made through otherwise unused content, such as cut conversations and bloopers, can help build connections with your listeners. Use Stories or the occasional casual post to show these behind-the-scenes looks and humanize your brand.
7. Cross-promote on other platforms
Cross-promotion is a crucial step in marketing a podcast. Don’t limit yourself to one potential audience: Share links to your podcast’s social media in email newsletters, video sharing sites, blog posts, and more. Utilizing social media management tools can help you efficiently cross-post on platforms with similar audiences and expectations, such as short-form videos for Instagram, TikTok, and Facebook Reels.
8. Optimize your podcast’s website
Don’t lose potential new listeners after they click through your social media post: A successful promotion strategy starts with an easy-to-navigate home base. Your podcast’s website should be the central hub for all its content. Include an embedded player, a brief summary of each episode, and buttons for your social media channels and listening platforms, so your audience can find everything they need in one place.
9. Track your performance and adjust accordingly
Use analytics to determine what types of content drive the most engagement for your podcast. Social insights can help you determine how to refine your strategy and focus energy where it counts. Knowing which episodes are the most listened to can guide which ones to promote, and seeing which cross-promoted posts and clips are the most viewed, liked, or shared can guide your future marketing plans.
From recording your podcast to uploading episodes or sharing clips directly to social media platforms, Vimeo offers a streamlined way to manage all your media from one centralized workspace.
Use Vimeo Marketing to streamline podcast promotion →
FAQ
How do I attract more listeners to my podcast?
To attract more listeners to your podcast, utilize SEO to boost your visibility. Use short-form video clips, collaborate with guests, and maintain a consistent posting schedule.
How does podcast marketing work?
Podcast marketing is about sharing the right content in the right place at the right time. It typically involves utilizing various social media channels, email, and video platforms to engage current listeners and attract new ones. By reaching more people with attention-grabbing content, you’re more likely to turn strangers into listeners and grow your brand.
What’s the best form of advertising for a podcast?
Social media remains one of the most effective advertising channels. Organic video clips, influencer collaborations, and boosted posts targeting your ideal podcast audience are among the key drivers of podcast growth across platforms. Paid promotions (which don’t have to be boosted) on Instagram and LinkedIn can also work well, but since you’ll have to spend money to use this strategy, it may not be your best first step.
How do I create a podcast content strategy?
To create an effective podcast strategy, start by defining your target audience and clearly outlining your show's goals. Consider what those listeners are interested in — like this week’s TikTok trend, evergreen informative content, and everything in between — and find creative ways to incorporate those interests into your strategy. Build a content calendar, plan promotional material around episodes, and look for ways to repurpose highlights in multiple mediums for maximum reach.
Expand your podcast reach on social media with Vimeo
Growing your podcast takes more than just creating great episodes; it requires strategic, consistent marketing. Promoting your podcast on social media is an excellent way to showcase your brand and build a loyal community of fans around your show. By employing strategies such as sharing behind-the-scenes clips and optimizing your SEO, you can expand your reach and keep your audience engaged.
Vimeo makes this process easier with Vimeo Marketing. You can upload full episodes, create shareable video snippets, and distribute your content across all your social channels from one place.
Stay organized and turn every episode into a growth opportunity with Vimeo.
