Promoting your branded podcast on Instagram: the formats to choose

Your podcast already has several episodes, but the number of listeners is struggling to grow... And unfortunately, word-of-mouth takes time, lots of time! So you can (and should!) rely on social networks to attract new listeners, but it's no secret that publishing the same message on every social network is of no interest to your podcast or your business. But then, what works? How can you avoid wasting time creating content that doesn't perform? What if you could understand how to create a relationship of trust with your audience, attract more listeners, and create publications that generate engagement on every social network? Sound appealing? Keep scrolling to discover the best formats by platform, starting with Instagram.

Contents

1. Promote your branded podcast on Instagram
2. What format should you use to promote your podcast on Facebook?
3. Talking about your podcast on Linkedin: formats that work
4. Do I need to be published on TikTok to promote my podcast?
5. Promoting your podcast on Twitter: formats that work

Promote your branded podcast on Instagram

As popular as Facebook in 2012, Instagram is now the social network par excellence.

Optimizing your Instagram biography

Often overlooked, yet oh so important, your Instagram account bio should include a link to your podcast.It sounds obvious, but yet few brands think of it.In addition to generating clicks on Instagram, it's a great way to indicate what's important to you to your followers.

"Including the link to your podcast in your bio means telling your followers, this is what currently matters to our brand."

ADVICE FROM THE CALLIOPÉ TEAM

Absolutely track this link.Without stats, no decision making and therefore, no way to know if Instagram is working for promoting your podcast.Use bit.ly or UTM tracked links to create this link.

Focus on Instagram Stories

When opening the Instagram app, a user first sees the stories (That's where their eye lands).So this is the format to focus on on Instagram to be sure of being seen.These disappear in 24 hours but can generate a lot of engagement for your podcast.Even without technique, an amateur can have fun with the tools available in the stories to create content that engages.

Use the countdown option

Among all the options available, the "countdown" option currently stands out, ideal for building up the pressure before the publication of your podcast. Using the "countdown" sticker, a few days before its release, your followers will be able to add a "reminder" to be notified when the podcast episode is available.

The advantage of the "countdown" option: get statistics on the number of followers who have activated the "reminder" option, so it's really easy to analyze the impact of your story to promote your podcast.

Create a video teaser with one or more excerpts from the podcast

Select the most powerful moments of your podcast (those that arouse curiosity, that make you want to know more).once the passage has been selected, use a beautiful visual as a background, add an audio wave, subtitles... and you're done! Here's an example:[video width="484" height="680" mp4="https://www.calliope-agency.fr/wp-content/uploads/2021/05/Teaser-DLA-MGC.mp4"][/video]

Instagram posts to promote your podcast

Publish videos as Instagram posts to attract listeners and promote the show's content.This can take the form of a sophisticated teaser:[video width="430" height="550" class="aligncenter" mp4="https://www.calliope-agency.fr/wp-content/uploads/2021/05/VIDEO-TEASER-HUBLOT.mp4"][/video]Or a video with an excerpt from your podcast, a background visual and an audio wave![video width="450" height="450" mp4="https://www.calliope-agency.fr/wp-content/uploads/2021/05/BV_Video-Promo_Episode-1.mp4"][/video]

Use trending hashtags in your sector

Once found only on Twitter, the hashtag is now common on all platforms.The effectiveness of a # varies constantly, and those that work today may not work tomorrow.So how do you know which hashtag to use? Carry out a weekly watch, for example by doing a Google search, to find out which ones work best.This way, Instagram's algorithm will be lenient and will highlight your content.

ADVICE FROM THE CALLIOPÉ TEAM

Remember to use a dedicated hashtag #. A hashtag specific to your show.For example: #podcastcalliopeThis way, Instagram users will be able to find all your content in the same place.This is extremely useful, especially if you share tips in posts related to your podcast.

Keep in mind that it's not easy to stand out from the crowd on Instagram.Competition is fierce, and your content can quickly get lost in the shuffle. Your images need to be eye-catching, even if your posts are mainly text (such as quotes).Avoid, at all costs, using only the visual of your podcast episode.I repeat... Avoid, at all costs, using only the visuals from your podcast episode.

Surfing the themes

Users are very sensitive to innovative, different, unique content.I'd like to imagine that your podcast episodes address specific themes, with a particular angle, in a tone that's specific to your brand.Emphasize the themes you address! It's an excellent way of attracting more listeners who are sensitive to these themes but also inevitably attracted by your brand.Did your guest say something unique that can't be found elsewhere? Get the video recording of this passage and share it, or create a visual "Quote".

BONUS

IG formatsVideo dimensions & durationStories

• Portrait 9:16
• 1080x1920
• 15 seconds per story

Publications

• 4:5 or 1:1
• 1080x1350 or 1080x1080
• 60 seconds max

Avner UZAN