Promoting your podcast on TikTok?

Spotify has created exclusive deals with Joe Rogan, Kim Kardashian,Megan Markle and Michelle Obama to produce their podcasts exclusively on Spotify.We're very happy for them, but you don't have their notoriety...Or are looking to develop it even further.If your brand is looking to reach a young population, eager for videos and tips you should position yourself on the Chinese platform, Instagram competitor, TikTok.The return on investment can be explosive provided you know how to promote your podcast on TikTok. Today, I'm going to help you attract and retain listeners for your branded podcast via TikTok. Let's Go!

Why promote your podcast on TikTok?

The most downloaded applicationAccording tothe Sensor Tower study, TikTok has become the most downloaded application in 2022 on both the app Store and Google Play.

Source: Blog nouvelles technologies

Reaching a young audienceTikTokis the best app for reaching a young audience. In every way, it does a better job than Instagram or Snapchat of reaching this hard-to-capture audience.

Share clips from your podcast on TikTok

So I'll say it again: share clips from your podcast on the TikTok platform:

• Excerpts from past programs.
• Sound extracts from your next episode.
• Excerpts from the next guest.

Using "audiograms "TikTok is often considered a video-based social network, yet users start with audio (the punchline of a song, a line from a movie) to create their video. Podcasts therefore offer the material to create this content, which can then be enriched with video. A quick way to get started is to communicate on Tiktok via audiograms. What are audiograms? You've actually seen them before. They look like animated wave-shaped videos placed above the images. The icing on the cake is that these audiograms are now very easy to produce. There are a number of tools available for this purpose, such as :

• Headliner
• Wavve

Advice from the Calliopé team:

Film your channel's podcast on YouTube or a video podcast, and you'll already have all the video content you need to make incredible clips on TikTok.

Teasing your podcast on TikTok

Teasers are another great type of video to share on TikTok to increase your audience of potential listeners:

• Previews of upcoming episodes,
• Potential guests,
• Non-podcast discussions.

Advice from the Calliopé team:

TikTok is all about challenges, so rather than trying to share video content related to your podcast that might be found on competitors (YouTube, Facebook, Instagram)...Play the platform's game! Find a challenge you can align yourself with to promote your podcast.By linking your content to one of the platform's challenges (dancing, singing or other) you increase your chances of being seen and heard by potential listeners of your podcast show.

Share tips and hacks related to your theme

On TikTok, "pirate" videos - in other words, videos that share tips, hacks and unpublished techniques - are very popular.I know, you're thinking: "yes, but in my field... "And I'd say, think again: whatever niche your podcast show is in, and whatever your area of expertise, you're bound to have a few tips and tricks to share via TikTok.Why share tips and tricks videos on TikTok?It's an indirect way of promoting your podcast, allowing viewers to :

• Connecting with you,
• Deepen the relationship between you and your audience,
• Establish or reinforce your brand's authority in your niche.

And the host/expert chosen to carry your program indirectly reinforces your legitimacy, bringing you a complementary audience, so TikTok users eager for valuable content will flock to your show.

Create behind-the-scenes videos with your podcast guests

If your podcast frequently features prestigious, unique and high-profile guests... read on.You absolutely must involve these guests in your podcast's promotional action.Why involve your podcast guests in your TikTok videos?TikTok users, or "TikTokeurs", love to see content that features people they admire, whom they consider "celebrities".Especially if these people show a human aspect. Especially if these videos show a human aspect, whether they're having fun, getting out of character or doing everyday activities, and make your podcast unique. TikTok users will quickly associate your podcast with a special place of exchange.This incredible chemistry between you and the guest will help build expectations for that podcast episode.How to get your podcast guests involved in your TikTok videosMakesome fun behind-the-scenes videos that you can share via TikTok.This could be videos where we see the guest :

• Prepare to start recording,
• Drinking coffee and meeting team members.

Use the right hashtags

As with Twitter, Instagram and YouTube, hashtags make it easy to discover content, so make it simple for potential listeners to find your TikTok videos.

Advice from the Calliopé team:

Find "TikTokeurs" who specialize in podcasts and analyze the hastags they use:

• Are they similar?
• Is there a similar order of priority?

Reuse the hashtags you find relevant to make your videos exist in these TikTok conversations.

Avner UZAN