How To Promote Podcast On Spotify — The Wave Podcasting
With over 600 million users across 184 countries, Spotify has quickly become a household name. While many exclusively associate the platform with music, there are almost six million podcasts on Spotify too. But a podcast demands much more time and attention from your listeners than music does, so it’s important to promote it effectively on the Spotify app.
Fortunately, there are several ways to promote your podcast using Spotify – and we’ve broken them all down for you below.
Submit Your Podcast To Spotify
First things first, you need to submit your podcast to Spotify. Go to the Spotify for Podcasters page and register an account. Once you’ve signed up, the submission process is as follows:
Step 1: Log in to your Spotify account.
Step 2: Go to your Spotify dashboard and click “Get Started”
Step 3: Insert your podcast RSS feed URL into the input box provided.
Step 4: Check that all your podcast information is correct. If everything is as intended, click “Next”
Step 5: Go to the email address associated with your Spotify account. There will be a code sent to the email to verify ownership. Copy and paste this code into the form provided and click “Next”.
Step 6: Spotify will now prompt you to provide further information about your podcast. You can choose a primary category and 3 sub-categories that best describe your podcast. After filling out the form, click “Next”.
Step 7: Review the information that you have provided. If everything is correct, submit the form.
Now, sit back and wait for Spotify to approve your podcast. It usually takes just a few hours. Once your podcast has been approved, the task of promoting it can get underway. Effective podcast promoting involves optimizing your podcast descriptions, utilizing social media, collaborating with other podcasters, and leveraging advertising tools to increase audience engagement and reach.
Choose your categories wisely
Before you submitted your podcast for approval, you were asked to choose a primary category and 3 sub-categories that best described it. These categories will help new listeners discover your content on Spotify as they browse for new shows to follow.
Spotify also collects data on listening habits to provide recommendations to its users. If a user regularly tunes in to sports podcasts, and your podcast falls within that category, there are better chances you'll show up in their recommendations. Categories are a way to present yourself to Spotify's algorithms in just a few short words. Make them count.
Related: How To Get Your Podcast Approved On Apple Podcasts, Google, And Spotify
Create eye-catching artwork
One of Spotify's greatest features is that it allows you to create artwork for each of your episodes. The decision to click on your link instead of another can solely come down to attractive artistry. Treat it like a print advertisement, but one that is designed to entice listeners in this case.
If you have a special guest on the podcast, especially recognizable figures, incorporating them into your artwork could work to your advantage. Your audience will feel even more compelled to listen.
Select interesting episode titles
Besides your artwork, episode titles are another critical component that affects the level of interest your content receives. As one of the first things your listeners encounter, your titles need to walk a fine line between accurate and clickable.
A clickbait title might attract more listeners, but it doesn't keep people engaged for very long. Immediately after they realize the title was misleading, they'll click away – leaving with a bad taste in their mouths. As a result, it's important to ensure that your titles grip the reader without deceiving them.
Treat the description as a sales pitch
Once users get past an episode's artwork and title, they'll be faced with a description. If they've come this far, they are primed to be sold on the content of your episode.
The first few lines of your description will appear in your episode preview. This is geared more towards new listeners as it can be read quickly. Experiment with emotive language, cliff-hangers and a call to action. On the other hand, the remainder of your description should be targeted at your existing followers – less selling, more summarizing.
Convert new listeners into followers
It might seem obvious, but you can easily promote your podcast during each episode. Remind listeners to follow your podcast on Spotify at the beginning and end of each show. Doing so will ensure your listeners are notified whenever a new episode goes live.
Your followers will soon become a loyal community of fans who eagerly await new episodes. Oh, and don’t forget social media. Every time an episode goes live be sure to share it on all relevant platforms using the link provided on Spotify. Including a link to your Spotify profile in your social media bios or through tools like Linktree can also enhance engagement with your audience.
Make use of Spotify Ad Studio
Spotify Codes is a new and useful tool that helps you promote your podcast. And it's as simple as taking a picture. You can create a scannable image using a QR-style code that links directly to your podcast on Spotify. Each code can be customized with a range of colors and placed on your podcast website. You can also print out your Spotify Code and place it on flyers, business cards, event posters and anything else you can think of.
Attract New Listeners with Spotify Ad Studio
Spotify Ad Studio is a powerful tool for podcasters looking to reach new listeners and grow their audience. With over 208 million ad-supported Spotify listeners worldwide, the platform offers a vast potential for podcast promotion. By creating targeted ads, you can increase your podcast’s visibility, attract new listeners, and drive engagement.
Getting started with Spotify Ad Studio is straightforward. You can create audio or video ads that showcase your podcast’s unique identity and appeal to your target audience. Think about what makes your podcast special and craft an ad that highlights these features. Whether it’s a snippet of an engaging conversation, a teaser of an upcoming episode, or a personal message from the host, your ad should capture the essence of your podcast and entice potential listeners to tune in.
Cross-Promotion and Collaboration
Cross-promotion and collaboration are essential strategies for podcasters aiming to expand their reach and attract new listeners. By partnering with other podcasters, influencers, or brands, you can tap into new audiences and build your credibility. Guest appearances on other podcasts are a fantastic way to reach new listeners and promote your own show. When you appear as a guest, you get the chance to showcase your expertise and personality to a whole new audience, many of whom may become loyal listeners of your podcast.
Additionally, collaborating with other creators can lead to new ideas, fresh perspectives, and innovative content that resonates with listeners. Whether it’s co-hosting an episode, participating in a joint project, or simply sharing each other’s content, these collaborations can significantly boost your podcast’s visibility and appeal.
Expanding Your Reach Beyond Spotify
While Spotify is a significant platform for podcast promotion, it’s essential to expand your reach beyond Spotify to maximize your audience growth. Promoting your podcast on other platforms, such as Apple Podcasts, Google Podcasts, and your podcast website, can attract new listeners and increase your overall audience. Each platform has its own unique user base, and by optimizing your podcast’s visibility on these platforms, you can reach a broader audience.
In addition to listing your podcast on multiple platforms, leveraging social media channels, email marketing, and other promotional strategies can help you reach a wider audience. Share your episodes on social media, engage with your followers, and use email marketing to keep your subscribers informed about new episodes and special content. By diversifying your promotional efforts, you can drive engagement and grow your listener base.
Consistency is Key
Consistency is crucial for podcast promotion and audience growth. Regularly releasing new episodes, maintaining a consistent schedule, and engaging with your listener base are essential for building a loyal audience. When listeners know when to expect new content, they are more likely to return and stay engaged with your podcast.
By consistently delivering high-quality content and promoting your podcast through various channels, you can attract new listeners, retain existing ones, and establish your podcast as a trusted and authoritative source in your niche. Engage with your audience through social media, respond to their feedback, and make them feel valued. This consistent interaction will help you build a strong, loyal community around your podcast.
Analyze your statistics
Spotify's statistics show more than just the number of listeners your podcast is receiving. It also displays the age demographic of your listeners, where they are from, what their general listening habits are and which devices they're using to stream your episodes.
If you find that your podcast is attracting an unexpected audience, you can tailor your promotional material accordingly. When used proactively, statistics can help you decide what content works best for future episodes.
Recap
As can be seen, there are many ways to promote your podcast using Spotify. Be sure to choose your categories wisely as they will help new listeners discover you. Once they come across your podcast, you'll need to convince them to listen. Think engaging titles and eye-catching artwork. Then, build a loyal community by promoting the follow button, so your audience is notified of new episodes. Through a strategic combination of all the above and more, you should start to see noticeable growth in your listenership over time.
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