We Didn’t Know How to Promote a Podcast. So Here’s All We Learned

Before we launched our Buffer podcast, so much of our time and energy (99.9% of it, I’d wager!) was spent getting the sounds and feel just right. We did all the podcast things we were supposed to do in order to make a really great podcast – the interviews, the mixing, the uploading – and now that the time had come to press publish …

… we needed a plan to promote the podcast.

How do people promote podcasts? We didn’t know. We’d never promoted a podcast before!

So we went to work, researching all the best tips and strategies for getting a podcast seen by as many people as possible, downloaded as many times as possible, and maybe hopefully listed on iTunes’ New and Noteworthy list.

Here’s all we found and all that we’re excited to try. We’ll be sure to report back with what works!

The #1 Goal: Do Really Great on iTunes!

iTunes is responsible for as much as 70% of a podcast’s listens and downloads

itunes-new-and-noteworthy

In the process of researching how to promote a podcast, much of the advice kept centering on iTunes as the key channel for growth and attention. I hadn’t realized just how key iTunes really was!

Nieman Lab claims “70 percent of podcast listening happens through iTunes or the native iOS Podcasts app.”

Scott Britton says, “Listens on SoundCloud and YouTube are pretty insignificant compared to iTunes.”

Erik Diehn says, “There’s basically Apple and then everybody else.”

I’ve heard similar rumblings from others, too. When we launched our culture-focused podcast, CultureLab, my teammate Courtney’s primary goal was getting to a good spot in the iTunes listings. She was our oracle: iTunes is really important.

We’ll report back with the specific numbers that we find for The Science of Social Media podcast. If you notice that a majority of the advice in this post is iTunes-related, now you know why. <img src="http://s.w.org/images/core/emoji/72×72/1f642.png&quot; alt="

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