6 Key Steps to Promote a Podcast on Facebook

Are you looking to grow your podcast audience? Do you plan to use Facebook as one of your social media profiles?

Facebook is one of the best platforms to promote your podcast because, well, everyone’s on it. We recommend limiting yourself to only a few social media profiles, but that usually includes Facebook. It’s also a great platform for sharing all kinds of content – images, video, GIFs, and even simple text.

If you’re seriously ready to grow your fan base, follow these six steps to promote a podcast on Facebook. 

Step 1: Open a Facebook Page

If you haven’t already, your first step is to create a Facebook Page. You can’t promote a podcast on Facebook with a personal account. You need something for your listeners and fans to interact with.

Setting up a Facebook Page is quite easy. Visit your News Feed and click the link in the left column.

Then follow Facebook’s steps until your Page is complete. Ideally, you should name your Page the same as your podcast (or as close as possible) so people connect the two.

Next, add artwork for your profile image and cover photo. Use imagery that relates to your podcast artwork and brand. You don’t need design skills or special tools to create awesome artwork. These tips will help.

Finally, make sure you fill out every field that makes sense on the About tab. This is where fans (and potential fans) will visit to learn more about your show.

Step 2: Create a Content Calendar

In order to promote a podcast on Facebook, you’ll need to create regular content.

Your goal is to publish content that compels your audience to interact. On Facebook, likes, shares, and comments are worth gold. The more you get, the farther Facebook’s algorithm will spread your post. 

This means you can’t be 100% self-promotional. A majority of your posts should be content that gets your fans to interact so that when you do post something promotional, everyone sees it.

To organize your Facebook content, you’ll need a content calendar. Like your podcast content editorial calendar, your Facebook calendar maps out what you’ll publish over time so you always have something to post. If you publish to multiple social media sites, it’s smart to fold them all into the same calendar.

You can organize your content calendar any way you like. Some hosts like to give each day a theme. For instance, Mondays will be the day they post quotes. Tuesdays will be interesting articles. Wednesday will be useful videos. You get the idea. Other hosts take a more organic approach by simply posting whatever they come across and weaving in their promotional content along the way.

The calendar you use to promote a podcast on Facebook can be as simple as a spreadsheet…

…or a Trello board…

…or a sophisticated social media scheduling tool.

Frankly, you’ll want a social media scheduling tool to help you create a pipeline of content that publishes on its own once you create it. This way you can schedule all of your content at once and then focus on creating podcast episodes. Here are some good options:

Step 3: Publish Quality Content

Like we said, in order to promote a podcast on Facebook, you can’t be entirely self-promotional. You want to share and create interesting content to get likes, shares, and comments. Aim for an 80%/20% split of non-promotional to promotional content.

According to Buffer, we like things on Facebook to show support, to affirm something about ourselves, to express empathy, and to get something in return. We share to define ourselves, to nourish relationships, to spread the word, to deliver value to others, and for self-fulfillment.

Whether you share someone else’s content or make it yourself, everything you post should attempt to check at least one of those boxes.

Create Amazing Visuals

Facebook is a highly visual platform. Users are more likely to engage with visual content. Text posts are less effective. In fact, we don’t recommend you ever post without a video, image, or link.

There are several ways to get custom artwork for your Facebook posts. You can spend as little or as much money as you can afford. Your options are…

  • Work with a marketing and design agency. This is expensive, but they’ll make great content. This usually costs a monthly retainer.
  • Hire a freelance designer to make artwork at your direction. Could be expensive, depending on who you hire and how much work you request.
  • Purchase one-off projects from platforms like Freelance.com or Fiverr. Prices vary.
  • Learn to use Photoshop or Sketch. They cost about $100/year and you’ll need to spend some time learning how to use them.
  • Use basic design tools like Canva and Picmonkey. These are simple tool, but they can be quite powerful once you learn how to use them.

According to HubSpot, more than half of all brands that use digital marketing now create and publish video content.

Interestingly, 35% of marketers use live video as part of their content strategy. Why? Because it’s fast, easy, and can double your engagement rate compared to regular video.

As a podcast host, here are a few kinds of video you could create:

  • Simply take a video recording of your podcast sessions. This works especially well if you sit down with your guests in the same location. If you don’t sit with your guests, turn your web cameras on while you talk and take a screen recording of both your faces.
  • Behind-the-scenes videos of you (and your team, if you have one) preparing for an episode.
  • Live videos of you discussing upcoming episodes.

Promote Yourself Often

While it’s important to publish a healthy amount of non-promotional content when you promote a podcast on Facebook, don’t forget to promote yourself!

You’ll want to post about your often. Remember, not everyone will see your content, so you won’t annoy your followers by posting multiple times per day.

Here are some ideas of what you can post to promote a podcast on Facebook.

  • Audio snippets from the upcoming show.
  • A link to the page on your site with the episode.
  • A deep link into a podcast app where your fans can listen.
  • Images with quotes from your show.
  • Behind-the-scenes photos of you and your team.
  • Photos from the recording session of you and your guest from the upcoming show.

Examples of Promotional Facebook Posts

Let’s dive into some promotional content from some of the biggest podcasts with massive Facebook followings. Use these to inspire your content as you work to promote a podcast on Facebook.

This post by This American Life uses a video to promote the story’s hook. It’s engaging, easy to consume, and makes you want to listen to more.

The Dave Ramsey Show takes a video recording of all their episodes to promote a podcast on Facebook. In some cases, they publish the entire episode on Facebook!

The Armchair Expert with Dax Shepard takes simple photos of the host and guest with some compelling copy.

Rachel Hollis promotes the Rise Together podcast by focusing on her guests. She uses a simple, easy to repeat image template.

Planet Money uses a simple, but effective approach. They just link to the page where you can listen to the episode. Each page has a unique featured image, which Facebook grabs.

How Did This Get Made? takes an interesting approach. They create custom movie posters for the movies they review. They release the poster a few days before they publish an episode.

As you can see, promotion takes many forms. The trick is to find out what your audience finds engaging and  

Step 4: Engage with Your Audience

If you want to promote a podcast on Facebook, you’ll have to spend some time engaging with your audience. It’s tempting to send a million posts into the void, but interacting with fans is the real value of social media.

There’s no easy way to do this. To engage with your audience, keep your notifications active and get social. Respond to their comments, thank them for their praise, and answer their questions.

If they know you’ll engage with their comments, they’ll leave more of them, which ultimately boosts your reach (the number of people who see your content).

Step 5: Join Facebook Groups

We’ve spoken at length about the importance of setting up your own Facebook community to promote your content, so we won’t go into great detail here. Instead, read our full guide: How to Build a Community Around Your Show with Podcast Facebook Groups.

Essentially, when it comes to using groups to promote a podcast on Facebook, you have two options.

One on hand, you can create your own Facebook group, invite members, and curate and guide the discussion. This method gives you the most control, but it also takes the most work and the longest amount of time (building a community isn’t easy).

Your other option is to join existing groups, participate, and promote your show as part of the discussion. This is quicker because you don’t have to build the community, but ultimately less effective because the community won’t see you as a pillar resource.

A word of warning: Before you begin investing time in someone else’s community, make sure you understand that group’s rules about self-promotion. Some do not permit you to link to your own content.

Step 6: Purchase Facebook Ads

Once you’re happy with your Facebook content production, it’s time to look into paid ads.

There are two benefits to advertising on Facebook:

  • You can reach people who are interested in your podcast content. You don’t have to spend money advertising to people who don’t care.
  • Unlike Google ads, potential fans don’t already have to be searching for your content. Your ads can appear in their feed unrequested.

In order to promote a podcast on Facebook with Facebook ads, you’ll need to jump into the Facebook Ads Manager. If this is your first time buying Facebook ads, you’ll want to follow the prompts carefully. That includes the following steps:

  1. Choose an objective from the list of options.
  2. Define your target audience. This is a critical step because it hits the core of Facebook’s value – targeting the right people.
  3. Set a maximum budget for the campaign (in terms of daily and lifetime spend).
  4. Create your ad. You can use an existing post or make something entirely new. You can choose one of five formats: Carousel, single image, single video, slideshow, or canvas.
  5. Choose your placements (where the ad will display).
  6. Place your order.

Don’t be discouraged if you don’t get clicks right away. Ads require tweaking and optimizing over time to work well. It varies depending on your industry, but the average click-through rate of Facebook ads is less than one percent.  

It Takes Time to Promote a Podcast on Facebook

Social media is a powerful tool to reach new listeners and engage your fans, but it takes time to build a following. If Facebook isn’t already part of your overall social media strategy, follow the steps we’ve outlined to promote a podcast on Facebook.

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