If you’re looking for a new way to promote your podcast, consider using TikTok. This short-form video content app has exploded in popularity in recent years. It offers a unique way to reach potential listeners. Its audience base consists of Gen Z and young adults, making it an ideal platform for reaching out to this specific podcast audience.
With TikTok, you can create engaging videos that showcase your podcast’s personality. You can also use TikTok’s powerful algorithms to target specific audience segments. This way, you can promote your podcast content to users who are more likely to be interested in it.
That said, how can you use TikTok to promote your podcast? Let’s look at seven ways.
1. Share Podcast Clips
Podcast clips are great for TikTok since the app focuses on short-form videos. When you give a snippet of what listeners can expect on your podcast, and they like it, you can get them to listen to your podcast, too.
When sharing podcast clips on TikTok, trim the clip down to the essential parts. You want the viewers to get a sense of the podcast content. The Jumpers Jump podcast, for instance, shares its podcast clips on TikTok, such as this one about a Simpsons character.
Also, make sure the clip is short enough to be easily consumed on TikTok. Most people won’t want to watch a three-minute clip on the app. Try to keep it around 30 seconds or less.
You should also ensure you record and present your clips effectively. It’s a good idea to use creative visuals to complement what’s being said. This could include animated text, subtitles, or even emojis. Add music for extra impact. However, ensure that you adhere to your style guide to maintain brand consistency.
Also, include a call to action to promote your podcasts, of course. Remember, you’re just showing a snippet of your podcast. You want listeners to tune in to the real thing. So, invite viewers to check out your podcast’s website or streaming service. You could also ask viewers to subscribe to your podcast channel. Whatever call to action you choose, make it clear and easy for the target audience to act on it.
2. Show Promos of Your Upcoming Episode
TikTok is the perfect place to create short, engaging teaser videos for your podcast. These promotional videos can be funny, informative, or anything in between. The key is to make them visually appealing and easy to understand. You want your ideal audience to be intrigued enough to want to listen to your upcoming podcast episodes.
When promoting your upcoming episodes on TikTok, tease listeners with a little bit of what they can expect without giving away too much. In its teaser TikTok video, for instance, Straight Candid reveals just a bit of what will happen in the next episode.
Also, keep your video creative and engaging. You can use TikTok’s editing features to add graphics, filters, transitions, text, background music, or other effects to your videos. Include a link to where your viewers can listen to your podcast and use of hashtags to help boost your visibility and reach more people.
3. Provide Tips and Share Your Experiences
Establishing your trustworthiness and motivating others to listen to you is crucial to promoting podcasts on TikTok. One way you can achieve this is by sharing tips and experiences. Sharing makes you more credible in the eyes of others. It helps you build loyal listeners who respect your valuable content and expertise.
It also allows you to build your brand and establish yourself as an expert in your field on social media and other platforms. So when they view your TikTok videos, they can be curious and look for your podcast as well.
Whether you’re sharing your knowledge on your subject or providing an inside look into your industry, there are endless possibilities for what you can share. For example, the owner of The Wellness Mama Podcast shares educational content on how to grow sprouts and use them as a new food source.
When sharing your experiences, be genuine and honest with your followers. Share your experiences and what has worked for you. Plus, sharing case studies or real-world examples can be a great idea. For instance, The Girlfriend Hour shares tips, stories, and information related to daily life, based on her experiences.
Additionally, be consistent with your content. If you only share tips every once in a while, followers may lose interest. Instead, try to post tips at least once a week to keep people engaged. Your videos should also be creative and offer something unique to capture your audience’s attention.
4. Use Behind-the-Scenes Videos
Creating behind-the-scenes videos is a great way to give your audience a look into how you make your podcast happen. This type of content also helps you foster a sense of connection and community with your audience. All these can lead to more podcast listeners for you.
When sharing behind-the-scenes videos, stay natural. Your listeners tune in to your podcast because they enjoy your voice and personality. Give them more of what they love by being yourself in your behind-the-scenes videos. Also, people, in general, love authenticity. You’re more likely to get new podcast listeners if you let your real personality shine through.
You may also share your podcast challenges and updates. For instance, The Awkward Tapes shared what happened when they switched recording locations. They also communicated it humorously.
Use your behind-the-scenes video as an opportunity to provide something special to your audience. This could be anything from exclusive outtakes to bloopers. Whatever you choose, make sure it’s something that your listeners will share, enjoy, and find valuable.
5. Post Fresh Content
Fresh content is vital to the success of any content creator, whether you’re a TikToker, a podcaster, or a podcaster promoting your podcast on TikTok and vice versa. After all, your audience wants to hear new things. If you’re not providing them with new, exciting content, they’ll quickly move on to someone who is. In this case, if they don’t watch your TikTok video, you’ll have lost the opportunity to promote your podcast.
But what exactly is fresh content? It can be anything that leverages current trends or the season. For example, Have a Word Pod discusses Christmas just before Christmas in this TikTok video:
The fresh content you post on TikTok to promote your podcast may be snippets of what you talk about on the podcast or different content. Either way, make sure this fresh content you post on TikTok is engaging. Don’t forget to include a link to your podcast on your post, too.
Here are a few other tips on how you can create fresh content to use TikTok to promote your podcast:
- Pay attention to the news. What’s happening in the world? Is there anything going on that would make for a good discussion?
- Listen to other podcasts or even TikTok channels. This will help you stay up-to-date on what’s popular in the world of podcasts and TikTok.
- Take advantage of other social media. Check out other social media platforms to get ideas from other people. Chances are if there’s something they want to hear about, your TikTok viewers will want to hear about it, too.
Experiment and see which TikTok videos generate the most traction. If your Black Friday sale videos do well, for instance, then stick to that type of content. The more people watch your TikTok video, the higher the chances you’ll get them to listen to your podcast, too.
6. Give Other Podcast Recommendations
If you give other podcast recommendations on TikTok, you can get people–whether your existing podcast listeners or entirely new listeners—to pay attention to you. People are always on the lookout for new content to consume.
One study found that 74% of people listen to podcasts to learn new things. Once you get these people’s attention, they might check your own podcast out as well. In other words, when you give other podcast recommendations, you can increase your podcast listeners as well.
For You From Eve is an example of a podcaster who frequently recommends motivational podcasts on TikTok:
When making recommendations, keep your listeners’ tastes in mind. But don’t be afraid to branch out and recommend something that may be outside your listeners’ usual taste either.
Finally, don’t just recommend any old podcast that you come across. Take some time to listen to each podcast yourself before recommending it. This way, you can be sure it’s a quality show worth their time. No one wants to waste their time listening to a terrible podcast.
7. Engage with Your Audience
Leveraging the comments section is a great way to promote podcasts on TikTok. You can create a connection with your viewers on the platform. When engaged, they are more likely, in turn, to check out your podcast, too.
With its high activity level and easy-to-use interface, TikTok provides a unique opportunity for podcasters to connect with their audience in a meaningful way. You can create video responses to questions posted by viewers. Replying to comments is also a great way to show your audience that you value them and pay attention to what they have to say.
When you follow someone like Leanne Ward Nutrition, for instance, you know you’ll get a response to every comment you leave on her videos. She responds to every single video comment.
You can also use the comments section to get feedback on your TikTok videos and podcasts. Find out what your viewers want to see and hear from you.
If you don’t use TikTok to promote your podcast, you’re missing out on a huge opportunity to reach a huge audience. With over 800 million monthly active users, TikTok is one of the most popular social media platforms.
Follow these seven tips to promote podcasts on TikTok:
- Share podcast clips
- Show promos of your upcoming podcast
- Provide tips and share your experiences
- Use behind-the-scenes videos
- Post fresh content
- Give other podcast recommendations
- Engage with your audience
If you’re creative and strategic with your podcast (and TikTok) marketing, expect excellent results.
How do you use TikTok to promote your podcast? Let us know in the comments!
David Pagotto is the Founder and Managing Director of SIXGUN, a digital marketing agency based in Melbourne. He has been involved in digital marketing for over 10 years, helping organizations get more customers, more reach, and more impact.