HOW TO GROW YOUR PODCAST AUDIENCE SOCIALLY!

STEPHANIE FUCCIO OF THEPODCASTHOST.COM ONE OF THE ORIGINAL AND BIGGEST ‘HOW TO PODCAST’ RESOURCES ON THE WEB - IS HERE TO SHARE HER LATEST PODCAST TIPS.

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“How do I get more listeners?” and “What’s a good number of downloads?” are two of the most frequently asked questions in podcasting.

I’m going to give you a few tips to tackle the first one. But let’s quickly deal with the second. The most important thing to consider when it comes to downloads is that there’s no single “good” number that fits every podcast, and every topic. Some shows are potentially interesting to hundreds of thousands, whilst other highly niche productions might have a target audience of only a few hundred.

To put things in perspective though, podcast hosting giants Buzzsprout regularly publish stats from their platform. One surprising (not to mention encouraging) number is 26. Believe it or not, if your latest episode gets 26 downloads within the first 7 days of its release, that puts you in the top 50% of podcasts hosted on Buzzsprout. For a deeper dive on this, along with plenty more stats, go to ThePodcastHost. com/Downloads

So now that we’ve got a number in mind, how do we grow it and aim even higher?

You might be surprised to hear that it’s less about what you’re saying, and more about how you’re listening...

LISTENING IS THE NEW POSTING

I learned an interesting term recently on Twitter. I recommended a podcast to a complete stranger. When he thanked me he said that he appreciated my strong social listening skills. “Social listening.” This is a thing. And I’m so glad.

Apparently, it’s a term used in Marketing for, you guessed it, listening to people on social media. I know we’ve all taken promotion courses and watched videos on how to get more followers. We’ve gotten good at posting, almost shouting and disappearing sometimes, if I’m honest. But how often do we social listen to what they’re saying?

USE SOCIAL LISTENING TO INCREASE ENGAGEMENT: TOP TIPS

Now, it needs to be said that these tips are not quick fixes. This strategy is based on being part of a community, not dropping information about your podcast and leaving. You can only build a podcast community by being a part of it. And that takes time.

1. Follow Hashtags

Twitter and Instagram move extremely fast. So to listen to conversations about a specific topic you’ll want to use a hashtag search about that topic. Another important aspect of social listening is that you read (the listening part) more than you write. I read about 10 or so posts before replying to 1 of them. Sometimes even 20 posts.

Twitter Reading tips:

For example, I’m always looking for people to share the podcast recommendations that I get from Podcast Review Day on Twitter account @PodRevDay. So, once a day I search for #podcastrecommendations and I scan the “latest” tweets with this phrase. I read the tweets with the following questions in mind:

- What kind of podcasts are people asking for? - Who is asking for recommendations?

- What kind of replies are they getting?

- What podcasts from our community can

I recommend?

I go into the hashtag reading session with a goal, that way I can read rather quickly. Tweets are short anyway but this method makes the process a lot quicker. 2. Facebook Groups

Groups are the gems of Facebook. I’ve gotten more feedback and client referrals from group conversations on Facebook than anywhere else.

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How to Social Listen on Facebook

Join groups that are about your topic and join in on the conversation but do NOT blast info about your podcast in there. Just chat. Lurkers get a bad reputation in groups but I think more of us could learn from their listening abilities. Read what people are talking about for a few weeks before engaging. Podcasters are talkers so this can feel really weird but it’s a key way to build up your social listening skills.

Engagement Not Promo Blasting

After you’ve listened to the conversation in a group for a while, start interacting. Ask and answer questions about the topic, share news, etc. Be an active part of the conversation. When you create a post make a point to check the replies and follow up. Give value to the group, don’t just ask them to pay attention to your podcast.

3. Slow and Steady on LinkedIn

If you have a professional focused podcast, then engaging with like-minded professionals on LinkedIn can create a lot of engagement.

LinkedIn is very different from other social media platforms. It’s slower and regulars there will express a disliking to certain social media behaviours like crude jokes and repeated posts. So it’s best to go slow on LinkedIn.

Build up your profile, upload some media and follow a few like-minded people in your niche. Read and engage with their posts. Ask them questions, like and comment on their posts and get a lay of the land. Then slowly write an occasional post about your topic. Content that is longer and dripping with value is key here.

Bullet points, headlines and other scannable features that aren’t as common in other social media is more the norm here. Posting valuable, appropriate content once a day on LinkedIn is okay, less is okay but more if frowned upon.

GROWTH THROUGH LISTENING

When you’re known as someone who listens, engages, and contributes in a positive manner to a community, people will naturally be drawn to you and your content. Not only will these folks become your listeners - they’ll become your biggest marketers, too.

For a whole raft of other podcast promotion and audience growth ideas, be sure to check out our guide at ThePodcastHost.com/PodPromotion. And if you’re yet to launch your show, our step-by-step guide will walk you through everything you need to know ThePodcastHost.com/Start

OUTSPOKEN BEAUTY

I really enjoy the depth in this show because as well as the recommendations and great conversation, the host, Nicola, doesn’t shy away from topics like inclusion in the beauty industry, body positivity and anti-aging. This podcast is pitched at just the right tone for me, someone who’s not obsessive with my looks but does try to leave the house having done a decent make up job and without my skirt tucked into my knickers.

SAY IT WITH YOUR WHOLE CHEST

I was interviewed by Jess recently and she was a pure delight. In everything she does there’s insight, inspiration and funnies and this podcast is no different. If you’re looking for all of that, her pod is the place for you.

YOUR AUNTIES COULD NEVER

Even though there’s four hosts, whenever I listen in, I feel like I’m the fifth in this fantastic weekly digest hosted by these fabulous, female commentators. In YACN, they talk about the topics of the day bringing that special sauce to the discussion only black women can. It’s important, informative, disruptive and at times, hilarious.

MY MATE BOUGHT A TOASTER

I’m biased here because Tom Price is a mate but I just love his show. It’s so simple but so brilliant. In going through his guests’ online shopping history, Tom unearths so many gems; stories that give you a little window into their lives. At times funny, often touching, Tom is great at excavating gold every time.

MY TIME CAPSULE

Just for Michael Fenton Stevens' voice alone, everyone should listen to this pod. He’s got a voice of pure silk and a huge heart which makes it such a lovely listen. Michael gives bags of room to his guests to discuss what’s important to them and what they’d like to consign to a time capsule for posterity. And like all the best pods it can have you laughing out loud as well as seeing the world in a brand new way. Love it.

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TRANS 20:20s

Created by writer and filmmaker Juliet Jacques, Trans 20:20s takes a look at what it’s like to be a twenty-something trans, non-binary or gender diverse person in the year 2020. Released at the back end of the year, this podcast, which is available on Soundcloud, allows for an insight into the human experience of these marginalized individuals. Each interview offers new perspectives on government legislation, media representation, and possibly the largest topic of the year, lockdown, and how each of these things has and does affect them and others within our community. The project was commissioned by Studio Voltaire in partnership with Gendered Intelligence as part of Desperate Living C-19.

BUSY BEING BLACK

Josh Rivers sits at the helm of this podcast, with an aim of exploring how to make the most of queer Black life. There’s a richness of conversation featuring the likes of Lady Phyll, Jeffery Williams, Travis Alabanza and countless others. Last year, with funding from the European Cultural Foundation, Busy Being Black presented a series of conversations exploring queer Black solidarity across Europe during the Covid-19 crisis, and featured first-listens to a new multimedia ‘Anthology/Appendix’ series by Isaiah Lopaz, which explores themes of migration, faith and belonging.

Hosted by non-binary writer and director, ShayShay, Bitten Peach Pod is the queer Asian talk show that asks ‘real life’ Queer Asians the dreaded question… “where are you really from?” which results in some heartwarming and much-needed conversations. ShayShay has a beautiful energy that works perfectly as they speak to a rich variety of guests about their lives, their culture, their art and their Asian icons. It’s supported by gender

diverse, Pan-Asian artist collective, The Bitten Peach, who put on gag-worthy shows in queer venues across London - so be sure to check them out!

CALL ME MOTHER

Journalist and author of upcoming book ‘The Transgender Issue’, Shon Faye, hosts this beautiful series from Novel, talking to unsung and lesser-heard older LGBTQ+ trailblazers. We don’t hear from our LGBTQ+ elders enough in the podcast world, and this series seeks to change that, with guests including performance artist and gender theorist, Kate Bornstein, sexual health and HIV activist, Marc Thompson and actor-politician-activist, Michael Cashman to name a few. Episodes are all under 30 minutes making them easily digestible, and you’ll come away feeling educated, empowered and (if it fits!) grateful to be queer.

BOTTOMING

Ok, we know we’re being cheeky, but we couldn’t list our favourite LGTBQ+ podcasts without sharing our own audio child. Bottoming is the LGBTQ+ mental health podcast, discussing rock bottoming and beyond, not sex. Birthed out of our own troubles with mental health, we wanted to open up the conversation to the rest of the community and further afield, to normalise healthy discussions about our mental states. Released fortnightly, we interview guests about their mental health journeys, reflect on our own, and hope to offer practical advice related to reaching out for support. After this year, we all need it. You’re doing amazing sweetie.

NOTABLE MENTIONS:

As part of May's Mental Health Awareness Week, I wanted to offer a longer list of recommendations for podcasts about mental health. But as I began writing the article, I became a bit overwhelmed by how many there are! It’s fantastic to see that podcasts about mental health and wellbeing are becoming more mainstream.

For general mental health conversations, I definitely encourage you to go and listen to amazing shows like Happy Place, Griefcast,

Terrible, Thanks For Asking and the Distraction Pieces mental health specials.

There are however far fewer podcasts focused on mental illness, which is slightly different to mental health. We all have mental health on a spectrum of ‘good’ to ‘bad’. But around 1 in 4 of us will also have a clinical mental illness at some point in our life.

So for this article, I want to highlight 6 great podcast episodes about specific mental illness diagnoses.

OLOGIES WITH ALICE WARD

In the Ologies podcast, science communicator Alie Ward talks to different scientists (or ‘ologists’) about their field of expertise. Whilst many episodes are whimsical (Pumpkins! Jellyfish!) others are more serious. I wasn’t expecting this episode about addiction, but it has been one of the most useful. It covers both substance and behavioural addiction in a non-judgemental way. Knowing someone with an addiction myself, it was a real insight into the behaviours and interventions.

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MAD CHAT

Mad Chat is one of those genius podcasts that was sadly short-lived. Host, Sandy Allen, invites a guest to discuss a piece of pop culture through the lens of their lived experience of mental illness. You quickly find out how wrong media’s portrayal of ‘madness’ is. The show discussed classics such as Dawson’s Creek, BoJack Horseman, Killing Eve and Donnie Darko. In this episode, they unpack the TV show Six Feet Under in context of Hearing Voices activism.

ON THE WARD

S1:Ep5 | Your questions answered

Created by St Andrew’s Healthcare, this podcast is hosted by staff nurse JohnBarry Waldron, who has worked there for 15 years, ‘On the Ward’ challenges some of the myths and taboos around complex mental illness in the UK today, as it explores what really happens behind the walls of a secure psychiatric hospital. This episode is a good point of entry, as it answers some common listener questions – which cover everything from electric shock therapy, to the routine of the hospital.

THE HILARIOUS WORLD OF DEPRESSION

Movies That Get Depression Right

“A show about clinical depression…with laughs?” Depression is one of the most common mental illnesses, and yet it is still often stigmatised by society. The Hilarious World of Depression tackles it with laughs. Hosted by comedian John Moe, he talks to other comedians who have lived with depression. Unsurprisingly, putting multiple comics on a podcast makes anything funny! This episode is the opposite of Mad Chat, and looks at the films that give an accurate portrayal of depression.

ZOMBIEMUM

Catherine Cho | 'I'd better act sane'

For illustrator and writer Laura Dockrill, becoming a mum was life-changing in a very unexpected way. After a traumatic delivery Laura was diagnosed with postpartum psychosis. It’s a serious mental illness that affects around 1 in 500 women, yet people rarely talk about it. In Zombiemum, Laura talks to other parents about aspects of motherhood that aren’t discussed enough. In this episode, she speaks to writer and literary agent Catherine Cho. They discuss their shared experience of postpartum psychosis, the cultural and familial pressures she faced when having a child, and the ways she explored this through writing her memoir ‘Inferno’.

MINDCAST

MIND is one of the most prominent mental health charities in the UK and is a great resource for information, support and help. Their website has resources on a wide range of mental health problems… Their podcast is much harder to find! But it’s worth it to listen to the first-hand accounts of what it feels like to live with specific mental health problems. There are nine episodes in total, covering a range of topics such as OCD, crisis, bipolar, psychosis and more. This episode about anxiety and panic attacks is a good insight into a disorder that is extremely common and misunderstood.

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A DAFT QUESTION

Two friends trying (poorly) to answer the questions you never thought you needed answering. Is a hot dog a sandwich? Does every house have its own smell? Does going to IKEA count as a day out? And more! Learn, laugh & come away with more questions than answers...

PROPER MENTAL

Normalising open and honest conversations about mental health by having open and honest conversations about mental health. New guest each week, out every Monday.

HEAR ME ROAR

We champion minority communities by sharing our successes and channelling our strengths! We're conscious that the minority role models of our generation are sorely lacking on the platform. So we are on a mission to fix that! Every episode we are joined by one of these heroes!

FOOTBALL KIT MEMORIES

The podcast that gets under the shirt revealing the memories passions and stories of each guest... join guests like Tim Vickery, Sam Delaney, Craig G Telfer and Dotun Adebayo as host Craig takes a deep dives into some footballing highs and some footballing lows.

THE OFFCUTS DRAWER

Well-known writers dig out bits of their unpublished work, actors perform them & the writer explains what the hell they were thinking. Guests include Jay Rayner, Arabella Weir, Chris Lang (Unforgotten) and most recently Queen of Crime Val McDermid.

TAKING ON THE CHANGE

Taking on the Change is all about raising awareness and sharing stories of #Menopause. A weekly dose of chat, info, laughs and sometimes tears to support women everywhere!

PODCASTER

A show where podcast hosts are asked a number of random questions. The twist? Asking the probing questions is an unseen host, V: The Voice of Pod. With the guests left alone, they really contemplate their answers about life and the podcast they’ve created.

AS IT COMES

Through conversations with a diverse range of musicians, As It Comes explores the peaks, the troughs, and the downright weird things about being a classical musician, to create a sense of solidarity and relatability within the industry.

STEPMUMS: UNCUT

New podcast on Morden blended families and a way to challenge the wicked Stepmum narrative along with stigma that comes with it. This podcast bring fresh new insight to the realities of being a stepmother in 2021!

THE TV THAT CHANGED ME

We take a deep dive into the TV shows that have made us who we are. We poke holes in some questionable story lines, analyse our fave TV character’s psyches and, most importantly, explore the real-life impact of on-screen representation.

CUTTING CLASS

A podcast about film and video editors, as told through the lives of some of the best in their fields. From features to commercials, documentaries, TV, art, music videos etc. The most recent is with Oscar-winner Mikkel E.G. Nielsen.

ALL THINGS UNDONE

A sci-fi audio fiction series centered around the theme of social justice and asks the question "What if black people couldn't have been killed during the time of slavery in America?" Due to an astrological event the DNA of every living thing on earth is altered ....

TALKING DAD UK

The podcast where we discuss all things dad. Talking through experiences of fatherhood, mental / physical health & lifestyle chats. The aim is to encourage dad's & men to talk more about all things, the good and bad.

PILOT SEASON

We look at the pilot episodes of completed TV shows; what makes them work, where do they go wrong, and if they make us want to drop everything and watch episode two. All with a side order of comparing our journeys as new dads, bad puns, and generally being thirty+ year old idiots...

THE PODCAST NOBODY ASKED FOR

A weekly podcast where two friends argue about which films and TV shows would make that weeks Top 3 list. Lists have included: Films We Would Add A Wrestler To, Animated Characters We Could Survive A Zombie Apocalypse With and Kids TV Shows That Need An R-Rated Movie.

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WRITERS: ADAM RICHARDSON, SCROOBIUS PIP, BECCY DILLON, JASON REED & FRAN TURAUSKIS

@DAN_DRAWS / IDRAWFORFOOD.CO.UK