The Best Social Media Strategies for Podcast Promotion
Launching a podcast is just the first step—getting people to listen is where the real work begins. I know that seems ironic since you started a podcast to promote your business.
If you don’t let your current and prospective audience know that you have a podcast, they might not find it themselves. Since a significant reason to have a business podcast is to build trust and authority, your current customers and followers and your prospective customers and followers have to be told about your new asset.
Social media is one of the most powerful tools for increasing your podcast’s visibility and attracting new listeners. But simply posting links to new episodes isn’t enough. How often do you click on a LinkedIn or Instagram post that leads with “New Episode Alert!”? Yeah, not very engaging.
To truly grow your audience, you need a strategic approach to sharing your show. Here are the best social media strategies to promote your podcast effectively.
1. Create Platform-Specific Content
Each social media platform has its own strengths, and your podcast promotion should be tailored accordingly.
Instagram: Share short video clips, audiograms, behind-the-scenes footage, or engaging quotes from episodes.
Bluesky: Use engaging episode teasers, highlight key takeaways, and start discussions around podcast topics.
LinkedIn: Share expert insights, industry-related takeaways, and professional discussions from your podcast.
Facebook: Post episode summaries, behind-the-scenes content, and engage with your community through groups.
2. Use Audiograms & Video Snippets
Since podcasts are audio-based, leveraging audiograms (animated waveforms with captions) and short video clips (way more effective than audiograms!) is a great way to capture attention on visual platforms. Tools like Headliner and Wavve make it easy to create these eye-catching snippets. If you use Descript to edit, you can create video clips and audiograms (again, don’t recommend — video clips are better!) right in the editor.
3. Optimize Your Hashtags & Keywords
Hashtags help increase discoverability, while keywords make your content searchable. Use a mix of:
General podcast hashtags (#Podcast, #NewEpisode, #PodcastRecommendations)
Topic-specific hashtags (#MarketingTips, #EntrepreneurMindset, etc.)
Branded hashtags (Unique to your podcast, e.g., #PodcatCreative)
You can look at the hashtags that other companies are using for their podcasts to get some ideas for your own.
4. Leverage Stories & Reels for Maximum Engagement
Stories and Reels on Instagram and Facebook allow you to share quick, engaging content that disappears after 24 hours. Use them to:
Tease upcoming episodes
Share behind-the-scenes content
Run polls or Q&A sessions related to podcast topics
You can also share video clips on LinkedIn, as well as on Bluesky. And don’t forget to post clips, as well as the full video of an episode, on YouTube. You’ll need a channel for your business. Then set up your podcast as a “podcast” in YouTube.
5. Encourage Audience Interaction
Engagement fuels visibility. Prompt your audience to interact by:
Asking questions related to episode topics
Encouraging listeners to share their thoughts using a branded hashtag
Featuring listener comments or questions in episodes
6. Schedule Posts for Consistency
Consistency is key in social media marketing. Plan your posts ahead of time using scheduling tools like Buffer, Hootsuite, or Later. A content calendar can help you balance promotional posts with engaging, non-promotional content.
7. Collaborate with Guests & Influencers
If your podcast features guests, encourage them to share the episode with their audience. Create ready-made social media posts for them (unique cover art with their photo on it, video clips, copy, etc.), making it easy for them to promote their appearance.
8. Repurpose Podcast Content
One podcast episode can generate multiple pieces of content:
Blog posts summarizing key takeaways
Quote graphics from impactful moments
Polls or discussion threads based on episode themes
9. Utilize Paid Promotions
If you have the budget, paid advertising on social media can boost your reach. Consider:
Facebook & Instagram Ads targeting relevant audiences
LinkedIn Ads for business-focused podcasts
10. Engage in Relevant Communities
Join Facebook Groups, Reddit threads, or LinkedIn groups—wherever your target audience spends time. Share your expertise and, when relevant, mention your podcast as a valuable resource.
Final Thoughts
Social media is a game-changer for podcast promotion—but only when used strategically. You don’t have to be on every platform. You shouldn’t be on every platform. Go where your audience already goes. By tailoring content to each platform, engaging your audience, and leveraging multimedia content, you can grow your listenership and build a loyal podcast community.
