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Want 5 quick ways to improve as a podcast host or guest?

How to Effectively Grow Your Podcast Listenership Using Social Media

How to Effectively Grow Your Podcast Listenership Using Social Media

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How are you doing in podcasting as a guest, host, or both?

Social media is the destination of choice for podcast hosts to grow their listenership. The problem is that social media, as we use it, does not help with growing a podcast audience or gaining more listeners. But this doesn’t have to be the fate of your social media efforts! Get ready to unleash organic growth for your podcast by using social media correctly!

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I hate to break it to you, but people are going to Instagram, Facebook, or LinkedIn to listen to your podcast. No one opens their social media to listen to a podcast. Suppose they want to listen to a podcast. In that case, they will head over to Spotify, Apple Podcasts, or whatever podcast player they prefer, but they won’t go to social media to find your show and listen to you.

My name is Katie Brinkley, and I’m a social media strategist. I’ve been helping businesses with their social media strategy since the days of MySpace. Yes, I started in the early 2000s helping bands connect with their ideal clients and listeners on MySpace. I’ve always had a strong passion for how social media can be an incredible tool for growing your show, listeners, and business.

The Shift in Social Media Consumption

But we’ve turned away from the true intention of social media. We’ve gotten to a spot where turning on social media and opening up those apps have turned us into just consuming. It’s no different than turning on the television. How can you show up online and build a community around your business, around your show? And that’s where my four-post strategy comes into play.

As I said, nobody is going to your show to listen to a podcast or to Instagram or Facebook to listen to it. One of the biggest mistakes I see many business owners and podcast hosts making on social media is knowing who they’re talking to. And they’re putting out the same message on every single platform. You have to know who you’re creating the posts for. You have to know what the goal of the post is.

“…nobody is going to your show to listen to a podcast or to Instagram or Facebook to listen to it.” – Katie Brinkley

The Garden Analogy

My best friend, Chelsea, lives across the street from me. When we first bought our house around ten years ago, we had a huge yard, and my husband said, Oh man, look at this; look at the garden. We’re going to be able to have such a vast garden. We’ll grow so many vegetables. I was like, Oh man, that looks like a lot of work. And we tried, I shouldn’t say we, I tried.

I planted some tomatoes, lettuce, strawberries, and other things, and the only thing I was successful in growing was weeds. So I chalked it up to, well, I’m planting this, it gets plenty of sunshine, I’m watering, it must be lousy soil. And when my best friend moved in across the street about four years later, I told her, I’m like, ha, good luck growing anything here.

And she has an incredible garden. She has flowers. She’s like farm fresh flowers. She has any vegetables and fruit that you can grow in Colorado. And she has an abundance of it all. I was sitting in her backyard one day as she picked one of the many beautiful flowers she grew by hand. And I said I need to get some; where’d you get the soil? Where’d you get your dirt from?

She says to stop saying that it’s the dirt. It’s not the dirt. You can’t just turn on the sprinklers and expect that to work for growing your entire garden. Each garden bed has a different watering schedule and sunlight schedule. Right now, I’m picking the flowers, but I’m pruning. You can’t just turn on the sprinklers and expect abundant gardens. And I share this story because that’s what we do with our social media.

View Social Media as Sprinklers

We’re just turning on the sprinklers. All of these social media platforms have a different way of taking care of them, a different way of watering, and a different amount of sunlight. You can’t just turn on the sprinklers and expect to have massive results on all the social media channels. All of them require different care. So I want you to take a step back and think: what platforms do I enjoy showing up on, and what platform is my ideal listener on?

“You can’t just turn on the sprinklers and expect to have massive results on all the social media channels. All of them require different care.” – Katie Brinkley

It should be on two platforms. You can be on one or two platforms. That’s it. And then, as time allows, you start understanding your audience more and can start adding in more. But if you’re, and I get it. It’s straightforward just to hit the toggle on Instagram or Facebook so that they share. Stop doing that right now. There are better ways to create content and share content. You can’t just spew it out by hitting a toggle.

All of these have different ways of showing up. First, think about what two platforms your listener is on or what you enjoy being on for your listener and for you to create content. Because you must show up in various ways, only some consume short-form videos. Not everyone likes a carousel post. Only some people read a LinkedIn article. You must show up on these platforms in various ways to touch all the different ways your audience consumes content.

Four-Post Strategy

So, let’s get into my four-post strategy. You can show up on social media three or four times a week using this strategy on two social media platforms and have more reach, business, and listeners for your show. The first post that you want to do is an awareness post. So, a social media platform will be a different way of creating that content. On Instagram, an awareness post is going to be accurate. And on Facebook, there will be a Facebook caption with a different colored background. Over on LinkedIn, it could be a LinkedIn poll. Think of these awareness posts as if you’re trying to throw a net out and get as many people in to see what you have to say.

Now, what does this have to do with your podcast? So, for example, let’s say I have a podcast. You have to stay until the end, and then you’ll see what the podcast was for. And I do a reel, let’s say I’m one of my platforms, Instagram. And so I do a reel job, and these three tools save me five hours weekly. Then I point to the screen and say Metro, Capsho, and Flick. And that’s it.

Notice I didn’t say anything about my podcast. I didn’t say anything about going to listen to the show. Nothing. I just told them three tools that I use that saved me time. The following post that you’re going to do is going to be that tip or tutorial post. So elaborate on the problem that you made people aware of. I want to dive deep into the cap show, and the beginning will be a carousel post. And that’ll say those are the swipeable images on Instagram.

“Notice I didn’t say anything about my podcast. I didn’t say anything about going to listen to the show. Nothing. I just told them three tools that I use that saved me time. The following post that you’re going to do is going to be that tip or tutorial post.” – Katie Brinkley

Using AI to More Efficient

Capsho saves me two hours of my workweek. Then I can swipe through and be like, it creates blog posts. It does quotables. It helps me with transcription, you know, swiping through. People are learning more about this time-saving tool. Then, the third post is going to be that community builder.

So, on Instagram, I chose to have a picture of me and my daughter. I said how Capsho allowed me to become my daughter’s softball coach. I grew up playing softball, and I played softball in college. And up until this year, my daughter showed, showed zero interest in playing softball. But then she showed an interest, and I wanted to be her coach. I was exhausted at the end of the day. When I learned about Capsho, I could save two hours every Wednesday, two hours I’d been spending editing and creating additional content for my podcast.

So now I leave the office at one o’clock, go home, recharge, and have some downtime before I go out onto the field and coach those 11 girls on how to play a sport and a game I love. So, I brought people into how I used those two hours back by using this tool. I shared a story with them and allowed my listeners, my people on social media, to say, I didn’t know she played softball. Two, that’s cool. She has a daughter. Or three, man, what would I do with two hours back every Wednesday? I would leave early, too, or I would get this done. I’ve made myself relatable. Please notice that there are three posts now, and only some have. I said to listen to the podcast. And that’s where the fourth action post comes in.

Action Posts

So, with these action posts, they’re the wild cards. You could go live, do a single image, carousel or a reel. It’s up to you. But this is where you get to ask people to leave social media to go and listen to your show. How can you do this? I chose a reel for mine. And what’s the number one thing you would do at two hours of your week back? That’s the question that I asked Deirdre, the CEO of Capsho, on this week’s episode of Rocky Mountain Marketing. She talked to me about how she struggled with getting all the possible content created from one podcast. And she’s seen some users save over 10 hours a week by utilizing Capsho in their workflow. Listen to the full episode by commenting on the podcast below. So I’ve, again, made it so that everybody throughout the week.

“So, with these action posts, they’re the wild cards. You could go live. You could do a single image. You could do a carousel. You could do a reel. It’s up to you. But this is where you get to ask people to leave social media to go and listen to your show.” – Katie Brinkley

I am interested in learning this time-saving hack and this tool; it sounds so great. And holy cow, now she’s talking to the CEO. Well, I’ve got to hear that whole episode. And by saying, comment on the podcast below instead of a link, listen, the link in my bio, or anything like that, I’ve now opened the door for a two-way conversation with podcasting. We are; we don’t know who’s on the other side of the screen or the other side of the ear hole.

The Power of Conversation

We don’t know who’s there, but when you comment on the podcast below, you can now say, oh, this person publicly said it was okay for me to DM them. You can now have a conversation with who your listeners are and say, hey, here’s the link to the episode. I’d love to know your thoughts or your biggest takeaway. You now have the opportunity to talk to your listeners and see how many people are interested in specific topics.

If everyone loves that episode with Deirdre, I will bring her back on. And we can figure out a different way to talk about Capsho. So, this is an excellent way for you to have fewer posts. You’re not sharing the same content, the picture of the riverside of YouTube on a screen, or you’re talking into a microphone. It allows you to connect with your audience and build a fan base of people who see you as the thought leader, especially if you have an interview show.

Community Building

It would help if you built out your community. You’re the one that’s bringing these amazing guests into your audience. And it allows you that opportunity to have that two-way conversation with them. You don’t need to be on social media so much. You don’t need to share every clip you’re doing from your podcast. And I know there are tools out there that make it so easy.

But suppose you’re looking to build a community around your show and connect with your audience in a new way, on a new level. In that case, the four-post strategy will help you with your content creation process and help you with your community building around your show. Thanks so much for checking out my session. Again, my name is Katie Brinkley, and I hope you will post less on social media.


About Katie Brinkley

Katie Brinkley has been leveraging social media to grow audiences and income for over 19 years. Since the time of MySpace, she’s helped her clients build a strategy to attract the right followers and generate consistent inbound leads in as little as an hour a week. From building corporate-level growth strategies for AT&T and DirecTV to implementing done-for-you social media for solopreneurs and local businesses, Katie has been at the forefront of the changes in how buyers engage on social media. Utilizing her platform-agnostic strategies, Katie’s clients have been able to see bottom-line results at every stage of the sales process. Katie’s history of radio journalism, mixed with her social aptitude, allows her to bring a unique insight and leverage her client stories to the forefront of their social strategy.


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