5 de agosto de 2022

How to grow your podcast audience

A comprehensive guide to getting more loyal listeners for your podcast.

No es de extrañar que la pregunta que recibimos más seguido de podcasters sea "¿Cómo hago que crezca mi audiencia?" Has invertido mucho tiempo y esfuerzo en planificar y crear tus primeros episodios, o tal vez ya hayas creado un catálogo sólido. Pero puede que aún no cuentes con un tamaño de audiencia que refleje la calidad de tu podcast.

Si es así, no estás solo. Publicar tu podcast es un gran paso, por no decir un gran logro. Pero hacer correr la voz solo te llevará hasta cierto punto. Para que más oyentes escuchen tu podcast, debes seguir los pasos necesarios para llegar a ellos.

Es por eso que hemos reunido estos consejos para hacer crecer la audiencia de tu podcast. Ya sea que tengas un programa hace tiempo o recién estés comenzando, todas las personas merecen la oportunidad de que su historia sea escuchada.

Target your specific audience

Antes de comprometerte con cualquier estrategia de crecimiento, intenta especificar tu audiencia objetivo. Si bien puede que pienses, "¡Mi podcast es para todas las personas!", ten en cuenta que la clave para captar más oyentes es encontrar tu nicho. En lugar de intentar acaparar muchos oyentes, identifica el valor único que tu podcast le ofrece al mundo y considera la audiencia que tiene más probabilidades de escuchar (y de beneficiarse de) tu programa.

Cuanto más específico sea tu tema, más fácil será identificar y atraer a tu audiencia. Por ejemplo, las creadoras de "Growing Up Halal" hablan con una comunidad muy específica con la que se identifican: mujeres musulmanas estadounidenses jóvenes que sienten no tener una plataforma o representación adecuadas.

Del mismo modo, el podcast de Angela Belt, "The Mood Board", se centra en la "intersección de raza, cultura y diseño de interiores", un concepto muy específico y único de sus intereses e identidad.

Si en tu programa los temas, géneros y tonos varían, tal vez necesites reducir tu enfoque para atraer a oyentes constantes.

Research your podcast audience

In what part of the world do they live? What are their interests? What other podcasts do they listen to? Anchor’s built-in analytics can help you track down demographic data and trends with your current listeners—dig as deep as you can to put yourself in the mind of your audience.

Do your own research to find out where your listeners are most active online. Do they use social media platforms? Do they follow particular hashtags or subreddits? Figuring out where your audience already engages will help you learn where and how to reach them. You can start by asking your listeners via an Anchor Q&A or Poll.

Your yearly Spotify Podcaster Wrapped is another window into your audience and how they engage with your podcast. You can find out how many dedicated listeners you have who tune in to the majority of your episodes. You can discover the most popular times when your audience listens to your podcast and schedule episode releases and announcements accordingly. Both Wrapped and Anchor analytics can show your episodes with the most listens to inspire future content.

Connect with your listeners

Once you’ve identified your audience, it’s time to connect with them. Some platforms might deserve more attention than others depending on your audience—don’t be shy about where you promote your show. Connecting with your listeners starts with getting the word out on any and all channels where you can reach them.

Focus on building a community around your podcast. By creating opportunities for listeners to engage with your podcast and each other, you can foster a sense of community that’s rewarding to be a part of and builds a dedicated following.

For example, the “Teenager Therapy” podcast does an excellent job of speaking to their community of other young people with similar experiences, challenges, and questions. On Instagram, they post video clips from their recording sessions and then ask their 62,000 followers how they feel about different episode topics.

On social media

When you start a podcast, it’s important to create dedicated social media accounts. Promoting your show on social media platforms makes it easy for people to discover it and provides a perpetual outlet to promote your content.

Follow these tips to get the most out of marketing your podcast on social media:

  • Post about every new episode on both your podcast and personal social media channels.
  • Use branded hashtags specific to your show, so listeners can contribute to the conversation.
  • Include hashtags about your topics and guests (if applicable).
  • Tag guests, organizations, TV shows, artists, and anyone or anything else mentioned in episodes with an active social presence.
  • Reply to comments to keep your audience engaged.
  • Post in relevant Facebook and Reddit groups.
  • Tailor additional short-form video content for Instagram Stories, Reels, and TikTok.
  • Post shareable images, including quotes from episodes, behind-the-scenes photos of your recording setup, and photos with guests.
  • Extract short audio clips from episodes to post on Twitter and Instagram.
  • Host a giveaway contest. For example, ask social media followers to follow your podcast on Spotify or respond to a question on Instagram for a prize—like your podcast merch.
  • Be sure to tag Anchor! We’re always looking to learn about great new shows.

Through your website

Creating a website for your podcast is another way your audience can discover your show, listen to episodes, and learn more about you and your creative process. Adding a blog to your website can add even more value. Your blog can dig deeper into background information on guests and explore episode topics even further. Blog content can also give your audience an inside look into your production process and how you select topics and interview subjects.

A website dedicated to your podcast will also help potential listeners find you online when they search for terms related to your show. A blog can help extend your search engine optimization (SEO) value even further. The more content you have with your podcast’s name and keywords related to your topics, the more it will help to improve your site’s search rankings.

If you already have a personal or business website, add a section dedicated to your podcast where you can post episodes and other related content.

As an Anchor user, one of the built-in tools you can leverage is your own Anchor profile page that can serve as your podcast website or complement your main website. It’s a streamlined home for all of the content related to your show, including links to your social accounts, a designated spot for your podcast trailer, and a colorful background that’s designed to match your podcast cover art. Customize your profile according to your own creative vision and share it everywhere to showcase all of your podcast content with a single link.

With emails

Email creates a direct line between you and your newsletter subscribers. It’s another delivery device for your episodes—you can tease about upcoming episodes and package with other content about your podcast. You can add an email subscription button to your website and promote a link to subscribe on your social media channels.

Through your episode description

One of the best ways to get your show discovered and make a strong impression on potential listeners is to write a compelling episode description.

Try to keep it short and sweet (two to three sentences max) but preview the topics you'll be discussing throughout the episode. Make sure to include specific keywords that will grab your audience's attention: names of guests, timely trends, breaking news, or places.

Remember, the end goal is to convince potential listeners to press "play" so try to pique their interest and leave them wanting more instead of trying to summarize your episode!

Using Anchor’s Q&A and Polls

Q&A and Polls make your episodes interactive. With Anchor, you can select episodes to add questions or polls to and engage your audience while they’re listening. This makes them feel like they’re a part of your show. You can strengthen that connection by pinning their responses on episode pages, like in the example below from “The Motivated Mind" podcast. This also gives you material to talk about in future episodes.

You can even use this feature to turn your audience into collaborators like the “Beyond the Screenplay” team did when surveying their audience in the example below.

Optimize your show for search-results success on Spotify

Did you know that you can now take a peek at some of Spotify’s best practices for search results? By optimizing everything from your podcast title to episode descriptions to match listeners’ search terms, your chances of being discovered are better than ever. You can now learn for yourself how everything you write has an impact on search results within Spotify—and in turn, your show’s growth.

Haz promoción cruzada con otros podcasts.

There are millions of podcasts on Spotify alone, and every creator wants to grow their audience, no matter how many listeners they have. Use your fellow creators as a resource and create a network to support each other. Connect with like-minded creators and those with podcasts that complement your own. Give them a shoutout on social media and introduce your listeners to them in episodes. Chances are they will return the favor.

Take it a step further and invite other podcast creators to be a guest on your podcast. Look for opportunities to go on other podcasts as a guest yourself to potentially attract a whole new audience of different listeners. Engage with other creators online and build a wishlist of podcasts you want to land a guest spot on. Then, pitch the idea to the creators of those podcasts, including why you want to be a guest and the value you could provide for them in return.

Complement your audio with video content

Ahora, con los Videopodcasts en Spotify, puedes elegir grabar episodios completos en video para que tu audiencia pueda ver y escuchar tu podcast. De este modo, podrás llegar a más personas con más formas de consumir tu programa. Puede que quieran conocerte mejor viendo tus episodios con total atención o haciendo que se reproduzcan en segundo plano mientras realizan varias tareas.

Los videos cortos también son muy populares, por lo que plataformas como TikTok, Instagram Reels y Triller son espacios perfectos para compartir contenido de video rápido y divertido con fragmentos de tus episodios. Eso puede incluir clips de video de las grabaciones, equivocaciones graciosas, tomas del detrás de escena que no se publicaron y cualquier otra cosa que tu audiencia pueda disfrutar.

Welcome a guest

A guest can be a great way to expand your audience. Guests can be friends, experts in a field, or someone you’ve always dreamed of talking to. Encourage your guests to promote the podcast episodes they’re on, which will help you tap into their followers.

Make it easier for them to promote you by giving them a mini press kit with assets they can easily post, like suggested copy, a link to the episode, your awesome cover art, an interesting quote from the interview, and a special photo from the recording session. Tweet about your guests and tag them. They’ll be more likely to retweet and share with their own followers.

Celebrate past guests’ accomplishments. When something big happens for them, congratulate them publicly, and reshare their episode. Similarly, keep track of holidays, micro-moments, and current events relevant to your podcast. Post about them, making a connection to your show. Become a relevant, reliable source of information for your listeners.

Build ratings for your podcast

Your podcast rating gives your show credibility and social proof—both of which are effective ways to attract new listeners. Rack up those five stars by directing listeners to rate your podcast wherever you can: on your main show page, in your individual episode pages, on your website, in emails, on social media, and in your episodes.

Create a trailer

Trailers are an easy way to hook new listeners by giving them a sneak preview of what your show is all about. Creating a trailer is also a chance to pinpoint the unique value of your podcast and to practice pitching your show under concise constraints.

And when you record a trailer with Anchor, we’ll automatically send you a transcribed, animated video that brings your words to life. Your trailer video is optimized for sharing on social, so you can post it everywhere to spread the word about your show. Check out these tips for how to record a great podcast trailer.

Set your goals and track how you’re meeting them

¿Qué significa el éxito para ti? ¿Qué métricas te importan? Pueden ser cuantitativas, como el recuento de suscriptores o el número de las reproducciones totales de tus episodios. O pueden ser cualitativas, como una calificación alta o una audiencia comprometida.

Determina la base de tu éxito y haz crecer tu audiencia con esa intención en mente. Si tu idea de éxito está generando ingresos por anuncios, puede que quieras hacer crecer tu audiencia para generar un ingreso publicitario mensual en particular. Si quieres saber cómo tu programa impacta en tus oyentes, tu estrategia podría incluir alcance e interacción. El panel de control de estadísticas integrado de Anchor facilita la medición y visualización del rendimiento de tu podcast y, si tu programa está en Spotify, puedes obtener estadísticas adicionales sobre esos oyentes utilizando el panel de control de estadísticas de Spotify for Podcasters.

No importa cuáles sean tus objetivos de audiencia de podcast. Recuerda que el crecimiento sostenido requiere tiempo y esfuerzo. Puede que pase un tiempo hasta que tu podcast despegue, y está bien que así sea. Con una actitud positiva y promoción constante, puedes empezar a captar más fans. Cuando tengas dudas, recuerda la razón por la que empezaste. Tu podcast es algo por lo que debes sentir orgullo, tanto si tienes un millón de oyentes como solo uno.

This post was originally published on September 11, 2020 and was updated with new information on January 25, 2022.

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