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Do you want people to listen to your podcast? Of course you do!

But do you actually know where your future listeners are going to find new podcasts?

If I’m being totally honest, I’ve spent years trying to promote podcasts on platforms and with strategies that no one cared about (and the numbers were showing it)!

At the beginning of this year I completely started over on social media for this podcast and I had a giant aha moment. My instagram followers aren’t looking for a new podcast to listen to.. they were looking for funny reels and pictures of cats to scroll through.

That’s when I discovered how quickly my Pinterest content was gaining attention. On Instagram where I struggled to get 1k views a month I had 21k on Pinterest with no problem at all.

This is a screenshot from my Pinterest Analytics Dashboard on April 16, 2024, I started on January 20, 2024. I post roughly 5 times per week – once a day when possible.

Why Pinterest for Podcasting?

Let’s face it, social media engagement isn’t what it used to be. I know, huge understatement. Whether you’re on Instagram, Facebook, LinkedIn or TikTok we aren’t being shown our chosen newsfeed, we’re shown the algorithm’s news feed for us. The lifespan of most content on traditional social media platforms is 12 hours to 4 days. Think about the hundreds (probably thousands of hours you’ve put into content that no one saw after 4 days at the most. This is why every podcaster needs to know about how Pinterest could change their advertising strategy, the average pin will continue to gain traction from anywhere from three months to two years!

The Power of Pinterest for Podcasts

Pinterest isn’t just for redecorating your guest bathroom. Pinterest is where consumers scroll to buy. Think of it like this: Pinterest is to podcast promotion what TJMaxx is to shopping on a Sunday afternoon. You normally aren’t going to TJMaxx with a specific item in mind; you go to discover and, inevitably, to spend too much time and money. Pinterest users are in a similar shopping around mindset, making it the perfect place to introduce your podcast to potential new listeners who are ready to dive deep into new content.

Setting Up for Success

Step 1: Start Fresh

Create a new business account on Pinterest. It’s free and it will allow you to start with a clean slate, optimizing your content strategy without the baggage of past boards and pins that will skew your insights and algorithm. Don’t forget, business accounts are the only account you can see analytics on.

Step 2: Optimize Your Profile

Use researched, keyword-rich descriptions for your profile descriptions, titles and pins. For instance, if your podcast is about gardening, your profile should reflect gardening with clear, concise, and searchable terms everywhere from the boards, to pins descriptions to profile description. Optimizing text, photos and descriptions will help people who are searching for your keywords find you and show up on their feed.

Step 3: Create Compelling Pins

Your pins are your hook. Each pin should be visually captivating and clearly communicate the value of your podcast episode to the viewer. Why should they save this pin? Why should they click through to your website? Using tools like Canva will help you easily create graphics and test out what works for your podcast. Remember, every pin should have a direct call to action. (Example: click here, listen here, read the full list here..)

How to Promote Your Podcast on Pinterest

Create Regular Content

Like all social media, consistency is key. Try to post new pins daily, each linking back to a specific podcast episode or to your podcast’s main page if it’s episode-specific. This helps to keep your content fresh and maintain engagement over time.

Use Rich, Engaging Descriptions

Each pin should include an engaging, informative description that tells potential listeners exactly what they’ll gain by listening to your episode. Avoid generic descriptions; personalize each pin to reflect the episode’s unique value.

Monitor and Adapt

Keep an eye on which pins perform the best and use these insights to refine your strategy. What works today might not work tomorrow, so stay flexible and ready to tweak your approach based on real data from your interactions.

Leveraging Pinterest’s Longevity

Unlike posts on more transient platforms, a well-crafted pin on Pinterest can continue to attract listeners long after it was first posted. This longevity means your efforts have a much longer shelf-life, giving your podcast enduring visibility.

If you’ve been looking for a cost-effective, potent way to boost your podcast’s reach, Pinterest offers a unique opportunity to do just that. With strategic planning and creative execution, you can transform this platform into a powerhouse for attracting and retaining listeners.

So, don’t wait around—dive into Pinterest today, and start making your podcast the topic of conversation across countless boards and pins. I’m excited to see where this journey takes you and your podcast. Happy pinning, and even happier podcasting!

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