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Social media is changing. I know that’s the most obvious thing I could ever possibly say, but social media is changing everyday, especially for podcasters. And if you’re still sharing the same graphic you made on Canva 3 years ago that says “New Episode”, “Listen Now” and you’re wondering why you’re not growing your listenership through social media – I have a few ideas for you.

In this episode we’re going to talk about the new era of short form content, how to properly use  your legacy social media like instagram and facebook, paid social media ads and the non-traditional social media that’s bringing more listeners to my podcast than any other advertising.

Mistake #1: Relying Too Much Outdated Short-Form Content

Like it or not, we’re in the next era of short-form content (TikTok, Instagram Reels and YouTube Shorts), and just chopping up your podcast into highlight reels doesn’t cut it anymore. I used to see success with this myself, but what worked in 2021 won’t work now. With so much competition out there, simply putting a microphone in front of you and talking isn’t enough to grab attention anymore.

Take this example from Mel Robbins, one of the most recognizable podcasters in personal growth. She posted a polished, professional clip from her podcast and got around 3,000 likes. On the same day, she posted a casual, phone-recorded video about the same topic—and it raked in 100,000 likes. Why? People want authenticity. They want to feel like the content is coming from you!

Your Step-by-Step Action Plan:

Don’t over-rely on chopping up the professional podcast recording to make other content. This content clearly isn’t made for the platform and now isn’t performing as well. Test casual, authentic videos like “talking to camera” segments on sort form platforms like TikTok, Instagram Reels, or YouTube Shorts.

Keep it simple: 30-second to 2-minute clips, focusing on genuine moments from your podcast, not just the “best” parts.

Mistake #2: Ignoring Facebook Groups and Niche Communities

If you’re relying only on your Instagram or Facebook pages for organic growth, you’re likely feeling frustrated. Instagram’s organic reach, especially for new accounts, is a challenge—your posts are probably only being seen by your existing followers.

Here’s where Facebook groups come in. Joining niche groups in your podcast’s topic area can help you connect with listeners who are genuinely interested. I’ve personally seen massive growth from this approach.

Your Step-by-Step Action Plan:

Search for relevant Facebook groups where your ideal listeners hang out. Look for podcast-specific groups or groups within your niche.

Share specific episodes in posts and always attach a link to make it easy for future listeners.

Mistake #3: Mismanaging Paid Social Media Ads

The temptation to boost a post for $10 or $15 is real, but don’t fall for it. Meta (Facebook and Instagram) makes this look easy, but unless you’ve got a strong strategy in place, this is more likely to waste your money than grow your audience. Running ads takes serious skill and knowledge.

If you’re thinking about running ads to promote your podcast, here’s my advice: work with a professional or agency that knows how to optimize for the lowest cost per click (CPC) and will give you concrete data on what you’ll pay for results.

Your Step-by-Step Action Plan:

If you’re looking for a paid ads specialist to work with your podcast here’s a few things I would ask them: what’s your average CPC – which means cost per click or cost per conversion, what does your average podcaster pay to have a person click on this ad? Because again, part of hiring a company to do this, is they should be getting the lowest cost per click. They’re experts at this and having some general idea of what one click or potential listen will cost you is good information for you to know.

Ask for a few examples of their most successful campaigns and ads. That will give you an idea of what kind of content they’re running for clients, how much it’s costing those clients, what the results are and what you can expect. How have they helped other podcasters grow their podcast and how will they be able to help you? I want to see the numbers.

If your podcast isn’t part of marketing your business, or your products or services, or you don’t have a viable straight forward plan to monetize this podcast, please don’t invest money into advertising it. Because if you’re not planning on making money, this is just a hobby. It’s just a passion project, and that is not the best use of your money.

Bonus Tip: Explore Non-Traditional Social Media Platforms

Instagram and Facebook aren’t the only places to grow your podcast. Have you tried Pinterest? Pinterest is the secret weapon of social media promotion for podcasters. Unlike Instagram posts that disappear after a couple of days, Pinterest pins keep driving traffic to your podcast for months, even years.

LinkedIn is another underrated platform. Depending on your niche, your listeners may be more active there than on Instagram or Facebook. Plus, the engagement on LinkedIn can be far more genuine and valuable.

Listen to my podcast episode about Pinterest for Podcasters.

Step-by-Step Action Plan:

Make a Pinterest account for your podcast! Work on making pins for your podcast episodes and link directly to your show or podcast episode specific blogs. This content has a long shelf life, driving traffic long after it’s posted.

Focus on and FIND where your listeners are spending time online and post your podcast there. If you have a B2B or business podcast a platform like LinkedIn might be more suited to your audience than Facebook or TikTok.

The Takeaway: Adapt or Fall Behind

My last piece of advice before we go is to pay attention to what’s working. The algorithm doesn’t hate you. Social media isn’t dead, you might just need to change your strategy or the way you’re posting. Like I said at the beginning of this episode social media is changing and if you aren’t changing with it – you’re going to keep falling further and further behind.

If you’re still unsure about how to switch up your social media game, I’m here to help. Reach out to me for a social media audit, and let’s grow your podcast together.

For the month of September I’m running a special on social media audits for podcasters. It’s a full analysis of all social medias platforms and a 1 hour virtual call, I’ll look through all your social medias, I’ll break down what’s working for your podcast and what I’d suggest working on, how you can better utilize social media to grow your podcast, and finally if there’s any platforms I think you should be on that would help reach a wider audience and what kind of content you could serve them. This will be $299 for the rest of September 2024, it’s normally $499.

Click HERE to find out more information about the audit.