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Podcastien erottautumiskeinot massiivisella markkinalla
The Podcast index lists that there are currently at least 4.2 million podcasts worldwide. On Spotify alone there are over 3.6 million. This gives you an idea of what the podcast market is like internationally - there's a hell of a lot of competition .
Podcastien jakelussa hairahdutaan monesti meille suomalaisille tyypilliseen “Build it and they will come” -ajatteluun, eli että hyvä tuotanto käytännössä myy itse itsensä. Asia ei kuitenkaan missään tapauksessa ole näin, kovassa kilpailussa on tehtävä paljon töitä, että kiireinen kuluttaja valitsee juuri sinun podcastisi kuunteluun.
It is also good to understand that ideas are often collective. Often in the same week, several podia are published on the same hot topic, whether it's hybrid work or the impact of the war in Ukraine on the Finnish economy. It is very important to think about your own differentiating factors from other podcasts. Why do people want to listen to you?
Podcasts will spread if they are given enough chances to do so. This means multi-channel marketing and catchy content that listeners want to share.
One of the factors contributing to the spread of the pod, which we at Krash are actively applying, is the so-called "Pätemis factor". This means that every episode tries to include bits of information that the listener wants to share with their friends at the coffee table or afterwards at the bar. If an episode doesn't have this factor, we are inherently more sceptical about its dissemination. Good jokes fall into this same category, but are much harder to script.
In addition to the "sell-out" factor, it is important to distribute the production on as many channels as possible and in as interesting a way as possible. It is not enough for the pod host to post a new episode on his own social media and leave the marketing to that. Nor is a generic invitation to "Come and check out our new episode :)" a hard sell. What you need is brashness, attitude, expertise and differentiation.
Let's list here some of the marketing tools for podcasts, by platform. Let's divide the marketing tips into two categories, posts from individuals and posts from an organisation's account. An important rule to remember is that the easier it is for a listener to go from a post directly to listening to the pod, the better. Direct links, QR codes in physical ads, links in comments, etc. should all be enabled. In this post, we'll focus mainly on organic content, but each post can of course be boosted with money, or it can be directly distributed as a paid ad.
Individuals' own profiles:
- Informative and interesting stories work well, e.g. sharing 3 key points from an episode with a link to the episode
- It is always worth documenting the general mood and the good mood of the recordings, if not for immediate posting, then at least for later publication.
- Questions in stories are great for stimulating discussion and activating potential listeners. For example, "Should work be 100% remote", or "Should governments be able to intervene more in central banking?" etc.
Profile of the organisation:
- Preferably aesthetically pleasing content that gives a high quality impression
- Integrating your organisation's values and slogans into your podcast marketing, why have you chosen to talk about these topics? Why are these topics important?
- Repeated reminders are key. It is important to create the impression that the company really cares and wants to share the episodes repeatedly.
- Asking podium guests to tag the company is a great way to get guests to share content on their own social media. Everyone gets more exposure, so everyone wins.
Individuals' own profiles:
- Marketing to groups and communities works well on Facebook. FB has been declared dead among the younger age groups, but it's still a very convenient way to reach various hobby and professional communities. It's a good idea to ask permission to market a pod from the administrators of each group.
- Posts on your own wall. You can use a direct copy of your own LinkedIn post for these.
Profile of the organisation:
- Instagram stories can be easily shared to Facebook
- Reels / TikTokis can also be shared on Facebook
- LinkedIn text posts can be shared directly to Facebook
Individuals' own profiles:
- Podcast opening points with a personal angle;
Why were you a guest / Why did you decide to do this episode?
To what broader discussion does the episode link?
- You can also make a LinkedIn article based on the podcast if there's a lot to cover. Then people who prefer to read will also have access to your content.
Profile of the organisation:
- You can share pictures of your recordings, whether it's a photo-share with guests, behind the scenes footage, or a combination of the two.
(Special tip for podcast studios: you should decorate your studios so that people will want to sneak a peek, just for general aesthetics) . - The episodes can be summarised 3 Key takeaways from the episode;
What we learned from this,
What insights did we gain,
What still remains? - Always include links to the episode where you can listen to it.
TikTok
Individuals' own profiles:
- You can share clips from video podcasts to TikTok. They work well as standalone content and increase the overall visibility of the podcast.
- The most interesting points of the podcast can be summed up with a selfie video on TikTok. You can end the video by casually saying "If you want to hear more, you should listen to podcast X". The call to action should not feel superficial and forced, but should be a sincere call to action for those who want to hear more.
Profile of the organisation:
- The most interesting clips are worth picking up from each episode. One 45min episode can easily make 5 TikTok videos.
- Setting up a video podcast is also a good reason to open a TikTok account for your organisation, as there is a lot of ready-made content to be pulled into TikTok when producing a podcast.
YouTube
- On YouTube, a video podcast can be promoted with clips similar to those on TikTok (shorts = vertical, traditional video = horizontal)
- Production can be purchased to appear at the top of the home page. In this case, the viewer makes the viewing decision, which influences viewer engagement.
Example. China Overview For example, in the case of our China Review, one viewing cost us less than 4 cents. So for 200 euro we got 4700 views. You can get views by running the video as an advertisement between other content, but the engagement is not as high.
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