Creating a podcast is just the beginning. In 2025, with over 5 million podcasts globally and more than 500 million active listeners (Edison Research, 2024), the biggest challenge isn’t starting—it’s getting discovered. Even great podcasts can fail if no one knows about them. That’s why podcast promotion is crucial. To grow your audience, you need to promote across multiple digital channels—especially social media, email, and your website. This article explains the best ways to market your podcast using free and low-cost tools that work in 2025.
- 1. Why Cross-Channel Podcast Promotion Matters
- 2. Promote on Social Media: The Big Three
- 3. Turn Each Episode into Multiple Content Pieces
- 4. Build and Use an Email List
- 5. Use Your Website and SEO
- 6. Submit to Podcast Directories and Apps
- 7. Collaborate with Other Podcasters
- 8. Promote on YouTube (Even Without Video)
- 9. Use Paid Ads (If You Have Budget)
- 10. Encourage Word-of-Mouth and Listener Sharing
- References
1. Why Cross-Channel Podcast Promotion Matters
Each platform has a different audience and format. Promoting your podcast across multiple channels gives you more chances to reach new listeners.
- Social media helps you go viral and reach potential followers fast.
- Email marketing builds long-term relationships with subscribers.
- Web and SEO help people find your podcast through search.
According to HubSpot (2024), marketers who use three or more channels see 250% higher engagement rates compared to single-channel promotion.
2. Promote on Social Media: The Big Three
a. Instagram
Instagram is a visual-first platform, but it’s great for promoting audio with visuals.
What to post:
- Audiograms with subtitles using tools like Headliner or Wavve
- Behind-the-scenes images or studio shots
- Quotes from guests
- Stories with polls or episode countdowns
- Instagram Reels (short clips of your best moments)
Tip: Use relevant hashtags like #PodcastRecommendation #Podcastersofinstagram #MarketingPodcast.
b. LinkedIn
Perfect for B2B or expert-led podcasts.
What to post:
- Short video clips (30–60 seconds) with captions
- Highlights and takeaways from episodes
- Direct links to new episodes
- Posts tagging guests and encouraging them to share
Tip: Post during weekday mornings for best reach (Later, 2024).
c. TikTok
TikTok is now one of the best platforms to build podcast awareness—even for niche topics.
What to post:
- Podcast highlights in vertical video format
- Snappy quotes or opinions from your show
- Podcast memes, duets, or reactions
Use tools like CapCut to edit for mobile viewing.
3. Turn Each Episode into Multiple Content Pieces
One podcast = many promotion opportunities. This strategy is called content repurposing.
From one episode, you can create:
- 1 blog post (SEO traffic)
- 3–5 social posts (Instagram, LinkedIn, TikTok)
- 1 YouTube video
- 1 email newsletter
- 2–3 quotes or audiograms
Tools like Canva and Descript make this process fast—even for non-designers.
Example:
Podcast Topic: “How to Start a Business in 2025”
Promotion Pieces:
- Quote card: “The best time to start is now.”
- Clip: 45-sec video on first steps
- LinkedIn post: 3 bullet points with link
- Email: Summary + CTA to listen
4. Build and Use an Email List
Email is still one of the most powerful ways to grow your podcast. You own the audience, unlike social media.
Use tools like:
Ideas for email content:
- Weekly episode updates with summaries
- Exclusive bonus content (downloadable guides, behind-the-scenes)
- Listener shoutouts or reviews
- Calls to subscribe and share
CTA example:
“🎧 New episode just dropped: How to Build a Personal Brand in 2025. Click to listen and reply to this email with your favourite takeaway!”
Pro Tip: Offer a lead magnet (free checklist, PDF guide) in exchange for email sign-ups.
5. Use Your Website and SEO
Your podcast website is your content hub. Google can’t “hear” your podcast—but it can read your show notes and transcripts.
What to include:
- Dedicated page for each episode
- Keyword-rich show notes
- Embedded player + transcript (use Otter.ai or Descript)
- Internal links to related episodes
- Social sharing buttons
According to Buzzsprout (2024), podcasts with an SEO-friendly website generate 35–50% more traffic from search.
6. Submit to Podcast Directories and Apps
Make sure your podcast is available where people search and listen. Submit your podcast RSS feed to:
- Spotify
- Apple Podcasts
- Google Podcasts
- Amazon Music
- Stitcher
- iHeartRadio
- Pocket Casts
- Overcast
Also, submit to niche directories like:
Each new platform increases visibility and search potential.
7. Collaborate with Other Podcasters
One of the fastest ways to grow is to appear on other podcasts.
Ways to collaborate:
- Guest interviews
- Podcast swaps (you promote each other’s shows)
- Joint live streams on Instagram or YouTube
- Mentioning each other in episodes
Find potential partners using:
Tip: Start with shows that have a similar or slightly smaller audience than yours.
8. Promote on YouTube (Even Without Video)
YouTube is now the second-largest search engine after Google. Posting your podcast here can boost your reach.
Options:
- Full video episodes (Zoom recordings, studio setups)
- Audio-only with waveform and static image
- Short clips or reels (30–90 seconds)
Use tools like:
- Headliner – for turning audio into video
- Wave.video – for adding branding and captions
Optimise your YouTube content:
- Title: Include episode keywords
- Description: Add a summary and timestamp
- Tags: Use topic-related keywords
9. Use Paid Ads (If You Have Budget)
If you want faster growth, consider paid promotion.
Best channels for podcast ads:
- Facebook & Instagram Ads – target by interest or lookalike audience
- YouTube Ads – pre-roll or in-feed video ads
- Spotify Ad Studio – record a 30-second ad and promote directly on Spotify
Start small (e.g., $5–$10/day) and test different audiences.
Pro Tip: Only boost your best-performing episodes, and always track results.
10. Encourage Word-of-Mouth and Listener Sharing
Sometimes the best promotion is free. Encourage your current listeners to promote you.
Ways to increase word-of-mouth:
- Ask for reviews and 5-star ratings
- Run giveaways for sharing or tagging
- Add a “share this episode” link in your show notes
- Mention top fans or comments on air
Example CTA:
“If you enjoyed this episode, please text it to a friend or share it on Instagram and tag us @YourShowName!”
Note
Conclusion
In 2025, promoting your podcast is as important as producing it. A great episode needs visibility to grow. By using a mix of social media, email, websites, directories, and cross-promotions, you create multiple paths for listeners to find you.
The most successful podcasters are not just great hosts—they are also great marketers. Start small, stay consistent, and measure what works. With the right promotion, your podcast can become a powerful tool for brand growth, community building, and long-term success.
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References
Buzzsprout. (2024). Podcast Marketing Best Practices. https://www.buzzsprout.com/
Edison Research. (2024). The Infinite Dial 2024. https://www.edisonresearch.com/infinite-dial-2024/
HubSpot. (2024). State of Marketing Report. https://www.hubspot.com/state-of-marketing
Later. (2024). How to Promote Your Podcast on Social Media. https://later.com/
Podnews. (2024). Podcast Promotion Tools and Trends. https://podnews.net/
