Promote and measure
Publishing isn't enough: a podcast grows when new people find it and when those who already listen come back. Social clips, good titles, collaborations and a close eye on your analytics will tell you what works and what doesn't.
Social media clips
Short clips are today the most effective way for someone who doesn't know you to discover your podcast. A good clip:
- Lasts between 30 and 90 seconds and makes sense without context.
- Starts at the strong moment, not with the long question that leads into it.
- Is vertical (9:16) for phones, with the face framed in the center.
- Has large, readable captions: lots of people scroll social media with the sound off.
- Ends with a hint about where to hear the full episode.
If you don't film video, you can make an audiogram: the cover art or a photo with an animated waveform and captions. It works less well than a face, but better than nothing. If you do film, you have everything you need in video podcast.
Keep a piece of paper handy and note the minute of every powerful line, every laugh and every anecdote. When you edit, you'll already have your clip list without listening to the whole episode again.
Titles and SEO
Podcast platforms and YouTube work as search engines. To be found:
- Use the words people would search for in the title and description: “how to save money on groceries” rather than “The Shopping Basket, part 2”.
- Include the guest's name if they're well known.
- Write descriptions several sentences long, explaining the topic naturally.
- Publish a transcript or a summary on a website: search engines read text, not audio.
- Choose your podcast's category carefully on your host: platforms use it to recommend you.
Your own channels: website and newsletter
Social networks and platforms change their rules and algorithms. What doesn't change is your direct relationship with your listeners. That's why it's worth having:
- A simple website with all the episodes, links to each platform and the show notes.
- A newsletter: an email with each new episode, some extra context and whatever didn't fit in the audio. Whoever subscribes to your email is your most loyal listener.
You don't need to be on every social network. Choose one or two where your audience is and post there regularly, rather than spreading yourself across five with no time for any of them.
Collaborations and swaps
The best promotion for a podcast is another podcast: its audience already listens to podcasts and just has to add one more.
| Type | How it works | To get started |
|---|---|---|
| Being a guest | You go on another podcast as an expert or to talk about your project | Pitch yourself to podcasts on related topics with something specific to share |
| Promo swaps | Each of you plays a 30-second promo for the other | Look for podcasts of a similar size with a similar audience |
| Joint episode | You record together and both publish it | A topic that interests both audiences |
| Guests who share | Your guest shares the episode with their followers | Give them ready-made clips and images |
When you write to another podcast, show that you listen to it, propose a specific idea and explain what their audience gets out of it. A generic message sent to fifty people almost never works.
The analytics that matter
Your host gives you downloads or plays, and platforms like Spotify, Apple Podcasts or YouTube offer their own dashboards with more detail. Each one measures in its own way, so don't compare figures across platforms: compare each one with itself over time.
| Metric | What it tells you | What to do with it |
|---|---|---|
| Downloads or plays | How many times the episode has been requested | Look at the month-to-month trend, not individual episodes |
| Retention or average consumption | What percentage of the episode people listen to | If it's low, review the length and pace |
| Drop-off curve | At which minute people leave | A dip at the start points to a weak hook; one in the middle, a weak segment |
| Followers or subscribers | How many want to get new episodes | Relate it to your calls to action |
| Traffic source and platform | Where they come from and where they listen | Double down on the channels that work |
The drop-off curve is the most useful for improving. If lots of people leave in the first minute, the problem is the opening: go back to script and outline and work on the hook. If they leave when the ads or a recurring segment start, shorten or move it.
A hundred people who listen to every episode all the way through would fill a room. Most podcasts have modest audiences, and many that are big today spent years growing little by little.
Consistency: the factor that matters most
Almost every podcast that grows has one thing in common: it keeps publishing. Platforms favor those who publish regularly, and listeners build the habit of hearing you on a particular day. Keep the release schedule you chose in idea and niche, let people know if you're taking a break, and every three months review which episodes did best so you can make more of that kind.
Music in clips
Having a license to use music in your podcast doesn't mean you can use it in social clips: some licenses distinguish between uses or platforms, and automatic detection systems can mute or block your video. Check the terms for each track, use each network's own sound library when it has one, or leave the clip with voice only. Go over music and sound effects.
- Vertical 30–90 second clips, with captions and a strong moment.
- Titles with the words people search for, and transcripts on the web.
- A newsletter and collaborations with other podcasts to grow.
- Look at retention and the drop-off curve to improve each episode.
- Consistency, and care with music in clips.
Your turn: three clips and a data check
Cut three clips from an episode and analyze its stats a month later.
- Choose three strong moments and edit them vertically, with captions, under 90 seconds.
- Post them on different days with a line that leads to the full episode.
- After a month, check the episode's drop-off curve and note one improvement for the next one.
Frequently asked questions
How do I get my podcast noticed?
Post short vertical clips with captions on social media, use titles with words people search for, collaborate with other podcasts on related topics and keep a regular schedule. A newsletter helps you avoid depending on algorithms.
How many listens does an average podcast get?
It varies enormously by topic and platform, and most podcasts have modest audiences. Rather than comparing yourself with others, look at whether your numbers and retention improve over time.
What is podcast retention?
It's the average share of each episode that people listen to. The retention curve shows at which minute listeners drop off, and helps you spot weak openings or segments you don't need.