For most podcasters, social media is one of the key ingredients in finding your audience, but it can be difficult to gain the traction required to convert social media users into podcast listeners. However, this is the year to grow your podcast with TikTok – let us explain why.
The TikTok app has been downloaded 3.5 billion times
Only 4 other apps have achieved that astonishing feat – and the first non-Meta app to do so. Its incredible growth has mostly been achieved since the Covid-19 pandemic as the world was looking for alternative forms of entertainment whilst they quarantined. According to Statistica, the amount TikTok’s 15-25-year-old users grew by 180% during this time.
Video clips are a great way to market your podcast
Every podcast should be utilising video too, admittedly it does increase the amount of time required to produce your podcast episode, but the results speak for themselves. Across all social media platforms, posts with a video are likely to get 10x more engagement than those that don’t – for this reason, you should be using video in your podcast recording sessions, especially if your host or guest is a famous face. Whilst podcasts are an audio-focused medium, there is a noticeable trend of video podcasts emerging with the likes of Spotify increasing their video podcast capabilities in an attempt to defend their crown as the most popular podcast platform from YouTube.
It’s easier to reach a large audience on TikTok than on other platforms
Due to the nature of TikTok and the fact that thanks to the ‘For You’ page users don’t have to be following your account to view your video – the platform’s clever algorithms mean they can constantly learn what users are enjoying and show them content that reflects that. Due to this, if your use of hashtags on your posts is set up correctly, you may have just a couple of hundred followers, but receive tens of thousands of views without having to spend any money to boost it as you would on other platforms.
Examples of podcast success stories on TikTok
Our podcast, Seaman Says (presented by former England & Arsenal goalkeeper David Seaman) is a great example of the potential of TikTok for your podcast. The podcast often features several famous faces and so presents the perfect opportunity to utilise TikTok.
Given David’s close affiliation with Arsenal, we’ve been able to tap into the global Arsenal fanbase when we have featured guests including Tony Adams, Petr Cech and Aaron Ramsdale, with videos of just those 3 guests receiving around 160,000 views (at the time of writing) alone. This has helped us reach a very targeted audience we want to attract to the podcast and has allowed us to do it extremely cost-effectively.
Other TikTok podcast success stories in the UK include Help I Sexted My Boss & NearlyWeds – both podcasts target young audiences and have utilised the platform brilliantly to help grow both their TikTok and podcast channels.
TikTok and Podcasts go hand-in-hand
TikTok videos and podcasts have a lot of similarities, both can make stars out of people by using non-traditional media, content can be created from the comfort of your own home and be consumed by people all over the world, and the best TikTok videos and podcasts are highly authentic. It’s not just us saying this, TikTok themselves are now reportedly looking to launch their own podcasts app, so the relationship between them and podcasting is only set to get bigger and better – and you should be a part of it.
Listening Dog Media – Podcast Production Agency
Contact us here to learn more about how we can help your podcast achieve success on TikTok.