Instagram has become an essential platform for promoting podcasts. With over two billion active users, Instagram provides podcasters with a vast audience for their shows. However, with so much content on the platform, it can take time to stand out and attract listeners. In this article, we'll share some tips and strategies for promoting your podcast on Instagram.
Why Promote a Podcast on Instagram
When it comes to podcast promotion, the first things that come to mind are podcast directories, such as Spotify or Apple Podcasts. Sometimes YouTube, as it allows you to share video podcasts there. While Instagram is often the last option. But this platform has a huge potential for audio storytellers, even if Instagram isn’t intentionally designed for audio content. In the meantime, Instagram is worth your time if you want to promote your show to broader audiences. Here’s why.
🟣 Promoting podcasts on Instagram is essential for creators because it provides a vast audience and a room to reach potential listeners: Instagram has over two billion active users, making it a prime location to reach new audiences.
🟣 Instagram helps you create a community around your podcast. By using the platform to engage with listeners, you can build a loyal following and create a sense of belonging for your audience. What's more, on Instagram, you can collaborate with other podcasters or influencers and cross-promote each other's shows to reach new audiences.
🟣 Touting your podcast on Instagram can also help with brand recognition and credibility. By sharing behind-the-scenes moments, listeners' feedback, and guest interviews, you can humanise your podcast in a way.
How to Promote Your Podcast on Instagram
Let's talk about the strategies you can leverage to attract Instagram users to your podcast.
#1. Create a dedicated Instagram account for your podcast
The first step in touting your show on Instagram is to create a dedicated account for it. This page should have a unique username and profile picture that reflects your show or you as a host. For intstnace, you can use your podcast's name as your handle to make it easy for people to find you. Besides, make sure you include a bio that describes your show and provides a link to your website or preferred listening platform.
💡We've covered more of these tips in our Instagram optimisation guide.
#2. Add your podcast link to your bio
One of the simplest yet most effective ways to promote your podcast on Instagram is to include a link to your podcast directory in your bio. The reason why it's crucial is that Instagram is primarily a visual platform that focuses on images over text. As a result, direct links to external sites or platforms are limited, as you can't add then in captions.
Your bio is one of the few sections where you can share a clickable link. By doing this, you can make it easier for potential listeners to access your podcast, increasing the chances of them checking it out and subscribing.
💡Tip: Each time you share a post or story announcing a new episode, do it with Combin Scheduler, as this free Instagram content planner allows you to automatically upload a new link to your bio when sharing a post or a story. Thus, you won't need to manually change it each time you announce a new episode on Instagram.
#3. Share teasers of new episodes and behind-the-scenes photos
Tease upcoming episodes of your podcast by sharing a photo or video that highlights what listeners can expect to hear in your show. Use this opportunity to create buzz and build anticipation for the episode's release. You can also share behind-the-scenes photos or videos of the podcast production process, since this gives listeners a glimpse into the work that goes into creating the podcast and makes them feel more connected to the show.
#4. Collaborate with other podcasters and Instagram influencers
Collaborating with other podcasters or Instagram influencers can help you reach new audiences. Consider partnering with someone who has a similar audience to yours and cross-promote each other's podcasts or invite them to be guests on your podcast, so that they can promote it on their Instagram accounts as well.
#5. Use Instagram stories and Reels
Instagram stories and Reels let you share quick, engaging content that may help you attract even more listeners. Just be creative and use music, transitions, and hashtags to make your Reels and stories stand out.
💡In our guide on advanced Reels techniques, we're sharing how to take your Reels to the next level.
#6. Use relevant hashtags and geotags to increase discoverability
Hashtags and geotags can help your posts reach a larger yet relevant audience. Use hashtags that relate to your podcast's topic or industry and put geotags above your content to promote the show to people in specific locations or those who attend events related to your podcast's topic.
#7. Host giveaways or contests to engage with followers
You can give away merchandise related to your podcast, such as T-shirts, stickers, or mugs and encourage people to enter the giveaway by tagging their friends or sharing your post.
#8. Cross-promote on other social media platforms and website
Make sure to cross-promote your podcast on other social media platforms and your website. Share links to your podcast on Twitter, Facebook, and LinkedIn. You can also create a page on your website dedicated to your podcast and include links to your episodes and social media accounts.
Content Ideas for Podcasters on Instagram
If you struggle to come up with content for Instagram, catch a few ideas below.
Share quotes or excerpts from podcast episodes
Sharing the funniest and most intriguing highlights from the interviews with your guests is an excellent way to promote your show. Use a tool like Canva to create visually appealing graphics that feature a quote or highlight a key point from the episode.
💡By the way, catch advice from our design team on how to create smashing Instagram visuals even if you're that much of a designer.
🎙Create smashing podcast interviews even with remote guests with Waveroom, a virtual podcasting studio. Waveroom allows you to record an interview or a solo show in high-quality. Due to local recording, both audio and video after you save them will sound and look just as good as they do during the session.
Post photos or videos of guests and hosts
Sharing photos and videos of your guests and co-hosts can help you build a personal bond between the show and your listeners. Upload a photo or video of the host recording an episode or a behind-the-scenes look at the guest's preparation for the interview.
Share sneak peeks of upcoming episodes
Tease upcoming episodes by sharing a sneak peek of what listeners are about to hear in the upcoming show. Or you can share a photo or video of a guest or a teaser clip of a particularly exciting part from the upcoming episode.
Highlight listeners' feedback and reviews
Sharing listeners' thoughts and reviews can help build credibility for your podcast and, thus, attract new listeners. Share screenshots of positive reviews or feature audience feedback in your Instagram stories or Highlights.
Host Instagram Live streams
Instagram Live, unlike other content, helps you connect with listeners in real time. Host an Instagram Live session where your audience can ask questions, provide feedback on your podcast, or even meet some of your guests.
📆 Monthly Instagram Content Plan for Podcasters
Here's a sample plan that you can customise based on your podcast, audience, and the podcast upload schedule:
🎙 Week 1:
Monday: Share a teaser image or video for the upcoming podcast episode
Wednesday: Share a quote or excerpt from a past episode
Friday: Host a Q&A session with a guest or listener
🎙 Week 2:
Monday: Share behind-the-scenes photos or videos of the podcast production process
Wednesday: Share a relevant news article or industry trend related to the podcast's topic
Friday: Share user-generated content from listeners
🎙 Week 3:
Tuesday: Share a sneak peek of an upcoming episode
Thursday: Host a giveaway or contest to engage with followers
Saturday: Share photos or videos from a live event or meetup
🎙 Week 4:
Monday: Share a quote or excerpt from a past episode
Thursday: Share a photo or video of a guest or host
Sunday: Post an Instagram Reel with the content from your upcoming episode.