Social Media Best Practices

Social media allows us to introduce our podcast to potential listeners whom we already have a relationship with through existing channels. We believe that great social builds and taps into a community.

The right message:

1. Use social channels to expand on the themes and stories in your podcast.

2. Why is it important for people to listen to this episode NOW? What can you highlight about it that would stand out?

The right audience:

1. Ask yourself: who is the community that you want to reach? Make connections within that community.

2. Remember that each demographic tends to be aligned with specific social channels. For example, research shows that Gen Z is a big fan of TikTok. Where is your target audience hanging out? Focus on platforms where you can meet them. 

The right tracking:

Include a Chartable Smartlink with a unique identifier (SID) that directs people to the show’s landing page on Chartable. For each platform and campaign use a new SID to keep track of what social media is effective so it can be optimized. 

But there are some things that can make it tough to promote a podcast on social media channels.

• Social media prioritizes visuals over audio

• People scrolling through social media are in a snackable and screen mode

• Not everyone scrolling on social media knows what a podcast is

• There are too many steps involved to go from scrolling to subscribing - you have to move to another platform 

Great social...

• Expands on the show’s content rather than reiterates existing content

• Focuses on platforms where your target audience lives 

• Gives guests and CoEs sharable content 

• Content should look different for each platform, and be designed with the strengths of each platform in mind

• Directs the viewer to your podcast via trackable Chartable Smartlinks

• Continues the conversation around themes/subject matter in your podcast

Types of social content