Advertising your podcast on Facebook is one of the most basic parts of hosting and
promoting a podcast. Facebook is one of the top-performing social media platforms with a wide range of users who could be potential listeners. However, it has some potential challenges that some podcast hosts might struggle with. So here are some top tips for using Facebook to get more listeners for your podcast.
Why Promote on Facebook?
Promoting your podcast on Facebook is a must, whatever niche you’re in. Facebook has groups and potential listeners interested in nearly every niche, no matter how specialist. It also has the most users. Nearly one in every two people worldwide has a Facebook account, and they will log into their accounts every month, and two billion access the platform every day.
Therefore, you can find your audience on the platform. But be sure that you’re going to get the most out of time on the platform.
What Activities Are We Including in Advertising on Facebook
One of the advantages of Facebook is that there are so many features and ways to promote your content that there is an effective way to promote your podcast with ease. Some of the features that you can use include:
- Brand pages
- Reels
- Groups
- Ads
- Stories
These can be used together or singularly to create a brand story that will find and entice audiences to your podcast.
How to Use Facebook to Promote Your Podcast
There are numerous ways you can promote your Podcast on Facebook. Here are some of
the best strategies for you to use.
Brand Pages
The first thing that you need to do is to create a brand page for your podcast. The brand page is the main communications hub for your podcast and is where you can share content for your podcast that can include episode release notifications, news, and other promotions that you might want to share with your audience.
Brand pages are separate from your main profile, which can benefit you significantly.
Publish content on your Facebook page at least once a day. Each post on the platform should include about two to three lines of writing, and between one and three hashtags.
These hashtags should be relevant to the content.
Content with videos and images will perform better. Sometimes, a simple text message will suffice.
Another thing to remember is that while you might have hundreds or thousands of followers on your page, not everyone will see the content you publish. Between 5% and 17% of your followers will see the content you publish. To grow this, you’ve got to get engagement, which is why using video and media can be critical to success, as well as growing your Facebook following.
Podcast Clips
Part of the content you should release on your brand page are clips of your episodes. We’ve written about podcast clips before. Creating about two of these per week can help you showcase the best parts of your episodes.
Ideally, your podcast clips should be:
- Relatively short, about 30-45 seconds, ideally. Although they can be about one minute.
- Include interesting content and entice audiences to listen to the rest of the episode.
- Laughing or smiling in the episode can be very enticing for audiences.
- Adding an outro that promotes the show can add some branding.
Don’t be afraid to experiment with podcast clips, as they can be a key way to build your audience.
Reels
In addition to some standard videos, you can add some reels to your strategy. Reels are slightly different, and you can create content that isn’t podcast reels. For instance, you might want to add an outtake from your episodes, or you can create content that’s been recorded specifically for your Facebook audience that promotes your content.
Reels can also be shared on other platforms, like Instagram, to help you build your branding. You might want to create three reels a week, which are released on alternative days.
When creating the video content for a reel, add subtitles to the video. More than half of people will be on Facebook with the volume off. Therefore, if you don’t have any subtitles, half of the people will just ignore your video.
In addition, more than half of the people on Facebook use the platform on their mobile devices. Videos should have enough definition and quality to be seen on a smaller screen.
Stories
Stories are another form of video or slideshow that you can build on Facebook to create engaging content. Stories aren’t permanent pieces of content. Instead, they last just for 24 hours which means that they shouldn’t be created if you want some evergreen content.
Stories could be used to promote the latest episode release or competition because they will disappear in the future. That means that no one can accidentally click on it thinking the competition is still going or that the episode is new.
Stories should be highly engaging with lots of energy and excitement in them. But like with reels, you have to be sure that there is enough detail and definition that the stories can be viewed easily on a mobile device. If they’re too small, it will limit their effectiveness.
Ads
Ads are a great way for you to get attention from new audiences on the platform. There are numerous different types of ads you can run. When you’re starting, it is highly recommended that you boost your page. The more likes you have on your page, the more organic reach you have on the platform.
However, there are other ad campaigns that you can try. For example, you can build your mailing list, direct people to your episodes, or get more people to visit your website.
You might want to try to run several campaigns concurrently, increasing and decreasing budgets to get to the point where you’re going to get the best results.
It is critical to look at the statistics of your ads and adjust the campaigns accordingly. For example, you might have an ad that is proving to return results, but not as many as you would hope. When you look at your statistics, it is appealing to specific audiences, like those in a specific age group or gender. If those results are better, it is preferable to run the ad for
that group and try a new ad for the other groups.
And there might also be a point where an ad becomes less effective, even if you spend more money on it. So if your results are less effective at a certain budget, reduce the budget to where the CPC is most effective.
Cross Promote and Collaborate
You can cross-promote on Facebook to get some high-performing campaigns.
Cross-promoting with other brands not only gives you unique content but also gives you access to the partner’s audience, which can instantly bring you more potential listeners to your brand. In addition, because their audience will trust them, you can add social proof to your brand, increasing the success of your campaign.
There are numerous different ways that you can collaborate with partners. You can do joint videos, mention each other, and more. The more you do, the more effective your campaigns will be. However, this strategy can be time-consuming. You will need to liaise everything with the partner to ensure that you’re going to be on the same track.
And be sparingly in your content. Some people might not appreciate too many collaborations when they want to see you and listen to you.
Groups
Facebook groups are one of the key ways that you can build a community with your audience. A group can create a sense of exclusivity with your audience, allowing them to connect and build hype around episodes and content that you’re publishing.
The best groups can also run themselves, with fans of your podcast acting as moderators, with you popping into the group every so often to communicate with the group.
Groups can be very hard for you to get started, but the long-term gains from the group can be significant. Group members tend to be more loyal and are brand advocates, which can help you build social proof with potential new listeners, especially if the group members start to share your content to their public feeds.
In addition to creating your group, you can join other groups and talk honestly with them. What is often not accepted is you just promote your content in other groups. But, if you take the time to join in conversations, then you’ll find that your podcast will gain respect from other members of the group who will join you when you publish new information about your podcast.
Adding Your Show
One feature that is often not utilized on Facebook is the publication of podcast episodes on the platform. It can be done relatively easily, especially for shorter shows. And you can generate likes and comments like you would on other channels.
Even if you don’t want to add your show directly to Facebook, you can share your YouTube video link on the platform to get your audience to watch it via Facebook (while still counting as a YouTube watch). When you publish a YouTube link on Facebook, add a custom thumbnail to the content, this improves the distribution of the content on the social media platform and therefore improves the campaign’s results.
Create Unique Content
If you want to be successful on Facebook, you want to have your schedule with unique content for the platform. This means that audiences who follow you on numerous channels will not see the same content regularly.
It can be a challenge to think of new content all the time. But it can also be a good way to increase engagement with your brand across all platforms, which will help build an audience.
Avoid the Overuse of AI
Try not to rely on AI to create your content. While it can be an effective way to create lots of content, it can also look relatively spammy and won’t have the flair or branding that you can create yourself.
AI can be useful in certain aspects. Such as spending less time on creating transcripts or creating topic ideas. However, there is nothing that can match the ingenuity and effectiveness of the human perspective. And if AI could replicate your brand voice and style, it could just replace everyone, but all the best-performing brands aren’t using AI in this style.
FAQs
What should my budget be on Facebook?
Your budget should be enough that you’re getting meaningful results on the channel. You can start with a budget of as little as $1 a day and then increase it as you start to see results. Or you can start with a $50-a-day budget. But there are times when spending too much is less effective.
How much time per day should I spend on Facebook?
You probably have lots to do for your brand, but spending time on Facebook can be important. That is why we recommend spending about 15-30 minutes per day on Facebook on productive activities.
Can I publish the same content on all platforms?
You should publish unique content for all platforms. This helps you keep audiences engaged on the various platforms and allows you to grow numerous platforms.
Final Word: Advertising your Podcast on Facebook for More Listeners
Advertising your podcast on Facebook is about building a strong brand presence, utilizing all the features available to you, and also using some Facebook ads. It can be a lucrative prospect, but it might take time to reach your ideal audience.
Produce Your Podcast is a full-service podcast production, editing, and marketing agency specializing in helping brands launch, grow, and monetize successful podcasts that impact their bottom line. With 30+ years of experience in broadcasting and business development brought to every project we work on, our team of experts is a reliable partner to help you achieve your goals with your show.
Click here to schedule a conversation with our team today and let’s bring your show to life!