Picture this: you’re tasked with managing your company’s podcast, and like any savvy marketer, you see social media as a powerful tool to drive podcast downloads. After all, it’s all about conversions, right? Well, it’s time to shift your perspective. Social media should no longer be seen as merely a means to an end; it should be seen as a vital part of your entire content ecosystem.
In the age of TikTok and viral clips, we often see snippets from podcasts going viral without the viewers actually listening to the full episode. But guess what? That’s still a win! Building a community on social media through your podcast is a goal in itself. The key is to embrace the value of engagement and interaction.
Now, you might be wondering, “How can I leverage this newfound perspective to optimize my social media strategy?” We have some tips to help you make the most of your social media presence:
1. Embrace the Power of Authenticity:
People crave genuine connections. So, let your brand’s personality shine through on social media. Inject humor, share behind-the-scenes moments like showcasing your recording setup or interviewing guests, and engage with your community. Show them that you’re more than just a faceless entity.
2. Create Engaging Content:
Remember, it’s not just about promoting the podcast; it’s about providing value and entertainment. Share snippets of your most interesting episodes, host Q&A sessions to answer listener questions directly, create polls to gauge audience interest on potential topics, and spark conversations. The more you engage your audience, the stronger your community will become.
3. Foster Two-Way Communication:
Social media is a platform for dialogue. Encourage your audience to share their thoughts, opinions, and questions. Respond promptly, be attentive, and show that you value their input. This not only builds trust but also helps you refine your podcast based on their feedback and ensure you’re creating content that resonates with them.
4. Collaborate and Cross-Promote:
Partner with influencers, experts, or even other podcasts in your niche. By cross-promoting each other’s content, you tap into their audiences and gain exposure to new potential listeners. It’s a win-win situation for everyone involved.
5. Leverage Social Media Features:
Each platform has unique features to explore. Whether it’s Instagram Stories for quick updates and behind-the-scenes glimpses, Twitter Spaces for live audio conversations, or LinkedIn Live for professional discussions and interviews, experiment with different formats to keep your content fresh and exciting. Don’t be afraid to think outside the box and explore new ways to connect with your audience.
A Powerful Example: Building Community with Valeria Lipovetsky’s Podcast
When it comes to building a vibrant community on social media, Valeria Lipovetsky, one of our past clients, sets an excellent example with her podcast, Not Alone (FRQNCY produced the first season). Valeria understands that social media is not just a means to an end, but an opportunity to foster genuine connections with her audience.
One of Valeria’s key strategies is to leverage her social media channels as a broadcast channel for behind-the-scenes (BTS) content. She takes her followers on a journey, sharing personal insights, candid moments, and exclusive peeks into her podcast production process. By doing so, Valeria invites her community into her world and creates a sense of intimacy.
But Valeria doesn’t stop there. She ingeniously uses podcast clips as conversation starters on social media. She knows that viral clips can captivate the attention of viewers who may not necessarily listen to the entire episode. By sharing these captivating snippets, Valeria sparks curiosity and intrigue, encouraging her audience to engage in discussions and share their thoughts in the comments section.
What sets Valeria apart is her ability to authentically connect with her community. She actively responds to comments, messages, and tags, making her audience feel seen and valued. She understands that two-way communication is the backbone of a thriving social media community. Through this engagement, Valeria not only solidifies her brand’s presence but also gains invaluable insights into her audience’s preferences, enabling her to tailor her content to their needs and ensure she’s delivering the kind of content they find valuable and engaging.
It’s easy to limit social media’s potential to a mere conversion tool. We want to challenge you to embrace it as a means to build a vibrant community, foster brand loyalty, and amplify your influence. By implementing these valuable tips and creating a comprehensive social media strategy aligned with your podcast’s goals
FRQNCY Media is the audio production company for Jane Goodall, Diane von Furstenburg, Coca-Cola, and small businesses alike. FRQNCY is a one-in-a-million blend of innovation, passion, and joy. We offer tailored audio production support including integrated services that take (super-skilled) care of content strategy, market research, production, editing, and marketing.